Deceptive deepfake technology is being deployed in online adverts, featuring AI-generated 'doctors' endorsing unapproved weight-loss patches, according to consumer champion Which?. These sophisticated scams, appearing on platforms like YouTube, are exploiting the rising demand for weight-loss solutions and have been found to incorporate the branding of legitimate medical institutions such as Guy's and St Thomas' Hospital and Mayo Clinic without their consent.
Which? uncovered several video adverts where individuals, believed to be AI-generated, wore medical uniforms within hospital-like settings, complete with recognisable hospital logos. These adverts directed viewers to newly established websites selling weight-loss patches, products that are not medically approved and for which the NHS provides no endorsement or prescription. The Medicines and Healthcare products Regulatory Agency (MHRA) has previously warned consumers against weight-loss products promoted on social media, particularly those promising rapid results or unusually low prices.
The financial impact of such scams is significant for individuals. Report Fraud informed Which? that between March 2022 and June 2023, 48 reports concerning fraudulent weight-loss jabs alone resulted in total losses of £10,993, equating to an average loss of £229 per victim. These reports ranged from counterfeit products being sold online to items never arriving or sellers becoming unreachable. The ease with which these deepfake adverts are created and disseminated makes them a persistent threat, with Guy's and St Thomas' Hospital noting that as soon as one scam is removed, another often emerges.
The increasing sophistication of AI technology makes these deepfake videos challenging to identify. Recent research cited by Which? revealed that 70% of the public struggled to correctly distinguish between real and AI-generated videos. While subtle cues like unnatural lip-syncing, robotic voices, blurry details, or inconsistent shadows and reflections can sometimes indicate a deepfake, the technology is rapidly improving, making detection harder for the average user. Both Guy's and St Thomas' Hospital and Mayo Clinic have confirmed they have no association with these adverts and that their logos are being used without authorisation.
YouTube has stated its policy prohibits ads that misrepresent products or services and confirmed it had removed the specific ads shared by Which? for violating its policies. However, the prevalence of such scams underscores the need for continued vigilance from both consumers and online platforms. The Advertising Standards Authority (ASA) has also been active, issuing 19 alerts for weight-loss related ads through its scam ad system in the past six months, including one featuring Guy's and St Thomas' Hospital's branding.
This surge in fraudulent activity highlights a broader challenge in the digital economy, where advanced AI tools are being weaponised by scammers. For UK households and businesses, this means an increased risk of financial loss and reputational damage. While specific figures on the overall economic impact across the UK are not yet available, the reported losses of nearly £11,000 for just one type of weight-loss scam suggest the problem is widespread and costly. Consumers are urged to exercise extreme caution and verify any health product claims through official health bodies, rather than relying on online advertisements.
Source: Which?