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You see a familiar billionaire promoting a breakthrough diabetes treatment on Facebook. He looks real, sounds convincing, and seems confident that the product works. But according to Mark Cuban, scammers are using AI to impersonate him and sell products he never endorsed. It's a troubling example of how seemingly ordinary online shopping can lead to surprising financial mistakes.
And Cuban says he's hearing directly from the people being deceived.
The investor and former Shark Tank star recently criticized Facebook over advertisements featuring AI-generated versions of his face and voice. His warning comes as increasingly realistic deepfakes make it harder for consumers to distinguish legitimate endorsements from fraud.
Here's what you need to know.
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Cuban says seniors are buying a fake $294 diabetes cure
During an August 21 appearance on the Pivot podcast, Cuban described receiving emails every week from older people who believe he's selling a diabetes cure. Some ask whether the product will work, while others say they've already paid $294 for a treatment advertised using his likeness.
Cuban said scammers are creating AI-generated versions of him to promote products he hasn't endorsed. He accused Facebook (Meta) of allowing the advertisements to circulate despite his efforts to flag them, calling the platform "the worst of the worst."
The problem isn't simply that someone is using his image without permission. It's that people are spending real money based on what they believe is a trustworthy recommendation from someone they recognize.
Even disclaimers may not protect unsuspecting buyers
Cuban also described advertisements containing fine print acknowledging that the person shown is AI-generated and that the content is intended for entertainment. He argued that such disclosures offer little protection when viewers have already accepted the supposed endorsement as genuine.
His criticism comes amid broader scrutiny of Facebook's parent company, Meta. A November 2025 Reuters investigation found internal documents estimating that approximately $16 billion, or 10% of Meta's 2024 revenue, could come from advertisements promoting scams and prohibited products.
Meta disputed that estimate, calling it rough and overly inclusive, and said its actual exposure was lower. The company also reported substantial reductions in scam-ad complaints and said it was investing in better detection systems.
Still, the controversy highlights a basic problem for consumers: An advertisement appearing on a major platform isn't necessarily legitimate, even if it features someone famous.
Older Americans lost billions to online fraud in 2025
The potential financial damage goes far beyond Cuban's experience. According to the FBI's 2025 Internet Crime Report, Americans age 60 and older filed 201,266 complaints involving approximately $7.75 billion in reported losses.
That represented a 59% increase in reported dollar losses from 2024. The FBI also identified 3,143 AI-related complaints among people in this age group, demonstrating that technology-assisted scams are already appearing in cases involving older victims.
Across all ages, the FBI recorded more than 22,000 complaints involving AI-related information, with reported losses exceeding $893 million. Those figures cover multiple types of online crime, not just fraudulent advertisements or celebrity impersonations.
Cuban is hardly the only public figure whose likeness has been exploited. The Federal Trade Commission (FTC) has previously warned about scammers using doctored images and videos of Shark Tank personalities to promote questionable products.
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A few simple checks can help you avoid getting fooled
Start by treating celebrity endorsements in social media feeds as unverified until you independently confirm them. The FTC recommends searching the celebrity's name alongside the product name and words such as "scam" or "fake" before buying anything.
Be especially cautious with medical products promising miracle results. The Food & Drug Administration (FDA) warns that unapproved diabetes treatments sold online may be ineffective or dangerous, and consumers should consult a health care professional before trying unfamiliar products. Prescription medicines should come from properly licensed pharmacies, not unknown sellers advertising through social media.
It's also worth discussing these scams with the family member who spends the most time scrolling through Facebook, Instagram, or similar platforms. Rather than simply warning them that everything online is fake, show them how a realistic celebrity video can be manufactured and why an independent search matters.
Bottom line
Would you recognize a fraudulent advertisement if it featured someone you've watched on television for years? That's the challenge Cuban's experience brings into focus. AI can make familiar faces and voices appear to endorse products they have nothing to do with, and even a small purchase can expose consumers to further financial risks.
If you're helping an older relative navigate social media, make verification a regular habit rather than waiting until something goes wrong. Slowing down, checking claims independently, and consulting trusted medical professionals can help you make the right moves and keep scammers from turning misplaced trust into financial losses.
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