Gisele Bundchen deepfakes used in Instagram ads to scam millions

Your feed is full of fakes

Scrolling through social media, you see a celebrity promoting an amazing free product. They look and sound completely real, but this person does not actually exist. This is a deepfake, a sophisticated AI-generated video used by scammers to trick you.

These fake videos are incredibly convincing, making it hard to tell the difference from a genuine endorsement. The scam relies on your trust in a familiar face to lure you into a trap. Always approach online offers that seem too good to be true with extreme caution.

How scammers used Gisele Bündchen’s likeness

In a major case from Brazil, scammers used a deepfake of supermodel Gisele Bündchen. They created fake Instagram ads where she appeared to promote skincare products and free suitcases.

The model seemed to be personally offering these items to her fans, making the ads feel authentic and exciting. Victims were asked to pay small shipping fees (investigators say most losses were under 100 reais, roughly $19), but the promised products never arrived.

Victims paid and never received the promised anti-wrinkle kits or luggage; police and Brazil’s anti-money-laundering agency identified more than 20 million reais (about $3.9 million) in suspicious transactions tied to the scheme.

How the deepfake scam worked

Clicking on the ad took users to a professional-looking fake website. Here, they entered personal details and paid a bogus shipping fee using popular payment methods. The criminals collected these small, seemingly harmless payments from a massive number of people.

The entire scheme was built on a foundation of digital deception. The sophisticated deepfake video served as the initial hook, while the fake website provided a false sense of security. This two-part strategy proved highly effective at exploiting trust.

The power of “statistical immunity”

Investigators said the group relied on what they described as a “statistical immunity,” small individual losses that many victims don’t report, which let scammers operate at scale.

The low individual loss per victim created a perfect environment for the scam to thrive undetected. By flying under the radar, the group managed to steal millions over a significant period without attracting immediate attention from law enforcement.

Operation Modo Selva (Jungle Mode)

The Rio Grande do Sul civil police launched Operação Modo Selva (translated as “Jungle Mode”) and said they executed warrants across five states, froze assets, and arrested suspects linked to the scheme.

Authorities say they are pursuing charges, including money laundering and organized online fraud, against suspects arrested in the operation.

A roster of fake celebrities

The group used deepfakes of multiple Brazilian public figures, local reporting names Angélica Huck, Sabrina Sato, Juliette, and Maísa, among those whose images were mimicked, which helped the scammers reach different audiences.

Their fraudulent activities also included fake online betting platforms alongside the product scams. Diversifying their schemes allowed them to maximize profits and create multiple streams of illegal income from their deceptive AI technology.

A celebrity fights back

Gisele Bündchen proactively took to social media to warn her millions of followers. She posted a clear alert about fake accounts using her AI-manipulated image and voice. The model urgently told her fans to be careful so they would not become the next victims of these sophisticated scams.

She actively encouraged people to report any suspicious ads they encountered featuring her likeness. This direct communication from a public figure is a powerful tool to raise awareness and build a collective defense against digital fraud.

Who is liable for fake ads?

A landmark ruling from Brazil’s Supreme Court addressed this very question. The court signaled a shift toward greater platform responsibility in certain cases. This legal precedent shifts some responsibility onto the tech companies that host the content.

The ruling states that platforms must act swiftly to remove such content, even without a specific court order. This forces companies to be more proactive in policing their own sites for fraudulent material.

Meta’s stance on the Scams

Meta (Instagram’s owner) told Reuters its policies forbid “ads that deceptively use public figures to try to scam people” and said it removes such ads “when detected,” while pointing to tools for reporting and trained review teams.

The company also says it invests heavily in trained human review teams and user-reporting tools. Despite these measures, the immense volume of daily uploads makes it a constant challenge to catch every single fraudulent ad quickly.

A worldwide wave of fraud

This scam tactic is a global issue, not confined to one country. Tom Hanks warned his fans about an AI-cloned version of his voice promoting a dental plan. The famous actor took to social media to disavow the fraudulent endorsement.

Fake videos of Taylor Swift and Chef Gordon Ramsay have also been used to push non-existent free cookware. These scams follow the same pattern, using a celebrity’s trusted image to trick fans into paying for shipping on items that will never ship.

The psychology of a free offer

The scam’s effectiveness lies in the powerful appeal of a free high-value item. A celebrity endorsement makes the offer feel both exclusive and legitimate. The request for a small shipping fee seems reasonable, lowering the victim’s guard and making the risk appear minimal.

Criminals exploit the natural human desire for a good deal and trust in familiar faces. The combination creates a perfect storm that clouds judgment and prompts quick action without thorough scrutiny of the offer’s details.

Your step by step defense plan

Always verify a celebrity offer by visiting the official brand or celebrity’s website directly. Never trust the link provided in a suspicious social media ad alone. If the offer is not promoted on their official channels, it is almost certainly a fraud designed to steal your money.

Guard your personal and financial information fiercely. Avoid entering your credit or debit card details on any unfamiliar website, no matter how professional it looks or how tempting the offer seems at first glance.

Become a scam-spotting pro

Train yourself to be skeptical of any online ad promising free high-end products. If a deal seems too good to be true, it almost always is. Question the likelihood of a major celebrity personally advertising a product directly to you on your social media feed.

Pay close attention to the comments on an ad often; other users will quickly point out if it is a scam. Look for verified account badges and be wary of slight misspellings in account names that mimic real brands or people.

Why your report matters

Report suspicious ads to the social platform and, if you’re in the U.S., file a complaint with the FBI’s Internet Crime Complaint Center (IC3). Both reporting channels help law enforcement and platforms spot patterns and remove fraudulent material.

You can also file a report with authorities like the FBI’s Internet Crime Complaint Center (IC3). Providing details helps law enforcement track trends, identify criminal patterns, and build larger cases against organized fraud networks.

The new frontier of crime fighting

The Brazilian case is a pioneering example of law enforcement adapting to AI-driven crime. It shows that police agencies worldwide are developing new skills to combat digital fraud. The successful arrests prove that these criminals can be tracked down and held accountable for their actions.

This marks the beginning of a new era in cyber-policing. As artificial intelligence technology evolves, so too must the tools and strategies used by authorities to protect the public from its malicious use.

Curious about how AI is being used for digital scams? Learn how TikTok users are falling victim to deepfake malware.

Stay alert and stay safe

You can continue to enjoy social media without fear by staying informed and cautious. Think of your online skepticism as a healthy superpower, not a character flaw. Empowering yourself with knowledge is the most effective shield against these evolving digital threats.

Always remember that real celebrity endorsements are never hidden in obscure social media ads. When you see a famous face, pause and verify before you click. Protecting your digital life is an ongoing process, and your awareness is the key to safety.

Want to learn how deepfake scams are targeting big names? Check out how an AI deepfake of Marco Rubio is making waves.

Has a suspicious deepfake ad ever popped up in your feed? Share your story in the comments, and if this opened your eyes, give it a share.

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This slideshow was made with AI assistance and human editing.