By Amira · Trust Report Canada · October 2026
If you clicked the website on Alice Cadwell’s Facebook profile (wiki entry) (October 23, 2026 update: the profile is no longer available on Facebook), you landed here. The address never led to Alice, because there is no Alice. Here is what the profile is made of.
The profile, captured October 19, 2026.
The badge
Alice has Meta’s blue check. Hover over it and Meta explains that verified accounts “can be Meta Verified subscribers or notable persons or brands.” Meta Verified is a paid monthly subscription.
The badge says someone paid or qualified. It does not say a woman named Alice Cadwell exists.
Meta’s own description of the badge, shown on the profile.
The face
Alice’s profile photo is a published 2022 photograph of Joan MacDonald, the Canadian fitness creator who started training at 70 and now runs Train With Joan. Same photo, cropped tighter.
Left: the photo on the Alice Cadwell account. Right: the same photograph as published of Joan MacDonald in 2022. Photo comparison: Open Source Scrutiny.
The life
On September 6, Alice posted about finally settling into a new home after 25 years in the old one.
The room belongs to Bobbi Brown, the makeup artist and founder. She posted it on Instagram on June 29, 2022 with nearly the same words. Alice’s version keeps the shelves, the frames, the floor and the chair, and puts an AI-generated woman who resembles Joan in Bobbi’s seat.
Alice Cadwell, September 2026.
Bobbi Brown, June 2022.
“We’re finally settling in to our new home after moving from our previous house of 25 years!” (Alice, 2026)
“My husband and I are finally getting settled into our new home after leaving our previous home of 25 years.” (Bobbi Brown, 2022)
The food
Alice’s cover photo of meal-prep containers belongs to Trifecta Nutrition. The image file on Alice’s profile still carries Trifecta’s copyright tag in its metadata, and the same photo heads Trifecta’s 14-day keto meal plan article.
Alice’s cover photo. Photo: Trifecta Nutrition.
The file’s own metadata: “Copyright: Trifecta Nutrition.”
The job
So what does Alice do? She comments on Facebook ads for RankScore, an AI SEO tool sold by Gulf Coast Brands LLC. She leaves the same review, nearly word for word, on ad after ad:
“This is my favorite SEO tool. I’ve been using it on a friends lifestyle site and she’s seeing a lot more traffic…”
The advertiser’s own account replies to thank her for the “great review” and the “kind feedback.”
Comments on RankScore’s ads. Facebook showed them as 8 weeks, 7 weeks, 5 days and 4 weeks old when we captured them on October 19, 2026.
RankScore sells for a $99 “lifetime deal.”
The website
The profile lists alicecadwell.com as Alice’s website. On October 19, 2026, nobody had registered it, so we did. It now points to this page. The Internet Archive has one visit to the address, in 2023, with no page saved. Public records don’t show whether anyone held it before.
Spotting the next Alice
None of this took special tools. Alice came apart with free websites and a few minutes of curiosity, and you can do the same the next time a glowing comment under an ad feels a little too perfect.
- Search the photo. Save or screenshot the profile picture, then upload it to Google Lens or TinEye. Both show where else that image appears online. If it belongs to someone with a different name, that’s your answer.
- Visit the website. Real businesses usually have one that works. If the link on a profile goes nowhere, or to someone else, be curious about why.
- Read the other comments. If the same person leaves the same review under several ads, it’s worth a second look.
- Tap the badge. A blue check means a paid subscription or a notable account. It isn’t a background check.
If you find a profile like Alice, you can report it to Facebook from the three-dot menu on the profile. There is more in our guide, Protect yourself.
Don’t be fooled
A made-up customer in an ad’s comments is cheap to create and hard to spot. This one borrowed two real women’s lives to sell a $99 subscription. The same method sells supplements, investments and opinions.
We found no sign that Joan MacDonald or Bobbi Brown is connected to this account. Their photos and words were used without them.
Why now
In Canada, the Competition Bureau treats fake reviews made to look like independent opinions as a deceptive marketing practice, and the Competition Act limits how testimonials can be used in advertising.
As part of Maple Disruption 2026, the RCMP is asking Canadians to share suspicious texts, calls, emails and websites, so the tools behind them can be taken offline. The RCMP calls this “fraud disruption.” The first Maple Disruption, in December 2025, brought the RCMP and the Canadian Anti-Fraud Centre together with more than 25 partners. We’ve stepped up our own work in response to this year’s call.
Alice is the first we’re publishing. She is not the last.
What we checked
| Claim | Status | Source |
|---|---|---|
| Profile photo is Joan MacDonald’s 2022 photograph | Verified | Reverse image search, visual comparison |
| September 6 room and caption match Bobbi Brown’s June 29, 2022 post | Verified | instagram.com/p/CfZbGNpLQoM |
| The September 6 photo is AI-generated | Assessed | Visual artifacts: unreadable book lettering, smeared frames, malformed hands and feet |
| The woman in that photo resembles Joan MacDonald | Assessed | Visual comparison |
| Cover photo is Trifecta Nutrition’s, with Trifecta copyright metadata | Verified | File metadata; trifectanutrition.com article image |
| Same review posted on several of RankScore’s ads; RankScore’s account replied | Verified | Screenshots, October 19, 2026 |
| RankScore is sold by Gulf Coast Brands LLC | Verified | RankScore’s terms of service; Florida corporate filings |
| Who runs the Alice Cadwell account | Unknown | Not public |
| Whether alicecadwell.com was registered before 2026 | Unknown | Registry history isn’t public; one empty 2023 archive visit |
Get in touch
- Spotted a mistake? Tell us and we’ll correct it. See Corrections.
- Seen another Alice? Send us the profile. See Send us a tip.
- Journalists: we can share more than fits on this page.
- Brands: if your products, photos or name are turning up somewhere they shouldn’t, we can help protect them.
Have something to share, but would rather not go to the RCMP yourself? Send it to us at [email protected]. We’ll look into it and bring what we find to the people who can act on it. Your name stays out of anything we pass on.
You can also report directly through Canada’s official Report Cyber and Fraud system. If you’ve lost money, please report it there and to your local police as well.