Full Fact finds AI deepfakes of UK public-health academics made to promote menopause supplements on TikTok; depicted professors object
In a December 2025 investigation, the fact-checker Full Fact reported that social media accounts were using AI-generated deepfakes of real doctors and academics, made from real footage, to promote supplements, with many links to the US company Wellness Nest. Professor David Taylor-Robinson of the University of Liverpool learned on 11 August 2025 that TikTok carried footage of his real conference talk altered so that a fake version of him discussed a supposed menopause symptom and recommended a Wellness Nest probiotic; The Guardian reported 14 such videos. TikTok at first found no violation, and removed the account after Full Fact contacted it on 24 September, calling the delay a moderating error. He said he became more and more irritated, that removal was a faff and that people who know him could have been taken in. Full Fact also found eight videos of Duncan Selbie, former head of Public Health England, who called them a complete fake. Wellness Nest denied running the accounts or using AI-generated content. The tool used is not identified.
AI involvement reported · Causal attribution supported · 2 sources · Added 18/10/2026