Deepfake Videos: How to Spot Them
Deepfake videos are AI-generated video or audio designed to look and sound like a real person saying or doing something they never did. They are used in scams, fake celebrity endorsements, and to spread false information. A few practical checks can help you spot the more common signs, though the technology keeps improving.
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Why deepfakes are a real problem now
Deepfakes have moved from a novelty to a real scam and misinformation tool. They now appear in fake celebrity investment adverts, fabricated video calls, and manipulated clips. People assume "seeing is believing" still applies to video the way it used to. With deepfake technology now widely available, a convincing video is no longer proof that something actually happened.
Signs to watch for
None of these are foolproof on their own, but together they help.
5 steps
How it goes wrong
This is the pattern behind most deepfake scams:
4 steps
How to protect yourself
3 steps
Frequently asked questions
Can I always tell a deepfake apart from a real video?
No. The best deepfakes are very hard to identify by eye alone, especially in short clips. Verification matters more than visual inspection.
Are deepfake scams common in the UK?
Yes, particularly fake celebrity investment adverts, and the volume is increasing as the tools become easier to use.
What should I do if I think a video is a deepfake?
Do not act on anything it asks you to do. Verify independently through an official source, and report it to the platform where you saw it.
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