Chef Michael Smith warns against deepfake LeCreuset scam using his image on Facebook
Other celebrities misrepresented in same scam, including Taylor Swift and Oprah
A deepfake video of P.E.I. chef Michael Smith generated by artificial intelligence is pitching an offer of free cookware in return for people's credit card details — and Smith is angered by Facebook's lack of response to his complaints about it.
On the video, a faked image of the Food Network Canada host can be seen describing an offer of $500 worth of free cookware from French manufacturer Le Creuset. The catch is that you have to provide your financial information to get it.
"When something is too good to be true, it is too good to be true. Don't put your credit card in for a free Le Creuset set," Smith told Island Morning host Mitch Cormier on Tuesday.
"I'm not quite sure if I should be flattered by all this. This is AI. They've actually been able to take my voice, my image and make me say and do things I've never done before."
Smith used his social media accounts to warn people about the scam. He also contacted Facebook, which is running ads for the website, to get them to take it down.
That was two weeks ago, said Smith.
"What I'm particularly pissed off about is how Facebook is non-responsive," he said."You cannot contact these people and get them to stop. They're charging money for that ad. They're getting paid to defraud Canadians and they don't have the ability to fix it. I find that unconscionable."
With the dangers of deepfakes so well known, Smith said he doesn't understand why Meta does not have procedures in place to deal with complaints more quickly.
Taylor Swift, Oprah, Martha Stewart
Smith is not the first celebrity deepfaked for the fraudulent Le Creuset video.
In January, American media reported that Taylor Swift's likeness had been used for a similar scam. Malwaretips.com reports that Lainey Wilson, Ree Drummond, Oprah, Trisha Yearwood and Martha Stewart have also had their personas used in the scam.
While Smith has not suffered any financial loss in the incident, he said the deepfake video undermines years of work establishing himself as an authentic voice for food and family and cooking.
He also said he is proud to advocate for P.E.I. cookware manufacturer Meyer, and fans should realize that relationship would preclude him from being involved in promoting a competitor.
CBC news has contacted Meta's public relations office for comment, but has not yet received a response.
With files from Island Morning