Artificial intelligence-generated deepfakes in healthcare and biomedical research: major adverse implications for patients, public and professionals.

False advertising is a long-term problem, but, with modern technology, it is now possible to create rapidly and inexpensively and widely distribute fake video, audio and written social media presentations attributed to people without their knowledge or permission. Such 'deepfake' videos and other promotional material, allegedly by healthcare and biomedical research experts, are increasingly being used, often encouraging the purchase of a product that is not scientifically validated, and with which the expert is not associated. We describe some of our recent experiences and suggest potential actions.