Martin Lewis has shared an urgent warning with consumers after an "absolutely terrifying" scam surfaced online. The scam, known as a deepfake, apparently shows Martin Lewis endorsing an investment scheme from Elon Musk.
But the video in question is fake and uses artificial intelligence technology which can take a video of a person and alter it so that they appear to be someone else. The video is currently circling on social media.
Now, Martin has taken to social media, as well as news outlets, to share his concerns. In a tweet, he said: "WARNING. THIS IS A SCAM BY CRIMINALS TRYING TO STEAL MONEY. PLS SHARE.
"This is frightening, it's the first deep fake video scam I've seen with me in it. Govt & regulators must step up to stop big tech publishing such dangerous fakes. People lose money and it'll ruin lives."
The expert also appeared on ITV News visibly angry, and added: "This is a deepfake, I mean they put it together, we're not quite sure of the exact tech, this is going around on Facebook at the moment.
"This is as far as I know the first deepfake scam advert, it's certainly the first with me in. It's an absolutely terrifying development. This is still only the early stages of the technology and they are only going to get better.
"I am viscerally angry about this," Martin added that the has been campaigning for the proper regulation of scam adverts for years.
"We still have an absolute wild west on social media and other big tech advertising platforms that allows scammers to get away with impunity.
