The dangers of false cancer cures: a warning inspired by the Netflix-series Apple Cider Vinegar

Earlier this year, Netflix released Apple Cider Vinegar, a series that captivated over 12 million viewers within its first three weeks and more than 18 million viewers so far. But beyond its polished storytelling lies a deeper message about the seductive nature of false hope in cancer treatment.

The series, based on true events, follows two young women in the world of wellness influencers, portraying how their strong and empowering messages of natural remedies can lead to deception. At the heart of the story is Belle Gibson, an Australian influencer who built a wellness empire by claiming to heal her malignant brain tumour through alternative medicine. But as viewers learn, Belle never had cancer: “This is a true story based on a lie.”

The show also features Milla, a character inspired by Jessica Ainscough, a real-life wellness blogger known as “The Wellness Warrior”. Diagnosed with sarcoma at 22, she rejected conventional treatments and embraced controversial alternatives like Gerson therapy, a harsh regimen of strict vegetarian diets and daily coffee enemas, claimed to ‘cleanse’ the body. Despite her commitment to these methods, Ainscough passed away at age 29, six years after abandoning chemotherapy for unproven treatments. Her story serves as a sad reminder that hope without scientific evidence can come at a tragic cost.

Why false cures gain traction

Misinformation about cancer treatments does not spread because people are naive, it spreads because people are hopeful. A cancer diagnosis is life-shattering, and the promise of simple, natural cures can feel like a lifeline. The idea that something as simple as apple cider vinegar could cure cancer is comforting. But it is also misleading.

The wellness industry thrives on stories like Belle's and Milla's. Influencers without medical credentials recommend diets, supplements, and detoxes that claim to heal the body. And millions listen. After watching influencers, many will try it themselves and blindly place trust in strangers on the internet.

While influencers often profit from their advice, it doesn’t always feel like a scam. They are relatable, engaging, and they present themselves as friends. That’s why it is so easy to blur the line between entertainment and expert advice. But often, behind every post, every link, there is a financial incentive, whether it is a supplement, a book, an app, an advertisement or a wellness retreat.

The scale of cancer misinformation: wellness influencers today

It is nearly impossible to quantify the number of wellness influencers spreading health advice online, as anyone with a mobile phone and a social media account can start their own channel and claim expertise. Estimates suggest there are tens of thousands of health and wellness influencers globally, with platforms like Instagram and TikTok hosting countless accounts dedicated to ‘natural healing’. The global wellness industry, valued at USD 6.3 trillion in 2023, fuels this influencer boom.

While some influencers offer valuable advice, many lack medical credentials, and their personas can blur the line between entertainment and expertise. These creators often form communities, amplifying their own unverified claims about cancer cures. The massive volume of these voices, combined with online anonymity and little legal oversight, makes it very hard to track or shut down these accounts, thereby leaving patients vulnerable to a flood of misleading advice.

Our fight against misinformation

At Anticancer Fund, we are confronted with questions about fake news every day. From influencers promoting detox diets, expensive private clinics claiming to give you the wonder cure, to celebrities endorsing veterinary medicines, such as ivermectin, as a cancer cure, the noise is everywhere.

Therefore, we keep on providing you with information about specific unproven therapies that become hot on social media, thereby always emphasizing the importance of rigorous research before any treatment is recommended. We also offer resources for patients navigating their treatment decisions. Our My Cancer Navigator service provides evidence-based answers, helping patients make informed choices rather than relying on viral trends or miracle cures.

How to spot false cancer cures?

So, how do we protect ourselves and others? The answer lies in media literacy. Before following health advice from an influencer, ask yourself: Who benefits? Is this backed by science? What do medical professionals say?

Cancer is complex. Treatments like chemotherapy, immunotherapy, and targeted therapies are the result of decades of rigorous research. They aren’t perfect, but they’re the best tools we have. The idea that a single, natural remedy could replace this complexity isn’t just unrealistic, it is extremely dangerous.

The healthcare system has its flaws, but seeking care from trained professionals remains the safest choice. A qualified oncologist is definitely more trustworthy than someone whose credentials are built on hashtags and number of followers.

A path forward

Apple Cider Vinegar is more than a series; it’s a mirror reflecting our collective vulnerability. As someone who found the show captivating, I also found it unsettling. Its emotional pull reminded me how easily hope can be weaponized. Let Apple Cider Vinegar serve as a cautionary tale. It is okay to hope, but let’s make sure our hope is grounded in science, so it can fuel innovation, leading to a real path forward for patients. And if you are ever unsure about a treatment you have heard about, or you just need help navigating your treatment options, reach out to us. We are here to help you.