A new BBC documentary, Bad Influencer: The Great Insta Con, examines the rise and fall of Belle Gibson, one of Instagram's first 'super influencers', who falsely claimed to have cured her terminal brain cancer through clean eating.
In 2013, Kylie, an Australian woman undergoing chemotherapy for lymphoma, discovered Gibson's profile. Gibson, who had over 300,000 followers, claimed she had been given four months to live but had 'cured' her inoperable brain cancer through nutrition. Kylie, struggling with treatment, began to doubt her own medical care and purchased Gibson's cookbook and app, The Whole Pantry, which was backed by Penguin and Apple.
In March 2015, an Australian publication exposed that Gibson had falsely claimed to donate a portion of sales to charity. Further investigation revealed she had also lied about having cancer. In September 2017, she was fined £240,000 by the Australian government for five breaches of consumer law. A judge suggested she may have 'genuinely' believed her claims, possibly due to 'delusions' about her health.
Maxine, a UK student with ulcerative colitis, followed Gibson after being drawn to wellness culture. She felt let down by medical professionals and sought alternative solutions. Gibson's story resonated with her, highlighting the vulnerability of those with chronic illnesses who turn to influencers for hope.
The documentary underscores the dangers of the unregulated wellness industry, worth £2.8 trillion globally, and the impact of influencers who make unsubstantiated health claims.
