UZ Gent Files Complaint Over AI Deepfake Videos of Urologist
Ghent University Hospital (UZ Gent) has issued a public warning about AI-generated deepfake videos circulating online that fraudulently feature Professor Piet Hoebeke, a prominent urologist, promoting fake health products for prostate problems. The professor has filed a formal complaint with police, and the hospital will join as an injured party, according to VRT NWS.
The sophisticated videos use artificial intelligence to convincingly mimic Hoebeke’s voice and appearance, advertising products that claim to restore older men’s urinary flow to that of a 20-year-old and eliminate nighttime bathroom visits. The fake doctor even sells the products directly through the videos.
Hospital Distances Itself Fully
In an official statement published on its website on August 18, UZ Gent confirmed that the videos are not from its doctors and distanced itself completely from the misleading content. The hospital noted that the videos also make negative statements about the healthcare system that UZ Gent does not endorse.
“Both the hospital and Professor Hoebeke fully distance themselves from the videos,” said Elien Valcke, spokesperson for UZ Gent. “We take this very seriously. The makers are preying on vulnerable people.”
Hoebeke, who serves as department head and chair of Uro-Gynaecology at UZ Gent and is dean of the Faculty of Medicine and Health Sciences at Ghent University, urged the public to be cautious. “Don’t engage with websites that promise things that aren’t realistic,” he said. “And if you do doubt, ask your family doctor.”
A Growing Pattern of Medical Deepfakes
This case is at least the third in Belgium within six months involving doctors being impersonated in AI-generated videos. In March 2026, UZ Leuven filed a complaint after intensivist Geert Meyfroidt and virologist Marc Van Ranst appeared in deepfake videos promoting a homeopathic weight loss product for menopausal women. The roughly 30-minute deepfakes were reportedly created from just one photo.
“I fear organized crime has found a new business model to deceive unsuspecting people,” Meyfroidt said at the time. “More and more we will have to ask ourselves online: is this real?”
In April, the Belgian doctors’ association BVAS warned about the rise of medical deepfakes. “We see that generative AI can increasingly convincingly imitate medical faces and voices,” the association stated. “That makes vigilance more important today than ever, both among healthcare providers and the general public.”
The UZ Gent logo was also previously misused earlier this year to falsely promote weight loss products, the hospital confirmed.
Urology Specifically Targeted
The targeting of urologists is not coincidental. Dutch urology clinic Andros Clinics warned in June about AI-generated fake videos on urological complaints, noting that non-existent doctors are being created or real specialists’ identities are misused to promote supplements and medicines with spectacular claims about prostate issues, erectile dysfunction, or prostate cancer.
The trend extends beyond Belgium. In the Netherlands, gynecologist Annemiek Nap of Radboudumc was featured in a deepfake video on TikTok promoting nutritional supplements in January 2026, as Numerikare reported. The Dutch doctors’ association KNMG has raised alarms about medical deepfakes, warning they pose direct risks to public health and erode trust in doctors.
Regulatory Response and What’s Next
The EU AI Act’s Article 50 transparency obligations took effect on August 2, 2026, requiring labeling of deepfakes and AI-generated content. According to Sirius Legal, the new rules introduce a structured deepfake test based on four cumulative elements: significant realism, plausibility in the real world, reference to real or fictional persons or events, and a false appearance of authenticity.
However, enforcement remains challenging, and the speed of AI development continues to outpace regulatory response. The Belga wire service noted this is at least the third Belgian case in half a year, highlighting the urgency of the problem.
UZ Gent advises the public to report fraudulent videos to verdacht@safeonweb.be so they can be taken offline more quickly. The hospital is awaiting the police investigation before deciding on further legal steps.
The Broader Threat to Healthcare Trust
Medical deepfakes represent a significant public health risk. Vulnerable individuals - particularly elderly men concerned about prostate issues - may purchase unproven products or make dangerous health decisions based on fraudulent advice. The videos also undermine the credibility of doctors and the healthcare system, damaging the doctor-patient relationship that is fundamental to quality care.
As Hoebeke’s case demonstrates, even prominent, respected medical professionals are not immune to having their identities weaponized by fraudsters. The question now is whether regulatory frameworks like the EU AI Act can keep pace with the technology, and whether social media platforms will act swiftly enough to remove fraudulent content before it causes harm.
For now, the advice from UZ Gent is clear: be alert, don’t share suspicious videos, and always verify health information with a qualified medical professional.