In short: fake celebrity adverts are paid adverts or videos in which the name, face or voice of a well-known person — often generated with artificial intelligence — "recommends" a platform for quick profits.
Simply put: The advert looks like a news story or interview. The link leads to a form, and then an "adviser" calls. The famous person usually knows nothing about it. Today a face and voice can be faked convincingly, so the video alone proves nothing.
Example: You see an "interview" with a well-known presenter who says she earned €20,000 in a month with a new app. You check her official profile — there is nothing of the kind.
Watch out: don't move to a "private channel" when a stranger invites you, and don't pay a fee to withdraw "profits".
What to do: check in the person's official channel, not in the advert; check the platform's licence; report the advert to the social network.
Source: ESMA — call on social media companies to tackle unauthorised financial ads: https://www.esma.europa.eu/press-news/esma-news/esma-urges-social-media-companies-tackle-unauthorised-financial-ads · ESAs — factsheet on online fraud and AI (15.12.2025): https://www.esma.europa.eu/node/224630