10157160GUARD: Generated Unauthentic Ad Recognition & DetectionClosedCollaborative R&DInnovate UKDeepfake technology poses a rapidly escalating threat in digital advertising. In 2023, the UK's National Cyber Security Centre reported a 300% surge in deepfake-related fraud, costing businesses an estimated £23M annually, while research from the University of Waterloo reveals that only 61% of people can correctly identify synthetic images and videos. **GUARD** addresses these challenges by providing a scalable real-time solution to detect and prevent deepfake ads. Our solution integrates three complementary pillars. First, our multi-modal detection uses state-of-the-art AI models to simultaneously analyse visual, auditory, and textual cues, significantly reducing false positives and catching subtle manipulations. Second, blockchain-based content verification allows advertisers to register their original ads on a secure, distributed ledger, ensuring that any tampering or unauthorised replication is rapidly identified. Third, our crowdsourced reporting mechanism empowers end-users to flag suspicious content, creating a dynamic, community-driven feedback loop that continuously refines our detection algorithms. With the global digital advertising market projected to reach $1 trillion by 2027, and the deepfake detection segment expected to grow from $4.6 billion in 2023 to $10.2 billion by 2028, **GUARD** represents a timely and critical innovation that protects businesses and consumers. It not only safeguards brand reputation but also restores consumer confidence by ensuring the authenticity of digital content. Moreover, our solution is designed for seamless integration via a SaaS model, APIs for large-scale partners, and lightweight browser extensions for individual users, ensuring broad accessibility and adoption.