As fires scorch Los Angeles, fake images and videos of a burning Hollywood sign have circulated on social media.

While fires may have reached L.A.'s Hollywood Hills neighbourhood, the iconic sign is still intact and currently well away from the nearest blaze – known as the Sunset fire – which has not crossed east of the expansive Hollywood Freeway.

In a statement to CTVNews.ca on Thursday afternoon, Hollywood Sign Trust chair Jeff Zarrinnam confirmed that "the Sign itself is not affected and is secure." The trust is responsible for the maintenance and security of the landmark, which has overlooked Los Angeles for more than a century.

Griffith Park, where the sign is located, has been temporalily closed as a safety precaution. The park is also home to sites like the Griffith Observatory and Los Angeles Zoo.

AI-generated images and video of a burning Hollywood sign can easily be found online. Official fire maps, local media reports and social media posts from L.A. residents also confirm that the sign is just fine. However, the Hollywood sign webcam has been offline.

"Stop sharing fake photographs, do not make others confused," an X user posted with a video of the smoky L.A. skyline and Hollywood sign. "We are already dealing with a lot. No the iconic Hollywood Sign is not on fire."

A "Hollywoodland" sign was first erected at the site on the southern slope of Mount Lee in 1923 to advertise a new housing development. The word "land" was dropped in 1949 before the wooden sign was completely replaced with a new durable steel structure in 1978, thanks to fundraising efforts by Playboy founder Hugh Hefner.