AI is rapidly reshaping the advertising industry and not always for the better. Scam adverts featuring AI generated deepfake videos are now flooding social media feeds and even appearing inside popular games. According to Financial Times reporting, consumer advocate Martin Lewis encounters hundreds of these scams every day, many using fake videos of him to promote fraudulent investment schemes.

These campaigns are convincing, fast-moving and designed to bypass traditional review processes. The sheer volume highlights a bigger issue: current platform controls are not enough to keep harmful content out of the advertising ecosystem.

The Need for Real Consequences

The continued presence of deepfake adverts shows that the incentives in digital advertising are misaligned. When ads go live instantly and generate revenue until they are removed, there is little reason for platforms to slow down or invest heavily in human review. Without serious financial consequences, scam ads remain a profitable problem.

Slow Progress on Regulation

Although scam adverts were included in the UK’s Online Safety Bill back in 2023, enforcement remains a long way off. Consultations will only begin next year, meaning stricter measures may not take effect until 2027. For brands and consumers, that is far too long to wait.