Misinformation about health and wellness can be convincing – here is how to spot it

Recent reports have highlighted AI-generated “doctors” spreading dubious health advice to millions of social media users. Fabricated wellness trends can travel just as quickly. A supposed “pink jelly” weight-loss treatment, for example, reportedly fooled at least one celebrity.

These examples gain credibility in different ways. Influencers can appear familiar and sincere, while AI-generated doctors can look like qualified professionals. Neither familiarity nor the appearance of expertise tells us whether a medical claim is accurate.

Turning to friends and family for health advice is understandable. They may know our circumstances in ways that a healthcare professional cannot during a brief appointment. They can provide emotional support and practical help, and their advice is usually well meant. But somebody can care about us, speak honestly and still be wrong.

Truth and trust

My own research and wider research on digital health misinformation shows that trust can play an important part in deciding which claims people accept. Trust in clinicians and scientific institutions is generally associated with lower susceptibility to false health claims. Misinformation can nevertheless spread through trusted social networks when people share it because they want to help or warn others.

Social media influencers can reproduce some of the signals of friendship without having a personal relationship with their followers. They address followers directly,...

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