24 Million People at Risk from Online Nutrition Misinformation

A new study has found that up to 24 million people worldwide could be exposed to potentially harmful nutrition misinformation from a small group of influential social media personalities. The research, conducted by Rooted Research Collective (RRC) and the Freedom Food Alliance (FFA), highlights the growing concern over the spread of unverified dietary advice online.

The report, titled “Nutrition Misinformation in the Digital Age,” analyzed 53 “super-spreader” influencers on platforms like Instagram who regularly share nutrition guidance that often contradicts established public health recommendations. Many of these influencers promote diets heavy in meat—particularly red and organ meats—or advocate for extreme low-carbohydrate and ketogenic approaches. Some even recommend consuming raw or unpasteurized milk, advice that runs counter to official dietary guidelines that emphasize variety and moderation.

According to the researchers, 87 percent of these super-spreaders are not medical doctors, yet approximately one in five present themselves as credentialed experts without verifiable evidence. Nearly all of them—96 percent—have financial interests tied to the advice they share, including supplement sales, coaching services, health consultancy, and promotional events.

“Nutrition is complex but it doesn’t have to be confusing,” said Alice Millbank, Co-Founder and Chief Scientific Officer at Rooted Research. “Superspreaders exploit that confusion by offering dangerously simple answers dressed up as hacks, often driven by profit, not science. We make the case for meeting misinformation on its own turf with clear, evidence-based communication so we can begin to rebuild trust in the healthcare system.”

The report categorizes influencers into three main types: “Docs,” who leverage or fabricate medical credentials and often promote conspiracy theories; “Rebels,” who challenge mainstream health narratives; and “Hustlers,” who primarily focus on monetizing their audience through marketing and sales techniques.

Health professionals have expressed serious concerns about the potential long-term impacts. Dr. Faraz Harsini noted: “My worry is that the animal-based foods that these accounts promote can lead to chronic diseases, which means that if their followers are listening to these accounts, it could be a couple of years before they start having symptoms. These accounts are causing irreversible damage.”

The financial incentives behind these influencers are substantial. The most successful among them may earn more than $100,000 monthly through supplement sales, coaching services, and ticketed events, on top of other professional income. The report reveals that the 46 super-spreaders without medical qualifications, who collectively reach approximately 20 million followers, sell consultations ranging from $100 per hour to tens of thousands of dollars per service.

Social media’s influence on health decisions continues to grow. A 2023 study by MyFitnessPal and the Irish Institute of Digital Business found that 87 percent of millennials and Gen Z prefer platforms like TikTok for health and nutrition advice over traditional sources such as family, friends, or medical professionals.

Although none of the influencers classified as “Docs” are based in the UK—most are from the United States, with one from Australia—the report emphasizes that nutrition misinformation crosses borders easily in the digital age. The authors urge UK policymakers to amplify credible local healthcare voices to address these challenges.

The World Economic Forum has underscored the urgency of tackling misinformation in its 2025 Global Risk Report, identifying misinformation and disinformation as the leading global risk over the next two years—ranking it above extreme weather events and armed conflicts.

To counter this growing problem, the report recommends a three-part approach: starting nutrition and digital literacy education early in schools; investing in training trusted nutrition professionals to effectively use social media platforms; and raising standards for healthcare professionals online through misinformation training and stricter enforcement of ethical guidelines.

As digital platforms continue to influence health decisions, these measures aim to protect consumers from potentially harmful advice while rebuilding trust in evidence-based health guidance.