Horse whisperer Jess Jones has voiced her concerns regarding the urgent need for better protections for online content creators. This plea comes after scammers exploited her videos in a cruel online charity scam. Jones, who has nearly 100,000 followers on Instagram showcasing her horses, was dismayed to discover fake TikTok accounts borrowing her content to solicit donations, falsely claiming they needed funds to rescue other horses.
"It’s shocking to see scammers using my videos to request upwards of $750 in donations, claiming they require it for horse rescues," Jones revealed during an interview with A Current Affair. She expressed her distress at the thought of well-meaning individuals being taken advantage of when they believe they are supporting a good cause.
After reporting the fraudulent accounts to TikTok, Jones was informed that the platform found no violations of its community guidelines, allowing the imposters to remain active. However, following inquiries from A Current Affair, all the fake accounts were subsequently removed from the platform.
Jones emphasised the vulnerability of content creators in the digital landscape and the necessity for systems that provide them with adequate protection. “This situation could easily happen to anyone, and we need better mechanisms for creators to safeguard their work,” she remarked.
In response to the situation, TikTok stated that the fraudulent accounts were permanently banned due to violations of their Community Guidelines, noting that they specifically prohibit impersonation and spam. The company also highlighted their commitment to tackling fake accounts, having removed over 73 million such accounts globally in just the first quarter of 2025.
Jones’s experience underlines the challenges faced by creators online and the critical importance of addressing digital scams to protect both content and the generous individuals who support them.