Deepfake scams: examples and how to avoid them

iPhoneAndroidMacWindowsUpdated

Deepfakes are digitally created or altered images, videos and audio, and police in the UK list fraud among the ways they're misused. On 27 October 2026, the City of London Police said Report Fraud data shows £24.3 million was stolen between January and August 2026 through fake investment schemes where AI, including deepfakes, made the offer more believable.

Quick answer

Deepfake scams use AI-made video, images or audio of a real person, often a celebrity, an official or someone you know, to make a fake offer or request look genuine. Common examples are fake celebrity investment adverts and video calls with fake executives or officials. Check the offer through official sources, never through the advert or caller, and don't be rushed.

What is a deepfake scam?

Police.uk defines deepfakes as digitally created and altered content, often fake images, videos and audio recordings, and says some can take on the exact likeness of a real person. Deepfakes aren't always harmful or illegal, it says, but using one to trick you into handing over money or private information is fraud.

The FBI says criminals use AI-generated video to create believable depictions of public figures and so make their fraud schemes more convincing, and that the technology can correct the human errors that might otherwise give a scam away.

What are some real examples of deepfake scams?

These are the patterns official bodies have described.

Fake celebrity investment adverts. The City of London Police says AI is being used to generate deepfakes for online adverts or fake news articles showing "endorsements" from well-known public figures or trusted financial institutions. According to its Report Fraud data, victims click the fake endorsement and hand over their details. Then someone posing as an investment adviser contacts them. After an initial payment, they're shown supposed profits on a professional-looking trading platform and persuaded to invest more. When they try to withdraw, they're told further fees are needed. Between January and August 2026, Report Fraud received more than 1,300 reports of AI-enabled investment fraud, and people aged 60 or over made nearly 80 per cent (1,033) of them.

Endorsements for products. The US Federal Trade Commission (FTC) warns that scammers use fake celebrity and influencer testimonials with doctored video and audio, and says the technology to make fake endorsement videos is improving all the time.

Video calls with fake bosses or officials. The FBI says criminals generate videos for real-time video chats with supposed company executives, law enforcement or other authority figures. In September 2026 it said AI lets scammers appear as law enforcement and government officials on video calls with victims.

Fake "recovery" help. In July 2026 the FBI said scammers had posted AI-generated videos of a senior FBI leader encouraging people to submit complaints on a fake version of its IC3 website, which collected victims' names, phone numbers, emails and losses.

Proof of a "real person". The FBI says criminals create videos for private messages to "prove" an online contact is a real person.

How can I spot a deepfake?

Sometimes you can, but don't count on it. The FBI suggests looking for subtle imperfections: distorted hands or feet, unrealistic teeth or eyes, indistinct or irregular faces, odd accessories such as glasses or jewellery, inaccurate shadows, watermarks, lag time, voice matching and unrealistic movements. The FBI and CISA also suggest checking content for content credentials or watermarks indicating it was AI-generated.

The FBI is also clear that AI-generated content has advanced to the point that it is often difficult to identify, and the UK's National Cyber Security Centre (NCSC) says scams are getting smarter and some fool the experts. A video that looks perfect isn't proof of anything. The checks below work whether or not you can tell.

How do I avoid deepfake investment scams?

Check the firm, not the face in the advert. The City of London Police advice is:

  1. Don't be rushed. Legitimate organisations will never pressure you to invest on the spot.
  2. Use the FCA Firm Checker. It shows whether a company is authorised by the Financial Conduct Authority. If you deal with a firm that isn't authorised, you may not be covered by the Financial Ombudsman Service if things go wrong.
  3. Get advice first. Before big financial decisions, talk to trusted friends or family, or get independent professional advice.

The FTC adds two quick checks: search the celebrity's name with the product or company and words like "scam" or "fake", and be wary of big promised earnings with little or no risk. Its cryptocurrency guidance says a celebrity endorsement or testimonials from happy investors are "easily faked".

What if a video call or voice message asks for money?

Verify through a channel you choose. The FBI says to hang up, research the contact details of the organisation that supposedly called, and call it directly. It says real officials won't contact the public by phone or text to demand any form of payment. For calls or messages that seem to come from someone you know, the safe phrase and call-back checks are in our guide to AI scam calls and voice cloning.

How do I report a deepfake scam?

  • UK: report fraud to Report Fraud at reportfraud.police.uk or on 0300 123 2040. In Scotland, contact Police Scotland on 101. If a deepfake is being used against you in another crime, such as blackmail or intimate image abuse, police.uk explains how to report it to the police.
  • US: report fake celebrity endorsements to the FTC at ReportFraud.ftc.gov, and financial fraud to the FBI at ic3.gov. The FBI says to type www.ic3.gov into your browser rather than using a search engine, and to avoid "sponsored" results.

More questions

Are deepfakes illegal in the UK?

Not always. Police.uk says deepfakes aren't always harmful or illegal, but they are illegal when used for crimes such as fraud, intimate image abuse, child sexual abuse material, hate crime, harassment or blackmail. If you think you're a victim, it says reporting to the police is the first step.

Why are deepfake investment ads so convincing?

They borrow trust. The City of London Police says they show "endorsements" from well-known public figures or trusted financial institutions, and that fraudsters link schemes to emerging technology, government-backed initiatives or exclusive opportunities to look legitimate.

Who is most affected by deepfake investment fraud?

In Report Fraud's data for January to August 2026, people aged 60 or over made nearly 80 per cent (1,033) of more than 1,300 reports of AI-enabled investment fraud, according to the City of London Police.

Someone offered to recover money I lost to a scam. Is it real?

Be very careful. The FBI says scammers impersonate its staff, including in deepfake videos, and offer to recover lost funds. It says its IC3 will never ask for payment to recover lost funds, has no social media presence and won't contact you by phone, email or online chat.

Can a deepfake be live, in real time?

Yes. The FBI says criminals generate videos for real-time video chats with supposed company executives, law enforcement or other authority figures. Treat an unexpected money request on a video call the same way as a phone call: end it and verify independently.

Sources