Shoppers are being targeted with AI-made videos that depict injured veterans handcrafting patriotic merchandise to stir sympathy and drive sales.
Here's what to know
According to the BBC, U.K. veterans' charities and technology expert Will Guyatt say these "pity scams" are appearing on TikTok, Facebook, Instagram, and YouTube, misleading buyers and weakening trust in legitimate organizations that support former service members.
One customer caught up in the scheme was Raymond Gilbert, a 63-year-old Army veteran from
Bradenstoke, Wiltshire. He said he paid £154.99 (about $205) for a supposedly "handmade" wooden flag after buying from a TikTok account that claimed to be operated by another ex-serviceman. Gilbert later said the item he received appeared to have been made in China.
"I was scrolling through TikTok, and this guy came up who had hurt himself, working from a garage making flags to supplement his income," Gilbert said. "I thought it was endearing, his wife was supporting him, and the final product looked good."
When the parcel arrived, Gilbert said the envelope had Chinese writing on it, and the flag was "a printed image on glued plywood."
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Guyatt told the BBC that this type of scam is becoming increasingly persuasive.
"The reality is these videos are made in minutes," he said, adding that swarms of bot accounts then flood comment sections to encourage purchases.
The BBC identified 45 similar TikTok accounts, along with others on Facebook, Instagram, and YouTube, marketing military-themed products such as bags, chopping boards, and wreaths.
More background
The BBC said warning signs included repeated storylines appearing across different accounts and injuries that changed from one video to the next.
"It is a despicable, insidious way of trying to con somebody; it's a low moral thing to do," Gilbert said.
Real veteran charities warn fake hardship stories could make it harder for legitimate groups to build trust.
Spencer Bull of Help for Heroes said the trend "damages the reputation of the service charities who are doing a lot to support individuals," while Faye Tryhorne of Alabaré warned that "there's a risk that veterans who do need the support are left behind."
Ex-serviceman Simon Gray, a resident at the Alabaré home in Bristol, said, "A close friend of mine was done by an IED in Afghanistan … I got slightly choked watching these; it looks so believable."
What can be done?
TikTok told the BBC it removed the 45 identified accounts and said it enforces "strict rules against harmfully misleading AI-generated content and scams." Meta said it removed violating accounts and content, while YouTube said it terminated several flagged channels.
Guyatt advised shoppers to watch for visual mistakes, be skeptical if something seems too good to be true, ask an internet-savvy friend or family member, and check whether the same product is being sold elsewhere online.
Legal remedies may exist, but using them in practice can be difficult. Daniel Fletcher, senior associate at Forbes Solicitors, said consumers "have the right to a refund," but "the territorial nature of these adverts means it's difficult to actually exercise these rights."
As Bull put it, "It's a real shame that we've come to this position in life; it breaks down the trust between veterans and the charities who are there to support individuals."
Where can I learn more?
These stories show some of the other ways AI is being used to fool people online. They cover a Massachusetts scam, creator impersonation, fake movie posters, deceptive political messaging, and warnings from political and tech leaders.
• In Massachusetts, a man lost $400,000 after American-made AI fueled a global scam boom.
• A creator watched a scammer replace her using gen AI in an eerie online video.
• Convincing fake images spread online as AI movie posters left viewers unsettled.
• In California, authorities found an AI-powered deceptive operation behind emails attacking a critical proposal.
• Political leaders and tech executives warned AI could become an engine of inequality worldwide.
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