Deepfake Scams: The Rising Threat and How to Combat It

In an era where technology is advancing at an unprecedented pace, deepfake technology has emerged as a significant threat. Deepfakes are videos or images that feature people who have been digitally altered to appear as someone else or to say something they never did. This technology, once a subject of fascination, is now being used by scammers to trick people into losing millions of dollars.

The Growing Threat of Celebrity Deepfake Scams

In recent times, both Australia and Canada have witnessed a surge in sophisticated scams that exploit deepfake technology to manipulate the images and voices of celebrities, luring unsuspecting individuals into fraudulent investment schemes.

The Australian Deepfake Scam:
In a recent incident, thousands of Australians fell victim to a sophisticated scam that used deepfake technology to create convincing videos of celebrities endorsing fraudulent investment schemes. The scam, exposed by the Australian Securities and Investments Commission (ASIC), resulted in losses of more than $8 million. Celebrities are often unwittingly dragged into these scams, with their images and voices manipulated to endorse fraudulent schemes, creating a sense of legitimacy and credibility that entices individuals to invest their hard-earned money without realizing the risks involved.

The Canadian Celebrity Deepfake Scams:
Similarly, Canadian celebrities like TV chef Mary Berg, crooner Michael Bublé, comedian Rick Mercer, and hockey megastar Sidney Crosby have become the face of AI-generated deepfake scams. Scammers on social media used sensational posts and AI-generated articles to lure people into what appeared to be legitimate news stories on CTV News's website. These posts led unsuspecting users to sign up and invest in schemes that promised to increase their investments more than 10-fold in just seven days.

The Implications of Deepfake Technology

As deepfake technology continues to evolve, its implications on society, cybersecurity, and media integrity are becoming more pronounced. The use of deepfakes in scams is just one aspect of the problem. Deepfakes can also create misinformation and confusion about important issues, fuel other unethical actions like creating revenge porn, and even undermine public trust.

How to Spot a Deepfake

So how do you avoid getting duped by a deepfake? Here are some tips:

Look for telltale glitches like unnatural eye movements, wonky teeth, or mismatched audio.

Be wary of sensational celebrity endorsements that seem too good to be true.

Cross-reference suspicious videos with other reputable sources.

When in doubt, reach out directly to the person supposedly in the video to verify.

However, resources are becoming available to help individuals detect deepfakes on their own. For example, the Massachusetts Institute of Technology (MIT) has created a Detect Fakes website to help people identify deepfakes by focusing on small details.

Preventing Deepfake Scams

To prevent falling victim to deepfake scams, it's crucial to stay vigilant and skeptical. If an investment opportunity seems too good to be true, it probably is. Cross-checking content with other reliable sources is necessary not only to understand the information better but also to verify its authenticity. If you find a deepfake, immediately refrain from sharing it, as once shared, it often takes on a life of its own.

Legal Recourse Against Deepfakes

Pursuing legal action over the production and distribution of deepfakes can be a long and expensive process. However, it can pay off. For instance, a recent class-action lawsuit against Meta over “Sponsored Stories” advertisements on Facebook that generated endorsements using names and profile photos of users without their consent resulted in a $51-million settlement to users in Canada.

In conclusion, while deepfake technology poses a significant threat, awareness, vigilance, and education can go a long way in combating it. As a society, we must strive to strike a balance between technological innovation and ethical responsibility to shape a future where deepfakes are used responsibly.