Deepfake video uses Bulgarian TV anchor's likeness for fraudulent diet ads
A deepfake video using Bulgarian TV anchor Ani Salich's likeness advertised a diet product online. The false video was created using AI technology based on an authentic NOVA podcast interview on a different topic, and despite removal by Meta, continued to circulate online.
What happened
A deepfake video circulating online shows Bulgarian TV news anchor Ani Salich advertising a diet program. The false video was created using deepfake technology combined with artificial intelligence, based on an authentic interview from Salich's NOVA podcast where she discussed an unrelated topic.
Salich reported the fraudulent video to Meta, which removed the advertisement, but the video reappeared online. Salich stated the deepfake is 'a big scam that has harmed or can harm people' and appealed to the public not to purchase the advertised product.
Reported impact
Salich warned that once a false video is released online, it can remain there permanently. Cybersecurity experts noted that while platforms attempt to remove such content, removing one video often results in ten similar videos appearing in its place.
Index analysis
Bulgarian cybersecurity expert Simeon Nguyen stated that identifying who operates such fraudulent pages is 'almost impossible.' He explained that deepfake videos can be reported to Facebook for removal, but multiple copies circumvent these efforts.
Bulgarian investigator Svetoslav Vasilev from the Cybercrime Department noted that Bulgarian criminal law lacks specific provisions criminalizing deepfake video creation, and the Criminal Code does not address emerging technologies and methods for gathering electronic evidence.
Governance controls
Salich reported the fraudulent advertisement to Meta, which initially removed it. However, she criticized the state's role, stating that if authorities cannot combat criminals operating from computers creating thousands of fraudulent schemes daily, public protection is inadequate.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.