For many, visual evidence has always been the most reliable form of proof. However, with technological advancements, such as artificial intelligence, it’s easier than ever to create convincing fake images and videos that can make it seem as though a celebrity is saying something they actually never said. Scammers increasingly use these technologies to exploit the trust and admiration people have for brands and celebrities, including media organisations and their journalists, and to trick online users into giving away personal information or money. Read more about it here.  

It’s therefore important to be vigilant and to critically assess the information you encounter online – especially if this information seems to be too good to be true or uses familiar brands or faces to endorse weird political messages, products and services. Here are some easy tips you can use to protect yourself and others: 

Check official sources: Would your favourite public service media journalist really try to sell you medical drugs, advertise online gambling, or invite you to invest in crypto currencies? Probably not! To be completely certain, cross-check any claims or endorsements with official websites or social media accounts. Official announcements are usually posted by the journalist or media organisation themselves. If the only source you can find is dubious, the content might be manipulated. 

Scrutinize images: Familiarize yourself with the signs of deepfake technology. Look for unnatural facial movements, inconsistent lighting, and distortions or blurriness around the edges of faces or objects. Deepfakes often struggle with fine details like hair, teeth, or fingers. Pay attention to the synchronisation between audio and visual elements. If the audio doesn’t match the speaker’s lip movements, the video may be fake.  

Use reverse image search: If you come across a suspicious image or video, use a reverse image search to see if it has been used elsewhere. You can find free tools on the Internet. This can help identify if the content has been manipulated or taken out of context.  

Verify the authenticity of websites: Celebrity scams trick users to visit a website, giving access to dis- and misinformation or fraudulent goods and services. While the link in the advert itself may look reliable, users are often redirected to a website that has nothing to do with the actual URL or page name. So, make sure to check the URLs of the websites you visit! 

Inform the brand or celebrity: ... when you come across a potential scam that misused their images. Taking the example of a media organisation or one of their journalists, you could for instance use an official channel that allows the public to interact with them or simply tag them under the scam post you discovered. This way, the media organisation can confront the platform provider where the scam is advertised. 

Report to the platform: If you encounter a potential scam, report it to the platform! This may help protect other users from falling victim to it. In the EU, online platforms have a legal obligation to remove illegal content from their services, following a report by a user, as we explained in this blog post. 

Don’t spread suspicious content: Avoid sharing content that is suspicious. By not spreading potentially harmful information, you help reduce the reach of scams and you make the Internet a safer place. 

Raise awareness: While you may be surfing safely through the Internet, your friends and family members may be more vulnerable to celebrity scams, disinformation and online fraud. Help them avoid falling into such traps, by sharing useful tips on how to stay safe online. 

Remember, in the digital world, not everything is as it seems. As digital deception becomes increasingly sophisticated, seeing should never equal believing.