The Better Business Bureau (BBB) has issued a nationwide consumer alert after uncovering a surge in scams involving deep-fake videos used to promote a weight-loss supplement called LipoMax, which is being marketed online as part of the viral “pink salt trick.”
Over a two-month period, BBB Scam Tracker received more than 170 complaints from consumers who said they were misled into buying the product after watching highly realistic but fake videos featuring celebrities and medical professionals. Among the most commonly impersonated figures was Oprah Winfrey, whose likeness was used to falsely claim that the supplement could make weight “melt off.”
One consumer from West Virginia told the BBB they purchased LipoMax after seeing a video that appeared to show Winfrey promoting the product. The buyer later said they experienced no weight loss and were unable to obtain a refund despite the company advertising a 60-day money-back guarantee.
“I have not lost a single pound,” the consumer wrote in a BBB complaint. “I have contacted customer service with no response.”
A similar case was reported in Ohio, where another consumer said they lost $386 after believing the celebrity endorsement was genuine and placing an order.
A BBB investigation found that the LipoMax trademark is registered to a company based in Wyoming, but customers were instructed to send returns to addresses in Lakeland and Largo, Florida. Numerous complaints also cited unauthorized billing, unresponsive customer support, questionable product ingredients and continued sales pressure from individuals claiming to be personal LipoMax “coaches.”
In a statement to the BBB, a representative for LipoMax said the company does not authorize or produce AI-generated or deep-fake videos and does not endorse the misleading content circulating online. The company added that because it operates through independent affiliates, it does not have full control over promotional material created by third parties but said it is working to address misuse of its brand.
The BBB warned that scams using artificial intelligence and fake celebrity endorsements are becoming increasingly common, especially in the health and wellness sector, where consumers may be vulnerable to promises of fast, effortless results.
To help consumers avoid falling victim to weight-loss scams, the BBB urged the public to be skeptical of ads promising dramatic or “miracle” outcomes, particularly those claiming permanent weight loss without diet or exercise. It also advised people not to trust celebrity endorsements seen in online ads without independent verification.
The BBB further recommends checking product ingredients through the U.S. Food and Drug Administration (FDA), avoiding supplements that do not clearly list what they contain, and researching companies through BBB.org before making a purchase. Health experts and the Centers for Disease Control and Prevention (CDC) continue to emphasize that safe, sustainable weight loss typically averages one to two pounds per week and requires lifestyle changes rather than quick fixes.
As deep-fake technology becomes more convincing, consumer advocates say staying informed and cautious remains the strongest defense against digital-age fraud.
