How have fake celebrity endorsements been used in CBD and cannabis product scams?
Executive summary
Fraudsters have repeatedly used fake celebrity endorsements—doctored videos, fabricated quotes and phony “news” articles—to lend credibility to CBD and cannabis products, driving traffic and converting gullible buyers into recurring-revenue victims via free-trial or subscription traps [1][2]. Regulators, fact‑checkers and victims’ accounts show the tactic is widespread, profitable, and has prompted lawsuits from celebrities and warnings from consumer agencies [3][4][2].
1. How the con is staged: imagery, “news” pages and deepfake tactics
Scammers manufacture credibility by inserting a celebrity’s name, image or even doctored video into ads and mock news stories that read like editorial coverage, a technique documented across multiple incidents where sites falsely quoted or showed public figures endorsing CBD gummies [1][5]. Fact‑checking outlets and consumer protection orgs have traced these campaigns to fake article templates and altered footage, noting that the technology to create convincing audio/video has become more accessible and effective at fooling shoppers [6][7].
2. The psychological bait: trusted faces plus miracle claims
The formula pairs a familiar face with extravagant health promises—cures for pain, anxiety or dementia—to shortcut skepticism and induce impulse purchases, a pattern described in investigative writeups that call out “miracle” claims as a central hook in CBD gummy scams [1][3]. Scammers rely on consumers’ trust in well‑known figures to bypass research; consumer agencies explicitly warn that celebrity-looking endorsements are a red flag and recommend independent verification [2][6].
3. The revenue engine: free trials, hidden subscriptions and ongoing charges
Once the fake endorsement attracts a click, many of these schemes shift to “free trial” or steep-discount offers that enroll buyers in costly monthly subscriptions with opaque terms, a conversion play repeatedly flagged by the Better Business Bureau and scam trackers as the primary way operators extract long‑term payments [2][1]. Victim reports and local news stories document recurring charges and hard-to-cancel accounts after the initial sale, amplifying harm beyond a one‑time fraud [8][2].
4. Legal and reputational pushback: lawsuits and fact checks
High-profile targets like Clint Eastwood and Tom Hanks have publicly denounced and, in Eastwood’s case, sued companies that falsely used their likenesses—lawsuits that allege fake news articles and search‑manipulation were used to make it appear celebrities endorsed products [4][9]. Fact‑check organizations and mainstream outlets have repeatedly debunked circulating ads that claim endorsements from doctors and media personalities, underscoring both the pervasiveness of the fraud and the limitations of takedown remedies [3][10].
5. Where responsibility and culpability blur: real endorsements vs. scams
Industry and legal commentary caution that not all celebrity links are fraudulent—some stars legitimately license CBD brands—so enforcement focuses on unauthorized likeness use and deceptive practices, with lawyers advising firms to secure written agreements to avoid costly litigation [11][5]. At the same time, consumer advocates and news outlets note hidden agendas: scam operators monetize trust and tech platforms enable distribution, while unscrupulous marketers may blur lines between affiliate marketing and outright deception [12][1].
6. Practical takeaways and the information gap
Authorities recommend simple verifications—searching a celebrity’s official channels, checking for independent lab reports and reading trial terms—but reporting also admits limits in identifying every bad actor online and that some victims never recover losses, leaving a gap between guidance and enforcement capacity [6][12]. The documented pattern—fake celebrity content to acquire customers, then subscription traps to extract profit—remains a repeatable, lucrative play for scammers until platform controls, legal pressure and consumer vigilance improve [1][2].