Artificial intelligence technology is being exploited to mislead the public into purchasing unproven and potentially harmful treatments for serious illnesses, including diabetes.
The Australian Medical Association is calling on the federal government to crack down on this dangerous practice, which involves "deepfake" AI videos that mimic reputable health professionals.
AMA President Dr Danielle McMullen has written to Communications Minister Anika Wells, urging the government to introduce clear and enforceable regulations on health-related advertising online.
"We are now living in an age where any video that appears online has to be questioned — is it real, or is it a deepfake?" Dr McMullen said.
"Deepfake videos are becoming more and more convincing, and this technology is being exploited by dodgy companies peddling snake oil to vulnerable people who are dealing with serious health issues."
Several trusted clinicians — including Dr Norman Swan, former AMA president Professor Kerryn Phelps and Professor Jonathan Shaw — have had their identities misused in deepfake videos that promote unproven products.
In Professor Shaw's case, the deepfake video was advertising an unproven dietary supplement as a treatment for type 2 diabetes. A fake version of Dr Swan was used to denigrate scientific evidence as "stupid", while selling supplements or weight loss products purporting to treat heart disease, diabetes or obesity.
"These videos encourage consumers to abandon clinically validated therapies in favour of unscientific alternatives," Dr McMullen said.
"Disturbingly, many health professionals only become aware they have been impersonated when patients raise questions about discontinuing their prescribed treatments or request information about where to purchase so-called 'miracle cures'.
"I first discovered a fake profile impersonating me when a family member called to ask if I really believed in what they were selling.
"In addition to the very serious health risks, these scams also pose a financial risk to vulnerable Australians."
In the letter to the Communications Minister, Dr McMullen urged the federal government to introduce clear and enforceable guardrails governing the use of AI in health-related advertising and communications, particularly for content hosted by digital platforms and social media providers operating in Australia.
The AMA recommends a regulatory framework that includes:
- Mandatory identification of the individual or company responsible for any online material promoting a medical product or service;
- An accessible portal for individuals to report fake or misleading AI-generated or other content;
- Unsubscribing mechanisms to allow users to opt out of unsolicited medical advertising;
- Takedown requirements mandating platforms to remove harmful content within a specified period after a complaint is lodged;
- Enforcement powers, including the ability to issue infringement notices for non-compliance.
"Social media giants also need to do everything in their power to stamp out these dangerous videos," Dr McMullen said.
"At the moment, this is an endless game of whack-a-mole, so it is important to implement strict and enforceable rules and deterrents."
