WCRF launches Cancer Prevention Action Week 2026

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.