Placebos only work if the people think they’ll work. Funnily enough, it is possible to be aware something is a placebo and still expect it to work, but generally placebos involve some deception where the person thinks they’re receiving real treatment.
So yes, people selling homeopathic remedies are going to claim they’re real treatments, both to convince people to buy them, and because they’ll be most effective if people think they’re real. And the people buying them will also be the people who believe they’re actually effective, causing them to actually have an effect.