UPDATE: New reports confirm that Big Tech is failing to protect consumers from rising AI scams. Investigations by consumer group Which? have uncovered deepfake videos on YouTube featuring impersonations of trusted figures like financial journalist Martin Lewis and UK Prime Minister Kier Starmer. These deceptive videos mislead viewers into investing in fraudulent schemes, creating a false sense of legitimacy and safety.
The urgency of the situation cannot be overstated. AI-generated scams have surged dramatically in 2025, with the technology evolving so rapidly that many find it increasingly difficult to identify fakes. Which? is now calling for the UK government to impose stricter regulations on tech companies to ensure consumer protection.
Authorities report that 20% of individuals who made investments trust online influencers, highlighting the vulnerability of consumers to these scams. The Financial Conduct Authority has issued warnings about unchecked financial advice online, but the proliferation of deepfakes complicates matters by creating convincing fake content that impersonates reputable sources.
“AI is making it much harder to detect what’s real and what’s not,” states Rocio Concha, Director of Policy and Advocacy at Which?. “Fraudsters know this—and are exploiting it ruthlessly.” The consumer group criticizes tech giants like Meta for their “unwillingness to block dangerous and misleading content,” urging that the upcoming fraud strategy must include robust measures to hold these companies accountable.
The call to action is intensifying, as experts warn that without intervention, consumers will continue to be at risk. The government must devise a focused fraud strategy to confront Big Tech and other platforms enabling fraudsters online. Meanwhile, YouTube has announced a new tool allowing creators to flag AI-generated video clones, which could be a step toward better identifying deepfake content, although it does not specifically target financial fraud.
As these scams proliferate, consumers are reminded to critically evaluate the content they encounter. Always verify that you are accessing official channels and ensure links lead to legitimate websites. With criminals adept at producing realistic spoof sites, vigilance is more crucial than ever.
The implications of these findings are staggering, and the urgency for change is palpable. As technology advances, so do the tactics of fraudsters, threatening the financial security of everyday individuals. Which? insists that action is necessary to safeguard UK citizens from the devastating impacts of these scams.
Stay alert and informed as developments unfold. The fight against AI scams is ongoing, and immediate action from both government and tech companies is essential to protect consumers.
