Bad health advice and “magic cures” are old and well-known. Early Christians were urged to swallow images of saints to cure themselves of disease and affliction, and in the 18th century, quacks sold so-called “snake oil” as a panacea for health problems.
In the age of social media, medical misinformation spreads much faster than any traveling quack could have spread it years ago. With millions of followers at the touch of a button, influencers seemingly wield significant power when it comes to health and medical advice.
A new study published in the medical journal JAMA Network Open found that about 85 percent of health-related social media posts contain misleading or potentially harmful and inaccurate medical advice, which often overlooks important harms such as overdiagnosis or overuse. “These findings highlight the need for stricter regulation of misleading medical information on social media,” the study authors wrote.
Medical misinformation thrives on social media
Social media posts contribute to overdiagnosis and lead to increased demand for unnecessary treatments, the study said. These are problems that pose a serious threat to human health.
Overdiagnosis diverts health care resources from fighting diseases that are underdiagnosed and undertreated, they also point out. Excessive use of certain medications can lead to side effects, such as medication-induced headaches.
The researchers analyzed 982 posts on social media platforms Instagram and TikTok by influencers with about 200 million followers to assess their accuracy and potential impact on users. The focus was on posts discussing five specific medical tests, such as a full-body MRI and a testosterone test.
Of these, only 15% mentioned the potential harm associated with medical tests.
Financial incentives influence medical advice on social media
Almost all influencers in the sample lacked the medical expertise needed to provide accurate information. Only 6% of posts included any form of medical evidence.
Instead, influencers typically relied on “narratives” for evidence or carefully curated data to support their specific thesis to recommend tests that may be unnecessary or even harmful.
For example, tests for the early detection of many types of cancer and gut microbiome tests are often promoted on social media. These studies are often promoted as important for maintaining good health, but scientific evidence to support their widespread use is scarce. In this regard, the authors point to the need for an adequate response to this practice that will help limit overdiagnosis and excessive use of medications.
The study also found that over two-thirds of influencers had financial incentives to promote the studies they talked about in their posts. This can lead to biased information that exaggerates the benefits of research and downplays the risks, researchers warn.
How to protect yourself?
Finding reliable, science-based health advice online can be difficult, but research shows that everyone can do a few things to protect themselves from medical misinformation online:
- Check the source: Always check who the person is giving you health advice. The influencer may not have the medical expertise to offer reliable information.
- Protect yourself from misleading information: Think critically about the content you watch. Ask yourself if the informant is citing scientific evidence from authoritative sources.
- Check the facts: Use reliable sources to verify the facts shared by influencers. A number of websites, such as those of the UK's National Health Service (NHS) or the World Health Organization (WHO), offer accurate and up-to-date information.
- Think before you share: Before you share something, consider whether it is false or harmful. Checking information with an authoritative source can reduce the spread of misinformation.
- Increase your media literacy: This can even be done in a fun way - for example, with the help of video games with scientific information such as Spot the Troll or Bad News.
Author: Fred Schueller