Trusted Voices: how to tell science from fiction among online cancer prevention claims
In this month’s Trusted Voices feature, we take a closer look at how the World Cancer Research Fund created a tool to separate fact from fiction online.
It advises: “Whether you’re reading about supplements, nutrition, cancer prevention or general wellbeing, taking a moment to use the TRUST Test can help you make more informed decisions and avoid being misled by claims that sound convincing but aren’t supported by evidence.”
This article should take about four minutes to read.
Helping people to ask the right questions
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.
To mark Cancer Prevention Action Week for 2026, the World Cancer Research Fund developed a simple tool to help the public quickly assess health claims. The TRUST Test aims to help people spot misinformation and make more informed decisions before acting on or sharing information.
"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. Too many people are trying to make important health decisions in a fog of online misinformation," said Rachael Hutson, chief executive.
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, reveals a striking pattern:
- Among adults who rely on social media as their main news source, more than 1 in 10 wrongly believe that certain foods or diets can “starve” cancer.
- Nearly 2 in 10 wrongly think certain supplements can reduce cancer risk, compared with 1 in 10 of other adults who prefer sources other than social media.
- Younger adults are particularly affected: 2 in 10 18- to 34-year-olds say they are more likely to trust a health claim if it is shared by an influencer or account they follow.
How the tool was developed
The TRUST Test was developed following online qualitative research commissioned by World Cancer Research Fund and carried out by YouGov, where people highlighted the need for practical support to help them evaluate health information they come across online.
Drawing on WCRF’s in-house cancer prevention research expertise, the team shaped the tool around the key questions people should ask when they come across health claims online. The TRUST Test was then refined by working closely with Alex Ruani, Doctoral Researcher in health-diet misinformation at UCL, and incorporates misinformation detection indicators tested and validated by researchers at University College London.
Impact during campaign week
During Cancer Prevention Action Week 2026, 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.
Learn more about the TRUST Test
The TRUST Test won’t tell you what to think. Instead, it helps you ask the right questions and approach health information more critically.
Whether you’re reading about supplements, nutrition, cancer prevention or general wellbeing, taking a moment to use the TRUST Test can help you make more informed decisions and avoid being misled by claims that sound convincing but aren’t supported by evidence.
The TRUST Test is a simple way to pause before acting on or sharing a health claim, and can be used by the public and health professionals:
- T – Too good to be true?
- R – Research-backed?
- U – Understood?
- S – Source quality?
- T – Think before you share
Watch a video about it on the World Cancer Research Fund website.