“Owners of press response services have complained that they are targeted by dozens of AI-generated profiles and ‘fake people’, attempting to fool British journalists.”
– Rob Waugh
U.K. journalists are telling Press Gazette they are being flooded with fake content, most likely attributable to AI bots. The publication is keeping an active list of dubious sources and soliciting journalists to flag others to be added.
Press Gazette reports the fraudulent sources typically use deceptive or untraceable addresses, challenging verification practices at an increasing rate.
Named: 50 ‘experts’ and linked brands publishers should treat with caution | PRESS GAZETTE | January 9, 2026 | by Rob Waugh