In the age of social media, cancer guidance now competes in the same feeds as influencer wellness content, targeted advertising and political narratives. Information about cancer prevention, screening, diagnosis and treatment circulates faster, but with fewer gatekeepers. This has expanded opportunities for education and patient engagement, while it has also enabled the rapid spread of misinformation, disinformation and commercially motivated claims that can undermine cancer control goals.

This talk argues that trusted and respected authorities remain essential to effective cancer control especially within today’s fragmented information ecosystem. Drawing on examples from HPV vaccine rumours, contested screening debates, and the promotion of unproven holistic/natural “alternative” therapies, it examines how misinformation exploits uncertainty, emotional vulnerability, and historically grounded mistrust of institutions.

It also explains the mechanics that make these dynamics difficult to counter. Social media platforms reward engagement rather than accuracy through amplifying sensational, anecdotal or even conspiratorial content, while evidence-based guidance can appear cautious and impersonal by comparison. The downstream harms are practical, through delayed diagnosis, reduced uptake of vaccines and screening, and diversion toward low-value or harmful interventions.

Finally, the talk would consider strategies for rebuilding and sustaining trust in the digital age. These include investing in science communication skills, collaborating with trusted community figures and proactively addressing misinformation rather than simply debunking it. In the digital public sphere, cancer control is as much about credible communication and accountable authority as it is about biomedical progress.