How to spot a deepfake in an investment ad
More and more investment scam ads use deepfakes: videos in which a celebrity appears to speak, but their face or voice has been generated or manipulated with artificial intelligence. Some are very convincing. The good news is that you do not need to be an expert to avoid them: the context gives almost all of them away.
The most important thing: context
Before looking at technical details, ask yourself these questions. If the answer to any of them is “yes”, it does not matter how real the video looks:
- Is a celebrity recommending a platform to make money in an ad?
- Does it promise fast, guaranteed or “automatic” profits?
- Does the ad lead to a “news article” with a sign-up form?
- Are you asked for a deposit to get started?
Celebrities do not promote investment platforms this way. Many have publicly denounced these videos. You can see who is being impersonated in our list of celebrities.
Visual clues
- The mouth does not match the words: lips moving oddly, blurry teeth or teeth that change shape.
- Strange blinking: too little, too regular, or eyes that do not focus on anything.
- Face edges: blurry or “shimmering” areas around the chin, hair or ears, especially when the head turns.
- Overly smooth skin or lighting that does not match the background.
- Constant cuts and zooms: editors use them to hide glitches.
- Glasses, jewellery or hands that warp when they move.
Audio clues
- A flat or robotic voice, without breaths or that person’s natural pauses.
- Odd intonation or an accent that is not theirs.
- Sound that is too clean for the scene (for example, a TV studio with no background noise).
- Generic phrases that person would never say, or figures that sound like a sales script.
Check the source
- Look for the original interview. If it claims to be from a well-known TV show or newspaper, search that outlet’s official website. It will not exist.
- Look at who is running the ad. They are usually newly created pages with unrelated names, or hacked accounts.
- Search the platform name on InvestRedFlags and in your regulator’s warnings.
What to do if you see one
- Do not click or leave your details.
- Report the ad on the social network (three-dot menu → report → scam or fraud).
- If you have already signed up or paid, follow our victim guide.
To understand the whole scam journey, from the ad to the fake broker, read how celebrity investment scams work.