Martin Lewis has hit out at a wave of deepfake scam adverts using his name and image, branding the situation a “disgrace” as fraudsters continue targeting unsuspecting Britons. The money expert, whose face is regularly abused in fake investment promotions, said the scale of the problem shows just how far online scams have spiralled out of control.
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The latest outburst comes amid growing alarm over AI-generated scam content that can look frighteningly real. Fake videos and ads often mimic Lewis’s voice, appearance, and even his familiar style of consumer advice, luring people into schemes that promise easy money or quick compensation. But behind the polished presentation is usually a simple attempt to steal personal details or cash.
