AI voice cloning and deepfake scams
Criminals can now copy someone's voice from a few seconds of video and create realistic fake videos of famous people. Seeing or hearing is no longer proof.
How these scams work
"It's me, I'm in trouble"
You get a call or voice note that sounds exactly like your son, daughter, grandchild or partner. They're panicking: an accident, an arrest, a lost phone abroad. They need money now, and please don't tell anyone. The voice is cloned from videos posted on social media.
Fake celebrity and expert videos
Adverts on social media show famous presenters, business people or financial experts "recommending" an investment or crypto platform. They're deepfakes. Real celebrities don't promote get-rich-quick schemes.
Fake boss or colleague
Staff get a call, voice message or even a video meeting with someone who looks and sounds like a senior manager, asking for an urgent, confidential payment.
Protect yourself
Agree a family safe word
Choose a word or question only your family knows. Don't share it online. If someone calls asking for money, ask for the safe word. A scammer won't know it.
Hang up and call back
Call the person on the number you already have for them, or contact someone who's with them. Real emergencies can survive a two-minute check.
Ask a personal question
Something only they would know that isn't on social media, like what you had for dinner last time you met.
Never pay because of an advert
Check any investment on the FCA register and the ScamSmart warning list.
Limit what you share
Consider making videos with your voice private, and think twice about voicemail greetings recorded in your own voice.
Spotting a deepfake isn't reliable
Old tips like "look for odd blinking" no longer work well. Rely on checking through another channel rather than trying to judge whether a voice or video looks real.
Seen a scam advert? Report it to the platform, and to the Advertising Standards Authority. If you've lost money, see what to do right now.
Last reviewed: October 2026