Introduction to Fake Advertisements
Fake advertisements for weight loss drugs by a company claiming to be health and beauty retailer Boots have been removed from TikTok following a complaint from the company. The British retailer’s prescription weight-loss drug ads appeared to feature smiling medical professionals – but were actually made with AI. It is illegal to advertise prescription weight loss medications to the public.
Response from Boots and TikTok
A spokesperson for Boots told the BBC that the company was "aware" of the videos and had complained to TikTok, which removed the videos. A TikTok spokesperson said it does not allow “harmful or misleading AI-generated ads” on its platform. However, the BBC noted that while the videos were removed, the account – which appeared to be in Hong Kong – was not removed.
Continued Issues with the Account
It was possible to re-upload the exact same videos even though the originals were removed. This was communicated to TikTok again and the user was subsequently deleted. Weight loss vaccinations have been available on the NHS in England since the end of June, but they are not available over the counter and patients must meet strict criteria to receive a prescription.
Fake Website and Testimonials
Before the fake Boots account was removed, its videos were linked to a website where weight loss medication could be purchased. It contained testimonials from customers and doctors, either created using AI or taken from other websites. The TikTok videos appeared to show health workers drinking from a vial of blue liquid. This then appears to be delayed by several months, with the workers apparently losing weight dramatically.
AI-Generated Content
“AI now makes it very easy to create a convincing series of videos or images that show an obvious change in a plausibly real generic medical professional, or to collectively impersonate a particular medical professional,” AI expert said. “The underlying question is how quickly and comprehensively platforms respond when they detect or are informed of scams that clearly violate their terms of service. Big brands like Boots will take priority over a single business owner who is being targeted.”
Repurposed Content and Branding
Other videos uploaded to TikTok by the same account appeared to use content originally posted by real people showing their weight loss journey, but was repurposed and used without permission. All videos used similar branding and names to the official Boots account on TikTok – with the handle “@BootsOfficial”. Boots said it only advertises on social media through its actual account @BootsUK.
Warnings from the MHRA
The website also contained warnings from the MHRA, the British government agency that ensures the safety of medicines and medical devices, against purchasing counterfeit products. A spokesman for the body told the BBC that weight loss medications “should only be available from a registered pharmacy against a prescription issued by a healthcare professional”. “Taking these medicines made in other ways poses serious risks to your health, there is no guarantee about what they contain,” they said.
Conclusion
TikTok said it would continue to “strengthen” its detection methods for AI-generated content and would not allow “the display, promotion or trafficking of controlled substances.”
