Brazilian authorities have dismantled a nationwide fraud network that used deepfake videos of supermodel Gisele Bündchen and other celebrities in Instagram ads to trick victims into buying fake products, marking one of the country’s first major crackdowns on AI-powered online scams.
Police arrested four suspects this week and froze assets across five states, after investigators traced more than 20 million reais ($3.9 million) in suspicious transactions uncovered by Brazil’s anti–money laundering agency COAF.
The investigation began in August 2024, when a victim reported being deceived by an Instagram ad showing an AI-generated video of Bündchen promoting a nonexistent skincare product. Another fraudulent campaign featured the supermodel supposedly offering free suitcases, with users asked to pay only for shipping—items that never arrived.
According to Eibert Moreira Neto, head of the cybercrime unit in Rio Grande do Sul, the group created a “series of scams” using deepfakes of multiple celebrities and fake betting platforms. Investigators believe the criminals operated at mass scale, collecting many small payments—usually under 100 reais ($19)—from victims who rarely reported the losses.
“That created a perverse situation,” explained investigator Isadora Galian. “The criminals enjoyed a kind of statistical immunity—they knew most people would not complain, so they operated without fear.”
Meta, owner of Instagram, said its policies ban ads that deceptively use public figures and that such content is removed “when detected.” The company added that it uses AI-based detection systems, trained review teams, and reporting tools to fight celebrity-impersonation scams.
A spokesperson for Bündchen’s team urged consumers to verify suspicious offers, avoid ads promising unrealistic discounts or giveaways, and report fraudulent content to authorities or official brand channels.
The case has broader implications for Brazil’s fight against digital deception. In June 2024, the Supreme Court ruled that social media platforms can be held liable for criminal ads if they fail to remove them swiftly—even without a court order.
The Rio Grande do Sul operation underscores the growing criminal use of deepfake technology, which allows scammers to replicate celebrity likenesses with stunning realism. What once required Hollywood budgets can now be done with cheap AI tools and a few clicks—a reality that’s forcing regulators, platforms, and the public to confront a new era of synthetic fraud.