Deepfakes & scams plague one-fifth of UK dating app users

Research from Sumsub highlights the considerable presence of deepfakes and scam incidents on UK dating apps, involving approximately one-fifth of users.

According to a recent survey conducted by Sumsub, 75% of UK dating app participants suspect they have encountered profiles manipulated through deepfake technology. A significant portion, 19%, disclosed they had been directly misled, while an additional 22% indicated someone close to them had been deceived by artificial intelligence (AI).

Sumsub's investigation is framed by data suggesting that the last five years have seen an estimated GBP £410 million in losses due to romance scams. It urges users and regulators alike to counter the risks posed by AI-generated deepfakes on dating applications.

The study indicates that 81% of respondents feel dating applications are insufficient in user protection against AI content. Many singles (86%) are "very concerned about the future of society and the internet" due to deepfakes.

Further insights reveal that the impact of AI content on user behaviour is noteworthy. Around 43% of users stated they would reduce their dating app usage if AI content became prevalent, with 11% indicating they would cease using such platforms altogether.

The survey exposes a prevalent overconfidence among respondents in recognising deepfakes, with 79% of those deceived expressing belief in their ability to identify fake content. Analysis shows younger users, particularly from the 25 to 34 age group, are more frequently fooled by AI-generated profiles.

Artificial content on dating apps not only poses risks of awkward personal interactions but also more severe implications, such as financial scams and potential physical harm. Pavel Goldman-Kalaydin, Head of AI & ML at Sumsub, commented, "Without meaningful action, deepfakes and synthetic content generated by AI represents a threat to the users of all digital services. Online dating is particularly at risk - as shown by the level of ID fraud it faces - more than all other sectors, even compared to finance or online media."

Goldman-Kalaydin further emphasised the necessity of enhancing user education and verification procedures, stating, "Failing to keep up with fraudsters will only put users at risk of financial, physical and emotional harm - while also damaging the businesses themselves as the user exodus continues from 2025."

The survey also reveals various preventative measures favoured by users, with 46% advocating for regular identity verifications and 40% supporting cross-platform databases to track frequent deepfake users.

Amongst the individuals affected, Jake Klair recounted his experience of being misled by a deepfake, costing him GBP £600. "I was led into believing the person I matched with on Tinder was a US soldier, a female who I felt an instant connection with. It was only after several weeks of messaging, photos and videos that they told me their brother needed money for an operation - and as they were away at war, they apparently had no access to funds," he shared. "My heart made the foolish decision over my head to send them GBP £600, in the belief they would give me back the money upon their return home. I'm sure you can probably guess the rest, but I still feel ashamed to this day that I fell for this to be honest."

Klair added, "I realised afterwards that it was just all made up rubbish after they started ignoring me - they had used clever computer tricks to fool me. I don't use dating apps anymore."

According to Sumsub, the dating sector is presently at the highest risk for identity fraud, with findings from their 2024 Identity Fraud Report indicating an 8.9% rate of fraud attempts, surpassing other sectors like online media and traditional finance.

The survey included 2,000 UK individuals aged 18 and over who had engaged with dating apps or platforms in the past 18 months, aiming to shed light on the prevalence and impact of AI content within the industry.