Cancer misinformation on social media platforms like TikTok is a growing concern, with a recent study revealing that as many as 81% of cancer cures promoted on the platform are fake. The research, conducted by Dr. Stephanie Alice Baker from City St George’s, University of London, shed light on the prevalence of false information surrounding cancer treatment on TikTok.
The study used an ethnographic approach, allowing TikTok’s algorithm to recommend videos to a user searching for cancer cures. Shockingly, only 19% of the monitored videos contained legitimate medical advice, highlighting the alarming rate of misinformation on the platform. Gen Z, in particular, is at risk as TikTok is a popular source of health information for younger demographics.
Not only are fake cancer cures rampant on TikTok, but creators are also able to profit from spreading misinformation by linking to e-commerce stores selling harmful products like oregano oil, apricot kernels, and even dog dewormer (which is unsafe for human consumption). This financial incentive drives content creators to post increasingly sensational and misleading content, further perpetuating the spread of false information.
Moreover, the study found that fake cancer cure videos on TikTok often lead viewers down a pathway to more extreme and conspiratorial content. Approximately 32% of the videos analyzed used conspiracy theories to legitimize their claims, with some featuring contrarian doctors promoting miracle cures hidden by the government.
The study also highlighted the role of TikTok’s algorithm in radicalizing users through a continuous feed of increasingly extreme content. Users are gradually exposed to more sensational videos, making them vulnerable to radicalization and misinformation.
To conduct the study, a TikTok account was created to search for “cancer cure,” mimicking a user’s research process. The top 50 posts appearing in the search results were collected and analyzed thematically over several weeks, revealing different types of content including personal anecdotes, conspiracy theories, and promotional posts selling products.
Dr. Baker emphasized the urgent need for online regulators to address the proliferation of cancer misinformation on platforms like TikTok. The study, titled “‘Link in bio’: fake cancer cures, radicalization pathways and online harms on TikTok,” is set to be published in “The Impact of Misinformation and Disinformation on a Democratic Society” and is currently available on the SocArXiv preprint server.
In conclusion, the study serves as a stark reminder of the dangers of misinformation on social media platforms and the need for greater regulation to protect users from harmful content. It is crucial for governments and social media giants to work together to combat the spread of false information and prevent the radicalization of vulnerable individuals online.
