Barbara O’Neill, a holistic health educator, has delivered lectures suggesting that cancer stems from a fungus, advocating for cancer cures using baking soda and strict diets, and dissuading individuals from opting for chemotherapy. She has also promoted the idea that there are “no safe vaccines” and advised against antibiotic use for pregnant women with Strep B.
Due to these controversial teachings, Australia’s Health Care Complaints Commission deemed O’Neill’s presentations a “risk to the health and safety of members of the public” and permanently prohibited her from offering health services in the country.
Despite the ban over four years ago, O’Neill’s debunked theories seem to have gained newfound popularity. Clips from her lectures have circulated widely on social media platforms like TikTok, Instagram, and Facebook, garnering millions of views. These videos often serve as background audio for creators selling supplements and products on TikTok Shop. One video, for instance, boasting over 1.5 million views, recommends drinking water with Celtic sea salt to enhance hydration. The linked product listing for the salt has generated 3,600 sales. TikTok creators earn commissions as affiliate marketers from sales linked to their content, with TikTok taking a share of the revenue.
E-commerce platforms such as TikTok Shop have increasingly become hubs for spreading health misinformation, as highlighted by Alexandra Popken, VP of trust and safety at WebPurify. She noted that approximately 3% of the content moderated by WebPurify in January contained false or misleading health information. This misinformation often arises when sellers make exaggerated or unverified claims about their products to attract attention.
Health misinformation tends to gain traction on social media when trending or when real-life consequences of unfounded medical advice make headlines. Outdated protocols and so-called “natural” remedies that have long been discredited continue to find new audiences online, perpetuated through various channels like anecdotal caregiver stories and influencer endorsements.
Platforms like TikTok have policies against health misinformation, but enforcing these guidelines can be challenging. While TikTok has removed some videos flagged for violating its policies, the dissemination of misinformation persists, fueling interest in debunked health claims.
O’Neill, despite her ban in Australia, continues to deliver talks internationally, particularly at natural health retreats in the US. Many of these retreats are affiliated with the Seventh-day Adventist Church, of which O’Neill is a member. Although O’Neill maintains an online presence through official social media accounts, most of the uploads of her lectures are done by third parties promoting her ideas and products.
The resurgence of interest in O’Neill’s discredited teachings underscores the persistent challenge of combatting health misinformation, especially on platforms like TikTok. As these platforms grapple with moderating content effectively, the allure of sensationalized health claims remains a potent force in shaping online discourse and consumer behavior.