Accessing Health Information Online
In 2021, three in four Australians over 18 said they accessed health services online, such as telehealth consultations with doctors. One 2023 study showed 82% of Australian parents consulted social media about health-related issues, alongside doctor consultations.
However, the worldwide growth in health-related misinformation (factually incorrect material) and disinformation (where people are intentionally misled) is exponential.
What is Deepfake Technology?
An emerging area of health-related scams is linked to the use of generative AI tools to create deepfake videos, photos, and audio recordings. These deepfakes are used to promote fake healthcare products or lead consumers to share sensitive health information with people they believe can be trusted.
A deepfake is a photograph or video of a real person, or a sound recording of their voice, that is altered to make the person appear to do or say something they haven’t done or said.
How is it Being Used in Health Scams?
In December 2024, for example, Victoria Diabetes called attention to the use of deepfake videos showing experts from The Baker Heart and Diabetes Institute in Melbourne promoting a diabetes supplement.
The media release from Diabetes Australia made clear these videos were not real and were made using AI technology. Neither organisation endorsed the supplements or approved the fake advertising, and the doctor portrayed in the video had to alert his patients to the scam.
What Should I Look Out For?
A 2024 review of more than 80 scientific studies found several ways to combat misinformation online. These included social media platforms alerting readers about unverified information and teaching digital literacy skills to older adults.
Unfortunately, many of these strategies focus on written materials or require access to accurate information to verify content. Identifying deepfakes requires different skills.
Australia’s eSafety Commissioner provides helpful resources to guide people in identifying deepfakes. They recommend considering the context itself. Ask yourself – is this something I would expect this person to say? Does this look like a place I would expect this person to be?
How Else Can I Stay Safe?
If you have had your own images or voices altered, you can contact the eSafety Commissioner directly for help in having that material removed.
The British Medical Journal has also published advice specific to dealing with health-related deepfakes, advising people to:
- contact the person who is endorsing the product to confirm whether the image, video, or audio is legitimate
- leave a public comment on the site to question whether the claims are true (this can also prompt others to be critical of the content they see and hear)
- use the online platform’s reporting tools to flag fake products and to report accounts sharing misinformation
- encourage others to question what they see and hear, and to seek advice from healthcare providers
Conclusion
Deepfake technology has the potential to be used for good, but its misuse is causing harm. It is crucial for individuals to be aware of the risks and take steps to protect themselves. By being cautious and vigilant, we can prevent the spread of misinformation and ensure we receive accurate and trustworthy health information online.
FAQs
What is deepfake technology?
Deepfake technology is a type of artificial intelligence that can create realistic videos, photos, and audio recordings of real people, but with manipulated content.
How do I identify a deepfake?
Australia’s eSafety Commissioner recommends considering the context, looking for inconsistencies, and asking yourself if the content seems realistic or suspicious.
What should I do if I encounter a deepfake?
Report the content to the online platform, contact the person who is endorsing the product to confirm its legitimacy, and encourage others to question what they see and hear, and to seek advice from healthcare providers.
How can I stay safe online?
Be cautious and vigilant, report suspicious content, and seek advice from healthcare providers. Also, consider the context, look for inconsistencies, and ask yourself if the content seems realistic or suspicious.
