How to protect yourself from celebrity scams

Scammers are getting smarter and new technology is helping them. Using AI and deepfake tools, criminals can now create convincing fake videos and adverts, making it look like a celebrity is promoting products or investments that don’t actually exist.

These scams often use well-known faces to lure people in. One of the most targeted is Martin Lewis, founder of MoneySavingExpert, whose image has been used in countless fake ads.

Speaking on ITV’s This Morning, he called it “absolutely disgraceful” especially since his career has been all about protecting consumers.

To avoid any doubt, Martin Lewis has made it clear that he never does ads. This means he never endorses specific products. If you see an ad featuring Martin Lewis, it’s safe to assume it’s fake.

According to NatWest, scammers have also faked endorsements from Elon Musk, Jennifer Aniston, Jimmy Page, and Jeremy Clarkson.

So how do you stay safe as scams become more and more sophisticated?

How to spot a fake celebrity ad

If you see an advert featuring a celebrity or influencer you recognise, pause before you click. Check whether they:

• are posting from their official account; it’s worth checking the username, if they have a blue tick, and what their recent posts have been
• are asking for money or personal details; that’s a major red flag
• seem off; if their facial expressions or speech patterns seem off, it could be a deep fake video

If something feels wrong, trust your instincts.

What to do if you’ve been scammed

You should:

• act quickly; the faster you respond, the better your chances of limiting the damage
• contact your bank or card provider immediately to block any payments.
• report it to Action Fraud (or the police if you’re in Scotland).
• flag the ad to the Advertising Standards Authority so they can investigate

And remember, if you see a celebrity promoting something online, it’s safest to assume it’s fake until you’ve double-checked.