1. Legal Consequences: Regulatory bodies like the Federal Trade Commission (FTC) can penalize companies for using deceptive marketing practices. 2. Brand Damage: Once customers discover that a company has used fake proof, it can severely damage the brand's reputation. 3. Loss of Trust: Trust is hard to rebuild once lost. Using fake proof can lead to a long-term loss of customer trust. 4. Negative Publicity: The exposure of fake proof can lead to negative publicity, which can be detrimental in the age of social media.