These are exciting times for those interested in stem cell research. After decades of hard laboratory labor, next-generation stem cell–based products have entered or are about to enter clinical trials for Parkinson disease and other conditions (Gravitz, 2021; Yamanaka, 2020). For researchers, patients, and the public, the promise of regenerative medicine has never been more tangible. However, with unabated growth in direct-to-consumer marketing of unauthorized stem cell treatments across the globe, it is likely that research participants, patients, interested members of the public, journalists, policymakers, and health professionals struggle to obtain accurate information about scientifically validated stem cell therapies (Master et al., 2021). While many are likely to search for answers online, how can individuals discern what information to believe in such a landscape? What determines the information they find? Although what is found will be partly determined by the search engine used, few will understand the economic and technical logics behind the search engine. Indeed, there have been cases in which patients mistake commercial clinics for legitimate trials and have faced serious risks (Kuriyan et al., 2017).