BBB Tip: How to spot a deepfake and avoid scams

New technology makes it nearly impossible to tell fake video or audio clips from real ones. Now, as the software used to create these “deepfakes” becomes more widespread, scammers are using it to steal money and sensitive information.

What is a deepfake? 

Deepfakes use artificial intelligence technology to create a seemingly real video or audio clip that mimics a person’s face, voice, or both. This kind of synthetic content is often used to spread misinformation by impersonating politicians and celebrities on social media.

However, that’s not the only use. Scammers are currently using deepfakes of corporate executives to steal from large companies. BBB they received through a secondary method, such as a phone call or email. Now, that simple advice is no longer enough.

Scammers are also using deepfakes to create fake celebrity endorsement videos that appear on social media like TikTok and Facebook, tricking people into purchasing fake merchandise and gaining access to their credit card payment information. Recent Scam Tracker reports of these scams include scammers posing as celebrities like Taylor Swift or Jennifer Garner endorsing free cookware. The link provided in the post is a counterfeit website where visitors are asked to provide payment details to cover shipping costs. After the "shipping cost" payment was made, consumers reported that additional unauthorized payments were made from their credit card.

As the technology improves and becomes easier to use, we’ll likely see scammers using deepfakes to target individuals and small businesses too. Recently, the Federal Trade Commission (FTC) released a report about scammers specifically targeting family members using voice cloning technology. It’s a new twist on the “Grandparent Scam.” The Grandparent Scam is a well-known extortion scheme involving a telephone call or message from someone posing as a grandchild who has gotten into trouble. Oftentimes, these are traffic accidents, medical issues, or legal problems. Callers will plead for the recipient not to tell their mom and dad and to send them money immediately. Scammers often use the name, nicknames, and likenesses of grandchildren based on information pulled from social media posts. New scams are taking this process one step further and are using audio clips from videos uploaded on Instagram and TikTok to create new content in voice-cloning programs. These cloned audio pieces sound like the real person and can easily trick an unsuspecting victim.

How can you spot a deepfake and avoid getting scammed? BBB recommends the following tips:

Protect yourself from deepfake scams

• Take a closer look at that video. Poor quality deepfakes are easy to identify. Look for isolated blurry spots in the video, double edges to the face, changes in video quality during the video, unnatural blinking or no blinking, and changes in the background or lighting. If you notice any of these telltale signs, you’re probably looking at a deepfake video.
  
  
• Listen closely to the audio. Fake audio might include choppy sentences, unnatural or out-of-place inflection, odd phrasing, or background sounds that don’t match the speaker’s location. These are all signs of fake audio.
• If it sounds too good to be true, it probably is. Be wary of celebrity endorsement videos that seem to offer amazing deals on normally expensive merchandise, like offering free products for only the cost of shipping, for example. Read BBB's tip on six things to look for when shopping online and how to shop smart online.
  
  
• Don’t believe everything you see online. Scammers count on you to take them at their word without verifying their identity. Always use a healthy dose of skepticism when contacted by a person or company if you can’t validate who they really are. Be wary of videos featuring celebrities or politicians that are especially divisive or scandalous.
  
  
• Make sure you know who you are talking to. As deepfake technology progresses, you’ll need to confirm the identity of who you are speaking with – even if you think you know and trust them. You might not send money to a stranger who calls you out of the blue, but if scammers start using deepfakes to impersonate your loved ones, falling victim could be easier. Pay attention if a friend or family member makes an out-of-character request and confirms their identity before sending money or giving up sensitive personal information.
  
  
• Be careful what you post online. The only way a scammer can make a deepfake video of you is if they have access to a selection of photos and videos featuring your face. Stay alert to the possibility of impersonation. Make sure your family knows about deepfakes, and use caution when posting things publicly.
  
  
• Don’t make financial decisions based on viral videos. If a celebrity insists you invest in bitcoin or donate funds to a specific charity in a viral video, do some research before you send money. Scammers would love to get their hands on your money by impersonating someone you trust.
  
  
• Don’t assume an online persona is the real deal. Whether you are hiring a new employee or contacting an outside vendor, don’t assume someone exists just because they have video, photos, or audio on their online profiles.
  
  
• Protect your business accounts. Use multi-factor authentication on all systems to prevent scammers from using a deepfake to hack your account and impersonate you.
  
  
• Train your employees to recognize deepfakes. Ensure your employees know what to look for, especially if they are in charge of your business’s finances or assets.
  
  
• Be cautious when sharing information digitally. Don’t give in to urgent requests. Even if someone is threatening immediate action against you or your business. Take the time to verify their identity.

For more information

Read this BBB Tip on cyber safety risks and learn more ways to avoid online scams this BBB Tip on cyber safety risks. You might also want to review BBB’s social media safety tips. Read about con artists using deepfake technology to create fake voicemail messages. Visit BBB's Online Shopping HQ for tips on how to shop smart online.

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