Study Finds 85% of Social Media Health Posts Spread Medical Misinformation

Bad health advice and fraudulent cures have plagued humanity throughout history. From early Christians ingesting devotional images of saints to treat ailments to 18th-century charlatans peddling “snake oil” as miracle remedies, dubious medical claims are nothing new. What has changed dramatically is the speed and scale at which such misinformation now spreads.

In the digital age, social media platforms have become powerful conduits for health information—both reliable and misleading. A concerning new study published in the journal JAMA Network Open reveals that approximately 85% of social media posts about medical tests provide misleading or potentially harmful advice, with most failing to mention important risks such as overdiagnosis or treatment overuse.

“These data demonstrate a need for stronger regulation of misleading medical information on social media,” the study authors concluded.

The researchers analyzed 982 posts from Instagram and TikTok influencers with a collective following of roughly 200 million people. They focused on posts discussing five specific medical tests, including full-body MRI scans and testosterone-level checks. Their findings paint a troubling picture of health information on these platforms.

Only 15% of the examined posts mentioned any potential harm associated with the medical tests being promoted. Perhaps more alarmingly, only 6% of posts included any form of medical evidence to support their claims, with most influencers relying instead on anecdotal evidence or cherry-picked data.

“Social media posts are a leading contributor to overdiagnosis and increasing demand for unnecessary treatments,” the researchers noted. This trend has serious implications for public health, as overdiagnosis diverts healthcare resources away from conditions that are underdiagnosed and undertreated. Additionally, treatment overuse can lead to various side effects, including medication-induced health issues.

The problem appears to be exacerbated by financial incentives. The study found that over two-thirds of influencers had financial motivations to promote the tests they were discussing. These commercial relationships often lead to biased information where benefits are exaggerated while risks are minimized or entirely omitted.

Tests like multi-cancer early detection screenings and gut microbiome analyses are frequently promoted on social media as essential health measures, despite limited scientific evidence supporting their widespread use. Influencers commonly present these tests as necessary preventative measures without discussing their limitations or potential drawbacks.

“Clearly, this new evidence of persuasive and misleading information across almost 1,000 posts demands responses to help curtail potential overdiagnosis and overuse,” the researchers emphasized.

The study’s findings highlight a significant gap in medical expertise among social media health influencers. Almost all influencers in the sample lacked the medical qualifications necessary to provide accurate health information, yet they wielded considerable influence over their followers’ health decisions.

Health experts recommend several strategies for consumers to protect themselves against online medical misinformation. First, always verify the credentials of those providing medical advice. Someone with millions of followers may have no medical training whatsoever.

Critical thinking is essential when consuming health content online. Viewers should question whether information is backed by scientific evidence from reputable sources rather than personal testimonials or single studies taken out of context.

Fact-checking information with reliable sources such as the World Health Organization, Mayo Clinic, or national health services is also crucial. Before sharing health information, consider whether it could potentially cause harm and verify its accuracy.

Improving media literacy skills can also help. Research shows that playing science-backed games designed to teach users how to identify misinformation, such as “Spot the Troll” and “Bad News,” can reduce susceptibility to false health claims.

As social media continues to influence health decisions, the researchers call for stronger regulatory frameworks to combat the spread of medical misinformation and protect public health. Until such regulations are implemented, the responsibility falls largely on users to critically evaluate the health information they encounter online.