Medical misinformation on social media : A new study by three Australian universities reveals that influencer videos on TikTok and Instagram are sharing “overwhelmingly misleading” information about certain medical tests.
Researchers from the University of Sydney, University of Wollongong, and Bond University examined 982 social media posts — 485 from TikTok and 497 from Instagram — from accounts with a combined following of over 194 million, spanning April 2015 to January 2024.
Among the five most popular tests — full-body MRI, multicancer early detection, and tests for antimullerian hormone, gut microbiome, and testosterone — 87.1% of the accounts highlighted the tests’ benefits, while only 14.7% acknowledged potential risks.
The Rise of Medical Misinformation on Social Media
Just 6.4% of posts included scientific evidence, and only 6% addressed the risk of overdiagnosis or overtreatment.
The research also revealed that 50.7% of posts encouraged viewers to undergo the tests, while 68% had financial ties.
“These tests are being marketed as early screening tools, framed as a way for people to take control of their health,” said Dr. Brooke Nickel from the University of Sydney.
Study by Australian Universities Reveals Shocking Data
Researchers noted that many of these tests are unnecessary for most people, and in some cases, the scientific evidence supporting their accuracy is limited.
They cautioned that healthy individuals might receive unwarranted diagnoses, which could lead to unnecessary medical treatments or emotional distress.
For instance, the antimullerian hormone (AMH) test — often marketed as an “egg timer test” to measure fertility — is not widely regarded as reliable by experts.
A low result, without proper medical context, might prompt women to pursue costly and unnecessary fertility interventions.
“Influencers often frame these tests as empowering, using the idea that ‘knowledge is power.’ But the reality is that much of the information shared is cherry-picked,” said Dr. Brooke Nickel from the University of Sydney.
“When it comes to health, having the complete picture is essential — because half-truths can be just as damaging as lies.”
Dr. Michael Wright, President of the Royal Australian College of General Practitioners (RACGP), advised Australians to avoid relying on social media for healthcare advice, warning that some influencers may share misleading or even harmful information.
“It’s important to view social media content critically,” Dr. Wright said. “Better yet, schedule an appointment with your GP — someone who knows your medical history — to discuss any health concerns, including mental health. We are trained professionals dedicated to your wellbeing.”
A TikTok spokesperson emphasized that harmful health misinformation is prohibited on the platform.
“Australians should always consult their GP for health advice, and if users come across videos or accounts that seem inappropriate, we encourage them to report it,” the spokesperson stated.
TikTok also confirmed that videos promoting unproven treatments for minor illnesses are not eligible for the app’s For You feed.
Leave a Reply