RESIDENTS across Devon are being warned to be on their guard against fake social media profiles impersonating celebrities and other well-known public figures.

Devon and Cornwall Police have issued an alert after fraudsters were found to be increasingly creating convincing fake accounts and adverts using the names, photographs and identities of trusted celebrities, television personalities, campaigners and business figures.

Police say the cloned profiles can look genuine, with scammers copying real photographs, videos, biographies and posts to make their accounts appear legitimate.

The fake profiles and adverts are then used to promote a range of scams, including bogus investment opportunities, cryptocurrency schemes, prize giveaways, fake health products and romance scams.

Among those whose identities have recently been used by fraudsters are Money Saving Expert Martin Lewis, who is frequently impersonated in fake cryptocurrency and investment adverts.

Richard Branson, David Attenborough, Alan Sugar and Jeremy Clarkson have also had their identities used in fake news articles promoting supposed wealth schemes.

Police say television personalities including Holly Willoughby and Lisa Riley have had their images used to advertise fake diet gummies and so-called ‘miracle cures’.

Investors from Dragons' Den, including Peter Jones and Deborah Meaden, have also been falsely linked to automated trading and investment platforms.

Soap stars from Emmerdale and Coronation Street have reportedly been impersonated in romance and gift card scams.

Police are urging Devon residents to look out for warning signs that an account, advert or message may not be genuine.

These include unexpected private messages asking for money, investments, gift cards or personal information, as well as offers promising guaranteed profits, quick wealth or exclusive deals.

Links directing people to unfamiliar websites which ask for banking or payment information should also be treated with caution.

Police warn that scammers are increasingly using artificial intelligence (AI) to make fraudulent content appear convincing, including videos featuring AI-generated voices or manipulated footage.

Newly created accounts with little history, few followers or limited engagement can also be a warning sign.

Police say urgency is another major red flag, particularly where people are told an offer is available for only a short time and they must act immediately.

Residents are advised never to send money or share financial information through direct messages and to be sceptical of celebrity endorsements.

People should check claims through official websites and trusted sources, while suspicious accounts and adverts should be reported directly to the social media platform.

Devon and Cornwall Police are also reminding residents of the ABC rule: ‘Assume nothing, Believe nothing, Check everything and then check again’.

People can use the free Ask Silver scam checker to check suspicious links, messages and adverts before handing over money or personal information.

Anyone who has been the victim of fraud or cybercrime can report it to Report Fraud.

If money has been lost or financial details have been shared, police advise contacting the bank immediately by calling 159.

The force is also asking residents to share the warning with friends and family, particularly people who may be less confident when using the internet, to help protect communities across Devon.