Navigating the Threat: Generative AI, Deepfakes, and Health Misinformation

In an era where deepfake technology and generative AI are rapidly advancing, the manipulation of health information has reached unprecedented levels. Malicious actors are now using these tools to fabricate videos, images, and audio recordings of respected health professionals. These manipulations can falsely endorse dubious health products or harvest sensitive personal information, posing significant risks to public health and safety.

The Digital Transformation of Health Information

Recent statistics indicate a major shift in how Australians access healthcare. In 2021, three out of four adults utilized online health services, and by 2023, over 80% of Australian parents turned to social media for health insights alongside traditional consultations. However, the digital revolution has also spurred an exponential increase in both misinformation—erroneous content—and disinformation, which deliberately misleads.

Instances of scams range from Medicare phishing attempts and counterfeit pharmaceutical sales to sophisticated deepfake productions. These scams not only threaten financial security but also jeopardize public health by propagating harmful claims and fake endorsements.

Understanding Deepfake Technology in Healthcare Scams

Deepfakes involve digitally altered photographs, videos, or audio recordings to make a real person appear to say or do things they never did. Unlike traditional photo-editing methods, advanced generative AI can produce highly realistic manipulations. For example, deepfake videos have recently surfaced featuring fabricated endorsements by experts, misleading viewers into trusting and purchasing unverified health supplements.

Key concerns include:

• Hyper-realism: AI-generated deepfakes can closely mimic genuine appearances, making detection challenging.
• Rapid spread: Social media platforms amplify the reach of these doctored contents, exponentially increasing their potential harm.
• Trust exploitation: Scammers exploit the trust invested in health professionals to validate their fraudulent products.

Real-World Examples of Misuse

In December 2024, Diabetes Victoria exposed a series of AI-generated videos where experts purportedly endorsed a diabetes supplement. These deepfakes, later debunked by the involved professionals, illustrate how easily technology can be manipulated to deceive the public. Similarly, in April 2024, scammers resorted to using deepfaked images of a well-known healthcare communicator to market unproven pills, raising alarms across social media platforms.

Spotting Deepfakes: What to Watch For

Authorities and digital safety experts now offer several tips to help the public identify deepfakes. The Australian eSafety Commissioner advises a critical assessment of content by asking:

• Is the message consistent with what one would expect from this professional?
• Does the setting appear authentic?

Additional signs to look out for include:

• Blurring, cropped segments, or pixelation
• Inconsistent skin tone or discoloration
• Glitches in video lighting or background changes
• Audio issues, such as unsynchronized speech
• Unnatural blinking or erratic movements
• Abrupt narrative gaps

Staying Secure in a Digital Age

For those who suspect their digital likeness has been misused, direct resources are available through the eSafety Commissioner for removal assistance. Health authorities recommend taking proactive steps:

1. Verify Endorsements: Directly contact the professional featured in any suspicious content to confirm its authenticity.
2. Engage Publicly: Comment on questionable posts to stimulate public scrutiny and foster a community of vigilance.
3. Utilize Reporting Tools: Leverage the built-in reporting mechanisms of social platforms to flag dubious content.
4. Consult Experts: Always seek advice from qualified health professionals before making any health-related decisions.

Beyond individual vigilance, experts stress the necessity of government intervention. The February 2025 Online Safety Review highlighted the importance of duty of care legislation to guard against the mental and physical harms from misleading digital content. Such measures would support Australians in making safer, informed healthcare decisions.

As generative AI technology evolves, the collective effort of governments, organizations, and individuals remains crucial in combating the dangers of deepfake health misinformation.