Unmasking An Eye Makers Inauthentic Online Presence
Ocularist Jack McDonald has been ordered to temporarily halt his operations as the Victorian Health Complaints Commissioner proceeds with an investigation into his practice. This action follows reports from several of Mr. McDonald's clients who were dissatisfied with the prosthetic eyes he created, citing issues with fit and a lack of realism.
An investigation by ABC NEWS Verify into Mr. McDonald's digital footprint uncovered numerous instances of borrowed and AI-generated content. While his website and YouTube channel are now offline and he is prohibited from advertising his services, a look at archived versions reveals a number of peculiarities that, when combined, paint a picture of a thoroughly inauthentic online presence.
The Telltale Signs of an AI Presenter
A promotional video on his YouTube channel featured a man introducing the business. However, a simple reverse-image search quickly unmasked this presenter. The same individual was found in various other videos across the internet, including one where he speaks Bulgarian about oxidized bitumen. This is a clear indicator that the presenter was not a real person but an AI-generated avatar.
While using an AI presenter isn't always a red flag, other elements of the website raised more serious concerns.
A Portfolio of Borrowed Work
In a highly specialized field like ocularistry, a practitioner's portfolio is everything. However, reverse-image searches of the work displayed on Mr. McDonald's website revealed the photos were taken from other professionals.
One image was traced back to a 2021 Facebook post by a Finnish ocularist.
Another photo belonged to Lorna Rynne, a UK-based ocularist with Kind Eyes Prosthetics. Ms. Rynne confirmed the work was hers and expressed her anger, telling the ABC, "There is no reason to use the work of others to advertise yourself unless you are attempting to hide the quality – or lack thereof – of your own work."
The Case of the Stock Photo Receptionist
The deception extended to the staff page, which featured a receptionist named "Nadia." A reverse-image search on her photo yielded over 60 results, revealing it to be a common stock image. The same woman appears on a dentistry blog and is named "Donna" on a self-help guru's website.
While some businesses might use stock photos for privacy, the accumulation of multiple inauthentic elements is a major warning sign that a business may not be what it seems. Despite being asked about these findings, Mr. McDonald provided no response.
How You Can Spot a Fake Online
So, how can you protect yourself? Detecting borrowed or fake imagery is easier than you might think.
If you're on a desktop using Google Chrome, simply right-click an image and select "Search image with Google." A sidebar will show you where else that image appears online. You can also download an image and upload it to search engines like Google, Bing, or TinEye. On a phone, take a screenshot and upload it to one of these services.
Remember, it's incredibly easy to create a professional-looking website, and the rise of AI is making digital deception even more accessible. Always do your research.
