It all depends on the circumstances but if one hasn't done/said anything to deserve harmful rumours - it's usually because those people are jealous and malicious AF. Either way, it's best to keep your head held high and get on with your life because those people will never change especially if they're influential.
@Umile Time heals and changing your environment. In the meantime if they're false, let's face it those who believe it will do no matter what. Remember some people believe the earth is flat after all.