How to stay safe from celebrity scams

AI and deepfake technology have been an absolute gift to fraudsters, allowing them to create fake adverts for non-existent products famous and trusted faces.

Martin Lewis of Money Saving Expert has, unsurprisingly, featured in many of these bogus promotions, and just this week, he said it is “absolutely devasting”.

Speaking to ITV’s This Morning, he said: “My career has been about trying to protect consumers, protect their pockets and fight for financial justice.

“And for these people to use my name to rip vulnerable people off and non-vulnerable people off is absolutely disgraceful. 

“And they know what they’re doing.”

Martin Lewis is far from alone in having his image exploited by scammers.

According to NatWest, other high-value scams have featured people as diverse as businessman Elon Musk, actress Jennifer Aniston, Led Zeppelin guitarist Jimmy Page and TV presenter Jeremy Clarkson.

So if you see an ad seemingly featuring a public figure you recognise and trust, how can you be sure it’s genuine?

How to spot the scams

If you come across an ad featuring a celeb, ask yourself questions such as:

• Is the celebrity posting from their official account? Always check the legitimacy of the account.
• Are you being asked for money or personal information? If so, be cautious.
• Does the celebrity seem out of character in the video? Look for unnatural movements or strange speech patterns.

For more tips and advice, have a read of our guide on how to outsmart online scammers.

What to do if you’ve been scammed

If you find yourself duped by a fake ad, it’s important to act quickly. 

Firstly, contact your bank or card provider immediately to block any payments.

Next, report the scam to Action Fraud or the police if you’re in Scotland.

And if you spot fake ads online, report them to the Advertising Standards Authority (ASA).