A new global study led by the University of Sydney and published in JAMA Network Open has found that social media influencers on platforms like Instagram and TikTok are widely promoting misleading and potentially harmful information about controversial medical tests.
The research analyzed nearly 1,000 posts about five medical screening tests promoted to almost 200 million followers. The study found that the majority of these posts lacked scientific backing, were financially driven, and failed to address the potential risks or harms associated with the tests.
The tests under scrutiny included full-body MRI scans, genetic cancer screenings, testosterone level tests, the anti-mullerian hormone (AMH) test for fertility, and gut microbiome tests. Experts argue that these tests are either unsupported by strong evidence or could lead to overdiagnosis and unnecessary medical treatments.
Dr. Brooke Nickel, the lead researcher from the University of Sydney’s Faculty of Medicine and Health, criticized the posts for promoting these tests as crucial tools for early health screening, when they may actually be unnecessary for most healthy individuals.
“The overwhelming majority of these posts are misleading,” Dr. Nickel said. “They suggest that these tests empower people to take control of their health, but the science supporting their efficacy is often shaky, and for many, these tests could be more harmful than helpful.”
The study revealed that 85% of the posts made no mention of the risks associated with these tests, which include unnecessary diagnoses, overtreatment, and potential harm to mental health. One example is the AMH test, which has been heavily marketed to women as a fertility measure. Experts, however, do not consider it reliable, especially when used outside of specific medical contexts. Dr. Nickel warned that low AMH test results could lead women to pursue unnecessary, costly fertility treatments.
Similarly, testosterone tests are marketed to men with fear-based messaging, claiming that low testosterone levels harm masculinity and sexual performance. This has fueled a rise in testosterone replacement therapies, despite concerns about the long-term safety of such treatments, particularly regarding cardiovascular health.
The study further found that posts overwhelmingly focused on the benefits of the tests, with 87% highlighting their positive aspects, but only 15% acknowledging potential harms. Just 6% of posts mentioned overdiagnosis or overtreatment risks, and a mere 6% referenced scientific evidence. Additionally, 68% of influencers had financial ties to the promotion of these tests, whether through partnerships, sponsorships, or selling the tests themselves.
Dr. Ray Moynihan, co-author of the study and Honorary Assistant Professor at Bond University, described social media as an “open sewer” of medical misinformation that contributes to the growing problem of overdiagnosis. “This is a public health crisis that worsens overdiagnosis and undermines the sustainability of health systems,” he said.
While some posts from medical professionals or those citing scientific evidence were more balanced, the research team is now investigating ways to regulate misleading medical content on social media platforms. Dr. Josh Zadro, senior researcher and co-author, emphasized the urgency for stronger regulations as platforms like Instagram reduce their fact-checking efforts.
Controversial Tests Promoted on Social Media:
Full-body MRI scan: Marketed as screening for up to 500 conditions but lacks evidence for healthy individuals and poses risks of unnecessary diagnoses.
Multi-cancer early detection tests: Promoted as detecting more than 50 cancers, but clinical trials are still in progress, and there’s no proven benefit for screening healthy people.
AMH test (“egg-timer” test): Often marketed to women as a fertility test, despite concerns that it leads to unnecessary treatments.
Gut microbiome test: Promises to detect various conditions but lacks reliable evidence and may result in overuse of medical treatments.
Testosterone test: Promoted for healthy men, but its long-term effects on cardiovascular health and mortality remain unknown.
As influencers continue to spread unverified health information, experts warn that stronger regulatory measures are essential to protect the public from medical misinformation online.
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