The article discusses the question of the role of falsification in the modern information world by the example of a phenomenon called “fake”. Fakes are used not only as false messages, because they include both approving and establishing acts, or performatives. In this sense, fakes take the place of “sacred objects”, referring to the initial conditions for the genesis of society and its self-regulation. The article shows that trust in fakes is to a large extent determined by the nature of desire and the structure of identity, which is organized around loss and is associated with the danger of exposing one’s own nature as fake. The article also introduces and explains the concept of the digital unconscious as a form of existence in the era of digital communication systems, which is accompanied by the epidemic multiplication and spread of fakes both at the lowest level of social networks and blogs, and at the highest state level.