Why do we fall for wellness scams? Our cultural biases, myths often to blame

Sydney, February 26: The release of Netflix’s Apple Cider Vinegar has reignited public interest in Belle Gibson’s infamous wellness fraud, offering a stark reminder of how easily people can be deceived by persuasive narratives. Gibson, who falsely claimed to have cured her terminal cancer through natural remedies, exploited deep-seated cultural and psychological biases that continue to shape our perception of health and well-being.

While her deception eventually unraveled, her success in misleading thousands underscores how wellness fraudsters capitalize on widespread myths about purity, ancient wisdom, and natural remedies. These myths, deeply ingrained in society, often bypass rational scrutiny and make individuals more susceptible to misinformation.

The Myth of Bodily Purity and Health​

A prevalent belief in wellness culture is that health is tied to bodily "purity," while illness is attributed to external contaminants. Anthropologist Mary Douglas highlighted this notion, where the "inner" self symbolizes cleanliness, while the "outer" is associated with pollution. This belief fuels dietary trends that demonize specific food groups—such as sugar or gluten—as toxins harming the body.

Gibson leveraged this narrative through her cookbook and wellness app, promoting the idea that diseases like cancer stem from consuming "bad" foods. At its extreme, this obsession with dietary purity leads to orthorexia, a condition marked by an unhealthy fixation on "clean" eating.

The Lure of ‘Ancient Wisdom’​

In an age overwhelmed by choices, the idea of returning to "simpler times" holds a powerful appeal. Philosopher Jean-Paul Sartre described modern existence as being “condemned to be free,” where an excess of options leads to decision fatigue. Seeking clarity, many turn to traditional remedies and age-old practices, believing them to be more authentic and effective than contemporary science.

This nostalgia, as psychoanalyst Jacques Lacan noted in 1953, fuels a yearning for an idealized past—one that may never have truly existed. Wellness influencers, including Gibson, exploit this bias by marketing products that evoke a sense of tradition, even when scientific evidence does not support their claims.

Distrust of Industrial-Scale Production​

People are often skeptical of large-scale industrial processes, associating them with profit-driven motives and a lack of transparency. This distrust has deep historical roots, seen in movements like the Luddites and the counterculture of the 1960s. More recently, skepticism towards big pharmaceutical companies fueled vaccine hesitancy during the COVID-19 pandemic.

Gibson tapped into this sentiment by promoting her wellness products as small-scale, homegrown alternatives to mainstream medicine. By portraying herself as an individual fighting against corporate giants, she gained credibility among those wary of mass-produced pharmaceuticals.

The ‘Natural is Better’ Fallacy​

The preference for natural over artificial products remains a dominant cultural bias. Many believe that "natural" remedies are inherently superior to lab-made alternatives, despite scientific evidence often proving otherwise. This appeal to nature fallacy suggests that modernity has distanced humanity from its natural state, fostering a belief that unprocessed, organic products are purer and healthier.

Gibson capitalized on this by claiming that natural treatments—such as apple cider vinegar—helped cure her fictitious cancer. This marketing strategy remains widespread in the wellness industry, where influencers frequently highlight the organic origins of their products to appeal to consumers’ intuitive preference for the “natural.”

Combating Wellness Scams Through Awareness​

Belle Gibson’s fraudulent claims may have been exposed, but the psychological and cultural biases that enabled her deception persist. By recognizing these biases, individuals can adopt a more critical approach to wellness trends, distinguishing genuine health advice from marketing gimmicks.

As the renewed interest in her case through Apple Cider Vinegar demonstrates, staying vigilant against misleading health claims is essential in an era where misinformation spreads rapidly.