The social media platform TikTok and other social media platforms are hosting artificially created deepfake videos of doctors whose statements have been altered to promote dietary products and spread health misinformation.
Uncovering the Scheme
A factchecking organisation has discovered hundreds of these types of clips featuring impersonated versions of physicians and online personalities directing viewers to a American supplements firm.
All the deepfakes involve authentic video of a health expert taken from the web. However, the pictures and audio have been modified so that the individuals are urging individuals going through menopause to purchase items such as gut health supplements from the firm's online store.
“This is certainly a alarming and concerning emerging strategy,” said the investigator who undertook the investigation.
Doctors Targeted
Prof David Taylor-Robinson is among those whose image has been manipulated. He was shocked to discover that doctored videos purporting to show him recommending products with unproven benefits were being shared online.
Although he is a expert in children’s health, in one video the digital impersonation of him was discussing an alleged symptom. The fake version suggested that individuals go to a site and buy a supplement containing plant extracts chosen to tackle menopausal symptoms.
“It was really confusing to start with – entirely bizarre,” the actual doctor said. “I did not feel intensely wronged, but I did become more and more irritated at the idea of people selling products based on my work and the false medical advice being spread.”
Social Media Action
The social network took down the videos a period of time after reports were lodged. “At first, they indicated a portion of the clips broke their rules but some were fine. That was absurd – and weird,” he noted.
The factcheckers also found comparable deepfakes on additional social networks, all linked to the aforementioned wellness business.
Firm's Denial
The firm in question told investigators that synthetic content directing individuals to visit its site were “100% unaffiliated” with its business. It said it had “not employed AI-generated content”, but “cannot control affiliates around the world”.
Demands for Action
Political figures have argued that “From fraudulent physicians to automated accounts that promote self-harm, artificial intelligence is being deployed to exploit vulnerable individuals.”
“If these were people deceptively posing to be medical doctors they would face criminal prosecution. Why is the digital equivalent being tolerated?” they questioned.
Calls have been made for synthetic impersonations masquerading as healthcare workers to be “eradicated”, with clinically approved tools actively recommended.
A Shared Problem
A spokesperson for the video-sharing app said: “Harmfully misleading synthetic media is an problem across the tech sector, and we are investing in new ways to identify and delete material that violates our platform rules.”
