Beware of Fraudulent Sports News: The Rise of AI-Generated Content

In today’s digital age, discerning between authentic sports news and fabricated stories has never been more challenging. With a surge in websites mimicking established media brands, it is crucial for online readers to scrutinize URLs before reading articles that may be misleading or even plagiarized. Recent findings by DoubleVerify, a media analytics firm, have unveiled rampant fraudulent schemes utilizing both actual and AI-generated content. This article dives into the prevalence of these ersatz sites and the implications for both consumers and legitimate media outlets.

The Emergence of Fraudulent Sports Websites

A startling number of sports news websites have recently appeared that closely resemble renowned outlets like BBC Sports and ESPN. These sites, often with deliberately misleading domain names such as ‘BBCSportss,’ are designed to deceive readers into believing they are accessing credible content. One infamous example includes a sensationalized headline urging the Boston Red Sox to pursue a ‘superstar’ player, pulled from a story originally published by Sports Illustrated but then altered to fit the fraudulent site’s narrative.

Sports Illustrated spokesperson Paige Graham confirmed that the organization did not authorize the use of its content and called out the plagiarized nature of the articles found on these counterfeit websites.

The DoubleVerify Investigation

DoubleVerify’s extensive investigation examined more than 200 websites filled with this mixed bag of AI-generated content and stolen news articles. Dan Slivjanovski, the company’s chief marketing officer, noted a disturbing trend of increasing fraud schemes, with their velocity reportedly doubling or tripling every year.

Many of these schemes utilize bots to consume content rather than creating it, artificially inflating pageviews to attract unearned advertisement revenue. Some fraudulent operators have even set up networks of websites, referred to as ‘Synthetic Echo,’ that specifically capitalize on sports news—typically viewed as “brand-safe” compared to harder news topics.

Content Quality and Legal Implications

The quality of material published by these sites has raised alarms. Gilit Saporta, who directs DoubleVerify’s fraud lab, described the output as ‘random slop,’ indicating not only a lack of originality but a failure to represent factual information accurately. This flagrant disregard for journalistic standards is echoed by Reality Defender, a deepfake detection company, which found that while some articles were indeed human-written, they were merely stolen from legitimate sources, stripped of bylines and false attribution assigned.

The Detroit Free Press, another outlet victimized by this manipulation, stated that it had not granted permission for its articles to be republished and plans to pursue legal action against those infringing on its intellectual property.

The Role of AI in Fraudulent Content Creation

As generative AI tools gain prominence, the quantity of low-quality websites has surged. In February 2023, NewsGuard reported the existence of 725 “news and information” sites primarily imported with AI-generated content. By January 2025, this number was projected to rise to at least 1,150, marking a significant increase in dubious sites utilizing AI technologies to invade the sports journalism landscape.

Shouvik Paul, chief operating officer of Copyleaks, raised the alarm about the way these foreign-operated content mills exploit AI tools. He noted the sheer volume has made tracking and managing such operations particularly challenging for authorities.

The Fight Against Misleading Information

While some mainstream media outlets have experimented with AI-generated articles, which generates confusion among readers, the issue remains complex. Some domain-name hustlers have resurrected fallen media properties, transforming them into AI content mills rife with substandard articles.

These websites have not only diluted the quality of information available online but have also led to real-world consequences, as evidenced by a recent instance where an AI-generated announcement led many Dublin residents to appear at a nonexistent Halloween parade.

Conclusion: The Importance of Media Literacy

As the internet continues to be infiltrated by indistinguishable fraudulent content, readers must remain vigilant. Before engaging with sports news online, they should take extra time to examine the URL and the credibility of the publication. While AI-generated content was once nascent and in development, its untethered growth has led to a precarious state within the digital media landscape.

Key Takeaways

• A significant increase in fraudulent sports news websites mimicking established brands has been observed.
• DoubleVerify identifies these sites as part of a overarching fraud scheme using bots and AI-generated content.
• Legal actions are underway against offenders who replicate or steal material from bona fide journalism outlets.
• Readers should exercise caution and verify the authenticity of the content they consume online to combat the spread of misinformation.

As digital journalism evolves, understanding these challenges is vital not only for media consumers but also for preserving the integrity of news reporting in the future.