It might be challenging to distinguish between medical professionals conducting ethical clinical studies and businesses marketing unproven therapies. The manner in which a treatment is advertised is one common distinction. While clinics offering stem cell treatments typically promote directly to patients, frequently using convincing language on the Internet, Facebook, and in newspaper advertisements, the majority of specialised doctors get patient referrals.

Clinics that promote unproven stem cell therapies sometimes exaggerate the advantages of their services and cite patient reviews as evidence. These endorsements may be deceptive either knowingly or unknowingly. For instance, a person may feel better very away after receiving a therapy, but the actual or perceived improvement may be caused by other circumstances, such as a strong conviction that the treatment will work, auxiliary treatments given in conjunction with the main treatment, or other factors.