Molly-Mae Hague warns fans of deepfake perfume ad as she's targeted by AI scam
Molly-Mae Hague has warned fans about the dangers of artificial intelligence after a fake video of her promoting a perfume went viral.
The influencer and businesswoman, 26, shared a video online discussing a fan interaction that left her shaken up over the use of the technology. She said: 'Yesterday while I was in London, a girl came up to me and she was like oh I've just bought my best friend the perfume you love, for her birthday.'
The girl told Molly-Mae that she had bought 'that Nyla one from TikTok '. The former Love Island star said: 'I was gobsmacked, I was like 'that's AI.''
Molly-Mae's sister, Zoe Rae, said: 'I thought it was a clip from an old YouTube video that they've used.'
However, Molly-Mae continued on to say: 'There's this clip going around on TikTok, they do it with loads of different people, they'll literally put AI over the clip and be like 'this is Molly's favourite perfume' and it's me saying 'oh I love this Nyla perfume' in my literal voice but it's AI, how scary.'
She told fans: 'People are actually buying this perfume thinking that it's my favourite perfume, and I've never even smelt it.'
Molly-Mae is not the first celebrity to be the victim of deep-fake videos - with stars like Tom Hanks, Scarlett Johansson, Nigella Lawson, and even Martin Lewis warning against the damaging effects of this technology.
A deepfake is described as a video or sound recording that replaces a person's face or voice with that of someone else. They can be incredibly realistic, and used to sell products or services online.
Police UK says that some deepfake content can take on the 'exact likeness of a real person'. While they aren't always harmful or illegal, it says that they are 'sometimes used for malicious and criminal purposes".
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The comment section on a clip of Molly-Mae's video was divided, with one person writing: 'If people are gullible enough to believe that Molly-Mae or any other celeb wears some cheap TikTok shop perfume then that's on them.' Another said: 'It's very obvious lol. I've seen the same thing about different influencers and different perfumes on TikTok.'
However, others explained that they were victims of the fake advert. One person said: 'I didn't even realise it was AI until now.' Someone else posted: 'Omg I feel for this too! I bought it!' A third commented: 'Ahhh man why am I seeing this after I've already bought it.'
The Advertising Standards Agency revealed earlier this year that it received 1,691 reports of potential scams in 2024. Celebrity scams were the biggest trend, it said, as they made up the 'vast majority of Scam Ad Alerts' sent last year.
It warned: 'The public interest in celebs and other public figures means scammers continue to turn to them to promote cryptocurrency, investment, keto slimming gummies and the like.'
If you see an online advert featuring a celebrity, you should do some checks before handing over your details or buying the product. The ASA says: 'Check if they are posting from their official account and consider if the ad seems out of character. While some celebrities do endorse products, they don't usually promote complex investments or wonder cures."
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