Deepfake Video Endorsement Shopping Scam
INDIA — By BharatSecure Threat Intelligence Team ·
Verdict: Suspicious | Risk Score: 8/10 | Severity: high
Category: UPI
How Deepfake Video Endorsement Shopping Scam Works
Overview: A rising threat in India’s online shopping scene is the use of deepfake videos—artificially generated videos making celebrities or influencers appear to endorse fake products or stores. These scams exploit both the popularity of public figures and the credibility of video content, tricking people of all ages into believing the shop or offer is genuine. How It Works: Fraudsters use AI tech to create a video showing a famous actor or influencer promoting their online store or product. The video is run as an Instagram or Facebook ad with links to a scam site or UPI payment page. Victims trust the endorsement, pay for the goods, and never receive them. Often, the store vanishes or consistently dodges follow-up queries. India Angle: Such scams are rampant during festival sales, regional shopping booms, and tend to use local languages. Bollywood stars and cricketers are common deepfake targets, and the ads specifically target Indian viewers by region or language. Real Examples: 1) Video ad appears with a Bollywood actor saying "Shop our Diwali Offers" with a link to an unknown brand. 2) Cricketer appears in a Facebook ad for a supposed 'Official' merch store, which is actually a scam page. Red Flags: Poor-quality videos with odd facial movements, mismatched voice or accent, low-follower "brand" pages, and no cross-link to authentic brand accounts. Protective Measures: Never trust an offer just because a celebrity seems to endorse it, check official social profiles for real promotions, and always buy from verified sources. If Victimised: Capture screenshots and the video ad link, report the scam page to Meta, and file a complaint on cybercrime.gov.in. Warn your contacts on social media about the fake promotion. Related Scams: 1) Scam voice calls using AI-generated celebrity voices. 2) Endorsement email cons. 3) Fake influencer merchandise fraud.
How This Scam Works — Detailed Explanation
One of the emerging threats in India's digital landscape is the Deepfake Video Endorsement Shopping Scam. Scammers are increasingly sophisticated, using platforms like WhatsApp and social media to locate and target victims. They often create enticing ads or posts featuring well-known celebrities and influencers endorsing fake products. Victims, drawn in by the allure of a favorite star promoting a brand, are likely to click on these deceptive links. The scammers create a sense of urgency around their products, claiming limited stock or exclusive discounts, which often cultivate impulsive buying decisions among consumers.
The tactics employed by these fraudsters often involve psychological manipulation. By presenting a seemingly legitimate endorsement from a trusted figure, they exploit the principle of authority—people are more likely to trust a recognized celebrity than an anonymous source. Additionally, the use of deepfake technology can create videos that appear authentic at first glance. Often, the video might have a familiar voice but subtle mismatches in facial movements or tone, making it reasonably hard for the average viewer to detect the deception. The psychological tricks capitalize on the victim's desire to get a good deal while feeling validated by celebrity support, prompting them to act quickly without thorough scrutiny.
Once victims click through to the fraudulent site, they are often met with flashy promotions and hefty discounts, with payment options as scarce as they are enticing. The scammers typically instruct users to make payments via UPI, often insisting on immediate payments using UPI apps like Google Pay or PhonePe. For instance, a victim may see an ad claiming, "Get your luxury skincare set endorsed by [Celebrity Name] for just ₹999! Pay via UPI to enjoy this exclusive offer!" Prior to completing the transaction, potential buyers might even be asked to enter their Aadhaar details, which could expose them to further fraud. Scammers then take the money and vanish, often with no product delivered and the victims left helpless.
As the threats become more prevalent, the financial impact of such scams in India has escalated significantly. Reports indicate that cyber scams, including deepfake fraud, accounted for losses of ₹5,000 crore in 2022 alone. Regulatory bodies like the Ministry of Home Affairs (MHA), the Reserve Bank of India (RBI), and CERT-In have repeatedly highlighted the rising trend of such sophisticated scams, urging the public to be wary. Despite the awareness, many individuals fall prey to these scams due to the sheer emotional impact of a celebrity’s endorsement—leading to constant vigilance and rapid payments that bypass logical reasoning.
To distinguish between a legitimate promotion and a scam, consumers should look out for key red flags. Verified accounts of celebrities almost always have a significant following and cross-verified platforms. A sudden online presence of a celebrity on an unknown page should raise suspicions immediately. Unnatural video editing or voice inconsistencies create a stark contrast compared to regular endorsements. Additionally, promotional pages demanding instant UPI payments with limited online presence or no proper websites should be avoided at all costs. Lastly, if the deal appears too good to be true, it likely is. Always inquire for additional contact details or links to official websites before making a purchase. If in doubt, consult with trusted friends or family members before proceeding with any transactions.
Visual Intelligence:
BharatSecure's AI has identified this as a used in scams targeting Indian users.
Who Does Deepfake Video Endorsement Shopping Scam Target?
General public across India
Red Flags — How to Identify Deepfake Video Endorsement Shopping Scam
- Celebrity/influencer video endorsements from unknown pages
- Video looks unnatural or voice mismatched
- Ad page has few followers and no real website
- Discounts only with instant UPI payment
What To Do If You Encounter Deepfake Video Endorsement Shopping Scam
- Report the scam immediately at cybercrime.gov.in or call the cybercrime helpline 1930.
- Contact your bank's fraud number — SBI at 1800-11-1109 or HDFC at 1800-202-6161 — to share details of the transaction.
- Alert friends and family about the scam to prevent others from falling victim to similar fraud.
- Use the reporting feature on platforms like WhatsApp and Facebook to flag suspicious content or accounts.
- Monitor your bank and UPI transactions closely for any unauthorized activity.
- Consider changing your passwords for all financial apps and services as a precautionary measure.
How to Report Deepfake Video Endorsement Shopping Scam in India
- Call 1930 — National Cyber Crime Helpline (24x7)
- File a complaint at cybercrime.gov.in
- Contact your bank immediately if money was lost
- Call RBI helpline: 14440 for banking fraud
Frequently Asked Questions
- What to do if I shared my UPI ID with a scammer?
- Immediately contact your bank’s customer care using SBI 1800-11-1109 or HDFC 1800-202-6161 and report the matter. Change your UPI PIN to secure your account.
- How can I identify a deepfake video endorsement?
- Check for inconsistencies in facial movements, voice mismatches, and the source of the video. If the page appears unofficial and lacks credible followers, it’s likely a scam.
- How do I report this type of scam in India?
- You can report online at cybercrime.gov.in and call the helpline 1930 for urgent assistance in scams.
- How to recover money or protect my accounts after falling for this scam?
- Contact your bank immediately to report the transaction and seek guidance on recovery. Change passwords for all financial accounts and monitor them for any unauthorized use.
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