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In March 2017, an assortment of dubious online advertisements masquerading as People articles declared that Joanna Gaines, costar of the HGTV home improvement series Fixer Upper, is suing to break her contract. The ads claimed that Gaines, who hosts the show with her husband, wanted to leave Fixer Upper to start her own cosmetics line: The article went on to promote VLamorous, a purported anti-aging serum. Another version of the scam hawks a product allegedly created by Gaines called Bella Serata Anti-Aging Serum (the text is otherwise identical). The ads prompted a spate of rumors that Gaines is abandoning the popular TV show and questions from concerned viewers. Gaines responded to these in a 21 April 2017 blog post entitled Don't Believe Everything You Read: As often happens, however, the false reports continued to propagate via social media, eliciting this taciturn tweet from Chip Gaines a few weeks later: However, just shy of five months later, the Gaineses announced on their blog that they would be quitting Fixer Upper at the end of season five, which is scheduled to begin airing on the HGTV network in November 2017: They did not specify their reasons for leaving the show.
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