By G. Mudalige, Jadetimes Staff
G. Mudalige is a Jadetimes news reporter covering Technology & Innovation
A fake advertisement featuring AI-generated images of TV presenter Alex Jones and UK Chancellor Rachel Reeves has sparked outrage among users of the WalesOnline app. The ads, which showed disturbing images of Jones and Reeves with blood and bruises on their faces, led readers to fraudulent websites promoting cryptocurrency scams. The incident has raised questions about the ethical responsibility of publishers to vet advertising content.
The adverts appeared within the WalesOnline app, a platform operated by Reach, the UK and Ireland’s largest publisher. Reach is responsible for several major news brands, including The Mirror and The Express, and its Welsh operations include WalesOnline, the Western Mail, and the South Wales Evening Post. When users tapped on the manipulated images of Jones and Reeves, they were directed to fake BBC News articles promoting cryptocurrency schemes. This tactic, which involves creating AI-generated fake images and doctored news articles, is becoming an increasingly common tool used by scammers to deceive unsuspecting users.
The use of such disturbing imagery has drawn widespread criticism, with many branding the advertisements as “dystopian” and unethical. Cardiff council’s Cabinet Member for Culture, Jennifer Burke, expressed her concern on X (formerly Twitter), calling the visuals "disturbing" and questioning whether Reach or WalesOnline had any responsibility to vet such advertisements. Burke wrote: "Does Reach or @WalesOnline have a responsibility to vet what's advertised on their platforms? These kinds of visuals cross a line." Other users voiced their concerns, with one person describing the ads as “dross” and another stating that the visuals were a sign of the dangerous potential for misuse of AI-generated content. Both Alex Jones and Rachel Reeves have been approached for comment, but neither has publicly responded to the incident at the time of writing.
This latest incident is a troubling reminder of the growing misuse of AI-generated content in the digital space. AI-generated images are increasingly being used to create misleading or fraudulent visuals. While some AI-created images may be intended as satire, others, like those seen in this case, are designed to mislead and promote scams.
Shayan Sardarizadeh, a disinformation reporter, has pointed out that AI images are becoming more common in relation to news content. Though AI technology has made significant advancements, it still exhibits certain flaws that can help users identify fake images. For example, AI struggles to accurately generate realistic human features, such as hair and fingers, and often produces cartoonish skin tones, unintelligible text, and indistinct backgrounds. These imperfections can serve as clues for discerning whether an image has been AI-generated.
In addition, users are encouraged to utilize free reverse image search tools to determine if a photo has been used elsewhere or posted by credible news sources. If AI-generated images are being used to create fake news articles, a quick check of trusted websites like the BBC can confirm whether a particular story is legitimate.
The use of AI-generated ads on legitimate news platforms raises significant ethical concerns. As scammers continue to exploit AI technology to promote fraudulent schemes, it becomes increasingly important for publishers to take responsibility for the ads they display. This incident underscores the need for news platforms to implement stricter vetting processes to prevent harmful or misleading content from reaching their audiences. Reach, which has yet to comment on the issue, is now facing scrutiny for allowing such disturbing and potentially harmful content to appear on its platform. This controversy serves as a wake-up call for publishers to prioritize the safety and well-being of their readers by ensuring that all advertisements are thoroughly reviewed before being posted.
The appearance of AI-generated, fake adverts featuring disturbing images of public figures like Alex Jones and Rachel Reeves is a reminder of the growing challenge posed by AI technology in the digital landscape. As scammers continue to find new ways to deceive users, publishers must take steps to ensure that their platforms are not used as vehicles for fraudulent activity. As AI technology evolves, so too must the safeguards that protect users from harmful content.
Comments