Abstract

Cancer-related medical misinformation is a wicked problem, deeply embedded in social, cultural, and technical systems. It represents a deliberate and profit-driven phenomenon, perpetuated by bad actors exploiting online platforms and societal vulnerabilities. Cancer misinformation thrives on information asymmetry, where creators hold an informational advantage over their audience. Bad actors exploit this imbalance by distorting facts and concealing critical context, preying on knowledge gaps and fear and uncertainty following a diagnosis. Drawing from signalling theory, we will explore how misinformation creators mimic trustworthy signals like expertise (e.g., impersonating professionals), consensus (e.g., fake reviews), and familiarity (e.g., mimicking reputable formats), manipulating audiences into accepting their claims as credible. These individuals and organisations manipulate trust, emotions, and gaps in knowledge, fostering harmful behaviours and undermining public health efforts. Social media’s monetisation systems incentivise engagement over accuracy, perpetuating a vicious cycle of distrust in conventional medicine. Cancer misinformation leads to devastating outcomes, including delays in treatment, financial exploitation, and diminished trust in healthcare systems. Understanding medical misinformation tactics and the structural mechanisms enabling misinformation is critical to devising effective interventions that address its root causes. This talk explores the roots, proliferation, and impacts of cancer-related misinformation, focusing on its mimicking of trust signals, dissemination through digital ecosystems, and profound consequences for patients and caregivers.

Zoom link: https://cam-ac-uk.zoom.us/j/83142055830?pwd=tVRAsZyuo4LMFR0RinDBY8YHmpwqTY.1