Researchers are warning that AI-generated "deepfake" influencers are being used to market dietary supplements online, creating new challenges for consumer protection. A study published in February 2026 in the British Journal of Psychology highlighted how these increasingly realistic digital personas can exploit viewer trust and blur the line between authentic endorsement and marketing.
The research points to a growing trend where completely synthetic personalities, or real people whose likenesses have been appropriated without consent, are used to promote health and wellness products. These AI influencers often lack the disclosures required for human-driven advertising, making it difficult for audiences to identify promotional content.
Experts cited in the study express concern that the persuasive power of these digital avatars, combined with claims about unregulated supplements, could lead to consumer harm. The phenomenon raises significant questions about advertising ethics, platform accountability, and the need for updated regulatory frameworks in the digital age.
