Doctors often come across cases where cancer patients quit their medical treatments in favour of alternative therapies, hoping for a cure. This growing issue has been shown in the Netflix show Apple Cider Vinegar, which tells the true story of Belle Gibson an Australian influencer, who falsely claimed she had cured her terminal brain cancer using alternative medicine and a healthy lifestyle.

Considered one of the biggest scams in Instagram’s history, the series sheds light on how social media influencers mislead vulnerable cancer patients into quitting life-saving treatments like chemotherapy. Instead, they promote unproven methods such as drinking juices, following strict diets, and relying on natural remedies to "reverse" cancer. Unfortunately, many patients later realize that without proper medical treatment, they are left with no options and are forced to confront the harsh reality of their worsening condition and impending death.

Doctors told News18 that they deeply connected with the story shown in the series and believed that Belle Gibson’s case was not isolated. Even in India, social media platforms like YouTube, Instagram, and Facebook are flooded with people spreading false, misleading, or unproven health claims. Many cancer patients, desperate for hope, are convinced to reject chemotherapy and other life-saving medical treatments, often leading to tragic and fatal outcomes.

In these situations, influencers with millions of followers do not just mislead the patients themselves but also target their worried family members. These family members, struggling to accept the harsh reality of a cancer diagnosis, are often persuaded to trust alternative treatments that have no scientific backing, putting their loved ones at even greater risk.

A cancer diagnosis brings a lot of emotional stress, making patients and their families easy targets for misinformation. This makes them more likely to trust influencers who sell unproven treatments. A quick Google search will show many websites claiming to cure cancer, even in the last stage, without chemotherapy, radiation, or surgery.

How social media misleads cancer patients

Dr Satya Prakash Yadav, a specialist at Medanta Hospital, shared a sad story about a three-year-old boy with a curable type of blood cancer. The child needed two years of chemotherapy, but after just three weeks, his family stopped the treatment. They were influenced by misinformation and switched to homoeopathy.

Three months later, the boy developed a high fever, and the family returned to Dr. Yadav. Tests showed that the cancer had come back. However, the boy’s father refused to believe it, insisting that his son only had malaria and would continue homoeopathic treatment.

Dr Shikhar Sawhney, a senior cancer surgeon at Amrita Hospital, Faridabad, says that out of every 10 cancer patients he meets, at least one or two have stopped or paused their treatment after believing claims made by influencers or alternative medicine supporters.

“I often see patients delaying or giving up proper treatment after seeing alternative therapies on social media. I understand their desperation, but these choices can have serious consequences,” he said.

By the time they return, their cancer has worsened, and treatment options are fewer. “Their regret is painful to see, but at that point, we are racing against time,” he added.

Dr. Sawhney also said that false information spreads faster than facts. “We try to guide patients with scientific proof, but many are already influenced. Some patients or their families even get aggressive, question medical treatments, and demand miracle cures while rejecting chemotherapy and other proper treatments.”

Dr Pragya Shukla, head of clinical oncology at Delhi State Cancer Institute (DSCI), says that four out of every 10 cancer patients she sees leave their treatment in search of miracle cures.

She explains that this happens in two ways. Some patients trust ‘babas’ who promise to cure cancer without chemotherapy or radiation. “I have seen many such patients return with cancer that has spread to other organs,” she said.

Others are misled by social media influencers who are not real doctors. “These influencers falsely call themselves ‘doctors’ and give wrong advice, making patients stop proper treatment,” she added.

Cancer treatment is not just about medicine, it also depends on trust. But when patients trust the wrong people and leave proper treatment, they lose valuable time in their fight against the disease.

The Netflix series does a good job of showing how social media influencers pretend to be doctors and mislead patients, putting their lives at risk.

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