Taylor Swift is named UK’s 'most dangerous celebrity' as scams surge — 5 ways you can protect yourself

The fraudulent content is designed to make false endorsements or content appear genuine, often making it difficult to tell what’s real and what’s manipulated. And this year, cybersecurity company McAfee found Taylor Swift to be the most deepfaked celebrity across the UK, whose image and voice have become prime targets for fraudsters pushing fake endorsements, giveaways and investment schemes.

McAfee warns that the effectiveness of these impersonation scams lies in the trust fans place in their favourite public figures. Scammers now routinely clone celebrities’ faces, voices, or even social posts to create eerily convincing videos and advertisements.

For instance, these deepfakes are being deployed to front false crypto platforms, “too-good-to-be-true” investment schemes, miracle skincare products and fake sweepstakes.

You should be cautious about any celebrity endorsement for these types of products, campaigns, or investments... but be especially careful if Taylor Swift is the one promoting it.

New data from McAfee shows seven in ten Brits have encountered fake celebrity endorsements, with adults aged 25–34 the most vulnerable. Among those who were duped, victims lost an average of £450.

This is the list of the top 10 most dangerous celebrities due to deepfake deception in the UK.

1. Taylor Swift
2. Emma Watson
3. Margot Robbie
4. Harry Styles
5. David Beckham
6. Victoria Beckham
7. Lewis Hamilton
8. Charli XCX
9. Claudia Winkleman
10. Gordon Ramsay

Ms Swift’s rise to the top marks a sharp shift from 2024, when she ranked fourth in McAfee’s broader study of celebrity-linked online scams.

This year’s focus on the explosive growth of deepfake technology has propelled the global star to number one. Emma Watson and Margot Robbie follow in second and third place, while David Beckham has made one of the steepest jumps — moving from tenth last year to fifth — closely tailed by wife Victoria.

But it’s not only Hollywood stars and musicians being co-opted. McAfee has also launched its first Influencer Deepfake Deception List, reflecting how central online creators have become to digital culture—and to cybercriminals’ strategies.

Gaming creator Pokimane leads this year’s global ranking, ahead of MrBeast and lifestyle creator Karina.

The following list reflects the most dangerous influencers online, ranked globally:

1. Pokimane
2. MrBeast
3. Karina
4. QTCinderella
5. Brooke Monk
6. helydia
7. Léna Situations
8. Madison Beer
9. Cally Jane
10. Vicky Pattison

Vonny Gamot, McAfee’s Head of EMEA, said, “Our research shows how scammers exploit the influence of celebrity and influencer culture, often with alarming realism, through sophisticated AI-powered deepfake technology. The solution lies both in tech platforms tightening verification systems and the public developing a healthy digital suspicion.”

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She added that identifying the public figures who are most frequently misused can help fans recognise potential red flags before falling victim.

There are five ways to spot these increasingly sneaky scams and best practices to protect yourself.

1. Question urgency and emotion: Be wary of messages demanding immediate action — fast investments, rushed donations or quick purchases. Using pressure to have you act quickly without thinking critically is a common tactic.
2. Verify the source: A convincing face doesn’t guarantee authenticity. It's best to take the extra step to cross-check posts on the celebrity’s official channels.
3. Watch for glitches: Mismatched lighting, odd blinking, distorted lips or unnatural speech patterns may indicate a deepfake.
4. Pause before clicking: Search the celebrity’s name alongside terms like “scam” or “fake video” to see if warnings are circulating across the internet. There's a large possibility that you aren't the only one being targeted by the same scam.
5. Use AI-powered protection tools: Technology such as McAfee’s Scam Detector can analyse messages and videos to flag suspected fakes before they inflict harm.