How Alex Hormozi stopped fake accounts scamming his customers

When you build an audience of millions on direct, no-nonsense business advice, that trust becomes a target. Alex Hormozi faced a barrage of impersonation accounts on Instagram — profiles using his name, photos and content to pass as him, diluting his brand presence and, far worse, risking his followers being misled and scammed with counterfeit information and fake offers.

Impersonation at this scale can't be fought one report at a time: new accounts appear as fast as old ones are removed. We ran the problem as a program — sweeping for accounts trading on his identity, filing impersonation claims through Meta's dedicated channels with verified identity evidence, and monitoring continuously so each new wave of fakes was caught and filed against before it could build a following.

The result was the outcome that matters for any creator or entrepreneur whose name is the business: his audience could trust that an account claiming to be Alex Hormozi actually was. Impersonation is a permanent feature of fame at scale — which is why detection and rapid takedown, not one-off cleanups, are what actually protect a public figure's name.