Deepfake ads put people at risk
Tuesday 26th May, 2026
Realistic deepfake ads on social media are fooling most people and even experts, with a Which? study showing users struggle to spot fake videos — including one featuring a fake Boots endorsement — prompting calls for Ofcom and the UK government to enforce the Online Safety Act to stop scam ads. This gives Rightmove a chance to reassure its audience about platform safety and signal support for measures that protect people from fraudulent property listings and scam ads in the UK.
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Why have we flagged this?
Convincing deepfake ads undermining trust in online listings could affect people searching for property and estate agents — Rightmove can offer expert comment on platform safeguards, verification and how listings fraud is detected.
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