TikTok Takes Down AI-Generated Weight Loss Ads from Fake Boots Account

In a decisive action, TikTok has removed fraudulent advertisements promoting weight loss medications that were misleadingly attributed to Boots, a well-known health and beauty retailer. This move followed a formal complaint from the actual company regarding the deceptive content.

The illicit adverts, which featured what appeared to be cheerful healthcare professionals representing the British brand, were in fact created using artificial intelligence. Such promotions of prescription-only weight loss drugs to the general public are illegal.

A representative from Boots confirmed their awareness of the misleading videos and communicated their concerns to TikTok, which subsequently took down the content. In response, a TikTok spokesperson stated that they prohibit harmful or misleading advertisements generated by AI on their platform.

Despite the removal of the videos, the fraudulent account, reportedly based in Hong Kong, remained active and was able to re-upload the same content. TikTok was alerted again regarding this issue, leading to the eventual deletion of the user account.

Weight-loss injections have been accessible through the NHS in England since late June, yet they cannot be obtained over-the-counter. Patients must satisfy specific criteria to qualify for a prescription.

Prior to the removal of the counterfeit Boots account, its videos directed viewers to a website where these weight loss drugs could be purchased. This site featured fabricated testimonials from customers and healthcare professionals, either generated by AI or lifted from other online sources.

The TikTok videos depicted individuals resembling health workers consuming a vial of blue liquid, followed by a time jump showing them having dramatically lost weight. AI expert Sam Gregory commented on the ease with which convincing videos or images can be generated, posing a significant challenge for platforms in managing such content.

“The core issue is the speed and effectiveness with which platforms respond upon discovering or being informed of scams that violate their service terms,” Gregory stated.

He noted that major brands like Boots often receive quicker attention compared to smaller businesses that may also be targeted.

Additionally, other videos from the same TikTok account appeared to have reused content from genuine individuals sharing their weight loss experiences, repackaged without their consent. All of these videos employed branding and names strikingly similar to those of the authentic Boots account, which operates under the handle @BootsOfficial.

Boots clarified that they only promote their products via their official social media account, @BootsUK. The fraudulent website also included warnings from the UK’s Medicines and Healthcare products Regulatory Agency (MHRA), which emphasizes that weight loss medications should only be obtained through licensed pharmacies with a prescription.

“Acquiring these medications from any other source poses serious health risks, and there are no assurances regarding their contents,” a representative from the MHRA remarked.

In light of these incidents, TikTok expressed its commitment to enhancing the detection of AI-generated content and reiterated that it does not permit the depiction, promotion, or sale of controlled substances.

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