Cancer ‘Influencers’ Spreading Misinformation on Social Media, Reports The Times

Social media platforms are becoming breeding grounds for cancer-related misinformation, according to health experts who are increasingly concerned about self-proclaimed cancer “influencers” dispensing unverified medical advice to vulnerable audiences.

A growing number of cancer patients and survivors are turning to platforms like Instagram, TikTok, and YouTube to share their experiences. While many provide genuine support and community for those facing similar diagnoses, some have begun leveraging their following to promote scientifically unsupported treatments, diets, and alternative therapies.

Professor Charles Swanton, chief clinician at Cancer Research UK, warns that this trend represents a dangerous development in healthcare information dissemination. “We’re seeing patients come into consultations having already formed strong opinions based on what they’ve seen online,” he explains. “Some are refusing standard treatments in favor of unproven alternatives they discovered through social media personalities.”

The phenomenon comes amid a broader explosion of health content on social media platforms. The hashtag #cancerjourney has over 1.5 million posts on Instagram alone, while TikTok videos discussing cancer treatments regularly attract millions of views.

One particularly problematic narrative emerging from these online communities is the promotion of “natural” cancer treatments. These often involve expensive supplement regimens, extreme dietary restrictions, or alternative therapies that lack scientific backing. Many influencers claim these approaches cured their cancer or prevented recurrence, despite little evidence to support such assertions.

Dr. Marisa Ryan, an oncologist at London’s Royal Marsden Hospital, has witnessed the real-world impact of this misinformation. “I had a patient with highly treatable breast cancer delay her surgery by three months while following a juice cleanse recommended by someone she followed online,” she recounts. “By the time she returned to conventional care, her cancer had progressed significantly.”

The commercial aspect of these relationships raises additional concerns. Many cancer influencers earn substantial income through affiliate marketing arrangements with supplement companies or alternative therapy providers. These financial incentives create potential conflicts of interest that followers may not recognize.

Social media platforms have struggled to address the spread of health misinformation effectively. While companies like Meta and TikTok have policies against harmful health content, enforcement remains inconsistent. The subjective nature of personal testimonials makes regulation particularly challenging.

“These platforms use algorithms that prioritize engagement,” explains Dr. Seema Yasmin, director of the Stanford Health Communication Initiative. “Content that generates strong emotional responses—like dramatic cancer recovery stories—gets amplified, regardless of its accuracy.”

Medical professionals emphasize that the issue isn’t with patients sharing their genuine experiences but rather with the blurring of lines between personal stories and medical advice. They suggest viewers approach cancer content with healthy skepticism, especially when it contradicts established medical consensus.

For vulnerable individuals navigating a cancer diagnosis, the appeal of these online communities is understandable. Traditional healthcare settings can feel impersonal, while social media offers immediate connection with others facing similar challenges. The intimate, conversational format of platforms like TikTok creates a sense of trust that can sometimes exceed the credibility afforded to medical professionals.

Cancer charities are responding by creating their own social media presence to combat misinformation with evidence-based content. Macmillan Cancer Support now maintains active accounts across major platforms, producing accessible, factual information designed to reach the same audiences targeted by less reliable sources.

Health authorities recommend that patients consult reputable sources such as the NHS website, cancer charity publications, or their healthcare team before making treatment decisions based on social media advice.

“We need to recognize that social media is now part of the patient information ecosystem,” notes Professor Swanton. “Rather than dismissing these platforms, the medical community must engage with them to ensure accurate information reaches those who need it most.”

As the influence of social media continues to grow, the challenge of balancing open information sharing with responsible health communication becomes increasingly urgent—particularly for conditions like cancer, where treatment decisions can have life-altering consequences.