UK among top deepfake targets as incidents soar globally

An alarming surge in deepfake incidents has been observed worldwide, with the United Kingdom listed among the seven most-targeted nations, according to recent data published by Sumsub, a global identity verification and deepfake solution provider.

Sumsub's report highlighted a staggering 245% year-on-year increase in detected deepfakes globally, coinciding with a critical period as half the world’s population heads to the polls this year. Specific nations, including China, Spain, Germany, Ukraine, the US, Vietnam, and the UK, have experienced the highest number of deepfakes detected in the first quarter of 2024.

Despite a 10% decrease in deepfake fraud rates within the UK from Q1 2023 to Q1 2024, the number of deepfakes soared by 45% from the fourth quarter of 2023 to the first quarter of 2023, signalling an intensifying threat. This situates the UK prominently on the list of the top seven European countries grappling with the highest absolute number of deepfakes, alongside Spain, Germany, Ukraine, Italy, Poland and France.

Countries experiencing the highest year-on-year increases in deepfake incidents include Bulgaria with a remarkable 3000% increase, followed by Portugal (1700%), Belgium (800%), Spain (191%), Germany (142%), and France (97%).

In the UK, the sectors most afflicted by deepfake fraud as of the first quarter of 2024 were consulting, gaming, and educational technology, with fraud rates of 4.46%, 4.17%, and 2.3%, respectively.

Analysis performed by Sumsub on their ID verification platform indicates a noticeable growth in deepfake occurrences in countries slated for elections in 2024. India, the US, South Africa, Mexico, Moldova, and Indonesia have all shown substantial increases in deepfake incidents by 280%, 303%, 500%, 500%, 900%, and 1550%, respectively. Conversely, even in nations without elections, such as China (2800%), South Korea (1625%), Turkey (1533%), Singapore (1100%), Hong Kong (1000%), Brazil (822%), Vietnam (541%), Ukraine (394%), and Japan (243%), the rates of deepfake scams have risen drastically.

Vyacheslav Zholudev, Co-founder and Chief Technology Officer of Sumsub, noted the deepening concern, stating, “Sumsub performs millions of identity checks annually across all markets and many industries. These trends reflect the broader digital world, symbolising both the increasing accessibility of deepfake technologies and their misuse. This is particularly alarming during a crucial year for global democracy.”

Deepfakes have impacted various industries, with the most significant occurrences noted in the crypto, fintech, and iGaming sectors. A year-over-year comparison revealed a 1520% increase in deepfake cases within iGaming, 900% in marketplaces, 533% in fintech, 217% in crypto, 138% in consulting, and 68% in online media.

Pavel Goldman-Kalaydin, Head of AI/ML at Sumsub, expressed concerns over the rapid evolution and increasing quality of deepfakes. He underscored the necessity of combating artificial intelligence-generated fraud with similar advanced technologies. “For businesses, adopting a multi-layered anti-fraud solution with various checks at different stages of the user journey is crucial. However, content platforms and ordinary users remain vulnerable, especially in light of the upcoming elections in 2024. Media platforms must be vigilant, continuously updating their defences to detect deepfakes and prevent the inadvertent spread of misinformation,” he added.