Keto Scams Exposed 2026: Dragon's Den Fakes, AI Deepfakes & How to Avoid Them

Keto scams are everywhere right now.

From fake Dragons Den endorsements to AI deepfake celebrity videos, scammers are getting worryingly sophisticated at separating people from their money.

Every week at The Keto Collective, we hear from people who've been caught out by dodgy "keto" products. Most are from the older generation who struggle to tell the difference between legitimate businesses and outright fraud.

This guide covers how these scams work, how to spot them, and exactly what to do if you've already been caught out.

No. The keto diet is not a scam.

The ketogenic diet is a very low carb, high fat way of eating that has been used therapeutically for over 100 years. It was originally developed in the 1920s to treat epilepsy in children, and research has since shown benefits for weight loss, blood sugar control, and various metabolic conditions.

Elite athletes including LeBron James have publicly used ketogenic approaches for performance and body composition. The science behind ketosis is well established and documented in peer reviewed research.

However, the popularity of keto has attracted scammers who exploit people's desire to lose weight. These fraudsters sell worthless products with wild claims, steal credit card details through fake "free trials", and use celebrity images without permission.

The keto diet itself is legitimate. Many of the products claiming to offer shortcuts to ketosis are not.

These brand names have falsely used Dragons Den in their marketing. If you see ANY of these, it's a scam:

• Keto Burn Max
• PureFit Keto
• Keto Legend
• Lifestyle Keto
• Lean Start Keto
• Shark Tank Keto Pills (US version of the same scam)
• Keto Advanced
• Keto Complete UK
• Keto Extreme
• Keto Blast
• Keto Tone
• Ultra Fast Keto Boost
• KetoCharge
• Dynamix Total Products Keto Gummies
• Keto One Gummies

This list is not exhaustive. Scammers constantly create new brand names. The pattern is always the same: a generic "keto" name combined with words like "advanced", "extreme", "max", "boost", or "burn".

How the Dragons Den Scam Works

• Step 1: The Fake News Article
  Scammers create fake news websites that look like legitimate publications. These articles claim a Dragons Den contestant pitched a "revolutionary keto pill" and received record investment from all five Dragons.
• Step 2: The Fabricated Story
  The article includes made up quotes from the Dragons, fake before and after photos, and invented scientific claims. Some even include doctored images showing the Dragons holding the product.
• Step 3: The Limited Time Offer
  At the bottom, there's always an "exclusive offer" for readers. Usually a "free trial" that only requires a small shipping fee of £4.95 to £6.95.
• Step 4: The Hidden Subscription
  Buried in the terms and conditions is a clause enrolling you in a monthly subscription at £79 to £189 per month. Your card gets charged automatically.
• Step 5: The Vanishing Act
  When you try to cancel or get a refund, the company is impossible to contact. Phone numbers don't work. Emails bounce. The website disappears.

What the Real Dragons Have Said

The actual Dragons Den judges have repeatedly warned the public about these scams:

• Peter Jones has stated on social media that he has never endorsed any diet pills or weight loss supplements.
• Deborah Meaden has actively reported fake adverts using her image and warned followers to report them.
• Steven Bartlett has called out these scams on his social channels, confirming he has no involvement with any keto products.

The BBC, which produces Dragons Den, has also issued warnings about fraudulent use of the show's branding.

Are keto gummies a scam? Yes. And here's the science explaining why they can never work as advertised.

Keto gummies are marketed as a convenient way to "get into ketosis" and "burn fat fast". The claims sound appealing. The reality is these products are physiologically incapable of doing what they promise.

What is Ketosis and How Does it Actually Work?

Ketosis is a metabolic STATE, not a substance you can swallow.

When you restrict carbohydrates to below 20 to 50 grams per day for several days, your body runs out of its preferred fuel (glucose). Your liver then starts converting stored fat into molecules called ketones, which your cells and brain can use for energy instead.

For your body to enter ketosis, you need to:

1. Deplete your glycogen stores (stored glucose in liver and muscles)
2. Keep carbohydrate intake very low (typically under 20 to 50g per day)
3. Wait several days for the metabolic switch to occur

No pill, powder, or gummy can shortcut this process.

Why Keto Gummies Cannot Induce Ketosis

Problem 1: They Contain Sugar or Carbs

Most "keto" gummies contain sugar, maltodextrin, or other carbohydrates. Even small amounts work against ketosis. You're literally eating the thing that PREVENTS ketosis. That's like trying to dry off by jumping in a swimming pool.

Problem 2: Exogenous Ketones Don't Create Ketosis

Some gummies contain BHB (beta hydroxybutyrate), which is a ketone body. Here's why this doesn't help:

• Taking exogenous ketones raises ketone levels in your blood temporarily
• But your body is NOT actually in ketosis. You're just artificially adding ketones while still burning glucose as primary fuel
• Clinical research shows you'd need 11+ grams of BHB to have any meaningful effect. A gummy contains perhaps 800mg at most. That's nowhere near enough.
• The ketone elevation lasts only 3 to 4 hours, then you're back to square one
• Each gummy also contains 4+ calories, often from the very carbs that prevent ketosis

Problem 3: The Ketone Stick Trick

Scammers know that people use ketone test strips to check if they're in ketosis. If you take exogenous ketones and then test, you'll show a positive result.

But this is misleading. The strips detect ketones in your system. They don't tell you whether those ketones came from fat burning (real ketosis) or from a supplement (fake ketosis).

You haven't entered ketosis. You've just temporarily spiked your ketone reading!

Do Exogenous Ketones Have Any Legitimate Use?

Exogenous ketones aren't entirely worthless. They have some evidence for:

• Providing quick energy for athletes already in ketosis
• Potential cognitive benefits during fasting
• Medical applications for certain neurological conditions

But they absolutely cannot:

• Put you into ketosis
• Help you lose weight (they actually ADD calories)
• Replace the need for carbohydrate restriction

The only way to genuinely enter ketosis is through restricting carbohydrates over time.

Keto pills face the same fundamental problem as keto gummies: they cannot induce ketosis regardless of what ingredients they contain.

Common keto pill scam brands include:

• Keto Burn Max

• Keto Advanced 1500

• Keto Extreme Fat Burner

• Ultra Fast Keto Boost

• Keto Complete

These products typically claim to contain BHB (beta hydroxybutyrate) salts that will "force your body into ketosis" within hours. As explained above, this is not how human metabolism works.

Why Keto Pills Don't Work

Dosage Issues: Even if BHB could induce ketosis (it can't), the amounts in these pills are a fraction of what would be needed. Clinical studies use 11 to 12 grams. Most pills contain under 1 gram.

No Regulatory Oversight: These supplements aren't regulated like medicines. The label might say "800mg BHB" but there's no guarantee that's what's actually in the pill.

Unknown Ingredients: Testing by consumer watchdogs has found some keto pills contain undisclosed ingredients including stimulants, laxatives, and substances banned in the UK.

No Published Research: No legitimate clinical trials show these specific products cause weight loss. The "studies" cited in adverts either don't exist or are about completely different things.

Scammers have gotten disturbingly sophisticated. They're now using artificial intelligence to create fake videos of celebrities endorsing keto products.

How Deepfake Keto Scams Work

AI technology can now:

• Manipulate existing video footage to change what someone appears to say

• Clone voices to match the original speaker

• Create entirely fabricated video of real people

The scammers take real footage from Dragons Den, news interviews, or talk shows. They then use AI to make it look like the celebrity is endorsing their fake keto product.

Celebrities whose images have been used without permission include:

• All five Dragons Den judges

• Kelly Clarkson

• Oprah Winfrey

• Holly Willoughby

• Various ITV and BBC presenters

The FTC in the United States issued a specific rule in December 2024 targeting AI generated fake endorsements. UK authorities are working on similar protections.

How to Spot a Deepfake Video

Audio Sync Issues: Watch the mouth closely. In deepfakes, lip movements often don't quite match the audio, especially on certain sounds.

Unnatural Facial Movements: The face may look slightly "off". Blinking patterns can be unusual. Expressions might not quite match the emotional tone of what's being said.

Background Inconsistencies: Look at the edges where the person meets the background. You might see blurring, flickering, or colour mismatches.

Lighting Problems: Shadows on the face might not match the lighting in the rest of the scene.

Too Good to Be True Claims: If a celebrity is supposedly endorsing a random keto product you've never heard of with wild weight loss claims, that's your biggest red flag. If its too good to be true, it usually is!

How to Verify Celebrity Endorsements

Check their official social media accounts. Real endorsements will be posted on verified accounts.

Search for legitimate news coverage. A real Dragons Den investment would be covered by BBC, newspapers, and business press.

Look for the product on the celebrity's official website. Real partnerships are always mentioned there.

If you can't verify it through official channels, assume it's fake.

Questions to Ask Before Buying Any Keto Product

• Is there a real UK business address?
• Can I find legitimate reviews on independent sites?
• Is the company registered with Companies House?
• Are the claims realistic or too good to be true?
• Is there a clear price with no hidden subscriptions?
• Can I easily contact customer service before buying?

If you can't answer yes to all of these, don't buy!

You can protect yourself from falling victim to these Keto Scams (Or any other online scam). Follow these steps to increase your security against these rogues:

If you believe you have already been scammed then there are a few things you must do IMMEDIATELY. You may be able to cancel the payments, or at least have them reversed:

Immediate Actions (Do These Today)

1. Contact Your Bank

• Call the number on your card immediately
• Request cancellation of any Continuous Payment Authority
• Ask about chargeback options
• Request a new card to prevent further charges

2. Document Everything

• Screenshot the website and adverts
• Save all emails and confirmation messages
• Note down dates and amounts charged
• Keep the product packaging if you received anything

3. Report to Authorities

• Action Fraud: 0300 123 2040 or actionfraud.police.uk
• Citizens Advice Consumer Service: 0808 223 1133
• Advertising Standards Authority: asa.org.uk/make-a-complaint
• Report the advert to the platform (Facebook, Google, TikTok) using their reporting tools.

We love living the Keto Lifestyle at The Keto Collective, and it's always distressing to see Keto being used by unscrupulous rogues and scammers. They don't want to see you succeed at your weight loss or lifestyle goals, and are there only to steal money from unsuspecting members of the public.

The keto diet is a legitimate and effective way to lose weight and improve your health when done correctly. However, as with anything that gains popularity, there are many myths and keto scams that can misinform and deceive people who are interested in trying it out.

Be aware!