An alarming investigation has exposed a sophisticated network of AI-generated deepfake videos, where the fabricated likenesses of respected British doctors and academics are being used to spread dangerous health misinformation and promote supplement products.
Fake Experts and Bogus Claims
The probe, conducted by the British charity Full Fact, identified a series of social media accounts using convincing AI video technology to impersonate health experts. These fake endorsements were designed to drive viewers towards purchasing remedies from a US-based company called Wellness Nest.
One prominent victim was Professor David Taylor-Robinson, a children's public health expert from the University of Liverpool. His image was stolen from a genuine appearance at a Public Health England conference. The deepfake technology was then used to manipulate the footage, making it appear he was discussing a fabricated menopausal symptom called "thermometer leg".
"One of my friends said his wife had seen it and was almost taken in by it, until their daughter said it’s obviously been faked," Professor Taylor-Robinson told Full Fact. "So people who know me could have been taken in by it. That is concerning."
Platform Failure and Widespread Reach
The fraudulent video of Professor Taylor-Robinson falsely promoted a "natural probiotic" with specific plant extracts, claiming it led to deeper sleep and fewer hot flushes. Despite being reported by the university's communications team, TikTok initially stated it found no policy violations.
Only after Professor Taylor-Robinson and his family personally reported the content did TikTok concede it breached community guidelines. Even then, the platform only restricted its visibility rather than removing it immediately. TikTok later apologised for a "moderating error" and deleted the posts and the account. By that time, the single video had amassed over 365,000 views, 7,691 likes, and 2,878 bookmarks.
A Wider Pattern of Deception
The account responsible, @better_healthy_life, was also found to have created and shared deepfake videos of other prominent figures. These included Russian economist Natalia Zubarevich, British cardiologist Dr Aseem Malhotra, and former PHE chief executive Duncan Selbie.
Mr Selbie, whose image was altered to push menopause remedies, expressed his dismay. "It wasn’t funny in the sense that people pay attention to these things," he said. The investigation also found earlier deepfake videos featuring the late Dr Michael Mosley and Dr Idrees Mughal promoting the same company's products.
All videos concluded by urging purchases from Wellness Nest, promoting items like probiotics and Himalayan shilajit not listed on its official website. The company has denied any involvement, stating the videos were "100% unaffiliated" with its business and that it never uses AI-generated content.
This case highlights the growing threat posed by accessible AI deepfake technology in spreading medical misinformation, the challenges of content moderation on major platforms, and the vulnerability of the public to highly personalised, fraudulent endorsements.
