‘An old scam with new tools’: BBB warns of fake health products

The Better Business Bureau has issued a warning as scammers use deepfakes and phony endorsements to sell products that aren’t approved or don’t exist.

The Better Business Bureau is warning Albertans to watch out for a surge in fake online ads promoting health and wellness products that are either ineffective, unsafe, or part of outright scams.

“These kinds of scams literally have been going back since the 1900s,” said Wes Lafortune, media relations spokesperson for the BBB Serving Alberta and East Kootenay.

“Even before that, it was snake oil. So, it’s the same thing — people make these wild claims about health products such as smartwatches that can monitor glucose, or you could lose weight with a pill and go down 30 pounds in a month — really over-the-top claims.”

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The BBB says scammers are now using artificial intelligence to impersonate trusted health professionals and community figures in misleading video ads. Some use fake endorsements from celebrities or health organizations to appear legitimate.

“It’s an old scam with new tools, is how I’d put it,” said Lafortune.

“You might actually get some kind of product that is not worth purchasing, or you simply are being scammed for your credit card information, and they steal it. And, you know, it’s fraud.”

The organization issued an alert this week, pointing to a rise in deceptive ads that have been reported across Alberta. While many are circulating on social media, others are landing directly in people’s inboxes.

“What’s happening is people are just noticing a lot of these ads,” Lafortune said.

“This alert is all about getting out in front of it and warning people. They’re taking advantage of people that have sometimes legitimate health concerns — and so it can be a serious issue.”

The BBB advises consumers to speak with a licensed health professional before trying any new products and to avoid companies making “miracle” claims.

Experts warn AI is fuelling a growing misinformation problem

Timothy Caulfield, a professor at the University of Alberta’s Faculty of Law and School of Public Health, says advances in AI are helping spread false claims more quickly — and more convincingly — than ever before.

“There’s so much health misinformation right now, and these ads are just one component of a broader phenomenon,” said Caulfield. “They can be incredibly convincing. They’re ubiquitous, and you’re starting to see them everywhere.”

“You can make online content look very real and make it very quickly,” he added. “You can even make fake studies that look extremely real — so real they trick experts.”

He urged Canadians to “double check everything” and consult their healthcare providers before trying any new health product.

“Our own research has shown that the volume of misinformation on various topics is increasing,” Caulfield said. “And I think it’s just going to get worse.”

Diabetes and obesity organizations say fake ads putting people at risk

Diabetes Canada says it has received more than 300 complaints since January from people reporting fake ads that use the charity’s name and logo without permission.

“It’s very concerning that we’re seeing a real rise in fraudulent ads selling things or talking about information around diabetes that is just not true,” said Laura Syron, president and CEO of Diabetes Canada.

“For us, the real concern here is people’s health. If people are purchasing products or following information that is incorrect or doesn’t work, they could really be putting their health at risk — and diabetes can turn into a health emergency.”

Syron, who lives with type 2 diabetes herself, says the organization does not endorse any medical products or devices — and any ad claiming otherwise is fraudulent.

“If there is a Diabetes Canada logo on a medical product or device, that is fraudulent,” she said.

“Never change a medication or a device you’re using without talking to your healthcare provider.”

She adds: “If it looks too good to be true, it probably is.”

Obesity Canada has also issued a statement confirming its name and logo are being misused in unauthorized ads, particularly ones making unproven weight loss claims.

“These unauthorized ads are deeply concerning,” the organization said in a statement to CTV News.

“They exploit public trust in Obesity Canada and other respected health organizations and spread misinformation about the science of obesity.”

“Obesity is a complex, chronic disease that deserves respectful, evidence-based treatment,” the group stated. “Deceptive marketing tactics like these fuel stigma and misinformation.”

How to protect yourself:

• be wary of ads promising “miracle” results or rapid weight loss without diet or exercise;
• don’t trust celebrity endorsements or familiar logos at face value — they’re often faked;
• check product ingredients with Health Canada and avoid items without full disclosure;
• watch out for “free trials” that may be hidden subscription traps.
• research vendors using BBB.org and read consumer reviews; and
• report suspicious ads to BBB Scam Tracker, the Canadian Anti-Fraud Centre, or your local police non-emergency line.

“You really should talk to your physician if you have a serious health issue or a health issue that you’re concerned about,” Lafortune said.

“What Better Business Bureau wants to do is make people aware of these fraudulent activities, so they don’t lose their personal information, lose their money and get defrauded.”