Social Media Influencers Fueling Health Fears with Misleading Tests, Study Finds

Social media has transformed the way we access information, with influencers holding immense sway over their audiences. In particular, the realm of health and wellness has seen an explosion of influencers promoting medical tests that, according to a recent study, are often based on limited evidence and, in some cases, could cause more harm than good. This article examines the findings of a study conducted by the University of Sydney, which explores the potential dangers of health tests promoted by influencers on social media platforms like Instagram and TikTok. The study sheds light on how these promotions can lead to overdiagnosis, unnecessary treatments, and undue financial burdens on the general public.

The Rise of Health Test Promotions on Social Media

The study in question analyzed 982 posts across Instagram and TikTok, posted between April 2015 and January 2024, discussing five medical tests that are commonly promoted on social media. These tests include full-body magnetic resonance imaging (MRI) scans, genetic testing for early signs of cancer, blood tests for testosterone levels, the anti-Mullerian hormone (AMH) or “egg-timer” test, and the gut microbiome test. Despite limited scientific evidence supporting the benefits of these tests for generally healthy individuals, influencers and health-related accounts frequently advocate for their use, tapping into emotional narratives to engage their followers.

Researchers found that these tests were often presented under the guise of empowerment, encouraging followers to take control of their health through early screening. However, the study’s authors, including lead researcher Dr. Brooke Nickel, emphasized that these tests could lead to unnecessary diagnoses and treatments, which in turn could negatively affect mental health and financial wellbeing.

Emotional Narratives and Fearmongering

A striking feature of these social media posts was the emotional appeal used to promote the tests. Influencers often engaged in fearmongering, suggesting that failing to take these tests meant not taking care of one’s health. For instance, a post about the gut microbiome test, which is still in its early stages of scientific validation, claimed: “You DESERVE to be healthy. It is your BIRTHRIGHT. These tests will let us know with CERTAINTY what is causing your specific health concerns.”

This type of messaging encourages followers to act based on fear of missing out on crucial health information, despite the fact that these tests are not necessarily suited for people who are generally healthy. Overwhelmingly, posts emphasized the supposed benefits of the tests (87.1% of the posts), while only a small percentage mentioned the potential harms (14.7%), including the risks associated with overdiagnosis.

Overdiagnosis and Its Dangers

One of the central concerns raised by the study is the issue of overdiagnosis. Overdiagnosis refers to the identification of conditions that would not have caused harm if left undetected, potentially leading to unnecessary treatments. This is particularly pertinent in the case of cancer screenings, such as the full-body MRI scans and multi-cancer early detection tests. These tests are promoted as a way to identify early-stage cancers, but many of the early forms of cancer they detect are non-progressive and would never have caused symptoms or problems.

The harms of overdiagnosis are well-documented. Research has shown that diagnosing early-stage cancers that do not pose a threat can lead to unnecessary psychological distress, invasive treatments, and major surgeries. These interventions carry their own risks and costs, further exacerbating the negative impact on individuals who may have otherwise led a healthy life without knowing they had a non-threatening condition.

Financial Burdens of Unnecessary Tests

In addition to the psychological impact, there is a significant financial cost associated with the promotion of these tests. For example, full-body MRI scans can cost upwards of $800 in Australia, while tests for genetic mutations or hormone levels may also incur substantial expenses. Influencers often fail to mention these costs, focusing instead on the supposed benefits of the tests. This financial burden can be especially overwhelming for individuals who may not fully understand the potential consequences of undergoing these tests.

Furthermore, individuals who do receive an unnecessary diagnosis may be encouraged to pursue expensive treatments or interventions. In the case of women taking the AMH test, for instance, low results could lead to unnecessary anxiety about fertility, potentially resulting in costly and invasive procedures like egg freezing or in vitro fertilization (IVF) when they may not be necessary.

The Impact on Mental Health

Beyond the financial and physical risks, there is also a significant mental health concern associated with overdiagnosis. When individuals are led to believe they have a medical condition based on a test result, they may experience heightened levels of stress, anxiety, and uncertainty. The promotion of health tests with questionable evidence of efficacy exacerbates this issue, particularly when it is presented as essential for good health.

For example, the AMH test, often touted as an “egg-timer” test for women’s fertility, is promoted to younger women in their teens and twenties. However, as Dr. Nickel points out, these tests often create unnecessary anxiety for women who are years away from making decisions about their fertility. The emotional toll of receiving a low score on such a test can lead women to make decisions about their reproductive health that they may not have otherwise considered.

Similarly, the testosterone test is frequently marketed to men with clear narratives around masculinity, suggesting that low testosterone levels are a sign of weakness. A TikTok post with nearly 100,000 followers claimed: “Watch out for this scary sign of low testosterone levels… You should be waking up in the morning with a boner.” This type of messaging not only misrepresents the science behind testosterone levels but also perpetuates harmful stereotypes around masculinity, potentially leading to unnecessary testing and treatment.

The Role of Doctors and Medical Professionals

While influencers and social media accounts often emphasize the benefits of these tests, there is also the concern that some medical professionals are involved in promoting them. Posts from doctors were more likely to mention the potential harms of testing, but many still endorsed the tests, sometimes with a promotional tone. The problem, Dr. Nickel argues, is that these tests are often marketed directly to consumers, bypassing the doctor-patient relationship that would typically involve a discussion about the need for such tests.

Dr. Stacy Carter, the director of the Australian Centre for Health Engagement, Evidence, and Values at the University of Wollongong, emphasized the need for greater caution when considering tests promoted on social media. “This study adds to the evidence that medical misinformation is common on social media,” she said. “We should all think again when an influencer encourages us to get tested.”

The Need for Stronger Regulation

One of the key takeaways from this study is the need for stronger regulation of health-related content on social media. Dr. Nickel advocates for more robust guidelines to ensure that influencers are held accountable for promoting health tests with limited evidence of benefit. As the study demonstrates, social media platforms provide an ideal space for misinformation to spread, and individuals often lack the knowledge or resources to discern what is valid information and what is not.

While some platforms, such as Instagram and TikTok, have made efforts to address health misinformation, the study suggests that more needs to be done. Influencers should be required to disclose financial ties to the companies promoting these tests, and posts should include clear warnings about the potential harms and costs associated with the tests.

The rise of social media influencers in the health and wellness space has created new opportunities for individuals to access information about medical tests and treatments. However, as this study illustrates, many of these promotions are based on misleading information and lack the necessary scientific evidence to support their claims. Influencers often appeal to emotional narratives, using fearmongering tactics to encourage followers to undergo tests that could result in unnecessary diagnoses, treatments, and financial costs.

While the study focuses on a handful of tests, it highlights a broader issue of medical misinformation on social media and the potential dangers posed by unregulated health promotions. As social media continues to shape how we engage with health information, it is essential that both influencers and medical professionals take greater responsibility for the content they promote. Consumers must be vigilant and cautious when considering health tests, seeking guidance from qualified healthcare providers before making any decisions. Ultimately, stronger regulation and more transparent health communications are needed to protect the public from the risks of overdiagnosis and unnecessary interventions.