Every day, millions of people search online for answers about cancer, diet and health. Some of what they find is accurate and helpful. Much of it is not. And when it comes to cancer – a subject where fear, hope and complexity are factors – misleading information can cause real harm.
Proving the challenge
There is no doubt that social media influencers promote a vast amount of misinformation online, especially to younger people. New YouGov polling, commissioned by World Cancer Research Fund for Cancer Prevention Action Week (15–21 June 2026), reveals a striking pattern:
- Among adults who rely on social media as their main news source, 13% wrongly believe that certain foods or diets can “starve” cancer, compared with 7% of other adults.
- 15% wrongly think certain supplements can reduce cancer risk, compared with 11% of other adults who prefer sources other than social media.
- Younger adults are particularly affected: 20% of 18–34-year-olds say they are more likely to trust a health claim if it is shared by an influencer or account they follow, compared with just 7% of over-55s.
Positive influencers speak out
However, there are also large numbers of influencers and experts online who are fighting back against misinformation. We are enormously grateful to the more than 30 health professionals and experts who gave their time to support Science Not Fiction — their commitment and expertise made a real difference.
Deborah Cohen
Deborah Cohen is one such expert. A medically-qualified journalist and author of “Bad Influence”, she warns:
“Over time, [influencers’] recommendations can start to feel less like advice from a stranger and more like guidance from a trusted friend.
They sometimes use scientific language to create an impression of authority, while the actual evidence behind their claims is weak, selective or simply not there.”
For anyone affected by cancer, the stakes are high.
Dr Idrees Mughal, known as Dr Idz, is a medical doctor with a master’s degree in nutritional research and more than 1.5 million followers across TikTok and Instagram.
Dr Idz
He explains:
“The danger is not just wasted money, but that misinformation can push people away from evidence-based advice and proven cancer treatments.
When people delay or reject effective care in favour of unproven alternatives, the consequences can be devastating, and in some cases fatal.”
Professor Sander van der Linden is Professor of Social Psychology at the University of Cambridge and author of FOOLPROOF.
He frames the broader challenge.
Professor Sander van der Linden
He says:
“Misinformation about cancer is rampant. One of the most important challenges is empowering people with skills to discern wellness quackery from evidence-based advice.”
The picture is not all bad online. The experts and influencers who joined us aren’t alone. Many doctors, dietitians, cancer specialists and science communicators are actively using social media to challenge misinformation with clear, evidence-based information.
How to tell the difference: the TRUST Test practical tool
That is exactly why World Cancer Research Fund has developed the TRUST Test – a simple, practical framework for evaluating health and nutrition information wherever you come across it. It gives you a clear set of prompts to help you pause and check before acting on a claim – whether you are reading a health blog, watching a video or seeing a claim shared in a group chat.
Join our campaign
Science Not Fiction is a three-year World Cancer Research Fund campaign tackling health misinformation and helping people find evidence-based information they can trust about cancer prevention, living with cancer, and nutrition.
Cancer Prevention Action Week 2026 was an important first step. The campaign reached a wide and influential audience, with backing from more than 30 health professionals and experts, support from organisations including the British Dietetic Association, IARC, Our Future Health and Alcohol Change UK, and coverage in national media.
You can be part of this work. Email us at pr@wcrf.org if you have a story to tell. You can also share the TRUST Test with friends, family or colleagues, and follow us on social media for reliable, evidence-based information about reducing your cancer risk and living with cancer.
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When Ben Wagenmann walked through a hospital radiation scanner and triggered every alarm in the corridor, it was not a malfunction. For several days after treatment, Ben is radioactive.
The 27-year-old medical AI student is living with metastatic cervical paraganglioma, a form of cancer so rare that only a handful of documented cases exist worldwide.
Ben’s original tumour developed around the fork of his carotid artery located in his neck. It measured around 5-6cm and required complex surgery lasting over ten hours to remove.
What makes Ben’s case so extraordinary is not only the tumour itself, but where the cancer has metastasised (spread). While cervical paraganglioma is typically benign (non-cancerous), Ben’s has spread throughout his spine, ribs and other bones.
Because no standard treatment exists, specialists across multiple hospitals in Europe worked on an experimental care plan. This included radionuclide treatment, a form of nuclear medicine requiring Ben to enter an underground radiation ward every six weeks.
“It genuinely felt like being in a bunker,” Ben said. “There were no door handles, and I couldn’t shower because it would turn the water radioactive.”
At one point, he triggered a hospital radiation detector simply by walking through the corridor.
“That was a surreal moment, realising you’re literally radioactive,” Ben added.
Following hospital discharge, Ben’s radiation levels were still so high that he could not be around pregnant women or small children safely.
Despite intensive treatment, regular hospital travel across Europe and the fragility of his spine, Ben has refused to give up the hobby he loves most – skiing.
“I’ve had to adapt. I’m more careful now and I notice the pain more, but skiing is one of the most important things in my life. I don’t want cancer to take that away,” he explained.
To raise awareness about cancer in young people, Ben began sharing his journey online through short ‘life recap reels’ on Instagram. Unexpectedly, the project raised hundreds of pounds for World Cancer Research Fund.
“I didn’t complete a marathon or jump out of a plane,” Ben said. “I just shared my life online and people connected with that.”
Rachael Hutson, World Cancer Research Fund CEO, commented:
“Ben’s commitment to sharing his journey is deeply moving, and we are grateful for the way he has turned his experience into hope for others. His fundraising efforts are helping fund life-saving research, and we are truly honoured to have his support.”
Following the success of his Instagram fundraiser, Ben completed a 16-kilometre race in his native Switzerland in May 2026 while on treatment break. He is now exploring a cycle across Norway to combine his love of endurance sport with fundraising.
Now, Ben hopes his story will challenge assumptions about what living with cancer looks like.
“You’re not just your diagnosis. Cancer changes things but it doesn’t automatically end your life,” he shared.
Ben shares his journey as part of our Every Step Tells a Story campaign.
If, like Ben, you want to make a difference and support life-changing research, why not sign up to one of our exciting events and challenges.
Read more supporter stories
When Sharron Moffatt was diagnosed with triple positive breast cancer in January 2024, her world was turned upside down. But alongside the physical and emotional toll of cancer, she faced another challenge: a flood of cancer misinformation.
The mental health first aid (MFHA) trainer and speaker, from Buckinghamshire, was working in the corporate wellbeing industry when she noticed her right breast growing in December 2023.
Sharron one day before her diagnosis with Rudy, the senior dog she adopted.
Just eighteen months earlier, Sharron’s mother died from metastatic breast cancer after facing the disease three times. It was this heartbreaking loss that prompted Sharron to always check her breasts.
“I miss my mum terribly, but I’m grateful to her because I learned so much about how to navigate cancer from watching her take it in her stride,” Sharron said.
Following tests at her local breast cancer clinic, Sharron was officially diagnosed with triple positive breast cancer on 7 January 2024.
A hospital selfie taken during one of Sharron’s tests.
Further investigations, including an ultrasound and biopsy, revealed three large tumours in her right breast which measured 12 centimetres combined.
“I broke down in tears wondering how I would tell my family, if anyone would ever work with me again and how I would walk the senior dog I adopted just one week prior,” Sharron shared.
Sharron with Rudy during cancer treatment.
Her treatment included seven rounds of chemotherapy, a single mastectomy and radiotherapy followed by further chemotherapy – spanning twenty months in total.
“Cancer takes so much from you, I was even on the cusp of having to stop treatment because I lost so much weight. During my first round of chemotherapy, I was really sick for around three days. When I finally recovered, it was time for my next infusion,” Sharron explained.
Despite the gruelling effects of her treatment, which included fatigue, hair loss, nausea and even liver cirrhosis – the hardest part of Sharron’s experience wasn’t the cancer itself. It was the misinformation that preyed on her through one of the most vulnerable moments of her life.
“During chemotherapy, I became so ill I didn’t recognise myself. That was hard. But the hardest thing for me, which still makes me uncomfortable to this day, was the misinformation I received,” Sharron said.
After sharing her cancer diagnosis on social media, Sharron was inundated with messages and claims about apricot kernels – the seeds found inside apricot stones – which were positioned to her as a “natural” cancer cure.
Sharron receiving an IV infusion.
The claims centre on a plant compound called amygdalin, which is found in apricot kernels, but there is no evidence that it treats cancer in humans. In fact, consuming apricot kernels can be dangerous because amygdalin releases cyanide in the body.
But the misleading claims didn’t end there. More recently, Sharron was contacted by someone on Instagram who claimed to have cured themselves of stage four melanoma by “healing their trauma.”
When Sharron asked for evidence to support the claim, she was met with defensiveness and hostility.
“Many of those on social media will deliberately target vulnerable people. I can understand why someone living with stage four cancer may be persuaded to try things like apricot kernels. However, they deserve access to reliable, evidence-based information that enables them to make informed choices about their treatment,” Sharron explained.
After completing her extended treatment plan in October 2025, Sharron continues long-term treatment (aromatase inhibitors). Following a meeting with her oncologist in May 2026, it was confirmed she currently has “no measurable evidence of disease” – marking an important milestone in her journey.
Sharron ringing the end of treatment bell with her identical twin sister, Lorraine.
Today, she dedicates herself to raising awareness about the dangers of misinformation and providing expert-led training on understanding cancer in the workplace.
“When you’re diagnosed with cancer, you’re dealing with fear and uncertainty. The last thing you need is misinformation adding to that. That’s why I’m passionate about encouraging people to know where to find trustworthy information and training employers on how to support people affected by cancer, including carers. No-one should have to face cancer and misinformation at the same time,” Sharron added.
Sharron today.
World Cancer Research Fund Head of Information, Isobel Booth, said:
“Unfortunately, Sharron’s story is not unique. Misinformation is seeping into more and more lives every day. This is why we are drawing attention to this important issue during Cancer Prevention Action Week. While we recognise there is valuable information out there, the science is often taken out of context, twisted or manipulated. For anyone affected by cancer who has questions on nutrition or supplements, please contact our Cancer and Nutrition Helpline, which is staffed by specialist oncology dieticians who can help filter through the noise.”
Sharron shares her story as part of World Cancer Research Fund’s Cancer Prevention Action Week campaign, which runs from 15-21 June 2026.
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This week, World Cancer Research Fund released new findings showing that 44% of patient-facing NHS staff encounter inaccurate or misleading information about nutrition and supplements at least once per week.
I am part of the 44%. Every week in my GP surgery, I see the consequences of health misinformation.
My patients arrive clutching newspaper stories, social media screenshots, printouts from wellness websites or saved videos from TikTok.
They are not reckless people, quite the opposite. They want better support for their treatment and to regain a sense of control.
Why “natural” doesn’t always mean safe
What worries me is not one miracle pill or herbal supplement. It’s the widely held belief that if something is sold over the counter, marked as “natural” or endorsed online, then it must automatically be safe. As doctors, we know that simply is not true.
Indeed, the full research for the action week shows that 42% of UK adults trust the health claims of products if they are legally sold in the UK.
There is also the dangerous assumption that “natural” means harmless, while prescribed medicines are somehow toxic. As I explain to patients, many of the medicines we rely on today originated from plants.
Nature can heal, but it can harm too. Doses matter, interactions matter and most of all, evidence matters.
Why health misinformation thrives online
In the digital age, separating evidence-based advice from misinformation has become extraordinarily difficult. We are bombarded with persuasive health claims, “life-changing” testimonials and confident voices that insist they have discovered what doctors do not want you to know.
I am incredibly cautious when someone is trying to sell certainty, especially when pushing a product.
Good doctors and other healthcare professionals do not make promises. We weigh up evidence, discuss risks and acknowledge the unknowns. Anyone claiming to hold “secret cures” or hidden truths should be approached with caution.
Because there is science and then there is science distorted, cherry-picked or stripped of context to put a price tag on hope.
Why false hope can be so powerful
This hope is a powerful currency. I know it not only as a doctor, but as a cancer patient myself.
When I was diagnosed with bowel cancer in my late thirties, I truly understood what vulnerability feels like. I would have done anything to get better, stay better and be with my children for longer.
People prey on this vulnerability.
The risks with supplements
As doctors, we talk about the importance of lifestyle factors because they matter: physical activity, diet, sleep, alcohol, weight. If I could prescribe exercise on the green prescription slip, I would.
On the contrary, the desire to improve our health can sometimes make us susceptible to oversimplified solutions or misleading claims. I have witnessed patients taking supplements that interfere with prescribed medication, or herbal remedies causing severe side effects on the skin and liver.
This is why it is so important to discuss any supplements, vitamins or alternative remedies with a healthcare professional.
You should never feel embarrassed about raising these conversations with your doctor. In my consultations, I want to make it as clear as possible: we are on the same team, and we both want you to get better.
Why questions are a good thing
No doctor knows everything; my patients teach me things every day. I have huge respect for informed for informed, curious people who ask questions and want to know more about their health.
In fact, I would trust a doctor who says “I don’t know, but let me find out” 100 times over one that claims to know all the answers.
How to spot health misinformation
When health information feels overwhelming or confusing, there are three simple steps you can take:
1. Pause before believing dramatic claims
Be sceptical of quick fixes, miracle cures and claims that sound too good to be true.
Take extra care if someone is selling a product alongside their advice.
2. Use trusted, evidence-based sources
Look for information from reputable organisations like World Cancer Research Fund.
They have developed a practical tool, called the TRUST Test, to help people assess health information before it causes harm.
3. Speak to a healthcare professional
You do not always have to speak to your GP.
Pharmacists, for example, are a valuable and accessible source of advice when it comes to medicine, supplements and the potential interactions between them.
Looking to a better future
Social media and the internet has transformed access to health information. At its best, it empowers people. At its worst, it leaves people vulnerable to exploitation, confusion and harm.
Good healthcare should never begin with fear or false promises. It should be built on honesty, evidence and trust.
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Health misinformation is widespread. Many people are still unaware that alcohol is a Group 1 carcinogen, linked to at least 7 different cancers including breast and bowel. This is unsurprising when you consider the alcohol industry’s long documented history of downplaying these well-established risks.
What’s more, alcohol is an outlier when it comes to labelling. Did you know that there is more legally required information on a bottle of water than on a bottle of alcohol? This is despite the serious harm alcohol can do, and the clear evidence that when it comes to cancer there is no safe level of alcohol consumption.
Cancer warnings on alcohol labels
To counter this and ensure people have access to clear, evidence-based information, World Cancer Research Fund (WCRF) and Balance are campaigning for a cancer warning to be included on the UK Government’s forthcoming mandatory alcohol labels, as outlined in our guest blog – It’s time to expose the great alcohol hoax. It is also imperative that industry-backed messaging such as ‘drink responsibly’ are removed, and that the policy is protected from industry influence more broadly.
The reality is that mandatory labels will take some time to come into force. In the meantime, WCRF has developed the TRUST Test, a simple tool to help people make sense of the health information they encounter online and separate fact from fiction. In our guest blog for Alcohol Change UK – Tackling persistent health misinformation on alcohol – we apply our TRUST Test to a common myth about red wine, showing how scientific research has been taken out of context.
Melissa Dando
The [red wine] myth originates from a study which found that a large amount of resveratrol, an antioxidant in the skin of purple and red grapes and therefore present in red wine, supported heart health in mice. The reality is that one would have to drink between 100 and 1,000 glasses of red wine a day to get anywhere near the amount of resveratrol equivalent to the doses that improved heart health in mice.
Health professionals also have a vital role to play. That’s why we’re calling for the upcoming NHS 10 Year Workforce Plan to provide additional staffing capacity and training on cancer prevention. This will help ensure that nurses and other patient-facing staff have the time and skills to counter the health misinformation, including on alcohol, that patients are increasingly bringing to their routine appointments.
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Despite widespread use of dietary supplements, research has shown that taking supplements does not reduce the risk of cancer. Instead, the strongest evidence continues to support following healthy lifestyle recommendations, including eating a balanced diet, maintaining a healthy weight and being physically active.
In our guest blog for MyNutriWeb, we explore common beliefs about supplements and cancer prevention, and highlight the challenges health professionals face when helping patients navigate conflicting nutrition information.
Why food comes first
While vitamins and minerals are essential for good health, experts recommend obtaining them through food wherever possible. Whole foods contain a complex mix of nutrients and other beneficial compounds that work together in ways supplements cannot replicate.
Rachel Clark
We recommend that people do not use supplements for cancer prevention. When it comes to cancer prevention, for most people, eating a healthy, balanced diet is more likely to help protect against cancer than taking dietary supplements.
Supporting informed conversations
With nutrition misinformation widely available online, health professionals have an important role in helping people understand what the evidence shows about supplements and cancer prevention.
The NutriWeb article provides practical insights to support evidence-based conversations and reinforces the importance of promoting healthy dietary patterns rather than relying on supplements.
What does reduce the risk of cancer?
While supplements do not prevent cancer, our cancer prevention guidance is grounded in decades of global research into diet, weight, physical activity and cancer.
We bring together the best available evidence to help people make informed choices – without hype or false promises.
Healthy dietary patterns, such as sustainable plant-based diets which prioritise vegetables, fruits, whole grains, legumes, nuts, and seeds, continue to show more consistent associations with cancer prevention than isolated supplements.
Learn more
To explore the evidence in more detail, join our webinar, Supplements versus food: What the evidence says about cancer prevention, which will examine the latest research and provide practical guidance for health professionals.
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One of the biggest health challenges of our time
Health misinformation is not a new challenge, but its scale and impact have increased significantly in recent years. At World Cancer Research Fund (WCRF), we are increasingly concerned about the ways in which misleading and inaccurate health information is hindering the public’s understanding of cancer risk, preventing cancer, and survivorship.
The rate at which misinformation is generated and disseminated has increased exponentially in recent years, driven primarily through increased use of social media and the rise of influencers, celebrities, and others sharing health advice online without formal scientific or medical training. This is having real-world consequences with attention diverted away from what we know reduces cancer risk, to promises of quick fixes and miracle cures.
That is why this year for Cancer Prevention Action Week (CPAW), we’re launching a three-year campaign to tackle health misinformation.
To kick off the campaign, CPAW 2026 will focus on sharing the latest evidence on cancer prevention relating to diet, supplements and alcohol. We will also raise awareness of trusted sources and promote WCRF’s practical guides that provide clear and up-to-date information people can incorporate into their daily lives.
In recognition that the issue of health misinformation is a systemic one, WCRF will also set out policy recommendations to address its causes over the course of the campaign. In 2026, these focus on supporting healthcare professionals to counter health misinformation, with future years likely to focus on addressing its causes.
Support for health professionals
Polling commissioned by WCRF highlights the burden health misinformation relating to cancer prevention and survivorship is placing on healthcare professionals. The forthcoming NHS Workforce Plan is a key opportunity to ease this burden.
First, the Plan must increase the number of patient-facing staff, such as general practice nurses, to improve patient access and allow time for conversations about cancer prevention during routine appointments.
Secondly, the Plan must help ensure that healthcare professionals are equipped with the latest information on nutrition, alcohol and physical activity as it relates to cancer. This can be done by embedding protected time for training within workforce planning. Crucially, the NHS Workforce Plan should also encourage education bodies to include cancer prevention and survivorship training in both pre-registration education and as part of continuing professional development (CPD).
The Plan must also recognise the ability to identify and respond to health misinformation as a core skill for patient-facing staff. Crucially, any increase in training must not simply add to existing pressures – instead training must be supported by additional staffing capacity and protected learning time.
Finally, there are many great resources on cancer prevention and survivorship that can support patient-facing healthcare professionals. For example, WCRF’s Alcohol and cancer: Let’s talk guide on how to have conversations with patients about alcohol and cancer can be particularly useful. Guides for the public, such as our 10 ways to protect yourself against cancer poster, provide clear, simple information that can support discussions with patients.
We also host a range of free, CPD certified webinars for health professionals, with one on supplements taking place on Wednesday 24 June – register for your place.
Addressing the drivers of health misinformation
While healthcare professionals have an important role to play in countering health misinformation, the responsibility does not rest solely with them. Instead, a broader, system-wide response is needed.
We know that around 40% of cancer cases in the UK are preventable. The evidence is clear: eating a healthy diet, maintaining a healthy weight, regular physical activity, and limiting alcohol reduce cancer risk. Yet online, this evidence competes daily with a vast and growing volume of content promoting fad diets, ‘anti-cancer’ supplements, detox regimens, and misleading claims about alcohol. Often commercially motivated and algorithmically amplified, this content frequently promises miracle cures and quick fixes.
The bottom line is that it’s unreasonable to expect people to navigate the overwhelming amount of health misinformation online without any safeguards. Currently, regulations in the UK permit ‘legal but harmful content’, which includes health misinformation. For example, an influencer promoting a supplement which they claim can cure cancer is producing content that is legal, despite it being harmful and untrue. This is unacceptable.
Algorithmic amplification then exacerbates the issue of legal but harmful content. A platform hosting misleading health content passively is one thing, but algorithms and paid advertising actively feeding it to people searching for health advice is more serious. While individual users should be held liable for what they post online, the platforms they post on should also be responsible, especially with regard to the systems they use to moderate, circulate and amplify content.
These are some of the challenges that we will be looking to address as our misinformation campaign develops. In the meantime, we have developed the TRUST Test, a simple tool that can help health professionals and their patients make sense of the health misinformation they encounter.
Join our Cancer Prevention Action Week campaign
Health misinformation online is not an issue that has arisen overnight and it will not be solved quickly, but Cancer Prevention Action Week (15-21 June) is a crucial start. Find out more about the campaign and how to get involved by visiting wcrf.org/CPAW2026.
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Patient-facing NHS staff are regularly being asked about inaccurate or misleading nutrition and supplement claims, while people who rely on social media for news are more likely to believe some misleading cancer-prevention claims, according to our new research released for Cancer Prevention Action Week 2026.
The YouGov research we commissioned found that 44% of patient-facing NHS staff say patients raise inaccurate or misleading nutrition or supplement information at least once a week – 6% say this happens daily or almost daily.
Social media
We also found a mismatch between confidence and understanding online. While 62% of UK adults say they feel confident finding trustworthy nutrition information online, this rises to 72% among people whose main news source is social network websites.
Despite their confidence, the same primary users of social media are more likely to believe some inaccurate cancer-prevention claims. Compared with people whose main news source is not social media, they are:
- More likely to wrongly think that certain supplements can reduce cancer risk (15% vs 11%).
- More likely to wrongly think that certain foods or diets can “starve” cancer (13% vs 7%).
- Less likely to identify (correctly) that eating plenty of fibre can reduce cancer risk (48% vs 55%).
More broadly, our polling found that nearly 1 in 5 UK adults say detoxes or “cleanses” are good for health, while more than 1 in 5 spend over £10 a month on dietary supplements.
Our warning therefore is that misleading advice can distract people from everyday habits known to reduce cancer risk, such as eating sensibly, staying active and reducing alcohol use, at a time when around 4 in 10 cancer cases in the UK are preventable through such changes.
Launching our TRUST Test
As part of this year’s Cancer Prevention Action Week, themed Science Not Fiction, we are launching our TRUST Test – a simple tool to help people check health information before acting on it or sharing it.
Action on training and resources
We are also calling on the UK Government to use the NHS Workforce Plan to better equip frontline staff with evidence-based knowledge on nutrition, supplements, cancer prevention and survivorship – and ensure staff have the time, skills and knowledge to address misinformation in routine care.
Previous UK research in authoritative publications has found that more than 70% of medical students and doctors surveyed reported receiving fewer than two hours of nutrition training at medical school.
We are already working with medical schools at the Universities of Lincoln and Southampton to create practical teaching resources for tomorrow’s doctors on diet, weight and cancer risk. Its pilot scheme with NHS Greater Glasgow and Clyde also makes the charity’s Cancer and Nutrition Helpline part of many patients’ cancer care pathways.
Rachael Hutson, Chief Executive of World Cancer Research Fund, said:
“Too many people are trying to make important health decisions in a fog of online misinformation. When advice is confusing or misleading, it can take people away from the everyday habits we know help reduce cancer risk and towards claims that are exaggerated, distorted or simply untrue.
Our TRUST Test is there to help people feel more confident about what they see online because when it comes to cancer prevention, it should be based on science, not fiction.”
Dr Liz O’Riordan, former breast surgeon, three-time breast cancer patient, keynote speaker and author, who is supporting the campaign, said:
“As a breast surgeon and breast cancer patient, I know how overwhelming it can be trying to make sense of all the information out there. When something sounds hopeful, it’s very easy to think ‘why not try it too?’ even if it’s not based on solid evidence. A lot of this information sounds convincing, but it doesn’t always tell the full story.”
Cancer Prevention Action Week runs from 15–21 June 2026.
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Why you can trust our information
Whether you’re actively looking for information to improve your health or you have come across health content online, the chances are you have seen some that’s backed by robust evidence… and quite a lot that’s not.
Misinformation is already shaping real life health decisions. It may seem convincing, but it could actually be dangerous. At the very least, it may be distracting us from the health behaviours that science has proven can reduce our cancer risk.
Wouldn’t it be good if there was an independent stamp of quality for organisations producing health information for the public, assuring us that their information is consistently evidence-based, up-to-date and easy to understand?
That’s where the PIF TICK rides to the rescue. Run by the Patient Information Forum, it’s the independent mark for health information in the UK, certifying over 150 organisations.
We’re thrilled to say we have just become one of them, meaning we have been recognised as a trusted information creator.
For the public, the PIF TICK is a short cut to feeling confident that the information we produce is an accurate, unbiased reflection of the science and has been carefully created with its users in mind.
Turning science into support
Scientific findings are often written in complex, technical language. The job of our health information team is to repackage the evidence into clear, practical information so people are empowered to make healthy changes.
Our work not only supports individuals, it supports health professionals who can reliably turn our information to help their patients.
The rigorous assessment process to gain the PIF TICK looked at every step of our health information development – from the ways we work and how our information can meet the needs of as many people as possible, to the evaluation methods we use to check we got it right.
When the information is complete, we spread the word so it can start making an impact by helping people reduce their risk of cancer and live well during or after treatment.
Isobel Booth
Our information goes through multiple stages of review, taking on board the views of the audience it’s designed for and the expertise of scientists and health professionals. We make sure it uses plain English and doesn’t assume any previous knowledge, while our talented creative team combine engaging graphics with accessibility features for people across the UK and beyond.
Our commitment to quality
The PIF TICK applies to our online information for the public as well as the free resources you can order.
Every year, our information development process will be reassessed and we will renew our membership of the PIF TICK scheme to ensure we remain a trusted source of healthcare information.
The scientific research we have championed for decades means we are trusted across the globe as the authority on the links between diet, weight, physical activity and cancer. Every year, our health information helps thousands of people to act on the latest evidence and adopt healthy behaviours.
In an age with misinformation at every turn, the PIF TICK demonstrates World Cancer Research Fund’s commitment to producing health information you can trust.
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The internet and social media have transformed the way people access health information. While these platforms can help people learn more about cancer prevention, diagnosis and treatment, they have also become major channels for the spread of misinformation.
Our article, Cancer misinformation, social media, and the need for trusted evidence published by BMJ Leader, examines how cancer misinformation is affecting individuals, healthcare systems and public trust.
Unproven treatments and miracle cures
In the article, we highlight how false or misleading claims about cancer can spread quickly online, often reaching large audiences before accurate information has a chance to catch up. These claims can range from unproven treatments and miracle cures to misleading advice about cancer prevention and risk factors.
Misinformation can have serious consequences. It may discourage people from seeking medical advice, delay diagnosis and treatment, or lead individuals to make health decisions based on inaccurate information. It can also contribute to confusion and mistrust around established scientific evidence.
“Research suggests misinformation spreads particularly effectively when it taps into fear, hope, personal identity or distrust.”
Instilling confidence in evidence
The article argues that addressing cancer misinformation requires a collective response. Researchers, healthcare professionals, charities, policymakers and digital platforms all have a role to play in ensuring that reliable, evidence-based information is accessible and visible.
We also emphasise the importance of health literacy and helping people develop the skills needed to evaluate information critically. Building public confidence in trusted sources is essential if we are to counter misleading claims and support informed decision-making.
At World Cancer Research Fund, we are committed to providing clear, evidence-based information on cancer prevention and survivorship. As part of Cancer Prevention Action Week 2026, we continue to highlight Science Not Fiction – the importance of trustworthy health information and the need to tackle misinformation wherever it appears.
The full article explores these issues in greater depth and sets out why stronger collaboration across sectors is needed to protect public health and strengthen trust in evidence-based cancer information.
“We invite leaders across healthcare, public health and research to join us in ensuring that science, not fiction, shapes how cancer risk is reduced globally.”
Read Vanessa Gordon-Dseagu and Lilly Matson’s article, Cancer misinformation, social media and the need for trusted evidence, published in BMJ Leader.
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Alice Conroy completed the London Marathon for World Cancer Research Fund in April 2026 to help people live longer, happier and healthier lives.
The challenge was important to Alice after losing five family members to cancer including three grandparents, her uncle and her mum when Alice was just four years old.
“I have lots of memories of being in hospitals, being aware of cancer and knowing that my family was more at risk,” Alice shared.
Cancer also affected Alice’s sister, Amy Conroy, who went on to become a four-time wheelchair basketball Paralympian after surviving bone cancer as a teenager.
Driven by years of loss and resilience, Alice dedicated herself to a career in healthcare and is committed to supporting prevention research that could stop others facing the same heartbreak.
“These early, life-changing experiences shaped my understanding of cancer and the urgent need for better prevention and support,” Alice added.
A keen runner since 2017, Alice balanced her marathon training and long shifts on the ward with early-morning and late-night runs.
“Running is my release. With cancer, you know it is going to be a long road ahead. If my patients can go through everything that a cancer diagnosis involves, then this is nothing. I feel honoured to represent them,” Alice said.
World Cancer Research Fund CEO, Rachael Huston, added:
“We can’t thank Alice enough for going the extra mile for cancer prevention. Her courage, compassion and determination embody everything we stand for at World Cancer Research Fund. We are so grateful for her support, which is driving forward research that could save lives.”
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New evidence, published today, shows that sticking to five lifestyle recommendations improves survival after a later cancer diagnosis.
The findings provide encouraging evidence that simple, achievable habits established before a cancer diagnosis can play a role in improving long-term health and the health of those following a cancer diagnosis.
The Cancer Prevention Recommendations analysed in the study include:
- Be a healthy weight
- Be physically active
- Eat wholegrains, vegetables, fruit and beans
- Limit red and processed meat
- Limit alcohol consumption
The latest research led by Newcastle University, UK, published in Cancer was funded by Wereld Kanker Onderzoek Fonds, (WKOF) – the Netherlands-based charity within theWorld Cancer Research Fund International network of charities that also includes World Cancer Research Fund and the American Institute for Cancer Research.
The Recommendations were developed in 2018 by World Cancer Research Fund (WCRF) and the American Institute for Cancer Research (AICR) as evidence-based lifestyle guidance which aim to reduce cancer risk.
Although previous research in cancer survivors has indicated some positive effects, this new study provides the most comprehensive evidence to date of their association with improved survival for people living with and beyond cancer.
Professor John Mathers, Emeritus Professor of Human Nutrition at Newcastle University, who led the study, said:
“This research is incredibly exciting because, for the first time, we have shown that higher adherence to the WCRF/AICR 2018 Recommendations may reduce the risk of mortality for people diagnosed with cancer in a UK cohort.
The results of this paper add to an existing body of evidence on the WCRF/AICR Recommendations and cancer survivors and could be informative for those developing policies and clinical guidelines to improve health and longevity following a cancer diagnosis.”
Breaking down the results
The research team assessed the dietary and lifestyle data of 28,550 individuals who were assigned score points from 0-5 in relation to how closely the Recommendations were followed at the time of recruitment to the Biobank, prior to a cancer diagnosis. The UK Biobank is a large, population-based database, established to allow detailed investigations of the genetic and nongenetic determinants of the diseases of middle and old age.
Based on decades of research, the key WCRF/AICR Recommendations were developed in 2018.
The research team found that each 1-point increment in score, equivalent to fully meeting one Recommendation, was associated with an 8% lower chance of dying from any cause over time. Overall, having a score in the highest third of the study population was associated with a 16% lower chance of all-cause mortality, compared with those in the lowest third.
This association was consistent regardless of whether the individual smoked and also held true for multiple cancer types such as breast and liver cancers, suggesting broad survival benefits.
Calls for interventions for healthy living
The findings show that following a healthy lifestyle is not only important for cancer prevention but may also have implications for long-term health after a cancer diagnosis.
Dr Fiona Malcomson, researcher at Newcastle University and co-author of the paper said:
“The take home message is that the 2018 WCRF/AICR Cancer Prevention Recommendations apply to cancer survivors too. Having a healthier eating pattern, being more physically active and avoiding being too heavy, as described in the Recommendations, is associated with better long-term outcomes for those living with and beyond cancer.
The scientists behind the research suggest that these findings support prioritising the development of interventions to enhance adherence to the WCRF/AICR Recommendations– including after diagnosis – that may potentially lower mortality risk among people diagnosed with cancer. This means that cancer survivors can take action to improve their health and should be encouraged to do so by healthcare providers.”
Nadia Ameyah, Director of WKOF, the Netherland-based charity within WCRF International said:
“This tremendously exciting study further cements the status of our evidence-based Recommendations as one of the best ways of maintaining your health when living with and beyond cancer. We have always prided ourselves on the scientific grounding of our Recommendations for primary prevention, and this is the first time we have had such robust evidence for survivorship. Cancer survivorship and quality of life after cancer diagnosis are key priorities of WKOF.
We look forward to seeing how these findings will inform health policy and the design of healthcare interventions to help those living with and beyond cancer to live happier, healthier lives.”