What is the deepfake public figure endorsement scam?
Deepfake public figure endorsement scams use artificial intelligence to create fake videos or audio clips that appear to show well-known individuals—such as celebrities, CEOs, or financial experts—promoting investments, financial products, or exclusive opportunities. These endorsements are not real, even when the person looks and sounds convincing. The scam relies on trust in familiar faces to pressure people into sending money or sharing sensitive information. Scammers create this content using publicly available footage, interviews, or voice recordings, then manipulate it to make the public figure appear to speak directly to the viewer. These deepfake videos often promote cryptocurrency schemes, automated trading systems, or so-called limited-time offers and may claim guaranteed or unusually high returns. While the presentation may look professional and polished, the endorsement itself is fabricated.
How these scams usually appear
Most people encounter deepfake endorsement scams through social media platforms, video-sharing sites, or online advertisements. The video may autoplay in a feed or appear as a sponsored post, which can make it seem legitimate at first glance. Because the person in the video is recognizable, viewers may be more likely to watch, trust the message, and click through before questioning its authenticity. Some of the most repeatedly used public figures in this style of deepfake scams are Donald Trump, Elon Musk, Taylor Swift, Joe Biden, but smaller name impersonations are on the rise as well. After capturing attention, the scam typically directs viewers to click a link, visit a website, or join a private messaging group. These destinations often look legitimate and may include fake testimonials, dashboards, or countdown timers designed to create urgency. Once someone engages, they are pressured to send money, connect a digital wallet, or provide personal or financial information. Losses can happen quickly at this stage.
ScamProtector Pattern
Deepfake endorsement scams follow a familiar pattern. A realistic-looking video features a well-known public figure making strong claims about an investment or opportunity. Viewers are encouraged to act quickly, often by clicking a link or moving the conversation off the original platform. Once trust is established, scammers push for money or sensitive information before the victim has time to verify the endorsement.
Why deepfake endorsement scams are so effective
These scams work because they exploit trust rather than technical ignorance. People are conditioned to believe what they see and hear, especially when it comes from a familiar public figure. Video content feels more authentic than text, and many viewers assume that someone with a public reputation would not promote something fraudulent. The growing quality of AI-generated media adds another layer of risk. A year or two ago, these scam videos were generally sloppy and easy to detect. Deepfakes no longer look obviously fake, and subtle inconsistencies are easy to miss when someone is watching casually or feeling excited about a potential opportunity. Social media algorithms can also amplify these videos, exposing them to large audiences before platforms are able to remove them.
Warning signs to watch for
Even when a video looks convincing, deepfake endorsement scams tend to share recognizable warning signs. Promises of guaranteed returns, unusually high profits, or risk-free investments are common. The public figure may promote something that falls outside their known expertise or apply pressure to act immediately. Another red flag is being pushed away from trusted platforms. Scammers often direct victims to private messaging apps or external websites that are not clearly connected to the public figure. Disabled comments, fake engagement, or vague explanations about how the opportunity works can also indicate a scam.
How to protect yourself
The most effective way to protect yourself is to verify endorsements independently. If a public figure is genuinely promoting a product or opportunity, it will typically appear on their official website or verified social media accounts. Avoid clicking links directly from ads or messages, especially when financial decisions are involved. Focusing on behavior patterns rather than presentation quality can also help. A polished video does not guarantee legitimacy. Taking time to research, slow down, and talk the situation through with someone you trust removes much of the pressure scammers rely on.
What to do if you’ve already engaged
If you believe you may have interacted with a deepfake endorsement scam, stop communication immediately. Secure any accounts that may be affected and document what occurred while details are still fresh. Reporting the scam to the platform where it appeared can help limit further exposure. Depending on the situation, filing a report with consumer protection agencies may also be appropriate, particularly if money or sensitive information was shared.
Why this scam is considered emerging
Deepfake public figure endorsement scams are considered emerging because the technology behind them is advancing faster than public awareness. As AI tools become easier to access, scammers can produce convincing fake content quickly and at low cost. Until awareness catches up, these scams are likely to continue spreading.
Looking for more guidance?
Visit our Emerging Scams page to explore recently increasing scams, or browse our Resources section for practical tips on protecting yourself.