FaceMega sexualised face swap ads violate platform policies

Occurred: March 2023

Adverts for FaceMega, an app that creates AI-generated deepfake videos of Hollywood stars in sexually suggestive poses, have been removed from Facebook and Instagram for violating their adult content policies.

NBC News reported that 230 highly charged video ads promoting FaceMega were run across Facebook and Instagram, of which 127 featured Emma Watson and 74 videos featured Scarlett Johansson.

Created by Chinese company Ufoto, FaceMega described itself as a tool for creating 'deepfake face swap videos', cost GBP 7.49 a week, and was rated as suitable for ages 'nine and up'. 

Users were never asked to verify their age, and the choice of videos on which users could attach their faces included scantily clad women in bikinis and a section named 'Hot'. the app has since been removed from the Android and Apple app stores.

The discovery was first made by journalism student Lauren Barton, who posted one of the ads on Twitter, where it has received over 17 million views. 

System 🤖

Operator: Wondershare/Ufoto
Developer: Wondershare/Ufoto
Country: USA
Sector: Media/entertainment/sports/arts
Purpose: Swap faces
Technology: Deepfake - video; Generative adversarial network (GAN); Neural network; Deep learning; Machine learning
Issue: Safety; Copyright
Transparency: Governance

Page info
Type: Incident
Published: March 2023