Fighting Fraud
By Better Business Bureau Serving Greater Cleveland
Have you come across a video or advertisement featuring a celebrity endorsing a pill for rapid weight loss or an app that claims you can make money quickly on social media? Better Business Bureau® (BBB®) Serving Greater Cleveland is reminding you of this online scam that seems innocent at first, but can turn into a big financial loss for consumers.
These scams, called deepfakes, are generated using AI (artificial intelligence) to mimic the appearance, tone and voice of a celebrity. This synthetic content is used to gain the consumer’s trust and entice them to purchase, subscribe or click on a link. Fraudsters create highly realistic videos featuring recognizable individuals like celebrities, politicians and financial experts to promote a variety of content. The purpose of this scam? To steal money and information from consumers.
In fact, a Northeast Ohio resident lost $20,000 to a deepfake scam. The Ohio native claimed he saw a “video on Instagram that had Elton John in it,” in which anyone could earn money online, and that it was “so easy, it’s almost unfair.” The video then stated, “[you] could be making $25,000 a month in no time at all.” It went on to show testimonials from people claiming to have made thousands and thousands of dollars “in no time at all.” The video was powerful and realistic enough that the Northeast Ohio resident went all in and is now looking to get his money back.
“If something seems ‘too good to be true,’ it probably is,” states Pamela (Pam) Anson, President and CEO of Better Business Bureau® (BBB®) Serving Greater Cleveland. “Scammers want consumers to have a difficult time telling fact from fiction. It’s always best to stay vigilant and do your own research.”
How can you spot a deepfake scam? BBB recommends:
- Take a closer look at the video. Poor-quality deepfakes are easy to identify. Look for isolated blurry spots, double edges to the face, unnatural blinking or no blinking, the sound does not match the mouth. Fake audio might include choppy sentences, odd phrasing, or unnatural or out-of-place inflections.
- If it sounds too good to be true, it probably is. Be wary of celebrity endorsement videos that offer amazing deals.
- Don’t believe everything you see online. Scammers count on you to take them at their word without verifying any information. Always use a healthy dose of skepticism.
- Don’t make financial decisions based on viral videos. If a celebrity insists you invest in something, do some research before sending any money.
- Be careful what you post online. The only way a scammer can make a deepfake video of you is if they have access to a selection of photos and videos featuring your face. Stay alert to the possibility of impersonation.
For more tips on spotting a deepfake scam, visit BBB.org. Have additional questions? Reach out to your BBB at 216.241.7678 or [email protected]. Have a scam to report? Report it to BBB.org/ScamTracker.
