BBB LipoMax warning: AI videos helping promote weight loss products

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FILE - A closeup of Himalayan pink salt in glass bottle. Getty Images

The Better Business Bureau is issuing a warning to consumers that deep-fake videos are being used to help endorse and promote weight loss products. 

Weight loss products

The backstory:

Interest in weight-loss products have boomed in recent years, thanks to celebrity endorsements and lower drug costs negotiated by the Trump administration. And the new year can bring a renewed interest in setting dietary and health goals. 

What they're saying:

But the BBB is issuing a warning to those who may be searching online to find the perfect product. 

Over the course of two months, BBB Scam Tracker received over 170 reports regarding a product called LipoMax, which is marketed as a form of the popular "pink salt trick." 

"Consumers reported seeing deep-fake videos of celebrities, such as Oprah Winfrey, as well as alleged physicians, endorsing the product on social media," the BBB said. 

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Pink salt trick

Big picture view:

The "pink salt trick" is a viral wellness trend that involves mixing pink Himalayan salt with lemon juice and water to allegedly gain various benefits, from a boost in metabolism, to weight loss, to a reduction in bloating. 

The product LipoMax was marketed in some videos on social media as a form of the viral trend, according to the BBB. The product is available from mainstream retailers, such as Amazon and Walmart, where it is listed as supporting an active lifestyle. 

LipoMax fake Oprah video warning

Dig deeper:

The BBB said it’s received dozens of complaints from people who have seen videos on social media promoting the product. For example, a consumer from Illinois told the BBB they saw a video of Oprah talking with a doctor about the pink salt trick, and then claimed she funded the project to manufacture LipoMax. 

Reports to the BBB also claim improper billing, non-existent customer service, ineffective ingredients and continued pressure to buy additional supplements by someone claiming to be a LipoMax "coach," the agency said.   

The BBB said it got complaints from consumers in 35 states. 

The other side:

In response to the BBB, a LipoMax representative stated that the use of AI-generated or "deep-fake" videos is neither authorized nor endorsed by the company, and the videos are not produced by the company.. They also added that due to the independent nature of affiliate marketing, they do not have control over the content affiliates may create. The company stated it is committed to addressing any misuse in order to protect its brand and consumers.

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Spotting weight loss scams

The BBB offered the following tips to help avoid weight loss scams: 

• Always be wary of advertisements and customer endorsements promising "miracle" results or immediate weight loss. 
• Don’t be quick to trust endorsements.
• Avoid products that claim to help lose weight without diet or exercise. 
• Chick a product’s ingredients with the FDA. 
• Be wary of a lack of an ingredients list. 
• Be wary of free trial offers, and before signing up, understand all the terms and conditions. 
• Be wary of individuals pushing products they claim will help quickly reach goals. 
• Be realistic about your fitness goals. 
• Research the company with BBB.org before purchasing. 
• Report the deceptive ads.