Scammers make videos of celebrities with AI to sell medicines on social media, warns Anvisa

The technology known as deepfake allows you to alter images, videos and voices to simulate statements from people who did not make a certain recommendation. According to the agency, this type of content can be used to give credibility to clandestine products, produced without authorization, or counterfeit products, which imitate original products.

In February this year, Meta, owner of Instagram and Facebook, sued people and companies from Brazil, China and Vietnam accused of using manipulated images and voices of celebrities to sell fraudulent health products.

Among the personalities whose image was used without authorization is the doctor Drauzio Varella. In a text published in his column in Folha in October 2025, he reported that he had been trying for years to remove fake videos from social media that used his image to promote products that promised, among other results, to cure diabetes, alleviate back pain and cause the loss of 20 kilos in a month. The doctor stated that he even took the case to the Public Ministry of São Paulo.

"It's scary to see enlightened people fall into these traps, believing that I'm recommending products capable of curing diabetes, back pain, peripheral neuropathies and losing 20 kilos in a month", wrote Drauzio.

Even when the recommendation is actually made by a celebrity or influencer, Anvisa advises that consumers not adopt a treatment based solely on this type of advice.

Clinical history, pre-existing illnesses and medications used vary between people, and a product indicated for one patient is not necessarily suitable for another.

The agency also draws attention to content published by influencers hired by brands to boost sales or attract customers. The recommendation is to seek out a qualified health professional before starting any treatment.

"Even when they act motivated by good faith, it is important to remember that not every person who creates content knows the particularities of each individual's health condition", says Anvisa.

The same caution must be adopted when the content presents a doctor as responsible for the recommendation. Deceptive advertisements can use professionals created or manipulated by artificial intelligence to promote medicines, supplements and other health products.

Anvisa recommends checking the professional's credentials with the council responsible for the category. In the case of doctors, consultations can be made on the CFM (Federal Council of Medicine) website.

The agency also warns about the sale of medicines on social networks, marketplaces, websites that do not belong to regulated pharmacies and by unauthorized sellers. In Brazil, medicines can only be sold through pharmacies regulated by health surveillance or through their official websites.

Anvisa recommends that consumers check the regularity of the product before purchasing. The query can be made using the medication data in the agency's query system.

Food supplements also require attention. These products are intended for supplementation of nutrients, bioactive substances, probiotics or enzymes and cannot make claims of curing, treating or preventing diseases and illnesses.

A supplement's promise to treat or cure health problems, therefore, should be seen as a warning sign. The agency states that the marketing of products with this type of claim may be associated with misleading advertising and the sale of clandestine or counterfeit products.

Anvisa also recommends caution with advertisements that present solutions as "100% natural" or "risk-free". The fact that a product is obtained from plants does not eliminate the possibility of adverse effects or problems resulting from inappropriate use.

Herbal medicines, for example, are obtained from medicinal plants, but need to be regularized with Anvisa. Use must follow the guidelines provided for the product and, when necessary, be assessed by a healthcare professional.

The agency also warns of products marketed as "experimental chemicals" or intended for "research purposes." According to the guidance, these nomenclatures do not authorize sale for human use and can be used to try to deceive consumers.

Products that have not been evaluated by Anvisa do not have safety guarantees for human use. In the case of medicines, there is also no guarantee of effectiveness.

The guideline is to check the regularity of the medicine or supplement before purchasing and seek evaluation from a qualified health professional before starting any treatment.

Anvisa orders the seizure of lots of olive oil and sweets; see which brands

The agency ordered the seizure of all batches of olive oil and products from the sweet brand after identifying problems of origin, quality and regularization. The companies did not respond to the report's contacts