Martin Lewis has issued an urgent scam warning alongside his latest episode of his Martin Lewis Money Show on ITV1.
He warned viewers that they must be careful if they see adverts claiming to be him, following a spate of AI videos in which criminals pretend he is endorsing their products: "I was worried about doing this show because I appear in more scams than anyone else, and they're all investment scams, and I don't advertise investments, or usually talk about investments, and some scammers going to use a clip from this show to tell you it we have a real problem with scams.
"Any advert with me in telling you to invest is a lie. It is a scam."
⚠️Reminder: Any advert or social media clip with Martin suggesting you should invest is a scam⚠️ pic.twitter.com/q5NkVS0dVh
— The Martin Lewis Money Show Live (@itvMLshow) December 10, 2025
He then reposted the warning on X, adding: "Reminder: Any advert or social media clip with Martin suggesting you should invest is a scam."
Previously he said to This Morning viewers, in a similar warning: "No one is looking after you. You have to look after you. Frankly, any advert you see on social media with celebrities faces on it, or someone famous' face on it, I just wouldn't touch it. Always go to a separate place.
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"Anything advertising crypto, do not touch it. If you want to do crypto, you need to make sure you're doing the research, not just clicking the link on social media.
"Do not touch adverts promising you to get rich, promising you investment.
"You do investments by doing detailed research and reading on legitimate websites, not by clicking the link."
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