Fake AI-generated adverts showing Reform UK leader Nigel Farage fighting Bank of England governor Andrew Bailey have been appearing on X, prompting warnings from the Bank of England and the Prime Minister. The ads, which look realistic, are part of a rising trend of scams that use artificial intelligence to impersonate public figures and trick people into clicking on links that lead to fraudulent schemes.
At the centre of the story are deepfake videos and images posted on the social media platform X. They depict Farage and Bailey in a number of fake scenarios, including brawling on a set resembling BBC One's Question Time. Some show Farage kicking or grabbing Bailey, with bruising on their faces, and one even shows Farage holding a gun. The Bank of England has urged people to report the ads, saying they are designed to “criminally exploit the public, especially the vulnerable”. Reform UK said it contacted X “to the highest level” to demand removal of the ads. Prime Minister Sir Keir Starmer has said tech firms must take responsibility.
“Explains the rise of AI deepfake ads impersonating public figures, using the Farage-Bailey scam as a case study.”
These scams are not new, but they have become more common as AI technology improves. Martin Lewis, the UK personal finance expert, has been a popular subject of fraudulent posts and has warned of a “wild west” of online scams powered by AI. The Bank of England says fake adverts impersonating central banks are on the rise. Many of the fake ads viewed by the BBC were posted by X accounts with blue ticks, a symbol indicating a subscription to the platform's Premium tier. Platform owner Elon Musk previously touted changes to the verification badge as “the only realistic way to address advanced AI bot swarms taking over”. Some of the adverts displayed a fake “play” button to suggest a video could be played, and hovering over links showed they directed people to sites promoting AI cryptocurrency trading schemes or apps.
For UK readers, this issue matters because it highlights how easily AI can be used to create convincing fake content that can be weaponised for fraud. The fake ads are not just a nuisance; they are designed to steal money or personal information. The Bank of England says it and its staff do not endorse or advertise any products. The UK's Online Safety Act contains provisions requiring tech platforms to tackle fraudulent advertising, but those duties do not come into force until next year. Until then, the responsibility largely falls on individuals to stay vigilant and report scams.
Q: What are deepfakes and how are they used in scams? Deepfakes are realistic-looking videos, images or audio created using artificial intelligence that show people doing or saying things they never did. Scammers use them to impersonate trusted public figures, like central bank governors or financial experts, to trick people into clicking links that lead to fraudulent investment schemes or data theft.
Q: How can you spot a deepfake advert on social media? Look for signs like unusual behaviour, poor lip-syncing, or visual glitches. In the Farage-Bailey ads, some showed a fake “play” button. Check the account that posted it: blue ticks no longer guarantee authenticity. Hover over links to see where they really lead, and remember that official organisations like the Bank of England never endorse products through adverts.
Q: What should I do if I see a suspicious deepfake ad? Do not click on it. Report it to the social media platform and, if it impersonates a financial authority, also report it to the Bank of England or the relevant body. Staying vigilant and reporting helps authorities “root out digital deception”, according to Bank governor Andrew Bailey.
What happens next? The UK's Online Safety Act will require tech platforms to tackle fraudulent advertising when its provisions come into force next year. Until then, platforms like X are expected to enforce their own rules against impersonation. Reform UK has escalated the issue to X's highest level, and the Bank of England continues to urge the public to report these scams. The broader trend of AI-powered fraud is unlikely to abate, making consumer awareness and stronger regulation increasingly important.