27 May 2026

Deepfakes

cover image of Inside a scam - deepfake

Inside a Scam unpacks how different scams work, how to recognise the warning signs, how to protect yourself, what to do if you’ve been scammed, and how to support a victim.

Learn how Deepfake scams work, how to spot the warning signs, and what to do if it happens to you. 

 

What is a Deepfake?

Deepfakes are videos, images, or audio created using artificial intelligence (AI) that are designed to look or sound real. Deepfakes can copy a person’s face, voice and mannerisms, making it appear as though they are saying or doing things they never did.

Scammers are increasingly using deepfakes to promote investment scams. These are shared through social media, online ads, messaging apps, emails, or websites.

Deepfakes used in scams are often designed to look like trusted or well‑known people, such as politicians, business leaders or celebrities. The goal is to make the scam seem legitimate so you’re more likely to believe it.

Deepfake scams can cause serious harm. People can lose money and those being impersonated can suffer reputational harm.

Anyone can be targeted. Knowing the warning signs can help protect you and those around you. 

 

How to spot Deepfakes? 

Red Flags

Detecting deepfakes is becoming more challenging as technology improves. Knowing the warning signs and checking multiple sources can still help you identify potential scams. 

🚩Unnatural facial expressions

Faces may look stiff or odd. Blinking can seem unnatural and expressions may not match what’s being said.

🚩Lip movements that don’t match the audio

Speech and mouth movements may be out of sync, or the movements may not fit the words being said.

🚩Strange lighting or shadows and poor image quality

Look for lighting or shadows that appear in the wrong place or blurry or highly pixelated images or videos.

🚩Unrealistic skin texture

Skin may look unusually smooth, overly wrinkled, or change slightly from moment to moment. 

🚩Glitches or odd body movements

Hands may not move naturally, or you may notice missing body parts, extra fingers, or shapes that distort as the person moves.

🚩A voice that sounds slightly off

Listen carefully. The voice might sound unusual in tone, pacing or accent.

🚩Strange or warped written text

Text may look blurred, smeared, or incoherent, or spelling changes as the image moves.

🚩Unusual or unverified content

Content showing politicians, celebrities, or other public figures promoting investment opportunities that you can’t verify using other credible sources. 

How to protect yourself

✅Be alert and trust your instincts

 If something in a video, image, or audio feels or sounds off, pause and take a closer look. Deepfakes can be convincing, but they often still have small imperfections.

✅Take your time

If you see an investment opportunity promoted by a celebrity, politician or business leader, slow down and independently check multiple reliable sources to verify.

✅Be cautious with investment ads

Use extreme caution with online investment ads, especially if they feature videos or images of well‑known individuals. Scammers often misuse images without consent.

✅Be wary of “too good to be true” claims

Promises of high returns, guaranteed profits, or unusually high success rates are a strong warning sign. If it sounds too good to be true, it probably is.

✅Talk to someone you trust

Share what you have seen with a trusted friend, family member, or adviser. A second opinion can make all the difference.

✅Watch for warnings

Check the FMA’s Warnings and Alerts list to see if the company, platform, or offer being promoted has been flagged.

 

If you think you’ve been scammed

Scams can happen to anyone. Acting quickly can help reduce further harm.  

  • Contact your bank or payment provider immediately to report the scam and request a transaction reversal.
  • Contact IDCARE for support and guidance if personal details were shared (0800 121 068 or online at www.idcare.org)
  • Report investment scams to the FMA.
  • Report fraudulent accounts to platforms used by the scammer.
  • Talk to someone you trust or contact Victim Support (0800 842 846). 

Helping a Friend or Family Member

Approach the conversation gently. Victims often don’t realise what’s happening because scammers work hard to build trust and isolate them. 
Try to:

  • Show concern, not blame
  • Review the warning signs together
  • Reassure them it can happen to anyone
  • Offer practical help with the steps above