Watch out for celebrity ad scams

Scams using fake celebrities are on the rise, the UK’s consumer organisation Which? has found. Fraudsters are using ads featuring music icons and business moguls to try and con you out of your hard-earned cash.

What are fake celebrity ads?

Here’s some of the scams that have been circulating:

• Phoney popstar endorsements: Ever seen an ad of Taylor Swift or Adele promoting a competition? It’s likely to be a scam. These ads often ask for personal details or fees to enter competitions that simply don’t exist.
• Fake Elon Musk advice: With his involvement in cryptocurrency, Musk’s name is a favourite among scammers. Ads featuring the X, Tesla and SpaceX billionaire  can mislead you into investing in dubious schemes.
• Deepfake technology: Scammers are now using AI-generated videos to create realistic-looking endorsements. A quick scroll might leave you none the wiser.

Celebrity scams on the rise

According to Which?, some celebrities are used for scams more often than others. Let’s take a closer look at the most commonly reported scams:

Martin Lewis investment ads

Scam ads featuring financial expert Martin Lewis were the most reported in 2022 and 2023. Lewis has made it clear that he does not endorse any online ads or partnerships. If you see his face, it’s a telltale sign of a scam.

Dragon’s Den scams

Entrepreneurs like Peter Jones and Deborah Meaden have long been used to promote fake products. Recently, Meaden’s image appeared in dubious diet pill ads. Even the entrepreneur Steven Bartlett has fallen victim to impersonation, with scammers using his likeness to promote dodgy  get-rich-quick schemes.

False celebrity endorsements

Some ads featuring music stars like Taylor Swift, Adele, and Ed Sheeran are not what they seem. They often promote investment scams and bogus competitions.

These fake competitions can be a way to collect your personal details. Scammers use this information to target you with more fraudulent schemes. You might even pay to enter a non-existent competition, like for sold-out concert tickets or ‘exclusive’ meet-and-greet opportunities.

One recent incident involved a fake video of Taylor Swift on social media, advertising a non-existent Le Creuset cookware giveaway.

The video urged viewers to join the competition by filling out an online survey that requested personal information. After that, victims were asked to pay a shipping fee to claim their prize, which resulted in both losing money and having their payment details stolen.

How to spot the scams

Here’s some key questions to think about when you come across an ad:

• Is the celebrity posting from their official account? Always check the legitimacy of the account.
• Are you being asked for money or personal information? If so, be cautious.
• Does the celebrity seem out of character in the video? Look for unnatural movements or strange speech patterns.

For more tips and advice, have a read of our guide on how to outsmart online scammers.

What to do if you’ve been scammed

If you find yourself duped by a fake ad, it’s important to act quickly. Here’s what you should do:

1. Contact your bank or card provider immediately to block any payments.
2. Report the scam to Action Fraud or the police if you’re in Scotland.
3. If you spot fake ads online, report them to the Advertising Standards Authority (ASA).