Direct Selling Self-Regulatory Council Recommends APLGO Discontinue Certain Earnings Claims
McLean, VA – December 15, 2025 – The Direct Selling Self-Regulatory Council (DSSRC) of BBB National Programs recommended that APLGO US, LLC modify or discontinue certain earnings claims shared by salesforce members on Facebook, Instagram, and on APLGO’s website.
The advertising claims were made by APLGO, a direct selling company that manufacturers and markets health and wellness products. This inquiry, which included 13 claims, was commenced by DSSRC through its ongoing independent monitoring of advertising and marketing claims in the direct selling industry.
In this case, DSSRC was concerned that the subject claims communicated the message that APLGO salesforce members can generally expect to earn significant income and rewards from the APLGO business opportunity.
The earnings claims at issue include, but are not limited to:
Upon receiving the inquiry, APLGO did not attempt to substantiate the earnings claims and instead, took immediate action to address DSSRC’s concerns. APLGO was able to work with its salesforce members to remove 11 of the 12 social media posts at issue, and communicated to DSSRC that it had reached out to the salesforce member responsible for the remaining post still available to the public to request that it be removed. In addition, APLGO notified Facebook that the post was unauthorized and requested that it be disabled on the platform.
Additionally, DSSRC advised APLGO to post a comment in the applicable section of the post informing the public that the earnings claim was not authorized.
Regarding the one remaining online post on the APLGO website, DSSRC concluded that in the context that the claim is presented, reference to APLGO Ambassadors earning a trip to Europe could be reasonably interpreted by consumers and prospective salesforce members as meaning that the incentive trip is free in its entirety and, if this is not the case, DSSRC recommended that the claim be removed or, alternatively, qualified by including a clear and conspicuous disclosure in close proximity to the triggering incentive claim indicating the number of salesforce members who have earned incentive trips in the past.
In its statement, APLGO said it “is profoundly grateful to the Direct Selling Self-Regulatory Council (DSSRC)” and that it “will continue to carefully scrutinize all of its marketing resources and those of its associates that include income and opportunity claims to insure compliance with state and federal laws.”
All BBB National Programs case decision summaries can be found in the case decision library. For full text of DSSRC decisions, visit the DSSRC Cases and Closures webpage.
The advertising claims were made by APLGO, a direct selling company that manufacturers and markets health and wellness products. This inquiry, which included 13 claims, was commenced by DSSRC through its ongoing independent monitoring of advertising and marketing claims in the direct selling industry.
In this case, DSSRC was concerned that the subject claims communicated the message that APLGO salesforce members can generally expect to earn significant income and rewards from the APLGO business opportunity.
The earnings claims at issue include, but are not limited to:
- “ If you’re serious about growth and financial freedom, this is an opportunity you don’t want to miss.”
- “From financial freedom to personal growth, this business has been a game-changer for thousands of people around the world…. Whether you're just starting or looking to scale, APLGO provides unmatched support and a path to financial independence that is achievable for EVERYONE…. whether it’s a side hustle or a full-time career, the opportunities are limitless. ‘financial freedom…#FinancialFreedom’”
- “Whether you want financial freedom, flexibility, or personal growth, APLGO is the path to a brighter future!” AND “Looking for an Elevated Career Path? A job with purpose… A career you can build anywhere.”
- “A compensation plan packed with unmatched bonuses to help you achieve financial freedom… become part of this life changing opportunity” # FinancialFreedom”
- “One thing APLGO gives us is financial freedom. Imagine earning R370K in 3 months.”
- “Women on a mission to build wealth and a legacy, a mission to help others attain financial freedom, mission to heal, mission to work together and build! We are Dreaming again and we have found a vehicle to make them a reality”
- “… makes the first comers incredibly wealthy based on timing and action! …. Join our APLGO family and enjoy more freedom, more financial stability, …. And by ‘wealthy,’ we mean achieving financial freedom...”.
- “AMBASSADORS enjoy significant privileges. Associates who achieve this qualification earn a trip to Europe for two, and admission to all APLGO events are covered by the Company.”
Upon receiving the inquiry, APLGO did not attempt to substantiate the earnings claims and instead, took immediate action to address DSSRC’s concerns. APLGO was able to work with its salesforce members to remove 11 of the 12 social media posts at issue, and communicated to DSSRC that it had reached out to the salesforce member responsible for the remaining post still available to the public to request that it be removed. In addition, APLGO notified Facebook that the post was unauthorized and requested that it be disabled on the platform.
Additionally, DSSRC advised APLGO to post a comment in the applicable section of the post informing the public that the earnings claim was not authorized.
Regarding the one remaining online post on the APLGO website, DSSRC concluded that in the context that the claim is presented, reference to APLGO Ambassadors earning a trip to Europe could be reasonably interpreted by consumers and prospective salesforce members as meaning that the incentive trip is free in its entirety and, if this is not the case, DSSRC recommended that the claim be removed or, alternatively, qualified by including a clear and conspicuous disclosure in close proximity to the triggering incentive claim indicating the number of salesforce members who have earned incentive trips in the past.
In its statement, APLGO said it “is profoundly grateful to the Direct Selling Self-Regulatory Council (DSSRC)” and that it “will continue to carefully scrutinize all of its marketing resources and those of its associates that include income and opportunity claims to insure compliance with state and federal laws.”
All BBB National Programs case decision summaries can be found in the case decision library. For full text of DSSRC decisions, visit the DSSRC Cases and Closures webpage.