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Investigations reveal AI-generated deepfake videos impersonating recognised medical experts are promoting unverified treatments and products online, raising public health concerns amid challenges in detection and moderation.<\/p>\n<\/div>\n
AI-generated deepfake videos of recognised doctors and academics are being used on social media to push unproven health claims and steer viewers towards supplement vendors, an investigation has found. According to the original report by Full Fact, fabricated footage has been manipulated to show experts endorsing remedies for conditions such as menopausal symptoms. [1]<\/a><\/sup>[2]<\/a><\/sup><\/p>\n Professor David Taylor\u2011Robinson of the University of Liverpool was among those impersonated; footage of a real conference appearance was altered to make him appear to discuss a supposed symptom nicknamed \u201cthermometer leg\u201d and to recommend a natural probiotic. Dr Taylor\u2011Robinson told Full Fact: \u201cOne of my friends said his wife had seen it and was almost taken in by it, until their daughter said it\u2019s obviously been faked.\u201d The doctored video amassed hundreds of thousands of views before removal. [1]<\/a><\/sup>[2]<\/a><\/sup><\/p>\n The clips typically conclude by urging viewers to buy products from a US supplements company called Wellness Nest. The video describing the probiotic included the claim that it \u201cfeatures ten science-backed plant extracts, including turmeric, black cohosh, DIM, moringa, specifically chosen to tackle menopausal symptoms. \u2018Women I work with often report deeper sleep, fewer hot flushes, and brighter mornings within weeks,\u2019\u201d text that was attached to the altered footage. Wellness Nest told Full Fact the content was \u201c100% unaffiliated\u201d with its business. [1]<\/a><\/sup><\/p>\n Platforms have struggled to detect and moderate this new wave of fraud. Full Fact reported that TikTok initially said the videos did not breach its policy; after multiple reports from the university, Dr Taylor\u2011Robinson and his family, TikTok acknowledged a moderation error, restricted visibility and later removed the posts and account, apologising for the mistake. Other outlets investigating similar cases reached the same conclusion about uneven enforcement. [1]<\/a><\/sup>[2]<\/a><\/sup>[4]<\/a><\/sup><\/p>\n Observers warn this is part of a wider pattern that poses public\u2011health risks. The Australian Medical Association has urged clearer, enforceable regulation of health advertising online after high\u2011profile clinicians were exploited in deepfakes, while news organisations and experts have highlighted cases where such videos target vulnerable people or those with chronic conditions, risking harm and financial loss. Industry commentary also emphasises the potential for deepfakes to erode trust in legitimate medical advice. [3]<\/a><\/sup>[4]<\/a><\/sup>[5]<\/a><\/sup>[6]<\/a><\/sup><\/p>\n Investigations indicate the problem is cross\u2011platform and international: similar impersonations of clinicians and academics have been identified promoting unverified products across TikTok and other social networks, and some promoted items were not even listed on the sellers\u2019 official sites. Journalistic and medical bodies call for improved detection tools, faster takedowns, stronger advertising rules, and public education so viewers can better judge online health information. [2]<\/a><\/sup>[5]<\/a><\/sup>[7]<\/a><\/sup><\/p>\n For now, experts advise caution when encountering medical endorsements online: check whether the expert has publicly linked to the claim, look for corroboration from reputable medical bodies, and report suspected deepfakes to the platform and to the named individual\u2019s institution. Industry data and commentary show these steps, combined with regulatory action, are central to limiting the spread and impact of health\u2011related deepfakes. [4]<\/a><\/sup>[6]<\/a><\/sup>[3]<\/a><\/sup><\/p>\n ##Reference Map:<\/p>\n\n