Leading homelessness charity ALABARÉ has described the use of AI-generated scams to create social media videos, claiming to be injured veterans selling handmade products, as shocking and despicable.
The rising number of so-called ‘pity scams’ on apps like TikTok and Instagram could begin to damage the reputation of former military personnel and the genuine support services that are available to those who have served the country.
ALABARÉ is responding to the wave of fake videos following an investigation by BBC Points West, as consumers say they’ve been conned by the content.
How does the scam work?
The clips purport to show UK veterans, often with severe injuries, who are struggling with their online artisan craft businesses, asking for support through sales.
The videos also ask for engagement on the posts through likes and comments, with the aim of pushing them into the algorithms of more users and potentially more scam victims.
The AI makes the videos look very realistic, with people being duped into making purchases of what they’re led to believe are top-quality items.
The BBC report included customers who have then received poorly made and inferior products with Chinese-language labels and correspondence.
Reporter Jonathan Holmes showed some of the AI-generated scams to former military personnel receiving support from ALABARÉ in one of the charity’s Homes for Veterans in Bristol.
Simon said he’s ‘disgusted’ by the videos and says they could harm the support offered to veterans in the future:
“It looks so believable; the level of detail is frightening, it’s horrific. People do crazy things in this world, but this is on a sick level. If people see these videos and realise it’s a scam, they’ll think it isn’t all that it seems, and they might not donate again (to charities).
“That will have a massive knock-on effect; the system will start falling apart and then sadly, the guys that are really injured, and those who are struggling, won’t stand a chance. This could harm veterans in the long run.”
Fellow client, Leo, said using AI to fake videos of injured veterans is a real concern:
“It’s morally wrong, they obviously have no ethics. It makes me feel angry; it shocks me. How dare [creators] use the stories of proper veterans who have been injured and claim that they are the same, when they’re not. They’re after the sympathy touch, but they’re just conmen.”
How does ALABARÉ legitimately support veterans?
The charity has a network of 19 properties across the South West and Wales, collectively providing 90 bedspaces for veterans experiencing or at risk of homelessness.
The Homes for Veterans are about more than a roof over the heads of former military personnel; the service also supports clients to improve their mental and physical wellbeing, build practical life skills, improve training prospects, and move towards employability.
ALABARÉ offers trauma-informed and person-centred support to veterans, recognising the individual and their sometimes complex needs to find a pathway towards independence and breaking the cycle of homelessness.
How can we protect ourselves from AI-generated scams?
ALABARÉ is now asking consumers to be wary of the videos and to only make purchases from legitimate sources – checking for UK-registered addresses, assessing reviews and recommendations, or buying from in-person stores and stalls instead.
The charity is also calling for tech companies to crack down on social media content which is being deliberately designed to mislead shoppers and take advantage of their good nature.
Faye Tryhorn, Media Relations and External Affairs Manager at ALABARÉ, said:
“The rise of these fake videos, playing on the strength of feeling towards the veteran community, is worrying and a despicable use of AI technology. The real concern for us, as an organisation supporting former military personnel, is that the trust between the public and veterans is irreparably damaged.
“There’s a risk that scams could make the public feel less inclined to donate towards charities like ours, as they don’t believe the money is going to the right place. Without those donations, we’d struggle to maintain levels of support, leaving veterans with fewer safe, secure places to stay and a lack of pastoral support to help regain confidence and independence.”
Following the BBC investigation, a number of accounts displaying AI-generated scams have been removed from platforms including TikTok, Meta and YouTube.
