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{"id":36738,"date":"2023-07-09T22:00:54","date_gmt":"2023-07-09T22:00:54","guid":{"rendered":"https:\/\/scienceandnerds.com\/2023\/07\/09\/martin-lewis-warns-over-first-deepfake-video-scam-ad-circulating-on-facebook\/"},"modified":"2023-07-09T22:00:55","modified_gmt":"2023-07-09T22:00:55","slug":"martin-lewis-warns-over-first-deepfake-video-scam-ad-circulating-on-facebook","status":"publish","type":"post","link":"https:\/\/scienceandnerds.com\/2023\/07\/09\/martin-lewis-warns-over-first-deepfake-video-scam-ad-circulating-on-facebook\/","title":{"rendered":"Martin Lewis warns over \u2018first\u2019 deepfake video scam ad circulating on Facebook"},"content":{"rendered":"

Source:https:\/\/techcrunch.com\/2023\/07\/07\/martin-lewis-deepfake-scam-ad-facebook\/<\/a><\/br>
\nMartin Lewis warns over \u2018first\u2019 deepfake video scam ad circulating on Facebook<\/br>
\n2023-07-09 22:00:54<\/br><\/p>\n

\n

For a glimpse of the AI-generated misery fast accelerating onto our screens thanks to developments in synthetic media that are powering ever more sophisticated forms of deception, check out this clip<\/a> of U.K. consumer finance champion Martin Lewis apparently shilling an investment opportunity backed by Elon Musk.<\/p>\n

Except of course the footage (also embedded in the below tweet) is an AI-generated deepfake and the investment opportunity is a scam not backed by Lewis (or Musk). The former also makes a point of never appearing in adverts to endorse third party products or services, not that that stops scammers repeatedly misappropriating his image for social media ads to try to trick people into parting with their money\u2026<\/p>\n

\n
\n

WARNING. THIS IS A SCAM BY CRIMINALS TRYING TO STEAL MONEY. PLS SHARE.<\/p>\n

This is frightening, it’s the first deep fake video scam I’ve seen with me in it. Govt & regulators must step up to stop big tech publishing such dangerous fakes. People’ll lose money and it’ll ruin lives. https:\/\/t.co\/ZzaBELg1kg<\/a><\/p>\n

\u2014 Martin Lewis (@MartinSLewis) July 6, 2023<\/a><\/p>\n<\/blockquote>\n<\/div>\n

Per Lewis, who was interviewed about the deepfake on ITV\u2019s Good Morning Britain<\/a> (GMB), the video of him shilling an investment scam has been circulating on Facebook. And boy is he livid about that \u2014 given he already went to the trouble of suing the tech giant for inaction over scam ads carrying his image, launching defamation litigation back in 2018<\/a> in a bid to use his celebrity to shame the tech giant into doing something to stop the scammers.<\/p>\n

\u201cThis is going around on Facebook at the moment,\u201d Lewis said of the deepfake video. \u201cThis, as far as I know, is the first deepfake scam advert that we\u2019ve seen. It\u2019s certainly the first with me in. It\u2019s an absolutely terrifying development. This is still only early stages of the technology. And they are only going to get better.\u201d<\/p>\n

\u201cI am viscerally angry about this,\u201d he added. \u201cPeople will know I have been campaigning for proper regulation of scam adverts for years.\u201d<\/p>\n

Lewis settled his defamation suit against Facebook in 2019<\/a> after it agreed to make some changes to how it operates, saying it would offer a report ad button to U.K. users to make it easier for them to report dubious ads. It also committed to contribute funding worth \u00a33 million to help set up a citizens\u2019 scam advice service.<\/p>\n

But of course that\u2019s a drop in the ocean of money Brits routinely lose to scammers. (Last year losses to U.K. consumers and businesses from fraud and financial scams hit a record \u00a31.3 billion<\/a>.)<\/p>\n

It\u2019s also drop in the ocean of Facebook\u2019s parent Meta\u2019s revenue (full year earnings for 2022 were an eye-watering $116.61 billion), which it generates by selling access to behavioral ad-targeting tools which are powered by its pervasive tracking and profiling of web users.<\/p>\n

Meta\u2019s ad tools are essentially doing the heavy lifting for scammers behind ads like the Lewis deepfake \u2014 since, once the scammers have crafted an enticing deceptive message, they can plug it straight into the high scale ad-targeting tools it offers to ensure the scam lands in the feeds of users who are most susceptible (and vulnerable<\/a>) to being taken in by it, leveraging Meta\u2019s ongoing mass surveillance of web users to reach fresh victims.<\/p>\n

Asked for a response to the deepfake a spokesperson for Meta told TechCrunch it\u2019s investigating.<\/p>\n

The company also sent us this statement \u2014 claiming:<\/p>\n

\n

We don\u2019t allow this kind of advert on our platforms and the original video was proactively removed by our teams, we also removed a number of copycat adverts using the same imagery.<\/p>\n<\/blockquote>\n

However Meta did not provide a direct response when we asked how it had allowed yet another scam bearing Lewis\u2019 explicit liking \u2014 albeit, this time, the fake moves and talks in a voice that sounds remarkably like the real deal \u2014 to be uploaded to its platform.<\/p>\n

While Facebook\/Meta gets directly named and shamed by Lewis, the consumer champion is also angry at the U.K. government for failing to tackle the scam ads issue.<\/p>\n

In the interview with GMB, he hit out at the lack of response from the government following two consultations on online ads. And while the Online Safety Bill was expanded to cover scam ads<\/a> last year, following campaigning by the likes of Lewis, he also attacked the length of time it\u2019s taking to pass the legislation, with the bill still picking its way through parliament \u2014 leaving U.K. web users at the mercy of ad platforms\u2019 tepid enforcement of their own T&Cs in the meanwhile.<\/p>\n

\u201cWe still have an absolute wild west on social media and other Big Tech advertising platforms that allows scammers to get away with impunity,\u201d warned Lewis, adding: \u201cWhat I want everyone watching to remember is every time you see one of those adverts one of the Big Tech firms is being paid<\/em> to promote that advert. And these destroy vulnerable people \u2014 and many non-vulnerable people\u2019s lives.\u201d<\/p>\n<\/p><\/div>\n

<\/br><\/br><\/br><\/p>\n

Science, Tech, Technology<\/br>
\n<\/br>
\nSource:https:\/\/techcrunch.com\/2023\/07\/07\/martin-lewis-deepfake-scam-ad-facebook\/<\/a><\/br><\/br><\/p>\n","protected":false},"excerpt":{"rendered":"

Source:https:\/\/techcrunch.com\/2023\/07\/07\/martin-lewis-deepfake-scam-ad-facebook\/ Martin Lewis warns over \u2018first\u2019 deepfake video scam ad circulating on Facebook 2023-07-09 22:00:54 For a glimpse of the AI-generated misery fast accelerating onto our screens thanks to developments in synthetic media that are powering ever more sophisticated forms of deception, check out this clip of U.K. consumer finance champion Martin Lewis apparently shilling […]<\/p>\n","protected":false},"author":1,"featured_media":36739,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"pagelayer_contact_templates":[],"_pagelayer_content":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[26,17,8],"tags":[],"class_list":["post-36738","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-science","category-tech","category-technology"],"yoast_head":"\nMartin Lewis warns over \u2018first\u2019 deepfake video scam ad circulating on Facebook - 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