Martin Lewis says online scammers are using his identity—his name, face, and even deepfake videos—to promote fake investment schemes and trick people into losing money. In a recent account of individual cases, he describes receiving an email from an elderly woman with a disability who says she was scammed after investing in a scheme that appeared to be endorsed by him, resulting in the loss of her life savings. Lewis says the situation leaves him experiencing “frustration, anger and sadness,” and he describes it as an ongoing stream of scams. He also argues the problem could be addressed more effectively, saying it would be “very simple” for government to take action. Lewis notes that he does not advertise investment products and that his brand is built around consumer advice, but victims still encounter fraudulent offers that impersonate him. MoneySavingExpert, the organisation he founded in 2003 and later sold, has a dedicated staff member handling scam-related cases, reflecting the scale of the issue. Separate reporting also highlights Lewis’s comments on feeling emotionally overwhelmed and “completely let down” by politicians and technology companies.