The article discusses the implementation of an "accuracy filter" for health-related information online, emphasizing the importance of paid creator campaigns. These campaigns, unlike organic posts, ensure that messaging reaches appropriate audiences, triggering regulatory scrutiny critical for maintaining trust. Modesto highlights the vetting of creators based on credentials and audience dynamics and stresses that selecting partners who convey complex medical messages simply yet credibly is crucial. The regulatory framework adds a layer of assurance that advertising is truthful, particularly concerning health claims, which is pivotal in building audience trust.
"Healthcare brands have a role to play in cleaning up the internet, and paid creator campaigns help us do that."
"It's not just about vetting their content but ensuring they're the right fit for the campaign; this is something you should do with every creator you partner with."
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