Where to get help?
If you believe you have received a video, call or image from someone posing as a Fidelity employee, please contact our UK-based Customer Services team on 0800 3 68 68 84 (or on +44 1737 838262 if you are outside the UK).
Deepfakes
Don’t believe everything you see or hear! Understand the tell-tale signs that could help you identify a deepfake.
What is a Deepfake?
Deepfakes are videos, images or audio in which faces and voices have been either swapped or digitally altered, with the help of artificial Intelligence, usually for the purposes of fraud or misinformation. Criminals can transform existing content, swapping one speaker for another, or create entirely new scenarios where someone is represented doing or saying something completely fictional.
This type of fake media is increasingly common and is used by fraudsters to give scams a sense of authenticity with the aim of manipulating victims into sending money, investing in fake schemes or divulging personal information.
Spotting Deepfakes?
As deepfake technology continues to mature it is vital you remain aware of the way this content can be used. Learning how to detect a deepfake will help maintain your security and reduce the chance of you falling victim to cybercrime, misinformation campaigns and fake news.
Appearance
Most AI generated videos show front-on faces. They rarely show side profiles. You can also check if the video has a ‘too perfect’ or. ‘airbrushed’ appearance.
Mouth
Watch for lips which are out-of-sync with audio and be alert for unnatural lip movements and speech without natural human pauses and hesitations.
Eyes
Check if the person is blinking or looking around naturally. AI fakes sometimes appear more focused than an average person when talking and stare fixedly straight ahead.
Hands
Much improved from first generation of AI but hands may still look odd in AI generated images. Look out for strangely shaped or ‘flickering fingers’.
Lighting
Does the light on the individuals’ face and body match the illumination in the room? Are their shadows where there shouldn’t be?
Speech
AI generated speech doesn’t tend to contain hesitancy like natural pauses with the usual ‘ums’ and ‘errs’.
Trust your instincts
Finally, trust your instincts - if something seems off about a person’s voice, manner or behaviour, be suspicious. Ensure you exercise extreme caution if what you are being asked to do is unusual. Confirm whether the source material is reliable and, if you are being asked to take action, proceed with caution. Always check and verify before you part with money, personal details or action any request.
Helpful resources
- Cifas - The UK's fraud prevention service
- Take Five - A government-backed national campaign to combat preventable financial fraud
- Action Fraud - The UK's national reporting centre for fraud and cybercrime
Other threats to watch out for
Suspicious emails, texts and phone calls
Learn how to spot a fraudulent email, text or phone call, so you’re not reeled in.
Investment scams
Be wise. Don’t fall prey to too-good-to-be-true, high-pressure, deadline-driven offers.
Pension fraud
All that glitters isn’t gold. Discover how to dig deeper and protect your pension with our tips.
Identity theft
Look beyond the disguise. Impersonation can be the first step to someone stealing your assets.