Urgent Alert: Big Tech Fails to Stop AI Scams Targeting Users

UPDATE: New research from consumer group Which? reveals alarming deepfake scams on YouTube, putting internet users at risk. These sophisticated AI-generated videos feature trusted figures like financial journalist Martin Lewis and UK Prime Minister Kier Starmer, misleading audiences into investing in fraudulent schemes that appear government-backed and “risk-free.”

The findings come as AI impersonation scams have skyrocketed in 2025, making it increasingly challenging for consumers to distinguish between real and fake content. The urgency of this issue cannot be overstated, as 20% of individuals who invest online trust influencers, making them prime targets for scammers.

Which? has urged both the government and major tech companies, including YouTube, X (formerly Twitter), and Meta, to take immediate action against these dangerous scams. Officials stress the necessity for stricter regulations to safeguard internet users from AI-driven fraud.

“AI is making it much harder to detect what’s real and what’s not,” emphasizes Rocio Concha, Director of Policy and Advocacy at Which?. “Fraudsters know this—and are exploiting it ruthlessly.”

The Financial Conduct Authority has already issued guidelines warning users against taking advice from unchecked financial influencers. However, the presence of deepfakes complicates this issue, as criminals can create convincing spoof websites mimicking reputable sources like Which? and the BBC.

Authorities are calling for the upcoming fraud strategy to include stringent measures that hold Big Tech accountable for enabling scammers. The need for a decisive government response is critical to protect UK citizens from these evolving threats.

In response to the growing crisis, YouTube has introduced a new tool allowing creators to flag AI-generated video clones. While this initiative is a step forward, it does not specifically target deepfake financial fraud, highlighting the ongoing challenges faced by consumers.

As scam technologies evolve, it’s crucial for users to verify the authenticity of content they encounter. Always check for official channels, safe links, and legitimate websites before making any investment decisions.

The urgency of this situation demands immediate public awareness and action. Consumers must remain vigilant as they navigate an increasingly dangerous digital landscape filled with AI-generated scams. Share this information widely to help protect others from potential fraud.