BBB Tip: How to spot a deepfake and avoid scams

Updated November 10, 2025 with new tips and examples of how deepfake technology is used.

Fake videos and fake voices are getting harder to spot. Scammers now use artificial intelligence (AI) to imitate real people, and the results can look and sound very real. These scams are no longer rare or just aimed at celebrities. They can now target anyone.

What you'll learn:

• What deepfakes are and how scammers use fake video and audio to trick people

• The most common deepfake scams happening in 2025

• Simple ways to spot fake videos or voices and protect your money and identity

What is a deepfake? 

A deepfake is a video or audio clip created by AI to look or sound like a real person. Scammers can:

• Copy a voice from only a few seconds of audio

• Use a single photo to create a fake video

• Pretend to be a celebrity, CEO, friend, or family member

• Even join a video call using a fake face in real time

What used to take experts hours or days can now be done in minutes with free or low-cost apps.

How are scammers using deepfakes?

Celebrity ads that aren't real

Fake videos of celebrities like Taylor Swift, Mr. Beast, Oprah Winfrey, and others are used to promote:

• “Free” luxury items

• Miracle weight-loss products

• Crypto and investment schemes

The links in these ads often go to fake websites that steal credit card information or charge fake “shipping fees.”

Fake emergency calls using cloned voices

Scammers use audio from social media videos to copy a person’s voice. They then call a family member pretending to be:

• A grandchild in trouble

• A spouse who lost their wallet

• A child in danger needing money fast

This is a high-tech version of the Grandparent Scam.

Business payment scams

Scammers are now pretending to be:

• Company executives

• Vendors

• Coworkers in finance

They may join a video meeting or send a voice message to trick employees into wiring money.

Fake customer support and bank calls

AI voice cloning is being used in phone scams to sound more trustworthy and natural, making fake calls harder to recognize.

Protect yourself from deepfake scams

• Take a closer look at that video. Poor quality deepfakes are easy to identify. Look for isolated blurry spots in the video, double edges to the face, changes in video quality during the video, unnatural blinking or no blinking, and changes in the background or lighting. If you notice any of these telltale signs, you’re probably looking at a deepfake video.
  
  
• Listen closely to the audio. Fake audio might include choppy sentences, unnatural or out-of-place inflection, odd phrasing, or background sounds that don’t match the speaker’s location. These are all signs of fake audio.
  
  
• If it sounds too good to be true, it probably is. Be wary of celebrity endorsement videos that seem to offer amazing deals on normally expensive merchandise, like offering free products for only the cost of shipping, for example. Read BBB's tip on six things to look for when shopping online and how to shop smart online.
  
  
• Don’t believe everything you see online. Scammers count on you to take them at their word without verifying their identity. Always use a healthy dose of skepticism when contacted by a person or company if you can’t validate who they really are. Be wary of videos featuring celebrities or politicians that are especially divisive or scandalous.
  
  
• Make sure you know who you are talking to. As deepfake technology progresses, you’ll need to confirm the identity of who you are speaking with – even if you think you know and trust them. You might not send money to a stranger who calls you out of the blue, but if scammers start using deepfakes to impersonate your loved ones, falling victim could be easier. Pay attention if a friend or family member makes an out-of-character request and confirms their identity before sending money or giving up sensitive personal information.
  
  
• Be careful what you post online. The only way a scammer can make a deepfake video of you is if they have access to a selection of photos and videos featuring your face. Stay alert to the possibility of impersonation. Make sure your family knows about deepfakes, and use caution when posting things publicly.
  
  
• Don’t make financial decisions based on viral videos. If a celebrity insists you invest in bitcoin or donate funds to a specific charity in a viral video, do some research before you send money. Scammers would love to get their hands on your money by impersonating someone you trust.
  
  
• Don’t assume an online persona is the real deal. Whether you are hiring a new employee or contacting an outside vendor, don’t assume someone exists just because they have video, photos, or audio on their online profiles.
  
  
• Protect your business accounts. Use multi-factor authentication on all systems to prevent scammers from using a deepfake to hack your account and impersonate you.
  
  
• Train your employees to recognize deepfakes. Ensure your employees know what to look for, especially if they are in charge of your business’s finances or assets.
  
  
• Be cautious when sharing information digitally. Don’t give in to urgent requests. Even if someone is threatening immediate action against you or your business. Take the time to verify their identity.

For more information

Read this BBB Tip on cyber safety risks and learn more ways to avoid online scams this BBB Tip on cyber safety risks. Read about con artists using deepfake technology to create fake voicemail messages. Visit BBB's Online Shopping HQ for tips on how to shop smart online.

Stay one step ahead of scammers by subscribing to BBB's weekly Scam Alert emails.