Better Business Bureau warns of deep-fake videos of weight loss drug

The Better Business Bureau says it's received more than 200 reports about LipoMax, a U.S.-manufactured weight loss supplement over deceptive marketing tactics. (Pexels/Annushka Ahuja)

The Better Business Bureau (BBB) is warning consumers about the circulation of deep-fake videos advertising a U.S.-manufactured weight loss drug.

The watchdog says it’s received more than 200 reports of a product called LipoMax, which is advertised as a form of the “pink salt trick” – a supplement intended to support digestion and curb cravings.

There is no science behind its effectiveness, but the BBB says artificial intelligence, particularly with deep-fake videos, are trying to get customers to buy in.

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The BBB says consumers reported seeing fake videos of celebrities endorsing LipoMax as well as several alleged physicians touting its benefits.

“Many people have a New Year’s resolution to shed a few pounds,” said Mary O’Sullivan-Andersen, president and CEO of BBB Serving Alberta and East Kootenay in a release.

“However, be very wary of fake ads, celebrity endorsements and promises that sound too good to be true.”

The BBB says the company that makes LipoMax is based in Wyoming, but consumers are being directed to send returns to two different cities in Florida.

The reports the watchdog received also include improper billing, non-existent customer service, ineffective ingredients and continued pressure to buy additional supplements from individuals claiming to be LipoMax “coaches.”

A representative of LipoMax told the BBB that AI-generated or deep-fake videos are not authorized or endorsed by the company.

It also told the watchdog that the videos were not produced by them and instead were created by independent marketers, which they do not have control over.

The BBB says consumers need to consider the following to avoid potential weight loss scams:

• be conscious of advertisements and endorsements promising “miracle results” of a product;
• avoid products that claim to help lose weight without the use of diet or exercise;
• check a product’s ingredients carefully to ensure they don’t have any dangerous effects. If they don’t have an ingredient list, avoid it altogether;
• read over terms and conditions for all trial offers before signing up to avoid pitfalls like subscriptions and expensive shipments of products you don’t want; and
• research the company selling the product before you buy so you can find out if there are any issues other customers might have had.

The BBB says its also important for consumers to have realistic goals when it comes to weight loss and contact your doctor for proper suggestions.

“It’s hard work to lose weight. Find a program you can stick with, preferably one that you enjoy,” the BBB said.

Consumers are encouraged to report all suspicious, confusing or misleading ads to BBB Ad Truth and report scams to its BBB Scam Tracker.