Renowned financial expert and MoneySavingExpert founder, Martin Lewis, has issued a stern warning to the public, urging them to be cautious of a scam involving artificial intelligence (AI) generated video. The video, known as a deep fake, portrays Lewis endorsing a fraudulent investment project attributed to Elon Musk, the owner of Twitter and SpaceX. Lewis described the video as “frightening” and called for immediate government action to regulate such deceptive ‘deepfake’ media.
The scam came to light when a clip of the deepfake video surfaced on Twitter, featuring a digitally manipulated version of Martin Lewis alongside an image of Elon Musk. In the video, the fabricated Lewis claims that Musk’s new project presents lucrative investment opportunities for British citizens, touting its legitimacy and potential for substantial returns.
Expressing his concern on Twitter, Martin Lewis vehemently denounced the video as a criminal attempt to defraud innocent individuals. He implored his followers to share the warning, highlighting the urgent need for government and regulatory intervention to combat the dissemination of dangerous deepfake content that could cause financial harm and ruin lives.
In a subsequent appearance on ITV’s Good Morning Britain, Lewis further emphasised the gravity of the situation. Labelling the video as a deepfake, he explained that the exact technology behind its creation remains uncertain. Lewis revealed that this was the first instance of him being targeted by a deepfake scam, describing it as a terrifying development. He stressed that while the current iteration of deepfake technology is already disconcerting, advancements in the field are inevitable and pose even greater risks.
The origin of the video remains unclear at present, although several users have reported encountering it on Facebook. This incident is reminiscent of Lewis’s 2018 legal battle against the social media platform, wherein he fought against scam advertisements that duped vulnerable individuals into surrendering substantial sums of money to criminals.

