Are health influencers making us sick?

"Previously, when you felt ill, you consulted a doctor. Now, you consult the Internet. In 2025, nearly 80% of US adults said that they were likely to look online for answers to a health question, according to one survey (see go.nature.com/4qzhgiv). And 75% of 18-29-year-olds report using social media for health information and advice (see go.nature.com/4bqlcuw). In Bad Influence, medically trained journalist Deborah Cohen examines the problems and opportunities that arise from this shift."

"She is well positioned to analyse the impacts, having a stellar track record of exposing questionable medical claims and practices that are poorly supported by evidence from research. Her deeply reported, compelling analysis lays bare how social-media influencers, apps, algorithms and the rest of the digital ecosystem are transforming our health, for better or - often - for worse. Cohen says she tried to keep an open mind when researching the book."

"She is careful to acknowledge that the Internet has helped to empower and inform individuals by democratizing medical knowledge, and that there is a shortage of rigorous research showing that online information can change people's behaviour and health. Nevertheless, she uncovers an ocean of "health information being put onto and shaped by what are - for all intents and purposes - shopping and advertising platforms"."

People increasingly turn to the Internet and social media for health information, with large proportions of adults and young adults searching online or consulting platforms. Online access has democratized medical knowledge and empowered individuals, while robust evidence that online information changes health outcomes remains limited. Platform business models and attention-driven algorithms push health content into shopping and advertising environments, incentivizing sensational, promotional or attention-grabbing posts. Influencers, apps and collaborations with pharmaceutical and health-related firms blur distinctions between advice and marketing. Online trends and creator communities can shape perceptions of conditions and influence healthcare use.

Read at Nature