Overview

• A This Morning viewer revealed their brother lost £140,000 to a cryptocurrency scam using an AI-generated version of Martin Lewis's image.
• Lewis has reiterated that he does not endorse crypto, advertising, or investment schemes and urged the public to avoid any ads featuring his likeness.
• The financial expert criticized the UK government for inadequate regulation of big tech, describing the online scam environment as a 'wild west.'
• Despite Lewis's campaigning, the Online Safety Act now includes scam ads, but enforcement is not expected until 2027 and only applies to major platforms.
• Consumers are advised to independently verify investment opportunities, avoid celebrity-endorsed ads, and report scams to relevant authorities such as Action Fraud or the ASA.