Bulletproof faces consumer complaint over 'misleading' €10k promise

A group of youths have filed a consumer complaint against social media fitness platform Bulletproof for ‘misleading advertising’, after it failed to choose a winner and pay the promised award of €10,000 for a "life-changing transformation challenge".

Omar Rababah filed a complaint to the Malta Competition and Consumer Affairs Authority (MCCAA) on behalf of around 10 participants on January 6. He insists that he is not interested in the money and plans on donating the money to charity.

Bulletproof told Times of Malta that it decided to close the challenge as it was unable to fairly pick a winner due to the “insufficient transformations” of the participants.

The case dates back to the start of 2025, when Bulletproof launched a challenge for a maximum of 100 people, called Project360, which offered a €10,000 reward to the applicant who made the best overall life-changing transformation in a year.

Over 40 people applied, and they paid a participation fee of €19.90.

The project promised to meet the participants, guide them, and set up a WhatsApp chat between them.

However, last week Rababah posted on Facebook stating that the WhatsApp chat was largely inactive throughout the year, and the Bulletproof team only met the participants once at a villa in Madliena.

When the year ended, and the time came for Bulletproof to pick a winner through public vote and gift the €10,000, this never happened, Rababah said.

“On the day they were supposed to pay [January 1], they said that because there was not enough participation in the group, there is no way for them to choose a winner, as a result, they will not award the prize, but instead return the participation money,” he said.

Rababah insisted that participants worked hard and that lack of promotion does not mean a lack of effort. He also added that there was no condition which states that they were obliged to actively participate, and claimed that they “made this up”.

“In our opinion, this is a case of misleading advertising (because the €10,000 was central to the advert) and Bulletproof failed to honour this obligation,” he said.

“This is not right for the group of youths who worked hard. This is not a matter of money; I am the first to publicly say that if they arrive, they will all be donated to charity - I don’t even want to touch them - this is a matter of justice.”

Bulletproof responds

Meanwhile, Bulletproof has launched a new hundred-day transformation challenge for 2026, upping the prize to €20,000. This challenge has close to 1,000 participants.

In response to the complaint, Bulletproof said it decided to “close Project360 following insufficient transformations within the participants, which transformations were an essential element to keep the project a competitive process as it was intended".

“The challenge could not be concluded in a way that allowed a fair and credible adjudication of a winner,” it added.

Bulletproof said the matter was addressed to all participants of the challenge two weeks ago, and all entry fees were refunded.

“Bulletproof has maintained its commitment to this mission and doubled the prize money to further incentivise its participants to commit to the aim of the challenge,” it said.