Artificial intelligence is being used to fabricate videos of well-known journalists, doctors and artists in Kosovo and Albania, falsely portraying them as endorsing “miracle” medical treatments and unlicensed products.
In December 2025, the logo of Radio Television of Kosovo, RTK, was manipulated, along with the image of news presenter and journalist Gëzim Bimbashi, where using artificial intelligence, a fake video was created in which he appears as presenting a story claiming that a student had discovered a formula to cure joint diseases.
Contacted by the Kallxo.com fact-checking platform Krypometër, Bimbashi stated that the voice used in the video was not his and that RTK had never broadcast such a report.
“A fake video is circulating on social media, where my image and voice have been taken from RTK news broadcasts and manipulated through artificial intelligence. I categorically deny this material. I have never read or promoted such information,” Bimbashi said.
He warned that, “AI-generated misinformation poses serious risks to journalists, presenters and other public figures-something media outlets need to treat with urgency, as failing to do so could lead to serious consequences for anyone with influence in society.”
Prominent figures targeted in fabricated medical claims
Illustration: ICM
The misuse of public figures’ identities is not limited to Kosovo. Albanian TV anchor Blendi Fevziu was similarly targeted in a fabricated video used to promote unlicensed products.
The manipulated footage falsely showed Fevziu, host of the program “Opinion,” presenting a technique that allegedly restores eyesight within seven days and claiming that doctors had hidden this remedy from the public.
The video further claimed that Fevziu was interviewing neurosurgeon Mentor Petrela. However, Petrela’s field is neurosurgery, not ophthalmology. Approached by Krypometër, both Fevziu and Petrela denied the claim, with Petrela stating that he had reported the case to the police.
On January 28, 2026, Fevziu debunked the claims circulating in social media. At the start of the new episode of the ‘Opinion’ TV Programme, he emphasised the chaos of social media.
“You find all sorts of unlicensed nutritionists telling you what to consume and what not, and other harmful diets without medical prescription that could be threatening to your health,” he stated, while noting that, “I have no clue about medicine, what you see is AI mostly.”
Between January 2025 and January 2026, Krypometër identified more than 220 articles related to medical misinformation.
Of these, 83 articles (37 percent) were generated using artificial intelligence. Many featured fictitious doctors or real doctors whose identities and specialisations were altered to fit false narratives.
Beyond journalists, the images of doctors, artists and other public figures have been widely misused in AI-generated videos promoting supplements and so-called “miracle cures.” These products are presented as medicines capable of treating serious illnesses, despite lacking marketing authorisation and not being sold in licensed pharmacies.
Krypometër also documented cases in which the logos of major television stations in Kosovo and Albania were misused to increase credibility, including KTV, RTK, Top Channel, and TV Klan.
Astrit Haxhijaha, a clinical pharmacy specialist, warned that such products are often sold online at prices two to three times higher than in pharmacies.
“Medicines should be purchased in pharmacies because they are safer, cheaper, professionally recommended, and subject to regulatory oversight. Most products sold online lack proper control,” Haxhijaha said.
Endocrinologist Ilir Alimehmeti also had his image misused to promote anti-parasite products. Fabricated quotes were attributed to him. He denied making such statements and called on “institutions to act against the fraud.”
Weight-loss products have likewise been falsely promoted using manipulated or AI-generated images of well-known Albanian artists, including Shyhrete Behluli, Remzie Osmani and Adelina Ismaili. In some cases, past interviews were edited and presented out of context to present that the artists were endorsing specific products or claiming to have been cured by them.
Legal gaps and enforcement challenges
Illustration: Prishtina Insight/Besnik Krivanjeva
According to Virtyte Krasniqi from the Kosovo Agency for Medicinal Products and Medical Devices, advertising pharmaceuticals is prohibited in Kosovo, except for over-the-counter drugs such as paracetamol, and only with prior agency approval.
She emphasised that online sales of pharmaceuticals are also illegal. However, the Agency currently lacks full authority to block such advertisements and is “awaiting new legislation that would more clearly regulate food supplements,” she stated.
Most recently, Krypometër identified a fabricated WebMed-style article claiming that artificial intelligence in Kosovo had created a drug capable of curing 118 chronic diseases.
Medical experts stress that no single medicine can treat such a wide range of conditions.
Identifying the entities behind fake news websites remains difficult. Benjamin Kolenovic from Growzillas Academy explained that monetisation through Meta platforms is restricted for businesses operating in Kosovo.
“As a workaround, operators use virtual machines that connect to computers in other countries, such as the United States, making it appear as though the activity originates abroad.”
Kosovo Customs reported an increase in supplement imports in 2025 compared to 2024.
According to Adriatik Stavileci, spokesperson for the Kosovo Customs, total imports rose from 77 million in 2024 euros to 86 million euros in 2025.
“There are many factors that actually influence this. Naturally, marketing, price increases, and the expansion of various offers have also contributed to this growth,” Stavileci noted.
Meanwhile, the European Commission’s 2025 Progress Report on Kosovo noted no progress in aligning legislation on patients’ rights in cross-border healthcare, medicinal products, or health technology assessment. It also highlighted the need for stricter control of antimicrobial prescriptions to address antimicrobial resistance.
