Beware: Celebrity scams are on the rise
15 October 2024Scams using the likeness of reputable media outlets and journalists are increasing, particularly through AI-generated content on social media platforms. Our Senior Policy Adviser Thomas Bergmann tells about how these scams falsely use logos and images of well-known journalists to promote fraudulent cryptocurrency schemes and misleading products — exploiting public trust in media, causing financial loss to consumers and damaging the credibility of media outlets.
Who wouldn't be up to making lots of cash just with some mouse clicks? And who wouldn't like to lose a few kilos without trying too hard? And when such prospects are seemingly promoted by reputable media outlets and their esteemed journalists, skepticism probably takes a backseat to hope, right? Yet, caution is advised as you may have just been tricked by nothing more than sophisticated scams.
Illegal and deceptive content imitating well-known media brands and popular journalists, by using their logos, designs and identities in images and videos - made possible through artificial intelligence – is proliferating on social networks and video-sharing platforms. Public service media have reported numerous cases of such scams, involving their brands and employees:
The well-known French journalist Elise Lucet from France Télévisions has seen her image being misused in fake press articles that were advertised on social networks and that redirected online users towards fraudulent cryptocurrency websites. Since November 2023, these deceptive ads have plagued social networks, including Facebook, Instagram and X, nearly a thousand times. Read more
Similarly, the BBC and their journalist Jane Wakefield were falsely attributed to fabricated articles which circulated on Facebook, featuring interviews with celebrities who earned fortunes in cryptocurrencies. However, Jane Wakefield had never conducted these interviews nor written those articles. They were, in fact, fraudulent advertisements generated with the help of AI, bearing a striking resemblance to authentic BBC content. Read more
The Spanish public broadcaster RTVE also battles against the spread of fake ads circulating on various online platforms. Many of these ads falsely endorse medical products using the broadcaster's name, with outrageous claims such as losing 15 kilos without dieting or exercise. Read more
As highlighted in the aforementioned examples, the scams exploit the trust that people have in their local media outlets and journalists to advertise fraudulent products and services and to spread dis- and misinformation. Their goal is clear: to mislead consumers, primarily for financial profit, under the guise of credibility.
The consequences for consumers can be severe, potentially resulting in significant financial losses. Such scams also tarnish the reputation and undermine the integrity of the affected media outlets and journalists. In the long term, this could even contribute to further eroding trust in the media and journalism in general.
Vigilance on the part of online users and action on the part of online platforms are therefore required. In our next blog posts, we will explain what public service media expect from online platforms in combatting the presence of this illegal and deceptive content, and how consumers may protect themselves from such scams. Stay tuned!