We unfortunately live at a time when truths and untruths are getting more and more difficult to tell apart. One reason for this development is the fact that a plethora of variations of untruths are being promoted. This is particularly true, of course, in the realm of so-called alternative medicine (SCAM). Here is a (probably incomplete) list of the ways that misleading and deceptive techniques are used in the world of alternative medicine, together with some fictional examples, and some short key features of each.

Misinformation

• Example: A well‑meaning influencer posts on social media: “New study proves magnesium cures ADHD.” Yet, the underlying study is observational and only shows an association. The influencer is ignorant of what the study has to say, misunderstands its relevance, and passes on the headline finding as fact. 
• Key feature: The sharer believes the untruth, and is not actively trying to cause harm.

Disinformation

• Example: A supplement company funds a website that publishes an article entitled: “Big Pharma hides simple cancer cure”, with the deliberate intention to sell its own unproven product. 
• Key feature: Someone involved knows the claim is false, but is spreading it to gain money, power, or influence.

Malinformation

• Example: Preliminary lab findings (such as “turmeric kills cancer cells in vitro”) are reported out of context, in order to denounce the oncology establishment for “ignoring natural cancer cures”. 
• Key feature: The information has a factual core but is weaponised.

Fake news

• Example: Advertorials are published, disguised as news, framed as “Doctors hate this one trick” pieces that promote shark cartilage, apricot kernels, or cannabis oil as proven cancer cures, with no credible evidence and no named authors or methods.
• Key feature: These articles mimic the form and authority of legitimate journalism while presenting false or heavily distorted content as if it were real news.

Lies

• Example: Advertising claims that a supplement has been clinically proven to cure cancer, when no such trials exist – and even when regulators have warned the advertiser against making such a clearly false claim.
• Key feature: Statements are entirely false – and deliberately so – in order to mislead consumers and patients.

Gaslighting

• Example: A patient gets worse after following a SCAM regimen, at which point they’re told by their practitioner that they “didn’t detox properly”, “had too many toxins”, or “lacked faith”, making them doubt their experience rather than the treatment.
• Key feature: Eroding trust in one’s own judgment, and shifting the blame onto the patient.

Propaganda

• Example: Repeated messaging that “natural = safe and effective; pharmaceuticals = toxic and greedy”, using emotive stories, cherry‑picked data, and repeated slogans to shape behaviour.
• Key feature: Systematic, one‑sided communication designed to shape perceptions and behaviour in favour of a particular cause, group, or ideology.

Manipulated content

• Example: A video of a cancer patient has been edited to show how they were ‘before’ and ‘after’ taking a specific supplement – while completely failing to mention concurrent standard therapy.
• Key feature: Genuine material – such as photos, video, audio, text – are then distorted to create a false or misleading impression.

Imposter content

• Example: A TikTok account posing as an oncologist (with a lab coat, a fake badge, or even stolen photos of a real doctor) recommending high‑dose vitamins or anti‑parasitic drugs for serious diseases.
• Key feature: Impersonates a trusted source by copying its name, branding, logo, URL, or identity to make false or misleading material appear credible.