Influencers and Health Tests: Study Highlights Risks of Misinformation

A new study has found that social media influencers often use emotional appeals and misleading claims to promote medical tests with limited scientific backing.

Researchers warn that these promotions can contribute to overdiagnosis, unnecessary medical interventions, and increased healthcare costs, particularly for healthy individuals.

Published in JAMA Network Open by researchers from the University of Sydney, the study analyzed nearly 1,000 social media posts discussing five medical tests:

• Full-body MRI scans
• Genetic tests claiming to detect early signs of cancer
• Blood tests for testosterone levels
• The anti-Mullerian hormone (AMH) or “egg-timer” fertility test
• Gut microbiome analysis

Despite limited scientific support for these tests in healthy individuals, 87% of posts highlighted potential benefits, while less than 15% mentioned any risks. Over two-thirds of influencers promoting these tests had financial ties to the companies selling them.

Lead researcher Dr. Brooke Nickel emphasized that many of these tests could lead to unnecessary diagnoses, resulting in anxiety, expensive treatments, and even invasive medical procedures. For example, full-body MRI scans can detect benign abnormalities that may never cause harm but could still lead to unnecessary medical interventions.

Similarly, AMH fertility tests, often marketed to young women, cannot reliably predict future fertility. Despite this, they are promoted in ways that may pressure individuals into costly egg-freezing or fertility treatments.

Many influencers frame these tests as empowering tools for personal health management, often using fear-based messaging. For example, one Instagram post promoting gut microbiome testing told followers:

“You DESERVE to be healthy. These tests will give us CERTAINTY about your health issues.”

Testosterone tests were also frequently marketed with gender-based messaging, sometimes implying that certain physical traits, such as morning erections, were essential indicators of masculinity.

Doctors featured in the study were more likely to acknowledge potential risks but were not immune to promotional messaging. Some medical professionals strongly encouraged followers to undergo testing, often without providing a balanced view of the scientific evidence.

Health experts, including Prof. Stacy Carter from the University of Wollongong, argue that stronger regulations are needed to prevent the spread of misleading medical information. The study highlights how influencers, often lacking medical expertise, can contribute to widespread misinformation, making it harder for the public to access reliable health advice.

To avoid falling for misleading health claims, experts recommend:

• Checking credentials: Ensure the source has medical expertise.
• Fact-checking claims: Use trusted sources like the WHO, CDC, or NHS.
• Being cautious with emotional appeals: Fear-based marketing can exaggerate risks.
• Looking for financial disclosures: Be wary of endorsements with undisclosed commercial interests.

With input from the Guardian and Deusche Welle.