In Greece, the battle against medical misinformation has taken an alarming turn.
A wave of complaints from doctors accuses some of their colleagues of using Facebook, TikTok, Instagram, and even regional TV channels to lure patients with promises of “revolutionary” or “painless” treatments—claims often lacking any scientific backing.
The warning comes from the Hellenic Association of Orthopaedic Surgery and Traumatology (HAOST), which has written to the Athens Medical Association (ISA) to denounce what it calls “misleading methods of informing and attracting patients.”
At the heart of their concern: the blurring line between healthcare and advertising in the digital age, and the growing role of technology—sometimes even artificial intelligence—in shaping patients’ decisions before they ever see a doctor.
The Surgeons’ Complaint
According to HAOST’s letter, certain orthopaedic surgeons are aggressively promoting procedures online as if they were miracle cures—“bloodless,” “painless,” and “innovative”—yet unsupported by sufficient clinical data.
Dr. Konstantinos Th. Kateros, head of the First Orthopaedic Clinic at Athens’ “G. Gennimatas” Hospital and president of HAOST, told Greek newspaper To Vima:
“We have found colleagues promising spectacular results without mentioning risks or medical indications, using marketing language completely at odds with medical ethics. These promotions mislead patients and, in some cases, lead to unsafe treatments.”
He added that the trend has accelerated with the rise of social media and TV segments, not only on niche local channels but also on prime-time programmes with national reach.
Real-Life Consequences
While patient confidentiality prevents the release of details, Dr. Kateros confirmed that the association is aware of cases where individuals underwent unnecessary or inappropriate surgery after trusting misleading online claims.
The danger, he stressed, is not just wasted money—it’s potential harm to patients’ health, delayed recovery, or the pursuit of therapies that were never suitable in the first place.
Authorities Prepare to Act
The Athens Medical Association has already acknowledged the seriousness of the matter and is moving toward institutional action. “We are coordinating with ISA to protect both patients and the integrity of our profession,” Dr. Kateros said.
This is not an isolated incident. Similar concerns were raised recently about ophthalmologists using social media to attract clients with questionable promises. Together, these cases point to a wider problem across multiple medical specialties in Greece.
A Fertile Ground for Misinformation
Greece’s vulnerability to such practices is tied to deeper structural issues.
Surveys show that 65% of Greeks use the internet to seek health information—a figure that keeps rising. Popular platforms like Facebook, TikTok, and X serve as both forums for peer advice and channels for unverified medical claims.
A recent Guardian investigation found that over half of mental health-related videos on TikTok worldwide contained misinformation—ranging from unapproved herbal remedies to “miracle diets” for depression and anxiety. The same patterns are emerging in Greece, with chronic illness patients sometimes abandoning prescribed treatment in favour of unproven “natural cures,” often with harmful consequences.
Why Misinformation Spreads So Easily in Greece
Several factors make Greek patients especially susceptible:
- Low trust in the national health system (ESY), weakened by years of underfunding and staff shortages.
- Economic hardship, pushing some to seek cheaper, unregulated alternatives.
- Low health literacy among segments of the population, making it harder to spot false claims.
- Cultural openness to alternative medicine, which can be exploited by unethical practitioners.
The Role—and Risk—of AI
Artificial intelligence is increasingly part of the picture. Patients are not only turning to social media but also asking ChatGPT-style tools for diagnoses or treatment suggestions. While these tools can empower people to be more involved in their care, they can also reinforce misinformation if the underlying data is flawed.
Doctors report that patients often arrive with pre-formed opinions based on what they have read online—sometimes demanding unnecessary procedures or rejecting medically sound advice. This adds complexity to the doctor–patient relationship and, in extreme cases, can compromise care.
Striking the Right Balance
Technology has undeniably made patients more informed and engaged. But it has also made the healthcare environment more complex and, in some cases, more dangerous.
Greek medical associations are now urging a careful balance: embrace the benefits of online communication, but enforce stricter oversight of medical advertising—especially when it crosses into the territory of exaggerated or unfounded claims.
The stakes are high. If left unchecked, this trend could erode trust in Greece’s medical profession, endanger patients, and turn healthcare from a science-driven service into a marketplace of persuasive, but potentially harmful, promises.
