“TikTok’s largest weight loss advertiser, Kilo Group, is dumping money into predatory scams targeting users, particularly women, despite violating the platform’s own content guidelines. These ads promise unrealistic weight loss and extreme body changes, all while trying to trap users into auto-renewing subscriptions — fitting the Better Business Bureau’s profile of a weight loss scam.
Lithuania-based digital “wellness” conglomerate Kilo Group spent $4.3 million on TikTok advertisements between November 1, 2022, and January 7, 2023, making the company the biggest fitness and weight-loss advertiser on the platform during that period. This latest analysis is based on data from Pathmatics, a company that tracks digital marketing data and captures ads appearing in TikTok’s For You tab.
Kilo Group spends the bulk of its TikTok advertising budget on two of its weight loss subsidiary companies, Beyond Body and ColonBroom. Both companies utilize similarly misleading marketing tactics by promising rapid weight loss and body transformations.”
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