Advanced cell therapies, which involve the manipulation of tissues to develop innovative medicinal products, represent a major step forward in the personalised treatment of diseases previously considered incurable. However, despite their transformative potential, the complexity of these therapies—combined with the slow authorisation process—has generated frustration among patients and families. This frustration often leads some to resort to fraudulent alternatives, such as medical tourism or unregulated "stem cell clinics". This situation makes it difficult to establish a clear boundary between innovation and malpractice, compromising patient safety and eroding public trust in biomedical research.

The FLUENTCELLS project aims to identify the most common misconceptions held by patients, healthcare professionals and the general public about advanced cell therapies, to document cases of unethical or unsafe practices, and to analyse the regulatory and communication shortcomings that contribute to misinformation. Based on this assessment, the project proposes the development of a communication framework based on bioethical principles aimed at guiding public education, informing health policies, and strengthening the clinician-patient relationship, contributing to informed and safe decision-making.