Deepfake Deception: Brazilian Criminals Used Faces of Celebrities to Swindle Millions
Introduction
Given the era of digital trust and technological innovation, the age of artificial intelligence has provided a new dimension to how people communicate and how they create and consume content. However, like all borrowed powers, the misuse of AI can lead to terrible consequences. One recent dark example was a cybercrime in Brazil: a sophisticated online scam using deepfake technology to impersonate celebrities of global stature, including supermodel Gisele Bündchen, in misleading Instagram ads. Luring in millions of reais in revenue, this crime clearly brings forth the concern of AI-generative content having rightfully set on the side of criminals.
Scam in Motion
Lately, the federal police of Brazil have stated that this scheme has been in circulation since 2024, when the ads were already being touted as apparently very genuine, using AI-generated video and images. The ads showed Gisele Bündchen and other celebrities endorsing skincare products, promotional giveaways, or time-limited discounts. The victims were tricked into making petty payments, mostly under 100 reais (about $19) for these fake products or were lured into paying "shipping costs" for prizes that never actually arrived.
The criminals leveraged their approach by scaling it up and focusing on minor losses accumulated from every victim, thus christening it "statistical immunity" by investigators. Victims being pocketed only a couple of dollars made most of them stay on their heels in terms of filing a complaint, thereby allowing these crooks extra limbs to shove on. Over time, authorities estimated that the group had gathered over 20 million reais ($3.9 million) in this elaborate con.
The scam was detected when a victim came forth with the information that an Instagram advertisement portraying a deepfake video of Gisele Bündchen was indeed false. With Anna looking to be Gisele and on the recommendation of a skincare company, the deepfake video was the most well-produced fake video. On going further into the matter, it became apparent that the investigations uncovered a whole network of deceptive social media pages, payment gateways, and laundering channels spread over five states in Brazil.
The Role of AI and Deepfakes in Modern Fraud
It is one of the first few large-scale cases in Brazil where AI-generated deepfakes have been used to perpetrate financial fraud. Deepfake technology, aided by machine learning algorithms, can realistically mimic human appearance and speech and has become increasingly accessible and sophisticated. Whereas before a level of expertise and computer resources were needed, one now only requires an online tool or app.
With criminals gaining a psychological advantage through deepfakes, the audiences would be more willing to accept the ad as being genuine as they saw a familiar and trusted face, a celebrity known for integrity and success. The human brain is wired to trust certain visual cues, making deepfakes an exploitation of this cognitive bias. Unlike phishing emails brimming with spelling and grammatical errors, deepfake videos are immersive, emotional, and visually convincing.
This is the growing terrain: AI-enabled misinformation. From financial scams to political propaganda, manipulated media is killing trust in the digital ecosystem.
Legalities and Platform Accountability
The Brazilian government had taken a proactive stance on the issue. In June 2025, the country's Supreme Court held that social media platforms could be held liable for failure to expeditiously remove criminal content, even in the absence of a formal order from a court. The icing on the cake is that that judgment would go a long way in architecting platform accountability in Brazil and potentially worldwide as jurisdictions adopt processes to deal with AI-generated fraud.
Meta, the parent company of Instagram, had said its policies forbid "ads that deceptively use public figures to scam people." Meta claims to use advanced detection mechanisms, trained review teams, and user tools to report violations. The persistence of such scams shows that the enforcement mechanisms still lag the pace and scale of AI-based deception.
Why These Scams Succeed
There are many reasons for the success of these AI-powered scams.
- Trust Due to Familiarity: Human beings tend to believe anything put forth by a known individual.
- Micro-Fraud: Keeping the money laundered from victims small prevents any increase in the number of complaints about these crimes.
- Speed To Create Content: New ads are being generated by criminals faster than ads can be checked for and removed by platforms via AI tools.
- Cross-Platform Propagation: A deepfake ad is then reshared onto various other social networking platforms once it starts gaining some traction, thereby worsening the problem.
- Absence of Public Awareness: Most users still cannot discern manipulated media, especially when high-quality deepfakes come into play.
Wider Implications on Cybersecurity and Society
The Brazilian case is but a microcosm of a much bigger problem. With deepfake technology evolving, AI-generated deception threatens not only individuals but also institutions, markets, and democratic systems. From investment scams and fake charters to synthetic IDs for corporate fraud, the possibilities for abuse are endless.
Moreover, with generative AIs being adopted by cybercriminals, law enforcement faces obstructions to properly attributing, validating evidence, and conducting digital forensics. Determining what is actual and what is manipulated has now given rise to the need for a forensic AI model that has triggered the deployment of the opposite on the other side, the attacker, thus initiating a rising tech arms race between the two parties.
Protecting Citizens from AI-Powered Scams
Public awareness has remained the best defence for people in such scams. Gisele Bündchen's squad encouraged members of the public to verify any advertisement through official brand or celebrity channels before engaging with said advertisements. Consumers need to be wary of offers that appear "too good to be true" and double-check the URL for authenticity before sharing any kind of personal information
Individually though, just a few acts go so far in lessening some of the risk factors:
- Verify an advertisement's origin before clicking or sharing it
- Never share any monetary or sensitive personal information through an unverifiable link
- Enable two-factor authentication on all your social accounts
- Periodically check transaction history for any unusual activity
- Report any deepfake or fraudulent advertisement immediately to the platform or cybercrime authorities
Collaboration will be the way ahead for governments and technology companies. Investing in AI-based detection systems, cooperating on international law enforcement, and building capacity for digital literacy programs will enable us to stem this rising tide of synthetic media scams.
Conclusion
The deepfake case in Brazil with Gisele Bündchen acts as a clarion for citizens and legislators alike. This shows the evolution of cybercrime that profited off the very AI technologies that were once hailed for innovation and creativity. In this new digital frontier that society is now embracing, authenticity stands closer to manipulation, disappearing faster with each dawn.
While keeping public safety will certainly still require great cybersecurity measures in this new environment, it will demand equal contributions on vigilance, awareness, and ethical responsibility. Deepfakes are not only a technology problem but a societal one-crossing into global cooperation, media literacy, and accountability at every level throughout the entire digital ecosystem.
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Introduction
The AI Action Summit is a global forum that brings together world leaders, policymakers, technology experts, and industry representatives to discuss AI governance, ethics, and its role in society. This year, the week-long Paris AI Action Summit officially culminated on the 11th of February, 2025. It brought together experts from the industry, policymakers, and other dignitaries to discuss Artificial Intelligence and its challenges. The event was co-chaired by Indian Prime Minister Narendra Modi and French President Emmanuel Macron. In line with the summit, the Indian delegation actively engaged in the 2nd India-France AI Policy Roundtable, an official side event of the summit, and the 14th India-France CEOs Forum. These discussions were on diverse sectors including defense, aerospace, technology, etc. among other things.
Prime Minister Modi’s Address
During the AI Action Summit in Paris, Prime Minister Narendra Modi drew attention to the revolutionary effect of AI in politics, the economy, security, and society. Stressing the requirement of international cooperation, he promoted strong frameworks of governance to combat AI-based risks and consequently, build public confidence in new technologies. Needed efforts with respect to cybersecurity issues such as deepfakes and disinformation were also acknowledged.
Democratising AI, and sharing its benefits, particularly with the Global South not only aligned with Sustainable Development Goals (SDGs) but also affirmed India’s resolve towards sharing expertise and best practices. India’s remarkable feat of creating a Digital Public Infrastructure, that caters to a population of 1.4 billion through open and accessible technology was highlighted as well.
Among the key announcements, India revealed its plans to create its own Large Language Model (LLM) that reflects the country's linguistic diversity, strengthening its AI aspirations. Further, India will be hosting the next AI Action Summit, reaffirming its position in international AI leadership. The Prime Minister also welcomed France's initiatives, such as the launch of the "AI Foundation" and the "Council for Sustainable AI", initiated by President Emmanuel Macron. He emphasized the necessity to extend the Global Partnership for AI and to get it more representative and inclusive so that Global South voices are actually incorporated into AI innovation and governance.
Other Perspectives
Though there were 58 countries that signed the international agreement on a more open, inclusive, sustainable, and ethical approach to AI development (including India, France, and China), the UK and the US have refused to sign the international agreement at the AI Summit stating their issues with global governance and national security. While the former raised concerns about the lack of sufficient details regarding the establishment of global AI governance and AI’s effect on national security as their reason, the latter showcased its reservations about the overly wide AI regulations which had the potential to hamper a transformative industry. Meanwhile, the US is also looking forward to ‘Stargate’, its $500 billion AI infrastructure project alongside the companies- OpenAI, Softbank, and Oracle.
CyberPeace Insights
The Summit has garnered greater significance with the backdrop of the release of platforms such as DeepSeek R1, China’s AI assistant system similar to that of OpenAI’s ChatGPT. On its release, it was the top-rated free application on Apple’s app store and sent the technology stocks tumbling. Moreover, investors world over appreciated the creation of the model which was made roughly in about $5 million while other AI companies spent more in comparison (keeping in mind the restrictions caused by the chip export controls in China). This breakthrough challenges the conventional notion that massive funding is a prerequisite for innovation, offering hope for India’s burgeoning AI ecosystem. With the IndiaAI mission and fewer geopolitical restrictions, India stands at a pivotal moment to drive responsible AI advancements.
References:
- https://www.mea.gov.in/press-releases.htm?dtl/39023/Prime_Minister_cochairs_AI_Action_Summit_in_Paris_February_11_2025
- https://indianexpress.com/article/explained/explained-sci-tech/what-is-stargate-trumps-500-billion-ai-project-9793165/
- https://pib.gov.in/PressReleasePage.aspx?PRID=2102056
- https://pib.gov.in/PressReleasePage.aspx?PRID=2101947
- https://pib.gov.in/PressReleasePage.aspx?PRID=2101896
- https://www.timesnownews.com/technology-science/uk-and-us-decline-to-sign-global-ai-agreement-at-paris-ai-action-summit-here-is-why-article-118164497
- https://www.thehindu.com/sci-tech/technology/india-57-others-sign-paris-joint-statement-on-inclusive-sustainable-ai/article69207937.ece
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Introduction
The global food industry is vast and complex, influencing consumer behaviour, policy, and health outcomes worldwide. However, misinformation within this sector is pervasive, with significant consequences for public health and market dynamics. Misinformation can arise from various sources, including misleading marketing campaigns, unsubstantiated health claims, and misrepresentation of food production practices through public endorsement or otherwise. Nutrition misinformation is one such example. The promotion of false or unproven products for profit can lead to mislead consumers and affect their interests. Misleading claims and inaccurate information about the nutritional value of food products and processes are common claims. The misinformation created about food on the global stage distorts public understanding of nutrition, food safety, and environmental impacts, leading to significant consequences for public health, consumer trust, and the economy.
Rise of Nutritional Misinformation and Consumer Distrust
Health and nutrition-related misinformation is one of the most prevalent types in the food sector. Businesses frequently advertise their products as "natural" or "healthy" without providing sufficient data to back up these claims, tricking customers into buying goods that might be heavy in fat, sugar, or salt. Words like "superfood" are frequently used without supporting evidence from science, giving the impression that they are healthier.
Misinformation also impacts the sustainability and ethics of food production. Claims of "sustainable" or "ethical" sourcing are frequently exaggerated or fabricated, leaving consumers unaware of the true environmental and social costs associated with certain products.
This lack of clarity is not only observed in general food trends but also within organisations meant to provide trustworthy information. There has been significant criticism, directed at the International Food Information Council (IFIC), for their alleged promotion of nutrition-based misinformation to safeguard the interests of large food corporations, resulting in potentially compromising public health. The preemptive claims that IFIC made about the nutritive claims have been questioned by the National Institutes of Health, USA in November 2022. They reported in their study that IFIC promotes food and beverage company interests and undermines the accurate dissemination of scientific evidence related to diet and health. This was in support of the objective of the study, which was to determine whether, there have been many claims that the nutritional value of certain foods or diets may be manipulated to favour business goals, leaving consumers misinformed about what constitutes a truly healthy diet.
Another source of misinformation is the growing ‘Free-From’ fad. The “free-from” label in the US is a food category of products that claim to be free from certain ingredients or chemicals. It has been steadily growing by 7% annually. These labels often tout products as healthier due to a simpler ingredient list. Although seemingly harmless, transparency in ingredient disclosure is often obscured in the 'free-from' trend. This can lead to consumer distrust in the long run, making them hesitant.
The Harmful Effects of Food Misinformation
The effects of misinformation about nutrition and food safety can directly affect public health.
Consumers unknowingly may accept false claims or avoid certain foods without scientific basis and adopt harmful dietary habits, potentially leading to malnutrition or other health problems. By the time the realisation sets in about being misled, their trust is eroded not only towards such companies but also towards the regulators. This distrust can lead to declining consumer confidence and disrupt market stability.
Some food-related misinformation downplays the environmental impact that certain food production practices have. An example of such a situation is the promotion of meat alternatives as being entirely eco-friendly without considering all environmental factors. This can mislead consumers and obscure the complex environmental effects of food production systems.
Misinformation can distort consumer purchasing habits, potentially leading to a reduced demand for certain products and unfair competition. The sufferers in this case are the small-scale producers who suffer disproportionately, while the large corporations might use this misinformation to maintain their dominance in the market. Regulatory checks, open communication, and public education campaigns are needed to combat mis/disinformation in the global food sector and enable consumers to make decisions that are sustainable, healthful and informed.
CyberPeace Recommendations
- Unfair trade practices like providing misleading information or unchecked claims on food products should be better addressed by the regulators. Companies must provide clear, transparent and accurate information about their products as mandated under the Food Safety and Standards (Advertising and Claims) Regulations, 2018. This information should include the true origins, production methods, and nutritional content on their labels.
- Promotions of initiatives and investments by public health organisations and food authorities towards educating consumers and improving food literacy should encouraged.
- Regulating social media endorsement is also crucial to prevent the spread of misinformation and unchecked claims. Without proper due diligence on product details, influencers may unknowingly mislead their audience, causing potential harm.
- The Social Media Platforms can partner with nutritionists, dietitians, and other health professionals who are content creators, as they can help in understanding and promoting accurate, science-based nutrition information and debunk any misleading claims.
- Campaigns should be encouraged to spread public awareness about the harms of food-related misleading claims or trends. Emphasis should be on evidence-based nutritional guidance. The ongoing research towards food safety, nutrition, and true information should be actively communicated to keep the public informed. Combating food misinformation requires more robust regulations, improved transparency, and heightened consumer awareness and vigilance.
References
- https://timesofindia.indiatimes.com/india/label-claims-on-packaged-food-could-be-misleading-icmr/articleshow/110053363.cms
- https://www.outlookindia.com/hub4business/empowering-change-freedom-food-alliance-takes-on-global-food-industry-misinformation
- https://insightsnow.com/misinformation-hurting-food-business/
- https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9618198/pdf/12992_2022_Article_884.pdf
Executive Summary:
A viral online video claims visuals of a massive rally organised in Manipur for stopping the violence in Manipur. However, the CyberPeace Research Team has confirmed that the video is a deep fake, created using AI technology to manipulate the crowd into existence. There is no original footage in connection to any similar protest. The claim that promotes the same is therefore, false and misleading.
Claims:
A viral post falsely claims of a massive rally held in Manipur.
Fact Check:
Upon receiving the viral posts, we conducted a Google Lens search on the keyframes of the video. We could not locate any authentic sources mentioning such event held recently or previously. The viral video exhibited signs of digital manipulation, prompting a deeper investigation.
We used AI detection tools, such as TrueMedia and Hive AI Detection tool, to analyze the video. The analysis confirmed with 99.7% confidence that the video was a deepfake. The tools identified "substantial evidence of manipulation," particularly in the crowd and colour gradience , which were found to be artificially generated.
Additionally, an extensive review of official statements and interviews with Manipur State officials revealed no mention of any such rally. No credible reports were found linking to such protests, further confirming the video’s inauthenticity.
Conclusion:
The viral video claims visuals of a massive rally held in Manipur. The research using various tools such as truemedia.org and other AI detection tools confirms that the video is manipulated using AI technology. Additionally, there is no information in any official sources. Thus, the CyberPeace Research Team confirms that the video was manipulated using AI technology, making the claim false and misleading.
- Claim: Massive rally held in Manipur against the ongoing violence viral on social media.
- Claimed on: Instagram and X(Formerly Twitter)
- Fact Check: False & Misleading
