Lisa Webb from Which? discusses deep fakes

Ultra-realistic deepfakes herald the next generation of scams, Which? warns

On the 27 May 2026 Which? published research regarding its experiment into deepfakes. It found that 70% of the general public cannot reliably tell real footage from AI-generated scams. The consumer champion estimates that 26 million adults in the UK encounter at least one deepfake every day. Many of these deepfake videos are scams containing disinformation about healthcare, personal finance and politics.

AI scams and deepfake videos are becoming increasingly convincing and are now being used to trick consumers online. As a consumer expert I regularly warn about scam texts, emails and fake adverts, but AI-generated scams are creating a new level of risk. In this podcast episode I discuss the findings from the latest Which? investigation into deepfake scams and explain how consumers can protect themselves.

I interview Lisa Webb from Which? about the findings on The Complaining Cow Consumer Show podcast on East London Radio.

Lisa Webb, Which? talks about deepfakes on The Complaining Cow Consumer Show

Apple https://podcasts.apple.com/us/podcast/the-complaining-cow/id1742304080

Spotify – https://open.spotify.com/show/0kiyo8UJ5hGq2InZIeXD2p

Amazon – https://music.amazon.com/podcasts/7afcd171-6fc2-4369-88c2-1ad4ebb8fddc/the-complaining-cow

iHeart – https://www.iheart.com/podcast/1300-the-complaining-cow-169077613/

About Lisa Webb

Lisa Webb is a solicitor, Which? spokesperson, and consumer expert. Lisa advises Which?’s Advocacy division on areas such as collective redress, consumer rights and public law, working collaboratively to formulate legal strategies enabling Which? to challenge poor or unlawful market practices. Having worked with Lisa a few times over the years it was great to have a catch up too!

More help on preventing being scammed and what to do if you become a victim

Consumer Champion and Cyber Security expert provide advice on avoiding online fraud. I joined forces with James Bore from cyber security firm Bores Consultancy to provide some tips on how to stay safe when shopping online.

How to prevent being scammed on marketplaces.

Watch out for scam texts and emails!

See below for an appearance on Sky News discussing scam texts and emails. I am regularly in the media discussing consumer rights and topical issues , you can see more on the media page.

East London Radio The Complaining Cow Consumer Show

Listen to more shows and interviews at The Complaining Cow Consumer Show

Discounts from The Complaining Cow

Listeners to the show can get 15% on all the books with code ELR15

How to Complain: The Essential Consumer Guide to Getting Refunds, Redress and Results!
101 Habits of an Effective Complainer
How to Get free Pr and Be Paid for It 280 ways to raise your business profile
456 Ways to Save Money on Christmas Throughout the Year

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Every day, consumers ask me a variety of questions across my social media platforms, Instagram, Facebook, TikTok and Threads. In my weekly The Complaining Cow Consumer Column, I share the issues that come up most frequently.

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