Deepfake videos impersonated UK health experts to promote Wellness Nest supplements
Factcheckers uncovered hundreds of AI-generated deepfake videos on social media platforms using altered footage of real health experts, including Prof David Taylor-Robinson, to promote unproven supplements from Wellness Nest. The deepfakes manipulated real footage to falsely show the doctors endorsing menopause treatments, exploiting their professional authority to spread health misinformation and sell products.
What happened
Factchecking organisation Full Fact uncovered hundreds of AI-generated deepfake videos on TikTok and other social media platforms featuring manipulated footage of real health experts, including Prof David Taylor-Robinson from Liverpool University.
The deepfakes used real footage from public sources such as a 2017 Public Health England conference talk and a parliamentary hearing, but the audio and visuals were altered so the doctors appeared to recommend products from Wellness Nest, a US-based supplements company, to treat conditions such as menopause.
Prof Taylor-Robinson discovered the misuse of his likeness only when a colleague alerted him in August. At least 14 doctored videos on TikTok falsely showed him recommending unproven supplements including probiotics and Himalayan shilajit, despite his expertise being in children's health rather than menopause.
Reported impact
The deepfakes undermine public trust in health experts and spread health misinformation by exploiting the perceived medical authority of real doctors to sell unproven products targeting menopause symptoms.
Prof Taylor-Robinson expressed irritation at people using his likeness and work to sell products and spread health misinformation, though he did not report feeling desperately violated.
Index analysis
The delayed removal of deepfake content across platforms underscores challenges in detection, accountability, and response to synthetic media abuse.
The sophistication of AI-driven misinformation deployed to impersonate respected health experts demonstrates the need for stronger detection capabilities and faster platform responses to content distorting prominent people's views.
Governance controls
The revelations have prompted calls for social media platforms to be more careful about hosting AI-generated content and quicker to remove content that distorts prominent people's views.
Classification
Sources and evidence
Sources not yet published
This record was researched and written by the Index from original reporting. Its sources are still being verified by an editor, and they are listed here once that check is complete. Until then the record carries no reviewer.