FURIOUS Martin Lewis was left shaking as he went on a shock “deepfake” rant during his appearance on This Morning today.
The financial expert, 53, was left emotional on the ITV show as he admitted scam advert are “ruining” millions of lives.
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Furious Martin Lewis was left shaking as he went on shock ‘deepfake’ rant live on This Morning Credit: ITV
Martin said claimed big tech companies have been making ‘billions of pounds’ and ‘ruining lives’
Martin blasted the government and demanded change from the Prime Minister – claiming big tech companies have been making “billions of pounds”, while “ignoring millions of victims who have had their lives destroyed”.
Hosts Ben Shepherd and Cat Deeley were joined by Nick Ferrari and Ashley James to discuss the daily topics.
They kicked off the discussion with talk about the AI-generated clip that appeared on the X platform showing a fabricated altercation between the Reform UK leader and Bank of England governor Andrew Bailey on the set of BBC Question Time.
Martin then revealed he had been featured in 44 per cent of all scam ads.
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Martin was left enraged and demanded the government ‘get some balls’ Credit: ITV
The panel discussed the topic around deepfakes and the rise in scam adverts
He said: “Nigel Farage was beating me up in quite a lot of scam adverts, now it’s Andrew Bailey.”
Matin went on to claim that “Meta was reported to have made three billion pounds from European scam ads in a year alone. They’re making huge amounts of money.
“I sued Facebook in 2019, I settled for three million pounds to go towards setting up a new anti-scam charity and a tool to report scam ads.
“I thought that would work, it hasn’t worked.
“I campaigned and led the campaign to get scam adverts in the Online Safety Act, which we got three years ago.”
A passionate Martin slammed the Prime Minister for failing to touch on scam adverts and the affects it has on people.
He said: “They have fundamentally ignored scam adverts and the enormous damage that it does, not just to peoples finances, it is damaging peoples mental health and self-esteem and it’s incredibly destructive.”
Martin then read out a letter that he received from a 78-year-old who had fallen victim by a deepfake AI video scam of Martin Lewis on social media.
They said they had handed over money in good faith in hopes of securing their own flat, but were in fact being conned of the life savings.
Martin was left enraged and demanded the government “get some balls”.
The livid star said: “It brought me to tears, I wish, I fundamentally wish I could tell you that this was a terrible shocking one off and not a daily, DAILY occurrence.
“This has been going on 10 years, it’s destroying peoples lives.
“The Online Safety Act was meant to change three years – they haven’t even done the consultation on implementation, which even means if they started it tomorrow, they wouldn’t have the rules in place until 2027 – leaving more people to be victims.
“When the Prime Minister talked about the nidification of AI said if these companies profit from harm and abuse they don’t deserve to self-regulate.
“Well for 10 years they have been making billions of pounds for genuine harm and abuse over scam adverts and nothing has been done.
“It’s a disgrace, I urge the politicains of every party to change this.
“They should hang their heads in shame that they have ignored hundred of thousands and millions of victims who’s lives are destroyed because they are scared of big tech and it’s about time they got some balls.”
British law prohibits the creation, or sharing, of indecent images of children, even if they are artificially made. Teens who do so for a ‘laugh’ face up to 10 years behind bars.
In spite of this, ‘nudifying’ apps and websites that are being accessed by millions of people every month are being advertised on social media, listed by Google, and discussed avidly on the dark web.
The Online Safety Act became law in October 2023, after years of campaigning by Martin and other charities.
Under particular rules Martin and MSE pushed for, the biggest social media companies and search engines will be forced to prevent scam ads from appearing on their platforms, or face penalties.
However, Ofcom announced a significant delay on the implementation of its codes of practice around this in October 2024.
It is now expected to publish draft proposals for scam ad duties by this summer, with protections for consumers expected to come into force during 2027.
In April, Martin took a step back from his TV work and signed off social media weeks after his GMB outburst.
He faced backlash in February after storming the set of Good Morning Britain in a shock outburst he later apologised for.
At the time, Martin took to X and said: “And that’s me done. As I’ve no TV show for a few weeks, I’m going to take advantage and put my MoneySavingExpert hat to one side for a little bit and spend some time wearing my far brighter “Dad” hat instead.
“So I’ll be off social and work for 10 days or so. I’d be grateful if, while I’m off here, you report any scam ads using my name or image to the platform (they often increase when I’m not posting).
“Wishing all celebrating a Happy Easter or Pesach Sameach – and for everyone else, I hope you have a great time too. See you in a week or two. Martin.”
In February, Martin suffered a backlash after berating Conservative leader Kemi Badenoch when he interrupted her interview with hosts Susanna Reid and Ed Balls on GMB.
A visibly frustrated Martin stood over the 46-year-old Tory leader in a fiery clash over student loans.
Kemi had been discussing repayment plans on Good Morning Britain when the interview was gatecrashed by the money expert.
She was initially being quizzed by hosts Ed and Suzanna over her party’s plans to reform the repayment system.
But the trio were visibly taken aback when Martin unexpectedly stormed onto the set to grill the opposition leader over the policy.
During the fiery debate, she found herself involved in a shouting match with former Labour minister Ed and the money expert.
The clip went viral and led some ITV insiders who have worked with Martin in the past to open up about their own experiences.
Later, Martin was accused of weird workplace behaviour on his ITV show after being branded “difficult” by daytime staff.
A former ITV employee working on The Martin Lewis Money Show claimed they were left “mortified” by his behaviour off-camera.
One told The Jattvibe: “When I was working on Martin’s show, he would go around asking people to do mental arithmetic on the spot.
“He seemed to want to show off how well he does it but it put younger, less experienced colleagues on the spot.
“Researchers claimed they had no work/life balance whilst they worked for him.
“Being asked to answer quick-fire maths questions out of the blue was downright bizarre behaviour. It made some people feel pretty embarrassed.”
Martin’s Bafta-nominated show, which has aired weekly episodes across 13 series on ITV, is designed to help viewers make their household budgets go further.
