The Independent Journalists’ Association of Serbia (IJAS) condemns the misuse of the identity of BIRN journalist Jelena Zorić, as well as the name, logo, and credibility of the BIRN newsroom, for the promotion of a fraudulent investment scheme.
According to information published by BIRN Serbia, the scam involves sponsored online advertisements directing citizens to a manipulated media article published on a website that imitates the appearance of BIRN’s official website. The fake article promotes a non-existent investment fund with the aim of persuading citizens to provide personal information and invest money.
The scam uses a fabricated statement falsely attributed to journalist Jelena Zorić, as well as a fake photograph generated with artificial intelligence tools.
Speaking to IJAS, Jelena Zorić said she became aware of the scam after members of her family were contacted for several days by elderly citizens asking whether she could help them access the alleged profits supposedly provided through a state-backed scheme.
“We were confused until one of our neighbors took screenshots of the advertisements when they appeared on her screen and sent them to my family. It is obvious that the algorithm identified a suitable target group aged 50 and above. BIRN then conducted an investigation and discovered that the BIRN logo, my name and surname had been misused, and that non-existent photographs had been created using artificial intelligence,” Zorić said.
She added that BIRN had collected available information about the fraudulent website, reported the advertisements to the relevant platforms, and prepared a criminal complaint for the Prosecutor’s Office for High-Tech Crime. According to her, the goal is to have the fraudulent websites taken down and to hold those responsible accountable.
“Unfortunately, the advertisements are still active. That is why we have also issued a warning to citizens not to fall victim to this type of scam,” said Jelena Zorić.
IJAS considers this case to be a dangerous form of digital identity abuse targeting both a journalist and a media organization. Such actions undermine public trust in professional journalism and may result in financial and security-related harm to internet users. The misuse of journalists’ names and reputations to deceive citizens represents a serious attack on the integrity of the journalistic profession and serves as a warning about the growing risks associated with the use of artificial intelligence to create fabricated content.
These types of scams contribute to the spread of disinformation, erode public trust in the media, and create an environment in which citizens find it increasingly difficult to distinguish credible journalistic content from fake websites and advertisements.
We call on the competent authorities to react without delay, identify those responsible for this fraud, and take all necessary measures to prevent further misuse of the journalist’s identity, the BIRN name, and the deception of citizens.
We also call on internet platforms to promptly remove the disputed advertisements and fraudulent websites and to strengthen their oversight mechanisms for sponsored content, particularly in cases where the names of journalists, media organizations, and public figures are misused in fraudulent campaigns.
IJAS urges citizens to remain vigilant and to refrain from sharing personal or financial information on unverified websites.
We emphasize that digital identity abuse, deepfake content, and fraudulent online advertisements must be treated as a serious problem that undermines trust in the media.
Independent Journalists’ Association of Serbia (IJAS)
Belgrade, 15 June 2026
