Use caution when searching for weight-loss products online

Better Business Bureau is warning consumers about a troubling trend involving deep-fake videos that promote a weight-loss 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” on social media.

Reports describe how fake videos were used to sell the supplement. Consumers reported seeing deep-fake videos of celebrities such as Oprah Winfrey and alleged physicians endorsing the product on social media.

One West Virginia consumer reported to the BBB Scam Tracker that they purchased the LipoMax product after seeing a video of Oprah Winfrey claiming the weight would melt off.

“I have not lost a single pound. They advertise a 60-day money-back guarantee. I have contacted customer service with no response,” the consumer reported.

One Ohio consumer reported the same scam to the BBB Scam Tracker, losing $386 after believing Oprah was endorsing the product and making a purchase.

A BBB investigation revealed LipoMax is trademarked by a company registered in Wyoming; however, consumers are directed to send returns to addresses in Lakeland, Florida and Largo, Florida. Reports also claim improper billing, nonexistent customer service, ineffective ingredients and continued pressure to buy additional supplements by someone claiming to be a LipoMax “coach.”

In response to the BBB, a LipoMax representative said 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 said due to the independent nature of affiliate marketing, they do not have control over the content affiliates may create. The company said it is committed to addressing any misuse to protect its brand and consumers.

To help avoid weight-loss scams, BBB recommends the following:

—Always be wary of advertisements and customer endorsements promising "miracle" results or immediate weight loss. The Federal Trade Commission warns consumers that many shady weight-loss products are accompanied by false promises. For example, if an ad says their product will make you lose weight "permanently," you're looking at a false promise.

—Don't be quick to trust endorsements. Many scammers use pictures of celebrities, TV show mentions or well-known company logos to gain consumers' trust without their permission. Always research the company before doing business with them, no matter who supposedly endorses their product.

—Avoid products that claim to help lose weight without diet or exercise. Be especially skeptical of claims that you don't have to change your eating habits. Doctors, dietitians and other experts agree losing weight takes work and should be gradual. According to the Centers for Disease Control and Prevention, losing 1-2 pounds per week is a healthy goal and is more successful in achieving long-term weight loss. Pass up any product that promises miraculous, sudden results without any effort.

—Check a product's ingredients with the FDA. Be suspicious of taking special pills, powders or herbs. Some products have been recalled for containing ingredients with potentially dangerous effects. Check the list of public notifications from the FDA regarding potentially harmful weight-loss products.

—Be wary of a lack of an ingredients list. Some companies have been accused of not advertising certain ingredients that can come with harmful side effects or mix adversely with prescription drugs.

—Be realistic about your fitness goals. It's hard work to lose weight. Find a program you can stick with, preferably one you enjoy. If you need help, ask your doctor for suggestions.

—Research the company with BBB.org before purchasing. Read reviews about the company to see if there are any complaints alleging it's a scam.