Science Not Fiction – Evidence Saves Lives

Health information online is everywhere. For many people, it starts with a search, a scroll, or a recommendation in their feed. That can be a positive thing, and good information has never been more accessible.

But information also spreads quickly. It can be oversimplified, taken out of context, or presented in a way that sounds convincing without reflecting the full scientific picture.

And when it comes to health, that can have a serious impact.

'Science, not fiction – evidence saves lives'

This year, World Cancer Research Fund’s Cancer Prevention Action Week (15–21 June 2026) is focusing on health misinformation under the theme Science Not Fiction — Evidence Saves Lives.

For organisations working in health or healthcare settings, this challenge will feel very familiar. 

We are seeing more and more online advice built around quick fixes, dramatic claims and “one simple trick” messaging. It is often presented confidently and shared widely, especially on social media, despite lacking the full scientific context.

World Cancer Research Fund’s new analysis highlights how this is shaping both public understanding and healthcare conversations. While 6 in 10 UK adults say they feel confident finding trustworthy nutrition information online, this rises to 7 in 10 among people who rely on social media for news, despite this group also being more likely to believe misleading claims about diet, supplements and cancer prevention*.

This creates pressure across the system. In fact, more than 4 in 10 patient-facing NHS staff say patients bring misleading or inaccurate nutrition or supplement information into consultations at least once a week**.

That is why high-quality health information matters so much, and why initiatives such as the PIF TICK play such an important role in helping people identify information that is evidence-based, up to date and trustworthy.

Helping people sense-check health information

Trustworthy information does more than provide facts. It gives context. It reflects the wider body of evidence, not just one headline or personal story. And it helps people feel more confident making informed decisions about their health.

As part of the campaign, World Cancer Research Fund has launched the TRUST Test, a simple tool designed to help people sense-check health information they see online. 

The TRUST Test incorporates misinformation detection indicators tested and validated by researchers at University College London (UCL), with refinement from Alex Ruani, Doctoral Researcher in health-diet misinformation at UCL.

When you see health information:

T — Too good to be true?  

Does it promise unrealistic results or quick fixes?  

R — Research-backed?  

Does it trace back to scientific evidence rather than personal stories or opinions?  

U — Understood?  

Has the person sharing the information understood the dangers and risks, or have they downplayed the harms and promoted unproven remedies over appropriate medical care?

S — Source quality?  

Does it come from a trusted organisation or scientific source? What do other experts say?

T — Think before you share  

If it doesn’t pass the TRUST Test, don’t pass it on. 

View details of the TRUST test here.

Practical support for healthcare professionals  

Alongside the TRUST Test, we have also developed practical support for healthcare professionals on cancer prevention during Cancer Prevention Action Week, including a free support package for healthcare professionals – find it here on the World Cancer Research Fund website.

There is also a supplements-focused webinar that will take place at 12.30pm on Wednesday 24 June – register for a free place here.

Ultimately, tackling misinformation is not about responding to every individual claim online. It is about strengthening the overall information environment and helping evidence-based information cut through the noise.

That is something charities, healthcare professionals, patient groups and trusted health organisations all have a role in supporting.

Because when it comes to our health, evidence saves lives.

Read more about Cancer Prevention Awareness Week here.

Watch a video about the campaign here.

REFERENCES:

* UK adults YouGov omnibus survey: Total sample size was 2,125 adults. Fieldwork was undertaken between 29th January – 9th February 2026. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).  

** Healthcare professionals YouGov survey: Total sample size was 1,043 adults working in the NHS. Fieldwork was undertaken between 4th – 19th February 2026.