In a world where we’re driven by results, our choices are fueled by proof that whatever we’re choosing – whether it purchasing an item or investing in products and programmes – will deliver those results. Studies have shown that 91% of consumers between the age of 18 to 34 rely heavily on online reviews and place as much trust in them as recommendations from friends. As such, consumers rely on reviews and proof of results before choosing to purchase from or engage certain businesses. However, it is also common to use familiar faces (celebrities, Key Opinion Leaders, public figures) to gain the trust of consumers. Unfortunately, for Malaysian singer Aishah, recent images of her weight loss journey has been misused by two separate businesses looking to ride on her fame and progress to promote their own businesses. Well, the 55-year-old Negeri Sembilan native is not letting this happen.
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The ‘Janji Manismu’ singer slammed the business owners for duping potential customers. In a caption on Instagram, she asserted:
“Please do not use pictures of my weight loss journey to promote your program. This is misleading, as if I lost weight because I followed your programme. Those who follow me know about my journey with lose weight and it started with Bariatric Surgery. Shame on you for manipulating my weight loss journey to use in implying that I had a weight loss coach such as yourself.”
Aishah, born Wan Aishah Binti Wan Ariffin, had undergone bariatric surgery in early 2018. This medical procedure helps one lose weight by making changes to one’s digestive system. Some types of bariatric surgeries make your stomach smaller, allowing you to eat and drink less while making you feel full sooner. With that being said, Aishah wants people to know that her weight loss had nothing to do with “coaches” or “dieting products” as flaunted by the two businesses misusing her image.
“Here is the thing, if you do business, you must have work ethics. Do not steal other people’s testimonials because your testimonials aren’t good enough. If you want to do business, practice being professional and ethical. I think it is inappropriate when a weight loss health coach puts a picture of my before and after progress from Instagram, tells a ‘story’ about my weight loss journey and adds his number at the bottom as if he were my weight loss coach.”
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The ‘Don’t Let Me Fall Alone’ singer stood her ground on her decision to call out the misuse of her image, stating:
“I pity the people who read the status without knowing that I have undergone surgery and enrolling with coaching only to fail to get results. What happens then? I worry that I may be wrongly blamed and thus, I am very particular about things like these.”