“When will it end? When will it stop?” It is a question Jay Slater’s mother still cannot answer.
For the past 18 months, Debbie Duncan has endured a relentless stream of vitriol, misinformation and online abuse following the death of her son. Even after a coroner ruled that Jay died in a tragic accident after falling into a remote ravine in Tenerife, false claims and conspiracy theories continue to circulate online.
“I’ve just been absolutely crucified and ripped to pieces,” she told Sky News, reading out some of the comments that have caused the most pain.
Among them were messages claiming she “deserved to lose her son”, accusing her of “grifting off her own son’s death”, and even suggesting Jay’s body should be exhumed to prove it was really him.
“You just scroll and scroll, and they’re still there,” she said. “Jay’s been completely dehumanised.”
There are now hundreds of millions of pieces of content about Jay Slater online, with more being created every day. Debbie says she has tried repeatedly to have abusive and misleading posts removed, often without success.
“I don’t think I’d still be here if I read everything that was being said,” she admitted.
A campaign born of grief
Debbie is now campaigning in her son’s name for stronger regulation of online content. She wants social media platforms to be held accountable for removing misinformation, harassment and bullying more quickly.
“We need legislation around content,” she said. “Platforms must take responsibility.”
Her campaign is backed by the charity Missing People, which says it is supporting a growing number of families facing similar abuse.
“It feels out of control,” said Josie Allan from the charity. “With the development of AI, the risks are only increasing. Fake images, voices or stories about missing people could be devastating for families and could seriously misdirect police investigations.”
Fake posts and scams
Malicious content relating to missing people is becoming more common. Anonymous accounts frequently create bogus posts, often linked to scam websites or fake advertisements, exploiting the public’s goodwill.
In Australia, the search for a missing four-year-old boy, Gus Lamont, was disrupted by a fake AI-generated image purporting to show him being carried by a man. The image was not real.
In the UK, the family of Andrew Gosden, who disappeared in 2007 at the age of 14, has faced similar distress.
Andrew travelled alone from Doncaster to London and was never seen again. His father, Kevin Gosden, said false online stories recently claimed Andrew’s body had been found and that police were concealing evidence.
“It was utter nonsense,” he said. “If false information is everywhere, it doesn’t help find the lad we love. I’ve been very close to breaking down again.”
Clicks, money and moral boundaries
The monetisation of online content is one of the main drivers behind the spread of misinformation. At the CrimeCon conference in Manchester, Sky News spoke to true-crime creators and fans about the ethical limits of online investigation.
“Views mean money,” said Andy Hobbs, who sells murder-mystery games. “Until that changes, regulation will struggle.”
While some argue online investigators have helped solve cases, others warn of serious risks.
“For a small number of people, this is very dangerous,” said forensic psychologist Kerry Daynes. “They can cause real harm to families and actively disrupt police investigations.”
Police warning
Assistant Chief Constable Damien Miller, the national policing lead for missing persons, said fake news diverts vital resources and causes additional suffering.
“It’s hurtful and harmful to families, and it misdirects investigations,” he said. “Freedom of speech has limits. We need misleading content removed before it gains momentum.”
‘I wouldn’t wish it on anyone’
For Debbie Duncan, the pain remains constant. Jay’s bedroom in the family home in Lancashire is filled with cards, gifts and reminders of the kindness they have received—alongside the cruelty they cannot escape.
“It’s torture,” she said quietly. “If it’s the last thing I can do for you, Jay, I’ll try my absolute hardest.”
Debbie’s petition calling for stronger action on online misinformation can be found online.
