AI-Generated Deepfakes Used in Celebrity Scam Ads in France

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AI-generated deepfake videos and images of French celebrities, including Émilien from "Les 12 Coups de midi," have been widely circulated on social media to promote fraudulent financial schemes. These unauthorized deepfakes have misled victims, resulting in financial losses and reputational harm, prompting public warnings from those targeted.[AI generated]

Why's our monitor labelling this an incident or hazard?

The article explicitly mentions AI-generated fake advertisements and videos that misuse a person's image without consent to promote fraudulent financial schemes. This constitutes a violation of rights (image rights and potentially intellectual property) and causes harm to communities by facilitating scams and misinformation. The AI system's role in generating these fake contents is pivotal to the harm occurring. Therefore, this event qualifies as an AI Incident due to realized harm caused by AI-generated deceptive content leading to fraud and reputational damage.[AI generated]
AI principles
Transparency & explainabilityPrivacy & data governance

Industries
Media, social platforms, and marketing

Affected stakeholders
ConsumersOther

Harm types
Economic/PropertyReputational

Severity
AI incident

AI system task:
Content generation


Articles about this incident or hazard

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" Ne tombez pas dans ces pièges " : le coup de gueule d'Émilien des " 12 Coups de midi " sur ces fausses pubs

2026-05-04
Yahoo actualités
Why's our monitor labelling this an incident or hazard?
The article explicitly mentions AI-generated fake advertisements and videos that misuse a person's image without consent to promote fraudulent financial schemes. This constitutes a violation of rights (image rights and potentially intellectual property) and causes harm to communities by facilitating scams and misinformation. The AI system's role in generating these fake contents is pivotal to the harm occurring. Therefore, this event qualifies as an AI Incident due to realized harm caused by AI-generated deceptive content leading to fraud and reputational damage.
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Émilien des " 12 Coups de midi " alerte sur de fausses pubs qui utilisent son image

2026-05-05
Yahoo actualités
Why's our monitor labelling this an incident or hazard?
The article explicitly states that AI-generated fake advertisements are circulating using Émilien's image without consent, promoting a fraudulent crypto trading platform. This constitutes a direct misuse of AI systems to create deceptive content that can cause financial harm to victims, fulfilling the criteria for an AI Incident. The harm is realized as the scam is actively ongoing, not merely a potential risk. Hence, it is not a hazard or complementary information but an incident involving AI misuse causing harm.
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"Faites attention": Émilien des "12 coups de midi" met en garde contre des fausses publicités utilisant son image

2026-05-05
Yahoo actualités
Why's our monitor labelling this an incident or hazard?
The event involves AI systems used to create fake images and videos (deepfakes) of a public figure without consent, which are then used to promote fraudulent schemes. This misuse of AI has directly led to harm by facilitating scams that can cause financial loss and reputational damage. Therefore, this qualifies as an AI Incident because the AI-generated content is pivotal in causing harm to individuals (victims of fraud) and the community (through misinformation and deception).
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"Faites attention": Émilien des "12 coups de midi" met en garde contre des fausses publicités utilisant son image

2026-05-05
BFMTV
Why's our monitor labelling this an incident or hazard?
The event explicitly mentions the use of AI to generate fake advertisements and content that impersonate a real person without consent to promote fraudulent schemes. This misuse of AI has caused actual harm by deceiving people into potentially falling for scams, fulfilling the criteria for an AI Incident under harm to communities and individuals. The AI system's role is pivotal as it enables the creation of convincing fake content that drives the fraudulent activity. Therefore, this event qualifies as an AI Incident.
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Émilien des " 12 Coups de midi " alerte sur de fausses pubs générées par IA

2026-05-05
20minutes
Why's our monitor labelling this an incident or hazard?
The event involves AI systems generating fake advertisements using stolen identities, which directly leads to harm by misleading people into fraudulent financial schemes. This fits the definition of an AI Incident because the AI-generated content is actively causing harm through deception and potential financial loss. The use of AI to create realistic fake images and articles is central to the incident, and the harm is occurring as the fake ads circulate on social media.
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Émilien, star des "12 Coups de midi", alerte après de fausses pubs à son image générées par IA : "Ne tombez pas dans le piège !"

2026-05-05
Ladepeche.fr
Why's our monitor labelling this an incident or hazard?
The article explicitly states that AI-generated content is used to create false advertisements featuring Émilien's face and fabricated quotes to promote fraudulent financial schemes. This misuse of AI-generated content directly leads to harm by deceiving the public and potentially causing financial loss, which fits the definition of an AI Incident involving violations of rights and harm to communities. Therefore, this event qualifies as an AI Incident.
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Émilien des 12 Coups de midi promet des millions dans une pub ? Le célèbre champion alerte ses fans

2026-05-05
actu.fr
Why's our monitor labelling this an incident or hazard?
The article explicitly mentions the use of AI to generate fake ads using the celebrity's face, which is a clear example of an AI system's use. The harm is realized as people are being scammed or at risk of being scammed through these fraudulent ads, constituting harm to individuals (financial harm and deception). Therefore, this qualifies as an AI Incident because the AI-generated deepfake content directly leads to harm through fraud and deception.
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Des " pièges grossiers " : Émilien des " 12 Coups de midi " dénonce l'usage de son image pour de fausses publicités à base d'IA

2026-05-04
Le Parisien
Why's our monitor labelling this an incident or hazard?
The event involves AI-generated or AI-manipulated content (deepfake or synthetic media) used without consent to promote fraudulent schemes, which constitutes a violation of rights and causes harm to communities (potential victims of fraud) and the individual whose image is misused. The AI system's role is pivotal in creating the false advertisements. Since the harm is occurring (fraudulent promotion and rights violation), this qualifies as an AI Incident rather than a hazard or complementary information.
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Emilien des "12 coups de midi" : attention à cette fausse pub qui usurpe l'image du candidat et qui invite à investir dans des cryptomonnaies

2026-05-05
CNEWS
Why's our monitor labelling this an incident or hazard?
The event explicitly mentions the use of AI to generate fake advertisements misusing Emilien's image to promote fraudulent cryptocurrency trading sites. This misuse of AI-generated content directly leads to harm by deceiving people into potentially losing money through scams. Therefore, this qualifies as an AI Incident because the AI system's use has directly led to harm (fraud and financial loss risk) to people and communities.
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Le coup de gueule d'Émilien des " 12 Coups de midi " sur ces fausses pubs

2026-05-04
Le Huffington Post
Why's our monitor labelling this an incident or hazard?
The article explicitly mentions AI-generated fake advertisements and videos that misuse a person's image without consent to promote scams. This involves AI systems generating misleading content that causes harm to individuals (reputational harm to Émilien and financial harm to victims of the scams). The harm is realized and ongoing, as the fake content is circulating and deceiving people. Therefore, this qualifies as an AI Incident because the AI system's use directly leads to harm to people and communities through fraud and misinformation.
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Emilien, Elise Lucet, Mbappé... Les deepfakes de stars explosent : qui se cache derrière cette industrie de l'arnaque dopée à l'IA ?

2026-05-05
Le Populaire du Centre
Why's our monitor labelling this an incident or hazard?
The article explicitly mentions the use of AI-generated deepfake videos and voice cloning to create fraudulent content that deceives people into scams, causing real financial harm. The AI systems' use is central to the harm, as the realistic AI-generated content enables the scams to be effective. The harm is realized and ongoing, not just potential. Hence, this is an AI Incident due to direct harm caused by AI misuse.
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"Ne tombez pas dans ces pièges grossiers" : Émilien des 12 coups de midi alerte sur de fausses publicités utilisant son image

2026-05-05
Corse Matin
Why's our monitor labelling this an incident or hazard?
The article explicitly mentions the use of AI to generate or modify images and videos without authorization, which are then used in fraudulent advertisements. This misuse of AI directly leads to harm by misleading the public and damaging the individual's reputation, fitting the definition of an AI Incident due to violations of rights and harm to communities. Therefore, this event qualifies as an AI Incident.
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" Des pièges grossiers " : Émilien ("Les 12 coups de midi") alerte sur des arnaques utilisant son image en IA | Programme TV Ouest-France

2026-05-05
Programme TV Ouest-France
Why's our monitor labelling this an incident or hazard?
The event involves AI systems generating fake content (deepfakes) that directly lead to harm by misleading people into scams, which is a form of harm to communities and individuals. The use of AI to create these fraudulent videos and images without consent and the resulting deception and potential financial harm qualifies this as an AI Incident under the framework, as the AI system's use has directly led to harm.
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VÉRIF' - Qu'est-ce qui se cache derrière ces deepfakes d'Émilien, ex-champion des "12 Coups de midi" ? | TF1 Info

2026-05-05
TF1 INFO
Why's our monitor labelling this an incident or hazard?
The article explicitly states that deepfake AI technology was used to create realistic fake videos of Émilien making false financial claims, which he never made. These videos are part of coordinated scam campaigns that have already caused financial losses to victims, as confirmed by reports of people contacting BrokerDefense for help recovering stolen funds. The AI system's use is central to the harm, as it enables the creation of convincing fraudulent content that deceives victims. This meets the criteria for an AI Incident because the AI system's use has directly led to realized harm (financial fraud and victimization).