How to Spot and Avoid Wellness Misinformation Online

Social media platforms have become a breeding ground for unverified wellness advice, from claims about “toxic foods” to unproven remedies for various health conditions, according to experts who track health misinformation.

This “wellness woo” spans multiple fields including nutrition, dermatology, parenting, and psychology, says Dr. Jonathan Stea, a clinical psychologist and author of “Mind the Science,” a book examining mental health misinformation. Common elements include distrust of mainstream medicine, an unfounded preference for “natural” solutions, and overreliance on personal anecdotes rather than scientific evidence.

The prevalence of dubious health advice online poses significant risks to public health and scientific literacy. A MyFitnessPal survey revealed that 87% of millennial and Gen Z TikTok users source at least some health information from social media, despite only about 2% of that content aligning with established public health guidelines.

The problem extends beyond social media influencers. Debunked claims about vaccines and fluoride are now being amplified by political figures like Robert F. Kennedy Jr., who may soon hold positions with federal health authority influence.

“Even those of us who are trained and have had experience distinguishing between misinformation and actual information can fall for disinformation,” says Irfhana Zakir Hussain, a researcher at the University of Waterloo who helped develop a system to track social media misinformation.

Evaluating the credibility of health information starts with verifying the content creator’s qualifications. “Just because someone lists letters after their name doesn’t automatically make them credible,” warns Danielle Shine, a registered dietitian researching nutrition misinformation on social media.

Credentials require careful scrutiny. Unlike “registered dietitian,” which indicates specialized education and licensure, the term “nutritionist” isn’t legally regulated in the UK and most US states, allowing anyone to use it regardless of qualifications. Certifications like FNTP (Functional Nutrition Therapy Practitioner) may suggest expertise but lack the rigor associated with accredited degree-based credentials.

Medical professionals creating content within their specialization and citing reliable sources generally provide trustworthy information. Several experts, including Shine, Dr. Andrea Love, Timothy Caulfield, Dr. Katie Suleta, and Dr. Jen Gunter, actively work to debunk health misinformation online.

However, even qualified professionals sometimes spread pseudoscience for fame or financial gain. Experts recommend using the Sift method: slow down, investigate claims, find supporting research through reliable sources like PubMed, and trace claims back to their original context. Understanding different types of scientific studies is also valuable—randomized controlled trials and meta-analyses typically provide stronger evidence than observational studies or anecdotal reports.

Dr. Michelle Wong, a chemistry PhD and skincare science educator who debunks misinformation, notes that health misinformation typically contains “a grain of truth” but oversimplifies complex issues to satisfying absolutes and quick solutions. Such simplifications exploit our psychological tendencies and limited scientific understanding.

“If we see something shocking and scary, our first instinct is to share it with family and friends to keep them safe,” Wong explains. This natural protective impulse helps falsehoods spread rapidly through repeated exposure, reinforcing their perceived validity.

Our tendency to develop parasocial relationships with influencers, particularly through video formats on platforms like TikTok and Instagram, makes us vulnerable to misinformation. “Humans are social creatures,” Wong notes. “We just tend to trust people who seem to have our best interests at heart.”

When evaluating influencer content, consider their motivations and potential conflicts of interest. Some spread misinformation out of genuine but misguided belief, while others profit directly from promoting unproven products. Watch for red flags like selling non-evidence-based products, books endorsing restrictive diets, or supplements lacking safety and efficacy testing.

Be particularly wary of influencers making unfounded claims about large-scale conspiracies. “Politically motivated conspiracy theories that sow distrust in public institutions and governments and hospitals” might be the most dangerous type of health misinformation, according to Zakir Hussain.

Pay attention to how influencers handle criticism. One common tactic is the “shill gambit,” which Shine describes as “a deflection strategy to avoid genuine debate.” Rather than engaging with evidence-based criticism, influencers dismiss critics as being “paid by big pharma or big food,” shifting focus from their claims to the person questioning them.

Other warning signs include manipulative emotional appeals about threats to children, one-size-fits-all health solutions, and insisting that complex illnesses have a single “root cause” when most chronic diseases result from multiple factors including genetics, lifestyle, environment, and social determinants.

“If you see something that is very alarming or sensational, usually it really only takes a quick Google search to see if it’s true,” advises Zakir Hussain. By maintaining a skeptical, science-based perspective while consuming social media content, users can better protect themselves from false wellness claims.