Heresy is defined by being new — it can’t be traced back to the beginning

I am accustomed in my prescription against all heresies, to fix my compendious criterion (of truth) in the testimony of time; claiming priority therein as our rule, and alleging lateness to be the characteristic of every heresy. This shall now be proved even by the apostle, when he says: “For the hope which is laid up for you in heaven, whereof ye heard before in the word of the truth of the gospel; which is come unto you, as it is unto all the world.” For if, even at that time, the tradition of the gospel had spread everywhere, how much more now! Now, if it is our gospel which has spread everywhere, rather than any heretical gospel, much less Marcion’s, which only dates from the reign of Antoninus, then ours will be the gospel of the apostles.  But should Marcion’s gospel succeed in filling the whole world, it would not even in that case be entitled to the character of apostolic.

Tertullian
The Five Books Against Marcion, Book V
Chapter XIX

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