Lessons About Scam Culture From ‘Apple Cider Vinegar’

The phenomenon of scam culture serves as the breeding ground for the rapid dissemination of misinformation across the internet. One notable figure who emerged from this troubling landscape is Belle Gibson, a once-celebrated wellness advocate whose rise to prominence on social media was built upon a web of deceit regarding her health. Despite the revelation of her fraudulent activities more than ten years ago, Gibson has not faced any criminal repercussions.

Recently, Netflix has introduced two series that delve into the controversial story of Belle Gibson. The dramatized series Apple Cider Vinegar reinterprets her ascent to fame through social media, while the docuseries The Search for Instagram’s Worst Con Artist features interviews with individuals from her inner circle, including family members, and follows one Australian journalist’s pursuit to expose her fraudulent claims.

For those unfamiliar with her narrative, Gibson was an influential wellness personality in Australia who gained widespread attention by fabricating a harrowing tale of being diagnosed with terminal brain cancer. She claimed to have defied the grim prognosis delivered by healthcare professionals by turning to alternative treatments and making drastic changes to her diet. Both series highlight the perilous consequences of her misleading narrative and the unproven remedies she promoted, particularly for those in the cancer community who were already vulnerable.

Her journey took an unexpected turn when she developed an app that caught the attention of Apple. This led her to travel to the United States and establish herself as a significant figure within the global health and wellness industry.

As both Netflix productions reveal, the truth about Gibson’s deception began to surface when several individuals close to her raised concerns about the absence of any credible evidence supporting her claims of a cancer diagnosis. Yet, even amid growing scrutiny, she continued to reinforce her story on Instagram, declaring to her extensive following that she had been diagnosed with additional cancers. This led to a wave of investigative articles in major Australian publications that uncovered her involvement in charity fraud and cast further doubt on her already questionable assertions regarding her health. Consequently, Belle Gibson became one of the most infamous figures in the realm of wellness fraud.

Gibson was neither involved in nor received any financial gain from the two series that premiered on Netflix.

It was primarily through platforms like Instagram and other social media that her narrative began to gain traction, allowing her to spread a web of untruths about her supposed battle with brain cancer, all without any credible evidence to back up her claims. Her personal brand revolved around the idea of overcoming the terminal brain cancer she alleged she was diagnosed with, advocating for drastic lifestyle changes—a perilous assertion that many of her followers, some of whom were genuinely fighting cancer, embraced. These individuals often relied on established medical treatments grounded in science, such as chemotherapy or radiation, which stood in stark contrast to Gibson’s alternative approach.

Having cancer survivors in my own family, I found myself deeply moved by the accounts woven into Gibson’s narrative in the documentary “Apple Cider Vinegar.” The film poignantly illustrates the profound effects her seemingly vibrant health had on actual cancer patients who were enduring the toll of treatments.   Among these stories is that of a young woman from Australia, diagnosed with cancer at just 19 years old, who became an enthusiastic follower of Gibson on social media. This young woman candidly reveals that witnessing Gibson’s apparent vitality and beauty during her alleged cancer struggle led her to doubt the efficacy of her own medical treatments. At one point, she even confided in her parents about her desire to abandon traditional therapies in favour of the alternative methods Gibson promoted online. Fortunately, her parents remained steadfast, insisting they continue with the prescribed medical interventions. By the time the docuseries was released, this former admirer of Gibson had achieved a cancer-free status, a testament to the importance of sticking with proven medical care amidst the allure of unverified alternatives.

As the narrative unfolds, it becomes clear how influential figures like Gibson can shape the decisions and beliefs of those grappling with serious health challenges, raising critical questions about responsibility and the impact of social media in the realm of health and wellness.

The Impact of Scam Culture and the Rise of Mis- and Disinformation

At the heart of the issue lies the influence wielded by public figures like Gibson. Recently, a resurgence of interest in her persona has emerged, particularly spotlighted by two new shows from Netflix released this month. This renewed attention underscores how individuals like Gibson embody the essence of scam culture in our current social media landscape. Scam culture serves as the breeding ground for the rampant spread and amplification of both misinformation and disinformation across online platforms.

Misinformation can be understood as inaccurate information circulating within a community due to the ignorance of those sharing it. Often, individuals unknowingly propagate rumours or misguided beliefs, blissfully unaware that the content they are engaging with is not grounded in truth. Many of Gibson’s followers, who eagerly shared her posts and stories, fall into this category of unwittingly disseminating misinformation. On the other hand, disinformation refers to the intentional dissemination of false information, typically aimed at gaining influence, inciting disorder, or generating profit.

In Gibson’s particular case, her entire brand revolved around the fabricated narrative that she had received a terminal cancer diagnosis, which she claimed to have overcome through alternative treatments, rejecting conventional medical approaches entirely. In simpler terms, she was peddling disinformation for financial gain.

While con artists and scammers have existed long before the advent of the internet, today’s digital age has exponentially broadened their reach and effectiveness. Gibson skillfully propagated her story of surviving a grave cancer diagnosis without encountering any fact-checking measures or restrictions on the platforms where she shared her experiences. The attention she garnered online translated into a lucrative six-figure book deal with Penguin, leading to the publication of a cookbook that interwove her cancer saga with recipes. Unfortunately, individuals lacking media literacy or those in vulnerable situations often find themselves easy prey for such deceptive tactics. Particularly in this instance, those facing a cancer diagnosis or enduring the arduous journey of treatment become prime targets for predators like Gibson.

As we navigate this complex information landscape, it becomes increasingly crucial to cultivate critical thinking and discernment to protect ourselves from the pitfalls of misinformation and disinformation perpetuated by figures seeking to exploit our fears and hopes.

Holistic approaches, such as adopting a whole-food, plant-based diet or practising mindfulness through yoga and meditation, certainly have their place in managing stress and enhancing overall health. In fact, individuals battling cancer may find that modifying their diets or embracing various lifestyle changes can aid in coping with the emotional and physical toll of their illness. However, it is crucial to clarify that there is no scientific evidence supporting the notion that these practices can serve as cures for serious medical conditions like cancer. They should not be considered substitutes for conventional medical treatments. While juicing might contribute to improved skin health or assist with digestion, or even provide essential nutrients for those with diminished appetites, it does not possess the power to eradicate cancer once it has taken hold in the body.

As we turn our attention to the unfolding situation involving Gibson, it seems she has managed to evade accountability for her deceptive actions thus far. Recent reports from Time magazine shed light on the ongoing scrutiny surrounding the disgraced Instagram influencer, revealing that authorities are still pursuing her for unpaid fines. This pursuit has sparked considerable outrage among Australians, highlighting one of the most audacious online scams in the country’s history. This episode has brought to the forefront the harmful consequences of misleading claims proliferated on social media (as noted by Graham-Mclay, 2025). One can only hope that these portrayals on platforms like Netflix will amplify awareness of the detrimental impact these social media channels can have when exploited by unscrupulous individuals like Gibson.

In a twist of fate, perhaps these dramatizations could serve as a form of poetic justice for Gibson, who has yet to face any legal repercussions for the extensive fraud she perpetrated over a decade ago. The narrative continues to unfold, and it remains to be seen whether justice will ultimately catch up with her.

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