Whilst Martin Lewis' image and reputation was used by scammers to add authenticity to their scams people should be mindful that even if a celebrity is knowingly giving an endorsement it can still be a scam. When considering an investment opportunity always seek independent professional advice.
An off plan property scam in Spain I worked on some years back saw sports celebrities offered an apartment at the 'would-be' spa and sports complexes as payment for their endorsement. It soon unravelled that this was a ruse to appear to instil credibility and gain publicity to the scam in a bid to increase 'sales' from the general public.
Martin Lewis, the consumer advice and money-saving expert, is suing Facebook for defamation after it published dozens of fake adverts featuring his face and name. He is seeking exemplary damages in the high court, arguing that Facebook failed to prevent or swiftly remove false advertising that has both tarnished his reputation and lured unwitting victims into costly scams. Lewis said he would not profit from any damages won, which he would donate to charities combating fraud, but that he hoped the action would prompt the site to stamp out scam adverts.