A well-organized network operating from Georgia has swindled thousands of individuals in the United Kingdom, Europe, and Canada out of thirty-five million dollars by utilizing fraudulent celebrity endorsements on platforms like Facebook and Google.

The scams involved deepfake videos and fabricated news articles featuring prominent figures, such as financial guru Martin Lewis, radio host Zoe Ball, and explorer Ben Fogle, all promoting false cryptocurrency and investment schemes.

The operation came to light following a major data leak from scam call centers, which was acquired by a public broadcaster and disseminated to international media outlets.

The leaked data disclosed that the scam was managed by a team of approximately eighty-five call center operators based in Tbilisi, Georgia.

Since May twenty twenty-two, they have reportedly conned around six thousand people globally, with UK citizens being the most significantly impacted, amounting to losses of about nine million pounds.

The bogus advertisements were frequently placed by affiliate marketers who interacted anonymously with the fraudsters and earned commissions by gathering contact information from potential targets.

These ads often contained deepfake videos and deceptive news articles that falsely depicted celebrities endorsing investment schemes.

One significant case involved a retired London Stock Exchange employee who spent over one hundred thirty-five hours on calls with the fraudsters, losing more than one hundred sixty-two thousand pounds.

The scammers capitalized on new online banking services to facilitate payments, with internal documents indicating that digital banks like Revolut, Kroo, and Chase were commonly exploited.

A leaked spreadsheet from the call center indicated that from four hundred three targeted UK victims, one hundred nineteen were directed to use Revolut, fifty to use Kroo, and fourteen to utilize Chase.

These banking platforms have stated that they take fraud seriously and are investing significantly to address this pervasive issue.

In reaction to the escalating threat of online fraud, the UK government enacted the Online Safety Act in twenty twenty-three, intending to bolster protections for internet users.

Although the act has been passed, the specific provisions aimed at addressing fraudulent advertising practices are not anticipated to take effect until the following year.

The Advertising Standards Authority has also acted against misleading advertising methods.

In September twenty twenty-four, the authority prohibited advertisements from several companies for using tactics that misled consumers into unintended purchases.

This initiative is part of a larger campaign to address deceptive "online choice architecture," including matters like price transparency and undisclosed fees.

Furthermore, technology companies are adopting strategies to combat such scams.

A leading social media platform announced intentions to implement facial recognition technology to identify and eliminate scam advertisements that misuse celebrity images.

Beginning in December twenty twenty-four, the company started testing this technology with fifty thousand celebrities and public figures on an opt-out basis, aiming to respond more swiftly to shield users from fraud.

These developments underscore the persistent challenges in tackling sophisticated online fraud schemes that exploit advancing technologies and platforms to mislead individuals globally.