The “Fake Guru” Phenomenon in Online Courses: An Analytical Review

Introduction

In recent years, a wave of self-styled online “gurus” has flooded social media and the internet with promises of quick success. These individuals sell high-priced courses or coaching programs in various fields – from finance to fitness – often without genuine expertise in the subject. Their marketing playbook is strikingly similar: flaunt symbols of success (luxury cars, private jets, stacks of cash) and claim to have a “secret” that can make anyone a millionaire or an overnight success (A Plague of Gurus: How the Internet Was Flooded With Fake Success - Will Patrick) (This Instagram Account Is Busting Fake Entrepreneurs and Scammers - InsideHook). Underneath the flashy veneer, however, many of these courses prove to be recycled advice or outright scams, leaving buyers disappointed and financially worse off. This paper examines the rise of these course-sellers who fabricate success, analyzing the industries they target, the psychology of their victims, the economic fallout, and the ethical and legal issues involved. We draw on case studies, expert commentary, and academic insights to understand this phenomenon and suggest measures for consumer protection.

1. Industries Most Affected by “Fake Gurus”

Get-Rich-Quick Niches: The trend is most pervasive in business and finance niches that promise “get rich quick” outcomes. Common targets include e-commerce and online business opportunities (like dropshipping stores or Amazon FBA programs), trading and investing (forex, crypto, stock trading courses), and real estate flipping or rental schemes (A Plague of Gurus: How the Internet Was Flooded With Fake Success - Will Patrick) (FTC Action Leads to Ban for Ganadores Real Estate and Income Scam, its Owner, and Managers | Federal Trade Commission). In these domains, gurus claim that with their training, anyone can earn thousands of dollars in passive income with minimal effort. For example, a 2019 Atlantic investigation highlighted self-proclaimed Amazon sellers who charged $3,999 for coaching on how to resell cheap goods online, luring a couple into sinking $40,000—only for the couple to lose their entire savings after months of futile effort (The Men Peddling the 'Secrets' to Getting Rich on Amazon - The Atlantic). Not everyone “gets rich quick,” as the article dryly noted (The Men Peddling the 'Secrets' to Getting Rich on Amazon - The Atlantic).

Entrepreneurship & Social Media Marketing: Another affected niche is social media growth and digital marketing. Influencers with large followings have sold courses on how to grow an Instagram audience, become a successful YouTuber, or start a social media marketing agency. Often, their only real success was building their own personal brand, not the promised business. In a notorious case, an Instagram travel influencer with 890,000+ followers launched a $500 “How to Grow Your Instagram” masterclass, claiming she’d reveal how she went “from being a broke traveler to a six-figure travel blogger.” Students later complained the course content was subpar and did not deliver the promised secrets, leading to demands for refunds (Instagram Influencer's $500 Social Media Class, Was a Scam, Students Say - Business Insider). This exemplifies how social media influencers can leverage their fame to sell “expert” knowledge in digital entrepreneurship, even if their expertise is questionable.

Personal Development and Coaching: The self-improvement industry – life coaching, mindset training, motivational speaking – is also rife with course-sellers of dubious merit. These gurus promise personal transformation or business success through mindset shifts, positive thinking, or productivity hacks. Many such courses are rooted in the “hustle culture” or toxic positivity mindset, often repackaging concepts from the century-old New Thought movement (which emphasized that the power of belief and positive thinking can cure all ills) (A Plague of Gurus: How the Internet Was Flooded With Fake Success - Will Patrick) (A Plague of Gurus: How the Internet Was Flooded With Fake Success - Will Patrick). While mindset and confidence are valuable, the issue is that unqualified individuals oversell these as cure-alls for success, without scientific backing or real credentials.

Fitness and Health: Even the fitness industry has seen “fake expert” course-sellers. So-called “fitfluencers” on Instagram and YouTube often sell workout programs, diet plans, or trainer certifications despite lacking proper qualifications. A 2022 analysis found that over half of fitness influencers claim to be experts, yet only 16.4% have any related qualifications or credentials (“It’s a challenging industry": the training of fitness influencers - Life360). In other words, a majority are self-appointed experts. They may market meal plans or exercise regimens as part of pricey coaching packages, sometimes with before-and-after photos or pseudoscientific claims. This can lead to the spread of unhealthy or ineffective practices. Reputable fitness professionals have expressed concern that unqualified influencers give dangerous advice and erode trust in legitimate trainers (The Dark Side of Fitness Influencers on Social Media - Banner Health) (“It’s a challenging industry": the training of fitness influencers - Life360). The fitness example underscores that the “fake guru” approach isn’t limited to finance – any field where people seek improvement (health, appearance, wealth) can be exploited by savvy marketers posing as teachers.

Summary of Common Schemes: Across these industries, the modus operandi tends to be similar. The seller highlights a spectacular personal success story (often unverified), whether it’s “I made $1,000,000 in 6 months dropshipping” or “I transformed my body and business in 90 days.” They claim insider knowledge or a proven system that is straightforward to implement. The hook is that the buyer, with little prior experience, can purportedly replicate the guru’s results by purchasing their course or coaching. The reality, as documented in case after case, is that these promises are rarely fulfilled. A range of examples – from Amazon reselling schemes that left couples tens of thousands in debt (The Men Peddling the 'Secrets' to Getting Rich on Amazon - The Atlantic), to Instagram “mentorship” programs that delivered nothing of value (Instagram Influencer's $500 Social Media Class, Was a Scam, Students Say - Business Insider) – shows that many industries are affected. Table 1 summarizes representative cases of fraudulent course-selling in different niches:

Case (Year)	Niche	False Claims & Outcome
Amazon FBA Coaching (2016)	E-commerce (Amazon)	Promised easy passive income reselling products. One couple paid $3,999 for coaching and invested ~$40k in inventory; instead of quitting their jobs, they lost their savings (The Men Peddling the 'Secrets' to Getting Rich on Amazon - The Atlantic).
BallerBusters Exposés (2019)	Social Media/Business	Instagram account @BallerBusters exposed “#FlexOffenders” posing with luxury cars and jets to appear wealthy, then selling costly mentorships. These “snake-oil salesmen” prey on young aspiring entrepreneurs, charging thousands and not delivering on promises (This Instagram Account Is Busting Fake Entrepreneurs and Scammers - InsideHook) (This Instagram Account Is Busting Fake Entrepreneurs and Scammers - InsideHook).
Aggie Lal’s Class (2018)	Social Media Growth	Travel influencer sold a 12-week, $497 course on growing Instagram, claiming to reveal her six-figure blogging “secret.” Students found the material lacking and many demanded refunds; Lal issued apologies amid scam allegations (Instagram Influencer's $500 Social Media Class, Was a Scam, Students Say - Business Insider).
MOBE – 21-Step System (2013–18)	Online Business	International “My Online Business Education” scheme sold a “proven 21-step system” to launch an online business, with upsells of thousands of dollars for higher “membership levels.” In truth it was a pyramid model: success depended on recruiting others to buy in. Most participants never recouped their costs and many ended up in crippling debt, prompting an FTC shutdown and $23 million in refunds ([Federal Trade Commission Returns More Than $23 Million To Consumers Deceived by Online Business Coaching Scheme MOBE
Ganadores (2020–23)	Real Estate & E-com	Targeted Spanish-speaking consumers with an “infallible system” for financial freedom via ecommerce and real estate. Victims paid tens of thousands of dollars for coaching that delivered nothing; many were left with crushing credit card debt ([FTC Action Leads to Ban for Ganadores Real Estate and Income Scam, its Owner, and Managers

Table 1. Selected cases of fraudulent course-selling across industries. These examples illustrate common patterns: bold income/benefit claims, high fees (often escalating), and ultimate failure of the programs to deliver results, sometimes leading to legal action. (The Men Peddling the 'Secrets' to Getting Rich on Amazon - The Atlantic) (This Instagram Account Is Busting Fake Entrepreneurs and Scammers - InsideHook) (Federal Trade Commission Returns More Than $23 Million To Consumers Deceived by Online Business Coaching Scheme MOBE | Federal Trade Commission) (FTC Action Leads to Ban for Ganadores Real Estate and Income Scam, its Owner, and Managers | Federal Trade Commission) (Instagram Influencer's $500 Social Media Class, Was a Scam, Students Say - Business Insider)

2. Psychological Analysis: Why Do People Fall for These Courses?

Despite often outrageous claims, many intelligent people have been swayed by these online course scams. Understanding the psychological factors at play can shed light on why individuals fall for misleading course offerings. Scammers expertly exploit cognitive biases and social influence principles to lower the defenses of potential customers:

• Social Proof and Bandwagon Effect: Seeing other people (apparently) succeed makes the opportunity seem legitimate. Fake gurus flood their marketing with testimonials and success stories – often cherry-picked, exaggerated, or outright fabricated. They may show screenshots of earnings, before-and-after photos, or “student interviews” to create an illusion that many others have achieved amazing results. According to a New York Times profile, Instagram scammers routinely pose with expensive cars and jets as props, then boast that their followers-turned-students can “achieve the same success” (This Instagram Account Is Busting Fake Entrepreneurs and Scammers - InsideHook). This appeals to the social proof principle: when we perceive that “everyone” is buying in, we’re more likely to as well. In reality, those luxury lifestyles are a mirage (rented cars, staged photos) (This Instagram Account Is Busting Fake Entrepreneurs and Scammers - InsideHook), but they provide a powerful influence cue. Research on social influence finds that scammers misuse principles like liking, authority, scarcity, and social proof to get people to take the initial step toward exploitation (Weapons of Influence Misused: A Social Influence Analysis of Why People Fall Prey to Internet Scams | Request PDF). For example, by acting as charismatic, relatable “mentors” (likability) and showcasing symbols of success (authority signals), they build trust quickly. They might claim only a limited number of seats are available at a special price (invoking scarcity and FOMO – fear of missing out). All these tactics create an emotional rush that can override rational skepticism.

• Authority and Halo Effect: Many victims are swayed by an illusion of authority. The course-seller projects confidence, uses industry jargon, and often touts (sometimes fake) credentials – e.g. “self-made millionaire,” “CEO of X,” or “featured in Forbes.” The FTC notes that scammers often impersonate trusted authorities or styles to establish credibility (Why We Fall for Scams). By appearing successful and knowledgeable, they trigger the halo effect, where people assume that if someone is accomplished in one domain (or looks the part), their advice in another domain must be valuable. This is compounded by Dunning-Kruger effect dynamics: novices may not know enough to recognize that the “expert” is actually providing shallow or wrong information. The very fact that the guru is selling a course can give them perceived legitimacy (“they must know something I don’t”). In truth, as one commentator quipped, “if they’re already such successful millionaires, why are they selling courses?” – implying their real income comes from course sales, not the method they teach (A Plague of Gurus: How the Internet Was Flooded With Fake Success - Will Patrick). Unfortunately, in the moment, aspirants often defer to the supposed authority instead of questioning such inconsistencies.

• Cognitive Biases and Emotional Triggers: Scam marketers deftly tap into common cognitive biases to persuade buyers. For instance, they use loss aversion by framing the decision in terms of losing out: “If you don’t join now, you’re missing the opportunity of a lifetime.” They exploit the sunk cost fallacy by getting people to make small initial commitments (a free webinar, a $50 intro course) which then upsell to bigger ones – once someone has spent time or money, they feel invested and find it harder to back out (Cognitive Biases: Find Out How to Sell More and Convert Better - Dreamgrow). Confirmation bias also plays a role: people who desperately want the promise to be true will latch onto any evidence that it might work and ignore red flags. Moreover, scammers manipulate emotions like greed, fear, and hope. Greed or ambition is flattered by visions of wealth and freedom (“imagine a Lambo in your garage” (A Plague of Gurus: How the Internet Was Flooded With Fake Success - Will Patrick)). Fear is used in the form of FOMO – the fear of regret if one doesn’t seize this “rare” chance, or fear of being left behind financially. They may also use urgency (limited-time offers, countdown timers) to short-circuit careful deliberation (10 Psychological Tricks to Maximize Your Online Course Sales). Scarcity tactics, like saying “only 5 spots left” or “price doubles tomorrow,” are known to pressure people into hasty decisions and are a classic persuasion “weapon” exploited in scams (Weapons of Influence Misused: A Social Influence Analysis of Why People Fall Prey to Internet Scams | Request PDF).

• Social Influence and Herd Behavior: The group dynamics in these schemes can resemble high-pressure sales events or even cult-like environments. At free seminars or webinars, promoters foster a herd mentality with tactics like applause, high-energy testimonials from confederates, and calls to “everyone stand up and commit to your success now!” The FTC describes the “energetic atmosphere” of real estate seminar scams – the hype makes it feel like a life-changing opportunity, and attendees see peers eagerly signing up, which normalizes the purchase (When a Business Offer or Coaching Program Is a Scam | Consumer Advice). Online, this might be achieved via live chats with planted success stories or Facebook groups of enthusiasts. Liking and relatability are also key: scammers often present themselves as friendly mentors who genuinely care about the client’s success (they may share personal stories of struggle to appear sympathetic). Once trust and rapport are established, victims lower their guard (Why We Fall for Scams). People who are young or financially inexperienced can be especially vulnerable to these influence tactics; as one entrepreneur noted about the Instagram “gurus,” “They’re preying on kids who want to become entrepreneurs” with dreams of fast success (This Instagram Account Is Busting Fake Entrepreneurs and Scammers - InsideHook).

• Overconfidence and the American Dream: On a broader level, cultural factors prime people to believe in these promises. In a meritocratic and entrepreneurship-celebrating culture, many have faith that with the right knowledge and hustle, they too can “make it.” Scammers exploit this hopeful narrative. Psychologically, victims may exhibit optimism bias, thinking others might fail but I will be the exception if I try hard. The marketing often tells them that failure is due to not following the system correctly, not a flaw in the system – thus the onus is put on the student’s effort, which further convinces those with a strong work ethic to give it a try. There is also a degree of desperation that scammers prey on: individuals stuck in unsatisfying jobs, debt, or other difficult circumstances may be especially eager for a way out, making the promise of a lucrative side business or a new career path extremely enticing (A Plague of Gurus: How the Internet Was Flooded With Fake Success - Will Patrick). Scammers use positive testimonials and motivational rhetoric to give hope to people who feel they have tried everything else. This emotional vulnerability, combined with the cognitive biases above, explains why even savvy people can be duped. As psychologist Maria Konnikova has noted, no one is immune to scams – given the right con artist and the right pitch appealing to our desires and fears, even the smartest can fall victim (Why We Fall for Scams) (Why We Fall for Scams).

In summary, a confluence of cognitive biases (sunk costs, confirmation bias, optimism) and social influence tactics (authority, social proof, urgency) makes these fraudulent courses surprisingly persuasive. Scammers effectively hack human psychology: they present themselves as likable authorities, create an illusion of massive social validation, and trigger emotional impulses that override careful reasoning (Weapons of Influence Misused: A Social Influence Analysis of Why People Fall Prey to Internet Scams | Request PDF). Understanding these tricks is crucial for consumers to recognize red flags and avoid being swindled.

3. Economic Impact and Broader Consequences

The proliferation of phony course-sellers has significant economic implications at both the individual and industry levels. This section analyzes the financial consequences for victims, the distortion of legitimate markets, and the impact on consumer trust and the education industry.

Financial Losses for Individuals: The most direct impact is on the consumers who fall for these schemes. Many spend hundreds or thousands of dollars on courses, coaching programs, “masterminds,” or seminar upsells. As seen in case studies, it’s not uncommon for a person to lose five or even six figures in pursuit of a promised outcome (FTC Returns Additional $25 Million to Consumers Who Lost Money to Business Coaching Scam | Federal Trade Commission). For instance, the FTC reported that in one business coaching scam, consumers “lost thousands—sometimes tens of thousands—of dollars each, most of it by racking up huge credit card debt at the defendants’ urging” (FTC Returns Additional $25 Million to Consumers Who Lost Money to Business Coaching Scam | Federal Trade Commission). Victims often go into debt because the scammers encourage them to “invest in yourself” even if it means maxing out credit cards or loans, on the premise that they will earn it back later (FTC Returns Additional $25 Million to Consumers Who Lost Money to Business Coaching Scam | Federal Trade Commission). This can be financially devastating when the returns don’t materialize. Some end up deeply in debt with nothing to show for it, as described in numerous complaints. The FTC’s consumer education site warns that even a “free” starter program can turn into a money pit, with upsells leaving people “deep in debt” and their business dreams shattered (When a Business Offer or Coaching Program Is a Scam | Consumer Advice) (When a Business Offer or Coaching Program Is a Scam | Consumer Advice). In extreme cases, individuals liquidate retirement funds or quit jobs due to false confidence in these courses, worsening the economic fallout for them and their families.

Aggregate Losses and Fraudulent Profits: While individual losses vary, the collective scale of these scams is substantial. Precise figures are hard to pin down, but reports and enforcement actions give a sense of magnitude. The U.S. Federal Trade Commission and other regulators have pursued several large cases: for example, the MOBE scheme mentioned earlier took in over $125 million worldwide before it was shut down (the FTC alone returned $23 million to U.S. victims) (Federal Trade Commission Returns More Than $23 Million To Consumers Deceived by Online Business Coaching Scheme MOBE | Federal Trade Commission) (Federal Trade Commission Returns More Than $23 Million To Consumers Deceived by Online Business Coaching Scheme MOBE | Federal Trade Commission). Another scheme, Digital Altitude, drew tens of millions in fees from consumers seeking an “online business” before being stopped (FTC Sends Nearly $4.7 Million to Victims of Digital Altitude Business ...). The online course scam phenomenon likely accounts for a significant slice of the estimated $2.7 billion lost to online fraud annually in the U.S. (Why We Fall for Scams). In some cases, the scammers get rich off these profits – indeed, many “fake gurus” do eventually accumulate wealth, ironically by selling their how-to-get-rich courses (not by the method they teach). This creates a perverse Ponzi-like dynamic: the promised business success for buyers is selling similar courses to new victims, a cycle that enriches only the top guru while later entrants lose out (Federal Trade Commission Returns More Than $23 Million To Consumers Deceived by Online Business Coaching Scheme MOBE | Federal Trade Commission). Such schemes can also siphon money away from more productive uses – people might have invested in real education or genuine businesses, but instead the funds line fraudsters’ pockets. Moreover, consumer advocates point out that money lost in scams has a multiplier effect: victims not only lose principal, but also potential future earnings or savings that money could have generated if invested legitimately. There are also reports of emotional distress from financial ruin, which while not directly “economic,” can indirectly affect productivity and healthcare costs (stress-related issues).

Erosion of Trust in Online Education: A less tangible but critical impact is the damage to consumer trust in the broader e-learning and coaching industry. Online education is a booming market – valued around $399 billion globally in 2022 (E-Learning/Online Learning Statistics) – encompassing everything from academic MOOCs to professional development and hobbyist courses. The prevalence of scams and low-quality courses threatens to tarnish the reputation of this industry. When consumers encounter a few fraudulent or disappointing courses, they may become skeptical of all online learning offers. Legitimate educators and subject-matter experts then suffer because potential students approach their offerings with cynicism or avoid them altogether. FTC Chair Lina Khan noted that deceptive practices like fake reviews “pollute the marketplace and divert business away from honest competitors” (Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials | Federal Trade Commission). Honest online instructors find it harder to compete for attention if consumers assume every flashy ad is a scam. This can stifle innovation and quality in the e-learning space: reputable course creators might invest less in new content if the market is flooded with bad actors driving down public confidence. In short, the success of scammers creates a negative externality for the legitimate segment of online education, undermining the credibility of digital courses as a whole.

Impact on Industries and Markets: In specific industries, the proliferation of fake gurus can distort the market itself. Take e-commerce/dropshipping as an example: during the late 2010s, the hype from course-sellers led thousands of newcomers to flood into Shopify and Amazon with unrealistic expectations (A Plague of Gurus: How the Internet Was Flooded With Fake Success - Will Patrick). Many of these new sellers were ill-prepared (having received poor training) and failed, possibly crowding the marketplace with low-quality products or short-lived stores. This not only harmed those individuals’ finances, but also could impact genuine businesses by saturating certain product niches or driving up advertising costs in a frenzy to “get rich quick.” Similarly, in fitness, unqualified influencers selling meal plans have contributed to confusion and misinformation in the market for health advice (The Dark Side of Fitness Influencers on Social Media - Banner Health). Consumers may waste money on ineffective supplements or dangerous diets pushed by charismatic sellers, while evidence-based health professionals struggle to get heard. The credibility of professions like financial advisor, personal trainer, or business coach suffers when anyone can assume the title and monetize it without oversight.

Consumer Confidence and Spending Behavior: Fraudulent course schemes can also affect consumer confidence beyond the education sector. High-profile scams make people more cautious about any online purchase or investment. While skepticism is healthy, widespread mistrust can slow the adoption of beneficial online services and fintech solutions. For instance, someone burned by a trading course scam might become averse to investing at all, potentially missing out on legitimate financial growth opportunities. On the flip side, a segment of consumers repeatedly chasing these miracle solutions can develop almost an addiction to get-rich-quick products, funneling more money into dubious schemes and less into traditional savings or education. Neither extreme is good for the economy at large.

In summary, the economic impact of fake course-sellers is multifaceted: individual losses (sometimes life-altering debt), unjust enrichment of fraudsters, reduced trust in the burgeoning online education market, and a possible chilling effect on legitimate businesses and consumer behaviors. These scams degrade the overall quality of the marketplace, as resources are misallocated to deceptive actors. As one FTC report lamented, hundreds of thousands of consumers have learned the hard way, ending up with “nothing but debt and broken dreams” after paying scammers for bogus coaching (When a Business Offer or Coaching Program Is a Scam | Consumer Advice). Rebuilding trust and redirecting consumer investments into genuine learning or business ventures is a challenge that regulators and industry participants now face.

4. Ethical and Legal Concerns

The rise of fabricated-success course sellers raises serious ethical questions and legal challenges. This section explores the moral dilemmas posed by such practices, the existing legal frameworks and their limitations, and how different jurisdictions are grappling with the problem.

Ethical Dilemmas: At the core, these course-selling practices are ethically problematic because they involve a breach of honesty and integrity. The sellers often misrepresent their expertise, results, or the value of their course. Ethically, this is a form of fraud – they are taking money in exchange for outcomes they know are not guaranteed (and often unlikely). Even if some course content has legitimate tips, the false advertising of outcomes (e.g. using staged wealth, fake testimonials) means they are profiting through deception. There is also an element of exploiting hope and desperation: many target people in economically vulnerable positions (e.g. struggling workers, unemployed individuals, or those heavily in debt looking for a way out). Taking advantage of someone’s aspirational drive or financial anxiety for one’s own gain is widely viewed as unethical. It violates principles of informed consent and fair dealing in commerce. Moreover, some gurus employ manipulative high-pressure sales tactics that border on coercion – ethically dubious as they aim to override a person’s rational autonomy. The duty of care is also relevant: educators or coaches have an ethical responsibility not to cause harm to students. Selling advice that leads people to go into debt or quit jobs on false premises is certainly harmful. Yet, these fake gurus disclaim responsibility for failures, often blaming the student (“you didn’t hustle enough”) rather than acknowledging the faulty product. This abdication of accountability violates trust and norms of educator responsibility.

Legal Frameworks – Fraud and False Advertising: Legally, many of these practices fall under fraud, false advertising, or unfair business practices. In the United States, the Federal Trade Commission (FTC) uses its authority under Section 5 of the FTC Act to pursue “unfair or deceptive acts or practices.” Promising unrealistic earnings without substantiation, using fake testimonials, or misrepresenting one’s affiliation or credentials can all be deemed deceptive practices (When a Business Offer or Coaching Program Is a Scam | Consumer Advice) (When a Business Offer or Coaching Program Is a Scam | Consumer Advice). For example, the FTC has explicitly stated that claims like “You can make 5-6 figures if you follow our system” or “Guaranteed income” are false promises in these coaching schemes (When a Business Offer or Coaching Program Is a Scam | Consumer Advice). When such cases are proven, courts can order refunds to consumers and ban perpetrators from certain business activities, as happened with the Ganadores case (the operators were banned from selling business coaching services after targeting consumers with false earnings claims) (FTC Action Leads to Ban for Ganadores Real Estate and Income Scam, its Owner, and Managers | Federal Trade Commission) (FTC Action Leads to Ban for Ganadores Real Estate and Income Scam, its Owner, and Managers | Federal Trade Commission). Similarly, making up testimonials or using actors without disclosure violates advertising guidelines; in 2024, the FTC introduced a new rule banning fake reviews and testimonials, allowing civil penalties for violators (Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials | Federal Trade Commission). This directly addresses one of the key tools of fraudulent course-sellers.

Different countries have analogous laws: for instance, in the UK, the Advertising Standards Authority (ASA) can take action against social media influencers who mislead consumers, and consumer protection regulations prohibit false claims about products or services. The challenge is that many of these course-sellers operate online across borders, making enforcement difficult. Jurisdiction issues arise – a guru could be based in Country A, hosting webinars to people in Country B, processing payments in Country C, etc. Coordinating legal action internationally is complex and slow compared to the speed of these scams.

Regulatory Gaps and Challenges: A major challenge is that anyone can become an “online coach” with very low barriers to entry. Unlike professions such as medicine or law, where one must be licensed and meet standards, there is usually no mandatory certification or regulation for being a “business coach” or “internet marketing mentor.” As the FTC points out, there’s “no licensing requirement to become a business coach” – which means consumers must rely on self-reported credentials that are easily faked (When a Business Offer or Coaching Program Is a Scam | Consumer Advice). Some perpetrators even adopt titles like “Certified Coach” from dubious organizations they set up themselves. This lack of standardization makes it hard to police who is qualified. Traditional fraud laws do apply – if someone blatantly lies (e.g. claims credentials they don’t have, or guarantees outcomes knowing they can’t deliver), that’s actionable fraud. However, the gray area is large: sellers often use puffery and careful wording (“you could make six figures”; “I’ll teach you what worked for me”) with disclaimers in fine print that results will vary. They skirt the line of legality, making it challenging for authorities to prove deliberate deception. Enforcement is often reactive – regulators intervene after hundreds or thousands have already been defrauded, rather than preventing the scam in the first place.

Another ethical issue is the use of affiliate marketing and platform ads to promote these courses. Some gurus pay armies of affiliates to run ads and refer people to the course for a commission. These affiliates may also make exaggerated claims to earn sales, further muddying accountability. Tech platforms (like Facebook, YouTube, Instagram) face an ethical question: how much should they police the content of advertisements or influencer posts that promise miraculous outcomes? In recent years, platforms have tightened policies on things like multi-level marketing and get-rich-quick ads, but enforcement is inconsistent. It raises the debate on freedom of speech vs consumer protection: while anyone can claim to sell their knowledge, at what point is it fraud that should be shut down? The line is not always clear, especially when the course includes some content (so it’s not an outright empty box scheme, but still vastly under-delivers on promises).

Deceptive but Not Illegal? Some scenarios present ethical issues even if not outright illegal. For instance, a guru might indeed have made money in an industry but via unethical means (say, they had a lucky crypto gamble or inherited wealth), then package generic advice as a course. Morally, it’s dishonest to imply their strategy guarantees success for others. But legally, if they include disclaimers and avoid specific false statements, they might avoid prosecution. The ethics of selling success is a gray zone: is it ever ethical to sell a “secret to wealth”? Many argue that if the seller were truly altruistic or confident in their method, they could use performance-based arrangements (like taking a percentage of the client’s successful outcome), which almost none of these gurus do. Instead, they demand payment upfront, suggesting their priority is profit over teaching – an ethical red flag.

Harm to Vulnerable Populations: Ethically and legally, there’s concern that these scams often target vulnerable groups. The MOBE case targeted U.S. military veterans and seniors in part (Federal Trade Commission Returns More Than $23 Million To Consumers Deceived by Online Business Coaching Scheme MOBE | Federal Trade Commission); Ganadores targeted a Spanish-speaking community, even giving contracts only in English to people with limited English proficiency (FTC Action Leads to Ban for Ganadores Real Estate and Income Scam, its Owner, and Managers | Federal Trade Commission). This adds a layer of unfairness – exploiting those who may lack financial literacy or language access to fully understand the deal. Many countries have consumer protection laws that give extra scrutiny to schemes affecting the elderly or minorities (as “vulnerable consumers”). However, enforcement requires awareness and resources. Ethically, society holds a negative view of those who prey on the less informed or the desperate. From a legal perspective, a pattern of targeting such groups can strengthen cases of fraud (showing intent to deceive those least likely to resist).

Transparency and Accountability: A glaring ethical issue is the lack of transparency these course-sellers have regarding their own track records. Ethically, if one is selling a course on, say, stock trading, they should have a verifiable history of success in trading. Most fake gurus do not disclose audited results or independent evidence of their success – they rely on unverifiable anecdotes (“I made $X in 6 months”) or symbols (rented luxury goods) as proxies. There have been calls in the industry for more verification. For example, some have suggested that platforms like Udemy or Teachable (which host courses) implement verification of instructor credentials or results, though this is not standard. Legally, forcing disclosure of personal financial records would be tricky unless mandated by law for certain types of claims (e.g., the U.S. FTC’s Business Opportunity Rule requires that certain business opportunities provide an earnings disclosure document, but many info-products circumvent this by framing themselves not as a “business opportunity” per se). The ethical principle of truth in advertising clearly applies: testimonials and claims should be truthful and typical. As mentioned, new regulations are being put in place to penalize fake testimonials (Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials | Federal Trade Commission). Yet, enforcement will remain a cat-and-mouse game as long as significant profits can be made.

In conclusion, the ethical landscape of fraudulent course-selling is one of deliberate deception, exploitation of dreams, and lack of professional accountability. Legally, while tools exist to punish egregious cases (fraud statutes, consumer protection laws), many scammers operate in the margins of the law or are nimble at evading detection. It is a global challenge to update legal frameworks to more effectively catch and deter these practices. Strengthening advertising rules (like requiring evidence for income claims) and increasing cross-border cooperation are likely needed. Ethically, there is a call for industry-wide standards – perhaps voluntary certification or codes of conduct for online educators – to distinguish real experts from pretenders. As one journalist noted, traditional media and professionals are bound by regulations and ethics, but “social media is not a regulated platform where content is moderated and checked” (“It’s a challenging industry": the training of fitness influencers - Life360). This regulatory lag in the age of Instagram gurus is a central concern that authorities and ethical businesses must address.

5. Case Studies and Expert Insights

To ground the analysis, we highlight a few illustrative case studies and expert opinions that shed light on the fake guru phenomenon:

• Case Study – Amazon FBA “Secrets”: The Atlantic (2019) profiled the boom of Amazon FBA (Fulfilled by Amazon) courses (The Men Peddling the 'Secrets' to Getting Rich on Amazon - The Atlantic). It described how numerous coaches promised ordinary people that they could get rich by buying products from China and selling on Amazon. One couple paid $3,999 for a coaching program by two such gurus, who claimed to be making thousands per month working just a few hours a day. The couple was convinced to invest tens of thousands in inventory. In the end, sales never took off and they lost about $40,000, their entire savings (The Men Peddling the 'Secrets' to Getting Rich on Amazon - The Atlantic). The coaches’ promises turned out empty, and many other students reported similar outcomes. Expert insight: E-commerce analysts pointed out that these courses oversimplified a very competitive business – success in Amazon retail is possible but far from easy or passive. As the article’s title wryly put it, this is “How to Lose Tens of Thousands of Dollars on Amazon” (The Men Peddling the 'Secrets' to Getting Rich on Amazon - The Atlantic). This case underscores how *fake gurus monetize the idea of a booming trend (in this case, Amazon’s growth) rather than actual expertise in it.

• Case Study – Instagram “Flex” Gurus: The Instagram account @BallerBusters emerged as a vigilante effort to call out fake entrepreneurs. As reported by The New York Times and summarized by InsideHook, BallerBusters identified “young business gurus” on Instagram who posed with leased Lamborghinis, stacks of cash, and other luxury trappings, dubbing them #FlexOffenders (This Instagram Account Is Busting Fake Entrepreneurs and Scammers - InsideHook). These individuals typically sold mentorship or classes promising followers they could become equally wealthy. An expert commentator in the piece likened them to “snake-oil salesmen” and noted “They’re preying on kids who want to become entrepreneurs…offering mentorship in exchange for thousands of dollars and not delivering on their promises.” (This Instagram Account Is Busting Fake Entrepreneurs and Scammers - InsideHook). This social media exposure led some influencers to deactivate or apologize, and at least brought broader media attention to the issue. Expert insight: Jason Wong, a 22-year-old legitimate entrepreneur interviewed in the piece, highlighted that flashy lifestyle posts alone are a red flag – real success is often quieter. He and others advise young people to vet the actual business achievements of anyone selling advice, rather than being seduced by Instagram images (This Instagram Account Is Busting Fake Entrepreneurs and Scammers - InsideHook).

• Case Study – Multi-Level Marketing Disguised as Courses: The MOBE case (My Online Business Education) is a cautionary tale of a large-scale scheme that was essentially a pyramid selling system hidden behind course materials. From 2013 to 2018, MOBE enticed people with a $49 starter program and free workshops, then upsold them on membership tiers costing $1,000, $5,000, up to $25,000 for elite “Diamond” access (Federal Trade Commission Returns More Than $23 Million To Consumers Deceived by Online Business Coaching Scheme MOBE | Federal Trade Commission). Each upgrade was sold as necessary to unlock higher income potential. However, as the FTC alleged, MOBE’s “proven 21-step system” ultimately told people the way to make money was to recruit others into buying the same memberships (Federal Trade Commission Returns More Than $23 Million To Consumers Deceived by Online Business Coaching Scheme MOBE | Federal Trade Commission). Most people, except those at the very top, lost money – often many thousands of dollars – and some went into debt. The FTC’s lawsuit in 2018 shut MOBE down, calling it a fraud that made “bogus promises” of quick, easy income (Federal Trade Commission Returns More Than $23 Million To Consumers Deceived by Online Business Coaching Scheme MOBE | Federal Trade Commission). Expert insight: Consumer protection experts note that MOBE’s structure is common – it blurs the line between selling education and operating a pyramid scheme. If a course’s primary way for students to succeed is by selling that same course to others, it’s not a legitimate educational product but a chain recruitment scheme. This case emphasizes why buyers must be cautious of any program that continuously upsells and especially those that encourage recruitment; those are strong signs of a pyramid model (When a Business Offer or Coaching Program Is a Scam | Consumer Advice) (When a Business Offer or Coaching Program Is a Scam | Consumer Advice).

• Case Study – Influencer Masterclass Gone Wrong: In late 2018, Aggie Lal (Instagram handle @travel_inhershoes) sold a “Social Media Masterclass” to teach followers how to become travel influencers. With nearly 1 million followers of her own, her credibility seemed high. She charged about $500 for a 12-week online course (Instagram Influencer's $500 Social Media Class, Was a Scam, Students Say - Business Insider). But as the course progressed, many participants were disillusioned. They reported that the content was generic, consisting of basic tips and motivational quotes that one could find for free. Some lessons were delayed or recycled from her free content. Dozens of students took to online forums and social media to voice that they felt scammed, prompting Lal to issue a public apology and offer refunds (Instagram Influencer's $500 Social Media Class, Was a Scam, Students Say - Business Insider). This incident became a talking point in influencer circles about transparency and expertise. Expert insight: Business Insider and other commentators pointed out that having personal success in gaining followers doesn’t automatically translate to being able to teach that skill, especially if the success came from timing or luck. The case also highlighted the need for influencers to not overpromise – Lal had said she would reveal how she went from “broke” to “six-figures,” which set unrealistic expectations (Instagram Influencer's $500 Social Media Class, Was a Scam, Students Say - Business Insider). The expert takeaway is that buyers should be wary of courses built around an influencer’s persona rather than a verified method, and creators should ensure they can truly deliver value commensurate with the price.

• Expert Opinion – Academic Perspective: Social psychologists have studied scam victimology and persuasion. One academic analysis titled “Weapons of Influence Misused: Why People Fall Prey to Internet Scams” concludes that scammers systematically apply Cialdini’s six principles of persuasion (liking, authority, scarcity, social proof, reciprocity, commitment/consistency) to manipulate victims (Weapons of Influence Misused: A Social Influence Analysis of Why People Fall Prey to Internet Scams | Request PDF). They essentially weaponize normal marketing tactics for nefarious ends. Another insight from psychology is about situational vulnerability: people are more likely to fall for these schemes when under time pressure, in states of emotional stress, or when isolated from second opinions (Why We Fall for Scams). The environment created by fake gurus – high-pressure webinars, urgent countdowns, “don’t tell naysayers who will discourage you” – fosters exactly those conditions. Consumer psychologists advise that awareness of these techniques can help individuals resist; much like knowing a magician’s trick spoils the illusion, knowing that a limited-time offer or a too-perfect testimonial is a manipulation can empower potential buyers to pause and think critically.

• Expert Opinion – Industry Insiders: Interestingly, even within the online course industry, many legitimate course creators have spoken out. Alexander Young, an education entrepreneur, noted that many top-selling “gurus” make far more money from selling courses than from practicing what they teach (Online Courses from Fake Gurus | Alexander Young). He and others emphasize checking whether the teacher’s income or success actually stems from the field in question or just from course sales. Some industry veterans call for self-regulation: for example, platforms could ban earning claims unless backed by evidence, or introduce verification for instructors. However, there’s also recognition that courses and coaching can be immensely valuable when done ethically – the goal is not to malign all online education, but to separate the wheat from the chaff. Academic experts suggest more collaboration between consumer protection agencies and online platforms to flag suspicious patterns (like an account that suddenly posts luxury photos and sells expensive courses with generic content). Moreover, financial educators say enhancing the public’s financial literacy and skepticism is key – teaching people basic principles like “if it sounds too good to be true, it probably is” and how to research before buying.

These case studies and expert voices reinforce the patterns discussed earlier, and they offer real-world context: behind every statistic of loss is a person who hoped for a better future, and behind every scam exposed is a lesson that can educate others. The consensus among experts is that a combination of buyer vigilance, community exposure of frauds, and stronger enforcement is needed to curb the fake guru epidemic.

6. Solutions and Consumer Protection Strategies

Combating the scourge of fraudulent course-sellers requires a multifaceted approach. Below, we outline potential solutions and protective measures involving regulators, industry platforms, and consumers themselves:

Regulatory Measures:

• Stricter Enforcement of Advertising Laws: Regulators can step up enforcement of truth-in-advertising rules, especially regarding earnings claims and credentials. For instance, requiring that any advertised income claims be accompanied by verifiable data or disclaimers about typical results would make it harder for gurus to flaunt false numbers. The U.S. FTC has been active in this area – beyond suing individual scammers, it introduced a new rule banning fake reviews and testimonials in 2024, allowing the agency to seek penalties against those who buy or sell phony endorsements (Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials | Federal Trade Commission). This should help curb the rampant use of fabricated success stories. Governments could also update “business opportunity” regulations to cover online courses that function like biz-ops, compelling these sellers to provide disclosure documents (including average outcomes for students, refund policies, etc.) to prospective buyers. Ensuring that large-scale fraud cases (like MOBE or Ganadores) result in not just fines but also permanent bans from related business, as was done by the FTC (FTC Action Leads to Ban for Ganadores Real Estate and Income Scam, its Owner, and Managers | Federal Trade Commission) (FTC Action Leads to Ban for Ganadores Real Estate and Income Scam, its Owner, and Managers | Federal Trade Commission), is key to preventing repeat offenders.

• Cross-Border and Platform Collaboration: Many fake gurus operate via global social media platforms and payment processors. Regulatory agencies in different countries should collaborate to share information and jointly take down international schemes. Pressure can also be applied to platforms like Facebook, YouTube, and Instagram to tighten their ad policies. For example, disallowing advertisements that guarantee specific financial outcomes or that use obviously fake stock photos of mansions could filter out some scams. Some platforms have implemented policies against “get-rich-quick” ads, but consistent enforcement is needed. Payment processors (PayPal, Stripe, etc.) could flag accounts with unusually high chargeback rates or refund demands, which are often indicative of unsatisfied customers of a scam, and freeze funds pending investigation. These steps require overcoming jurisdictional hurdles and the anonymity that internet marketing can afford, but technology (AI-driven content moderation, user reporting tools) can aid in identifying fraud patterns.

• Legal Accountability for Influencers: One emerging solution is holding influencers and affiliates accountable for what they promote. In some jurisdictions, if an influencer knowingly promotes a scam course for commission, they could be seen as aiding and abetting fraud. Making a few high-profile examples of enforcement in this vein could deter others. Additionally, introducing or enforcing licensing for certain types of coaching could be explored – for instance, financial coaching or investment training could require a certification similar to how financial advisors need licenses. This is tricky to implement globally but could start on national levels or through voluntary certification bodies that become gold standards.

Industry Self-Regulation:

• Certification and Quality Seals: The e-learning industry and professional associations could develop certification programs for online coaches/trainers. For example, an association of business coaches might offer a credential that requires demonstration of real business success and adherence to an ethical code. While scammers could still ignore these, a “Seal of Approval” system could help consumers identify reputable educators. Udemy, Coursera, and other platforms might highlight instructors who have verified credentials or partner with trusted institutions. Similarly, affiliate networks could refuse to work with merchants who don’t meet transparency standards.

• Refund and Satisfaction Guarantees: Reputable course platforms often offer money-back guarantees if a student is dissatisfied. Industry best practices could make such guarantees standard. If consumers know they can get a refund within 30 days no-questions-asked, the risk of trying a course is lower and scammers have more to lose (since they often won’t be able to fulfill quality expectations, they’d face mass refunds). Some scams tried to avoid refunds with tricks (like Ganadores only giving 3 days in fine print) (FTC Action Leads to Ban for Ganadores Real Estate and Income Scam, its Owner, and Managers | Federal Trade Commission); industry norms should push for clear, fair refund policies. Payment intermediaries can assist by honoring valid disputes – for instance, if many customers report “product not as described,” that’s grounds to claw back funds.

• Community Policing and Whistleblowing: As seen with BallerBusters and YouTube channels like Coffeezilla that expose fake gurus, the community can self-regulate by outing scammers publicly. While defamation concerns mean one must be careful and factual, simply sharing experiences and reviews online is powerful. Industry forums (e.g., subreddits like r/Entrepreneur or r/Scams) and review sites can act as an early warning system. The industry could facilitate this by creating centralized review databases for courses – akin to Yelp but for online trainings – so that before purchasing, a consumer can see aggregated feedback. If such platforms exist and gain trust, it becomes harder for a scam to sustain itself under the glare of negative reviews (assuming those reviews can be trusted to be genuine, which ties back to cracking down on fake positive reviews (Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials | Federal Trade Commission)).

Consumer Education and Awareness:

• “Red Flag” Education: A crucial defense is teaching consumers how to spot the warning signs of a fraudulent course. Some common red flags include: guarantees of success or unusually high returns, pressure to act immediately, lack of clear explanation of the business model or technique, the seller avoids or deflects detailed questions, upsells that keep asking for more money, or an instructor’s background that doesn’t check out. As the FTC advises, read success stories with skepticism – they might be fake or not typical (When a Business Offer or Coaching Program Is a Scam | Consumer Advice). If an offer claims you don’t need experience or skills and yet can get rich quick, that’s inherently suspicious (When a Business Offer or Coaching Program Is a Scam | Consumer Advice) (When a Business Offer or Coaching Program Is a Scam | Consumer Advice). Consumers should also be wary of any program that discourages seeking outside counsel (a legitimate educator won’t mind you thinking it over or consulting others, but scammers often isolate their marks).

• Practical Steps for Consumers: Authorities and consumer advocacy groups recommend concrete steps before buying into a course. These include: Take your time – don’t let anyone rush you into paying (When a Business Offer or Coaching Program Is a Scam | Consumer Advice). Talk to someone you trust about the opportunity; a third party can often spot inconsistencies or emotional manipulation that you might miss when excited (When a Business Offer or Coaching Program Is a Scam | Consumer Advice). Research the guru and program online – a quick search for “[Name] + scam” or “[Program] reviews” can be illuminating (When a Business Offer or Coaching Program Is a Scam | Consumer Advice). Often, if it’s a scam, others will have posted warnings. Check credentials – if someone claims to be a trading expert or a certified trainer, verify those claims independently (When a Business Offer or Coaching Program Is a Scam | Consumer Advice). If they say they worked for a big company or had a successful startup, look for evidence. Be ready to walk away when upsold – many scams hook you with a small fee then keep upselling; know that you don’t have to keep investing just because you already paid something (avoid the sunk cost fallacy). The FTC bluntly suggests: if a coach asks for more money to “really” make you succeed, stop and reconsider, as it’s likely a scam (When a Business Offer or Coaching Program Is a Scam | Consumer Advice).

• Financial Literacy and Skepticism: Incorporating basic financial literacy in education can help future consumers recognize too-good-to-be-true pitches. Understanding concepts like risk, realistic investment returns, and business failure rates provides a mental check against wild success claims. For example, if one knows that most small businesses don’t profit in their first year, a course promising a profitable business in 30 days would ring alarm bells. Encouraging a healthy skepticism doesn’t mean discouraging ambition – it means channeling ambition into paths that have verified success rates (like accredited courses, mentorship from known experts, etc.). A mindset of “show me the evidence” can be taught: before believing a claim, look for proof (tax records, customer outcomes, third-party endorsements).

• Seeking Alternatives: Prospective learners should be informed about the abundance of free or low-cost legitimate resources available. Many scams thrive because people are unaware that the knowledge they seek might be freely accessible in library books, reputable YouTube tutorials, or inexpensive courses from community colleges or platforms like Coursera. By pointing them to these resources, we reduce the allure of the $2000 mystery course. Additionally, non-profit organizations and government agencies often provide free entrepreneurship training (for example, the U.S. Small Business Administration and SCORE offer free mentoring (When a Business Offer or Coaching Program Is a Scam | Consumer Advice)) – consumers should be made aware of these options before paying an unvetted private guru.

Collective Action – Towards a Solution: Ultimately, combating fraudulent course-sellers will require collective effort. Regulators must keep pace with evolving scam tactics (for instance, keeping an eye on AI-generated fake gurus or deepfake testimonials in the future). The industry must clean house by promoting integrity and possibly shunning peers who engage in deceit. Consumers, on their part, should cultivate caution and share information about bad actors. Media exposés and legal actions have started to shine light on this trend, which is a positive development; sustained public awareness campaigns can further immunize people against falling prey.

In the long run, success can be measured by a decline in the prevalence of such scams and restoration of trust in online learning. When people can confidently pursue self-improvement or business education without fear of being duped, the legitimate digital education market will thrive and the charlatans will find it harder to profit. It’s a challenging road – as long as economic dreams exist, some will try to exploit them – but with robust education, enforcement, and ethical standards, the fake gurus can be exposed for what they are and marginalized.

Conclusion

The phenomenon of online “fake gurus” selling courses under false pretenses is a complex interplay of modern internet culture, age-old persuasion tactics, and regulatory gaps. This report has dissected the trend across affected industries, examined the psychological hooks that draw consumers in, and analyzed the fallout on both personal finances and market trust. The case studies – from Amazon schemes to Instagram scams – illustrate that while technology and platforms are new, the core scam is reminiscent of classic confidence tricks: selling the illusion of success.

In addressing this issue, a scientific and neutral analysis reveals that no single solution will suffice. It requires raising the bar on ethical conduct in the online education space and empowering consumers with critical thinking tools. Encouragingly, steps are being taken: authorities like the FTC are actively pursuing fraudulent course operators and enacting rules against deceptive reviews (Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials | Federal Trade Commission); communities online are increasingly quick to call out dubious claims; and prospective students are becoming more savvy about vetting opportunities.

For genuine educators and coaches, the challenge is to differentiate themselves by transparency and honesty, proving that not all online courses are scams. For policymakers, the mission is to update consumer protection frameworks to the digital age, without stifling the positive aspects of e-learning innovation. And for consumers, the takeaway is clear: maintain a healthy skepticism, do thorough research, and remember that real success – whether in business, finance, or fitness – usually requires time, effort, and legitimate learning, not just a one-time purchase of “secret” knowledge. In the end, the adage holds true: if someone is promising an easy path to wealth or success that seems too perfect, it warrants very careful scrutiny – because the only person guaranteed to get rich quick from a fake guru’s course is usually the guru themselves.

References:

1. Alana Semuels. “How to Lose Tens of Thousands of Dollars on Amazon.” The Atlantic, Jan 2, 2019 (The Men Peddling the 'Secrets' to Getting Rich on Amazon - The Atlantic) (The Men Peddling the 'Secrets' to Getting Rich on Amazon - The Atlantic).

2. Will Patrick. “A Plague of Gurus: How the Internet Was Flooded With Fake Success.” willpatrick.co.uk, Jan 25, 2022 (A Plague of Gurus: How the Internet Was Flooded With Fake Success - Will Patrick) (A Plague of Gurus: How the Internet Was Flooded With Fake Success - Will Patrick).

3. Kayla Kibbe. “This Instagram Account Is Busting Fake Entrepreneurs and Scammers.” InsideHook (summarizing NY Times), Nov 12, 2019 (This Instagram Account Is Busting Fake Entrepreneurs and Scammers - InsideHook) (This Instagram Account Is Busting Fake Entrepreneurs and Scammers - InsideHook).

4. Federal Trade Commission. “FTC Returns Additional $25 Million to Consumers Who Lost Money to Business Coaching Scam.” Press Release, Dec 8, 2021 (FTC Returns Additional $25 Million to Consumers Who Lost Money to Business Coaching Scam | Federal Trade Commission).

5. Federal Trade Commission. “Federal Trade Commission Returns More Than $23 Million To Consumers Deceived by Online Business Coaching Scheme MOBE.” Press Release, Apr 5, 2022 (Federal Trade Commission Returns More Than $23 Million To Consumers Deceived by Online Business Coaching Scheme MOBE | Federal Trade Commission) (Federal Trade Commission Returns More Than $23 Million To Consumers Deceived by Online Business Coaching Scheme MOBE | Federal Trade Commission).

6. Federal Trade Commission. “FTC Action Leads to Ban for Ganadores Real Estate and Income Scam, its Owner, and Managers.” Press Release, Jan 17, 2024 (FTC Action Leads to Ban for Ganadores Real Estate and Income Scam, its Owner, and Managers | Federal Trade Commission) (FTC Action Leads to Ban for Ganadores Real Estate and Income Scam, its Owner, and Managers | Federal Trade Commission).

7. Federal Trade Commission. “Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials.” Press Release, Aug 14, 2024 (Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials | Federal Trade Commission) (Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials | Federal Trade Commission).

8. Consumer FTC.gov Advice. “When a Business Offer or Coaching Program Is a Scam.” (n.d.) (When a Business Offer or Coaching Program Is a Scam | Consumer Advice) (When a Business Offer or Coaching Program Is a Scam | Consumer Advice).

9. Verywell Mind – Scott Bea, PsyD. “There’s a Reason Even The Smartest People Fall For Scams.” VerywellMind.com, Oct 30, 2024 (Why We Fall for Scams) (Why We Fall for Scams).

10. ResearchGate (Guadagno et al.). “Weapons of Influence Misused: A Social Influence Analysis of Why People Fall Prey to Internet Scams.” (2014) (Weapons of Influence Misused: A Social Influence Analysis of Why People Fall Prey to Internet Scams | Request PDF).

11. Cardiff University Journalism. “Only 16.4% of fitness influencers have qualifications… Is there a need for further regulations?” Life360, Sep 28, 2022 (“It’s a challenging industry": the training of fitness influencers - Life360) (“It’s a challenging industry": the training of fitness influencers - Life360).

12. Kelly McLaughlin. “An Instagram influencer’s $500 social media class was a scam, students say.” Business Insider, Dec 14, 2018 (Instagram Influencer's $500 Social Media Class, Was a Scam, Students Say - Business Insider).