Residents across Devon are being warned to be on their guard against fake social media profiles impersonating celebrities and other well-known public figures.
Devon and Cornwall Police issued the alert after finding fraudsters increasingly create convincing fake accounts and adverts using the names, photographs and identities of trusted celebrities, television personalities, campaigners and business figures. Cloned profiles can look genuine, with scammers copying real photographs, videos, biographies and posts to make their accounts appear legitimate.
The fake profiles and adverts are used to promote scams including bogus investment opportunities, cryptocurrency schemes, prize giveaways, fake health products and romance scams. Among those recently impersonated is Money Saving Expert Martin Lewis, who is frequently targeted in fake cryptocurrency and investment adverts. Richard Branson, David Attenborough, Alan Sugar and Jeremy Clarkson have also had their identities used in fake news articles promoting supposed wealth schemes.
Television personalities including Holly Willoughby and Lisa Riley have had their images used to advertise fake diet gummies and so-called ‘miracle cures’. Dragons’ Den investors Peter Jones and Deborah Meaden have been falsely linked to automated trading and investment platforms, and soap stars from Emmerdale and Coronation Street have reportedly been impersonated in romance and gift card scams.
Police are urging residents to look for warning signs. These include unexpected private messages asking for money, investments, gift cards or personal information, as well as offers promising guaranteed profits, quick wealth or exclusive deals. Links directing people to unfamiliar websites that ask for banking or payment information should also be treated with caution.
Scammers are increasingly using artificial intelligence to make fraudulent content appear convincing, including videos with AI-generated voices or manipulated footage. Newly created accounts with little history, few followers or limited engagement can be another warning sign, and urgency is a major red flag, particularly where people are told an offer is available for only a short time and they must act immediately.
Residents are advised never to send money or share financial information through direct messages and to be sceptical of celebrity endorsements. People should check claims through official websites and trusted sources, and report suspicious accounts and adverts directly to the social media platform.
Devon and Cornwall Police are reminding residents of the ABC rule: ‘Assume nothing, Believe nothing, Check everything and then check again’. People can use the free Ask Silver scam checker to check suspicious links, messages and adverts before handing over money or personal information, and anyone who has been the victim of fraud or cybercrime can report it to Report Fraud.
Devon Police Warn of Fake Celebrity Profiles Used by Scammers