Deepfakes Enable Scammers to Deceive Public, Urgent Action Needed

• •70% of surveyed adults failed to identify deepfake videos accurately.
• •Which? urges the UK Government to enforce stricter regulations on tech firms.
• •Social media companies reportedly earned £3.8 billion from scam ads in 2025.

A consumer group, Which?, has reported that realistic deepfakes are leaving individuals vulnerable to scams. An experiment involving 514 adults revealed that 70% could not accurately identify AI-generated videos from real ones. Among the participants, 8% failed to identify any correct videos, while 21% managed to identify only one. One deepfake depicted Boots staff promoting an unlicensed weight loss product, prompting the retailer to warn customers about fake advertisements. The study highlights the inadequacy of current security measures on social media platforms, as half of social media users believe they encounter deepfakes daily. Which? is urging the UK Government to empower Ofcom to enforce stricter regulations under the Online Safety Act. The financial impact of scam ads on social media is significant, with estimates of nearly £3.8 billion generated in 2025. The Government has allocated £79 million to combat fraud but has been criticized for not doing enough to prevent scams.