The rise of AI-driven misinformation has become an urgent concern for the AFL, moving well beyond harmless memes into a toxic landscape of deepfakes and fabricated news. While a doctored video of coaches Brad Scott and Michael Voss dancing in Ibiza might seem like light-hearted fun, it represents the tip of a dangerous iceberg. Behind these artificial snapshots lies a growing ecosystem of “AI slop”—fake Facebook pages and misleading headlines that exploit the loyalty of footy fans to push false, and often distressing, narratives.
The impact on players and their families is increasingly severe. Scammers are now using AI to craft elaborate, heartbreaking lies, such as reports of players passing away or being involved in scandalous public altercations. Even legends like Gary Dempsey have been forced to manually debunk their own deaths, while current stars like Nick Daicos and Dustin Martin have been falsely linked to everything from million-dollar charity donations to sensitive, fake political controversies. For the people involved, this isn’t just “fake news”—it’s a violation of their personal lives and a source of genuine emotional distress.
AFL clubs are finding themselves trapped in a frustrating game of “Whack-A-Mole.” When a team manages to shut down a fraudulent page, another frequently appears in its place, often run by anonymous operators based thousands of miles away in countries like Vietnam. These faceless actors use AI to identify trending, emotionally charged topics—such as health scares or social issues—to bait fans into clicking. Because these pages are often monetized through ad revenue, there is a perverse financial incentive to churn out as much sensationalist, fabricated content as possible.
The human cost of this misinformation extends to the fans themselves, many of whom are being manipulated into believing damaging falsehoods. Community members and legitimate fan-site creators are watching in alarm as toxic rumors gain traction, poisoning the culture of online engagement. Even when clubs issue public warnings and urge supporters to be vigilant, the speed at which AI content is generated and spread makes it almost impossible for official sources to stay ahead of the curve.
Industry experts like Lizzie O’Shea of Digital Rights Watch note that this problem stems from a business model that prioritizes engagement over human oversight. Platforms like Meta rely on automated systems that are struggling to effectively filter out these sophisticated, AI-generated fabrications. The lack of accountability for global tech giants means that clubs and individual players are often left to defend their reputations alone, forcing them to become experts in digital crisis management rather than just focusing on the game they love.
Ultimately, the battle against “fake footy news” requires a shift in how we consume social media. While regulators and platform owners must be pushed to implement better protections, the power also lies with the audience. Fans are encouraged to approach dramatic headlines with healthy skepticism and to verify information through official club channels. By rejecting the bait and curbing the reach of these predatory pages, the AFL community can help protect the reputation of its heroes and ensure that the digital space remains a place for genuine connection rather than manufactured chaos.