The Deceptive Use of Deepfake Technology in Online Advertisements Featuring Celebrities

Deepfake technology, a form of artificial intelligence (AI) that can generate realistic images, videos, or voices of individuals, has gained significant attention in recent years. While this technology has numerous potential applications, including entertainment and education, it has also been used in a deceptive manner in online advertisements, leading to concerns about consumer protection and ethical issues. This article explores the use of deepfake technology in online ads featuring celebrities and the implications of such practices.

The use of deepfake technology in online advertisements has become increasingly common, particularly in the promotion of self-help courses, weight loss products, and other digital services. In some cases, celebrities such as Piers Morgan, Nigella Lawson, and Oprah Winfrey have been manipulated to give the false impression that they have endorsed a particular product or service. These deepfake ads often blend pseudo-science, conspiracy theories, and the manipulation of celebrity likenesses to draw in customers desperate for the chance to take control of their fate.

One example of such a deepfake ad involved footage of Nigella Lawson chatting about her recipes and work as a TV chef. The voice in the ad, however, was not that of Lawson but a barely indistinguishable mimicry of an AI voice generator. The AI voice suggested that the script revealed by the advertiser unlocked the secret to manifestation, a practice that involves thinking about or writing down your aspirations to turn them into reality. The ad claimed that Lawson had become a multimillionaire due to the script’s power. A spokesperson for Lawson branded the advertisement “fraudulent” and “of great concern.”

Another deepfake ad featured what looked like an excerpt from Piers Morgan’s TV show, with similar techniques used to manipulate the celebrity’s likeness and voice. The voice described a lost old scripture that had been used by kings to attract vast riches, miraculous healing, and unparalleled love. The real Piers Morgan told the BBC that the advert was “another example of a very worrying trend of public figures being misused by deepfake AI manipulators for financial gain.” He added that the real victims would be members of the public who unwittingly bought these products, believing the celebrity endorsements to be genuine.

Oprah Winfrey was also targeted in a deepfake ad that appeared on Facebook and Instagram. The ad featured genuine footage of Oprah, but the voice was manipulated to sound like the US chat show queen, promoting a 20-word script that could make users rich. A spokesperson for Oprah told the BBC that she had nothing to do with the product and that they were seeking to protect consumers from the false association of her name and the misuse of AI to create such false advertising. Meta, the parent company of Facebook and Instagram, took action on the adverts it found to be in violation of its policies.

The creators of these deepfake ads often claim that they are the work of affiliates or people who can earn money by helping them make sales. However, the effort put into mentoring an online team of volunteers hoping to share in the fortunes of the product’s creator suggests a more organized and deliberate approach. With titles such as “Make $800+ A DAY Online For FREE Copy & Pasting Links!” and promises of rapid returns and high commission rates, these ads encourage potential recruits to spread the word about the product across social media. The links would take users to an online check-out for the manifestation courses, after they had watched a sales pitch video with outlandish claims and an inaccurate account of theological history.

The narrative of these videos often centers on a supposed “missing” page from the Bible that carries a powerful prayer script. The rich and famous are portrayed as knowing the secret script, and warnings are given that they are willing to put a bullet into anyone’s head who exposes them. Alongside these assertions is the seemingly antisemitic claim that Jewish people are disproportionately wealthy because they “use manifestation secrets” taken from an ancient 1,100-year-old “uncensored” Hebrew Bible that includes the page that is “missing” from regular Bibles.

Professor Nathan McDonald, a theology academic at the University of Cambridge, noted that the video referred to the Codex Sassoon, a very early Hebrew Bible which recently generated attention when it was sold at auction for $38m. However, he pointed out that the Codex Sassoon does not have an additional page with a “20-word script.” Instead, it is damaged and is lacking a few pages. He added that the Genie Script’s promotional videos seemed to draw on New Thought religious belief, which has its roots in late 19th Century America and has influenced some parts of Christianity through the so-called prosperity gospel. It suggests that healing and prosperity are available to Christian believers if they have enough faith.

The use of deepfake technology in online advertisements raises several ethical concerns. First and foremost is the issue of consumer protection. Deepfake ads can mislead consumers into believing that a celebrity has endorsed a product or service, leading them to make purchases they might not have otherwise made. This not only results in financial losses for consumers but also damages the reputation of the celebrity whose likeness has been manipulated.

Another ethical concern is the potential for harm to the mental and emotional well-being of individuals who are targeted by these ads. The promises of rapid wealth and success can create unrealistic expectations and lead to disappointment and frustration when these promises are not met. Furthermore, the manipulation of religious beliefs and conspiracy theories can be harmful to vulnerable individuals who may already be struggling with mental health issues.

In conclusion, the use of deepfake technology in online advertisements featuring celebrities is a deceptive and potentially harmful practice. It raises concerns about consumer protection, ethical issues, and the potential for harm to individuals’ mental and emotional well-being. As the technology to create these fake audio and video improves, it will become increasingly difficult to detect these fakes. It is essential that platforms such as YouTube, Facebook, and Instagram take action to prevent the spread of these deepfake ads and protect consumers from their harmful effects. Additionally, celebrities and public figures must be vigilant in monitoring their online presence and taking action against those who misuse their likeness for financial gain.