We live in an era where knowledge is literally at our fingertips. More than ever, consumers consult social media as one of their top sources for health guidance. Yet, recent research has shown that a lot of this advice is actually wrong if not outright dangerous. In fact, a recent survey found that over half of American adults go to social media for health information above any other source. They are more likely to listen to general wellness influencers than healthcare providers. As such, this trend presents major challenges for determining how trustworthy or credible the information they’re sharing online is.
Health Literacy Media, a nonprofit organization dedicated to advancing plain, clear communication in our healthcare system, understands the demand for fact-based health information. Since Director Stevens has taken the helm, the organization has taken bold steps to empower healthcare workers. It gives them the confidence to deliver that medical advice through clear, plain language. As Stevens notes, “At no point in history did we have to evaluate hundreds of stories every day.” This barrage of information can inundate people, making it increasingly difficult to tell truth from untruth.
The Role of Influencers in Health Advice
Our research finds that a significant proportion of health recommendations on platforms like TikTok come from influencers. These influencers frequently do not have the credentials of medical professionals. In reality, 46% of people who went online for healthcare advice consulted general health and wellness influencers. This heavy dependence on non-professionals raises serious questions over the fair use and propriety of the information disseminated.
This is where the problem gets much thornier. A recent analysis found that 68% of influencers promoting a COVID test/product disclosed some kind of financial tie-in. This financial incentive poses a significant risk of creating biased recommendations, emphasizing possible potential benefits and downplaying or omitting information about possible harms. That’s over 194 million followers who were shown posts that pointed only to positive results and failed to mention any harmful effects.
Wang, a leading figure in health communication, cautions that inflammatory rhetoric frequently employed by influencers, though attention-grabbing, can be harmful. “Extreme language like ‘toxic,’ ‘deadly,’ or ‘poison’ without clear evidence is a warning sign,” she states. Language like this has the potential to elicit deeply felt responses. Consequently, individuals may seek to protect their health through fear-based assumptions rather than through fact, founded upon proven scientific studies.
The Impact of Misinformation
The rapid dissemination of false or misleading health-related information poses a critical threat to public health. A recent study explored cancer-related social media posts. Among other things, it found that at least one in three of those top posts spread health-related misinformation and/or harmful content. Our investigations showed that most articles spent time promoting bad screening tests, such as unnecessary full-body scans. Such misinformation may seriously endanger people’s health by driving them toward unnecessary, expensive surgical interventions.
Misleading content has eroded trust in individual health practices. To take one recent example, videos on apps like Instagram and TikTok have ignited a firestorm of criticism against hormonal birth control targeting young women. Over 40% of the health-related content on TikTok spreads false or dangerous information. Addressing this concerning trend underscores the importance of better user health literacy.
Wang is quick to highlight how misinformation goes viral. It usually goes viral because it makes people angry. “Misinformation spreads because it often triggers strong emotions,” she explains. This emotional pull makes people more likely to circulate a piece of frightening content without bothering to check if it’s true.
Promoting Health Literacy
Health Literacy Media is working to combat the spread of dangerous misinformation online. Their work prioritizes better and more efficient communication tactics among healthcare providers. By advocating for the plainest language possible and raising the standard for evidence-based information, the nonprofit works to empower providers and patients alike.
Stevens confirms the need for people to navigate that growing sea of information. He emphasizes that effective communication can bridge gaps between healthcare professionals and the public, ensuring that individuals receive accurate guidance when seeking health advice.
Leave a Reply