A false image of health: How fake news and pseudo-facts spread in the health and beauty industry

Purpose – Diffusion of fake news and pseudo-facts is becoming increasingly fast-paced and
widespread, making it more difficult for the general public to separate reliable information from
misleading content. The purpose of this article is to provide a more advanced understanding of
the underlying processes that contribute to the spread of health- and beauty-related rumors and of
the mechanisms that can mitigate the risks associated with the diffusion of fake news.
Design/methodology/approach – By adopting denialism as a conceptual lens, this article
introduces a framework that aims to explain the mechanisms through which fake news and
pseudo-facts propagate within the health and beauty industry. Three exemplary case studies
situated within the context of the health and beauty industry reveal the persuasiveness of these
principles and shed light on the diffusion of false and misleading information.
Findings – The following seven denialistic marketing tactics that contribute to diffusion of fake
news can be identified: (1) promoting a socially accepted image; (2) associating brands with a
healthy lifestyle; (3) use of experts; (4) working with celebrity influencers; (5) selectively using
and omitting facts; (6) sponsoring research and pseudo-science; and (7)exploiting regulatory
loopholes. Through a better understanding of how fake news spreads, brand managers can
simultaneously improve the optics that surround their firms, promote sales organically and
reinforce consumers’ trust toward the brand.
Originality/value – Within the wider context of the health and beauty industry, this article sets
to explore the mechanisms through which fake news and pseudo-facts propagate and influence
brands and consumers. The article offers several contributions not only to the emergent literature
on fake news but also to the wider marketing and consumer behavior literature.