South Korean actress Lee Ji-hye targeted by deepfake ads for underwear and sweet potatoes
South Korean actress Lee Ji-hye discovered deepfake videos of herself promoting women's underwear and sweet potatoes on fraudulent advertising networks linked to a Chinese website. Lee publicly denied any involvement on June 17, warning consumers not to purchase from the ads, and some people reported they had already been scammed.
What happened
Lee Ji-hye discovered multiple fraudulent advertisement videos circulating online featuring deepfake renderings of her face and voice. The videos showed her supposedly eating sweet potatoes and promoting women's underwear.
Lee Ji-hye stated on June 17 through social media that she had never filmed these advertisements and had not endorsed these products. She warned followers not to click the links or purchase items, noting that the ads directed to a suspicious Chinese website written in Korean but with suspicious inconsistencies.
Reported impact
Some consumers reported they had already purchased items based on the fraudulent advertisements, believing they were genuine endorsements from the actress.
The incident sparked concern among South Korean social media users about the realism and dangers of deepfake technology, with many expressing worry about being unable to distinguish authentic from synthetic content.
Index analysis
The deepfake videos were sophisticated enough to replicate both Lee Ji-hye's facial appearance and her voice with high fidelity, making them difficult for viewers to identify as synthetic.
The scam operation specifically directed consumers to a China-based website, suggesting an organized fraud scheme targeting Korean consumers through impersonation of a local celebrity.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.