How to spot scammers targeting you on trusted websites
- National Pensioners Convention
- 3 days ago
- 2 min read
Research by Which? has uncovered a range of suspicious adverts and even outright scams that also use deepfake AI celebrity lookalikes.
Now the consumer rights magazine has outlined the importance of understanding the risks of automated online advertising and how to stay safe.
Online news platforms and apps are increasingly reliant on advertising for revenue, with automated systems and algorithms placing adverts in real time.
While this model funds free news content, it also creates opportunities for fraudsters to infiltrate popular sites with deceptive adverts. News sites often have little control over the ads that appear, as the process involves various advertising agencies and sophisticated automated software. This complex set-up allows each party to shift responsibility, resulting in misleading or malicious adverts slipping through the cracks and reaching unsuspecting readers.
The Which? research uncovered dodgy adverts, including outright scams, misleading product promotions, and even AI-generated deepfake videos. One alarming example found on the Google News app promoted a so-called ‘ritual’ to lower blood sugar, which linked to a website featuring a deepfake video impersonating trusted public figures. Such cases highlight the dangers present in today’s online advertising ecosystem.
To protect yourself from falling victim to these scams, here are six tips from Which? to identify suspicious adverts:
1. Check the source: Is the advert from a reputable website or organisation?
2. Look for red flags: Promises of quick fixes or miracle results often indicate a scam.
3. Examine the website URL: Watch out for subtle misspellings or unfamiliar domain names.
4. Be wary of celebrity endorsements: Scammers often use fake endorsements or deepfake videos to gain trust.
5. Verify with official sources: Cross-check any claims with official health or consumer organisations.
6. Trust your instincts: If something feels off or too good to be true, it probably is.
Staying vigilant and informed can help you avoid falling for dodgy ads while enjoying your favourite news sites and apps.
ENDS
Download the press release
