The Better Business Bureau is warning Albertans about fake online ads for health and wellness products that make false claims and use artificial intelligence to create fraudulent endorsements.

The scams range from smartwatches claiming to monitor blood glucose levels non-invasively to weight loss products promising “miracle results,” according to a July 24 BBB announcement. Recent sophisticated ads use AI to fake endorsements from legitimate health organizations and spokespeople.

“This is as old as snake oil,” said Mary O’Sullivan-Andersen, president and CEO of BBB Alberta and East Kootenay. “Scammers are using contemporary tools to create ads making false and misleading claims to defraud consumers. What remains constant is the scam.”

O’Sullivan-Andersen advised consumers to get health information from physicians rather than online ads and avoid buying health products from unknown vendors making claims that seem too good to be true.

The BBB recommends being wary of advertisements promising miracle results, as Health Canada warns against products making false promises. Consumers should research companies before purchasing, regardless of celebrity endorsements, which scammers often use without permission.

Weight loss products claiming no diet or exercise is required should be avoided, the BBB said. Experts agree that losing weight requires work and should be gradual.

The organization advises checking product ingredients with Health Canada, as some recalled products contained potentially dangerous substances. Consumers should be suspicious of products lacking ingredient lists, which may contain harmful components that interact adversely with prescription drugs.

Free trial offers can become “subscription traps” that charge consumers for products they did not agree to buy. The BBB recommends reading all terms and conditions before signing up.

Consumers can research companies at BBB.org and report deceptive ads through BBB Ad Truth or BBB Scam Tracker.