Sometimes I feel like if I do so I’m basically serving as an ad, and I don’t really care for that, especially if later I find that the business was scummy in some ways (which is often the case, especially later as it changes leadership/ownership).
If you do, how do you deal with it?
Easy fix is to talk about your experiences rather than the product itself. If you can see yourself holding a can of non-descript product and smiling at a camera while saying the line, rewrite it. If you can imagine yourself telling your friend about it without them trying to escape, perfect.