Big Tech Urged to Combat Surge in AI Scams Targeting Users

URGENT UPDATE: New research from the consumer advocacy group Which? reveals a troubling rise in AI-powered scams, particularly deepfake videos on platforms like YouTube. These sophisticated scams impersonate trusted figures, including financial journalist Martin Lewis and UK Prime Minister Kier Starmer, misleading viewers into investing in fraudulent schemes that appear to be government-backed.

The findings come as AI impersonation scams have surged dramatically in 2025, making it increasingly challenging for consumers to distinguish between real and fake content. Which? is calling on the UK government to implement stricter regulations to hold Big Tech accountable for failing to protect users.

According to Which?, many deepfake videos give the false impression of legitimacy, leading to significant consumer risks. The organization is pressing YouTube, X (formerly Twitter), and Meta to take stronger action against dangerous content. “AI is making it much harder to detect what’s real and what’s not,” warns Rocio Concha, Director of Policy and Advocacy at Which?. “Fraudsters know this – and are exploiting it ruthlessly.”

The Financial Conduct Authority cautions that 20% of investors rely on unchecked online influencers for financial advice, a statistic that raises alarm given the prevalence of deepfake scams. These scams, which can quickly create fake websites mimicking reputable news organizations like Which? and the BBC, pose a severe risk to consumers who might unknowingly engage with fraudulent content.

In response to these growing threats, YouTube has introduced a tool that allows creators to flag AI-generated video clones. While this initiative does not specifically target financial fraud, it represents a step towards identifying deceptive content.

The stakes are high, as Which? emphasizes the urgent need for the government to develop a robust Fraud Strategy that demands accountability from Big Tech firms. “To properly protect UK citizens from fraud, the government must get tough with Big Tech and other weak links that enable fraudsters to flourish online,” Concha asserts.

As these developments unfold, users are urged to remain vigilant. Ensure that online content comes from official channels, verify links, and exercise caution when engaging with investment advice. The rapid evolution of AI technology necessitates heightened scrutiny of digital content to safeguard against these sophisticated scams.

For the latest updates on this developing story, follow Which? and other reliable news sources.