Have We Learned Anything from Belle Gibson? Scam Influencers Have Only Gotten Smarter

I've done tons of media interviews the last couple of weeks on Belle Gibson and how she scammed everyone. A questions I've been constantly asked is have we learnt anything from this? Is the wellness industry any better?

The short answer? Not really. If anything, today’s influencers have gotten even better at deception.

Scam Culture Has Evolved

When Belle Gibson was exposed in 2015, her fake cancer story shocked the world. She had built an empire, books, an app, a massive social media following, all based on a lie. She was making it up as she went.

Today’s scammers are way more calculated. They know exactly how to use fear, social media algorithms, and trust to build their brands and make money fast.

I've done a comparison and this is how I see Belle compared to today's fakes.

Areas Fakes Target

Areas where there aren’t clear medical answers are hit hardest by these fakes. Eg a recent study found that over 50% of influencers giving advice on Polycystic ovary syndrome were spreading false or misleading information. Some were pushing fake cures, while others were selling overpriced, useless supplements.

And it’s not just wellness anymore. These scams pop up wherever people feel vulnerable, whether it’s health, self-improvement, or financial advice.

Influencers Targeting Children

Look at Anna Paul, one of Australia’s biggest social media stars. She’s built a huge fanbase of tweens ( 10-13 years), positioned herself as a fun, relatable role model to young fans. She does shopping mall meet-and-greets and even launched a candy-flavoured toothpaste.

But Paul is also one of Australia’s highest-earning OnlyFans creators. While there’s nothing wrong with adult content, the fact that she heavily markets herself to kids while making millions from explicit content raises serious ethical questions.

This is the new influencer model; build a wholesome, mainstream image to gain trust and followers, then cash in wherever you can, no matter the audience.

Here’s the takeaway for parents, and all of us

Influencers aren't all bad. Authentic voices still exist, but they’re being drowned out by a flood of slick, fast-spreading content designed to deceive. So, what’s the solution??Awareness.

Parents, go beyond screen time, dig deeper, and talk to kids about who they follow and why. And for all of us? Question everything, especially when it’s wrapped in glossy packaging and empty promises.

Belle Gibson’s story isn’t just a cautionary tale, it’s a warning we ignored. Today’s influencers haven’t just learned from her mistakes; they’ve turned deception into a science. Spotting them is harder than ever, and more urgent.

Always lots to think about with tech!

Have a great week

?Dr Jo

https://www.joanneorlando.com.au/