In today’s digital age, deepfake technology has advanced to the point where it is now possible to create hyper-realistic videos, audio recordings and images that appear authentic, but are entirely fabricated. While such innovations can be used for harmless entertainment or creative purposes, the darker implications of deepfakes pose significant risks to individuals.

One of the key dangers of deepfakes is that of identity theft and fraud. Deepfakes can be used to impersonate someone, whether in a video, voice recording, or image. Criminals can exploit this to deceive friends, family, or businesses into providing sensitive information, transferring money, or making decisions based on false pretences. An example of this would be a deepfake of a person’s voice being used to manipulate loved ones into sending money under false circumstances such as an emergency.

With four in ten UK adults stating they had encountered misinformation or deepfake content in the previous four weeks, according to Ofcom research, it is reasonable to consider what you should do to manage this growing threat.

To protect against deepfakes, you should critically evaluate digital content you view and rely on. This may include looking for inconsistencies in facial expressions, lighting, and audio mismatches or being cautious about sensational content that is designed to manipulate emotions.

Although AI detection tools can help to spot deepfake content, strengthening cybersecurity should be a first line of defence as this can help avoid unknown links or downloads that could introduce manipulated media. Remaining sceptical of all digital content can reduce the impact of deceptive AI-generated content.

How the Online Safety Act is Helping

Recognising the dangers of deepfake content, the UK government introduced the Online Safety Act to crack down on harmful deepfake content. Under this law, the creation or sharing of non-consensual deepfake pornography is now a criminal offence, giving victims a path to report offenders to the Police who can take legal action. Social media platforms are also required to detect and remove deepfake content that is used to mislead, defraud, or harass individuals. Companies that fail to do so can face huge fines, with penalties reaching up to £18 million or 10% of their global revenue.

Beyond enforcement, the Act also considers preventative measures. Tech companies are now under greater pressure to improve AI detection tools, ensuring that harmful deepfake content is flagged and removed before it spreads. The law also strengthens protections against AI-driven fraud, making it harder for criminals to use deepfake technology for scams.

If you suspect you have fallen victim to deep fake technology, change the passwords for your online accounts immediately. You should also report with Action Fraud who are the UK’s national reporting centre for fraud and cybercrime. You also should contact your bank if any financial information was involved. If you require more information, please call our legal advice helpline.