Deepfake Technology Fuels Wellness Scams on TikTok
As social media platforms like TikTok continue to rise in popularity, so do the scams targeting unsuspecting users. A recent report from Media Matters for America has unveiled a network of TikTok accounts employing deepfake technology to promote questionable wellness products, raising concerns about authenticity in online advertising.
Scammers Exploit Video Content
The report highlights several TikTok accounts that have been using AI-generated influencers to market wellness solutions, often with little to no scientific validation. These accounts frequently share similar content formats and promote the same health products, suggesting a coordinated effort to deceive users.
Case Study: The Batana Oil Fad
One notable case involved a now-defunct TikTok channel that boasted over 245,000 followers and garnered more than 4.1 million likes by claiming to reveal the “secret to perfect hair.” The account advertised batana oil as a miracle growth solution, featuring a deepfake influencer who falsely claimed associations with prestigious backgrounds—including being the wife of a famous plastic surgeon.
Media Matters conducted a reverse image search and determined that the visuals used were likely AI-generated, with the same influencer appearing across multiple promotional videos for various products.
Exploiting Emotional Appeals
Aside from deepfake influencers, scammers are also engaging in narrative-driven content to lure in viewers. TikTok’s mass appeal is partly due to trendy formats, such as the popular #storytime tag, which has accumulated 36.9 million posts. Scammers capitalize on this trend by crafting relatable stories that resonate with their audience.
For example, one deceptive video shared an emotional narrative surrounding difficulties with conceiving a child, followed by a supposed solution in the form of a conveniently linked health supplement, which was marketed as a miraculous remedy.
Targeting Vulnerable Populations
Such scams often exploit women’s health issues, specifically targeting conditions like polycystic ovary syndrome (PCOS), which affects about 1 in 10 women of childbearing age in the U.S. Scammers present dubious supplements as miracle cures for serious health issues, which not only misleads consumers but can potentially harm their health.
The Growth of Deepfake Technology
As deepfake technology becomes increasingly sophisticated, the need for consumer vigilance escalates. “Whoever or whatever created these accounts is trying to capitalize on the internet’s obsession with wellness,” stated Olivia Little, senior investigative researcher at Media Matters. The usernames of these accounts typically reflect wellness themes, solely focusing on health and beauty marketing.
In an era where visuals can easily be manipulated, it is crucial for users to approach wellness claims on social media with skepticism. Ensuring that products are vetted and backed by real science is essential in navigating the complex landscape of online health advice.
