Individuals living with Type 2 diabetes have been urged to exercise extreme caution when purchasing medications online following the emergence of fraudulent advertisements falsely featuring New Zealand doctors promoting unproven treatments.
These adverts employ advanced artificial intelligence techniques known as deepfakes, which manipulate authentic video footage to create highly convincing but entirely fabricated endorsements.
The New Zealand Society for the Study of Diabetes has confirmed that several such adverts circulating on social media and other online platforms show digitally altered videos where doctors appear to recommend certain supplements or cures for Type 2 diabetes. These videos are not genuine but are instead produced by combining real clips with AI-generated content to simulate credible medical endorsements.
Experts emphasise that these deceptive advertisements pose serious health risks. The false claims often suggest miraculous cures or revolutionary treatments that supposedly eliminate the need for prescribed medication, which can mislead vulnerable patients into abandoning proven therapies.
This issue is not confined to New Zealand. Similar deepfake scams have been reported internationally, exploiting the trust patients place in healthcare professionals to market unregulated products. The spread of such content highlights the urgent need for vigilance and education regarding online health information.
Given the increasing sophistication of deepfake technology, it is crucial for patients and caregivers to critically evaluate medical advertisements encountered on social media or other internet platforms.
The New Zealand Society for the Study of Diabetes advises that individuals should never alter or discontinue prescribed treatments based solely on social media information, regardless of how credible the source appears. They should be sceptical of claims promoting “ground-breaking” or “miracle” cures that guarantee universal effectiveness, as such assertions are typically unsubstantiated and potentially dangerous. It is also important to recognise that Type 2 diabetes management is highly individualised, requiring personalised treatment plans developed in consultation with healthcare professionals.
For accurate and reliable information, individuals are encouraged to consult trusted organisations such as Healthify and Diabetes New Zealand. If there is any doubt about the legitimacy of an online advertisement, contacting these bodies or speaking directly with a GP or diabetes nurse is strongly recommended.
Anyone who has purchased a product after viewing one of these misleading adverts is urged to report the incident to the authorities. The New Zealand Police can be contacted by dialling 105 or via their online fraud and cybercrime reporting portal. Prompt reporting helps law enforcement track and dismantle these fraudulent operations, protecting others from harm.
Deepfake technology, which uses machine learning to create hyper-realistic but artificial videos, has become a concern in many sectors, including healthcare. Cybersecurity experts warn that the ability to fabricate convincing medical endorsements undermines public trust and facilitates the spread of dangerous misinformation. The World Health Organization has emphasised the importance of combating health-related misinformation, especially in the digital age where false claims can go viral in a heartbeat.
Healthcare providers and regulatory bodies worldwide are collaborating to develop strategies to detect and counteract deepfake content. Meanwhile, patients are urged to remain cautious and rely on verified sources for medical advice.