Would you lie on a nail mat to relieve pain? It may sound implausible, but influencers frequently share such health tips on social media platforms like Instagram and TikTok. While their advice might sound promising, it often directly contradicts recommendations from medical experts. "An influencer is usually not an expert. Such individuals can provide health advice that directly conflicts with established medical science", says Martin Buijsen, Professor of Health Law at Erasmus School of Law. In October, he appeared on the TV program Trap Er Niet Influencer (Translated to Do not Fall For Influencers), where he elaborated on this issue.
The influence of social media algorithms
In the program, Buijsen explains how social media users often find themselves in filter bubbles driven by algorithms. These algorithms present information tailored to previous search behaviour. In this context, individuals repeatedly encounter similar health advice based on their previous views. Buijsen states: "You might feel that a single video or post is not enough to rely on, so you look for more advice. However, you will keep encountering the same type of advice. Once you have engaged with one influencer, you have become a data point, and the algorithm takes over. You are continually led deeper into the same funnel. It feels credible because you have sought more information, but you are no longer exposed to sources offering genuinely accurate information."
Misinformation or disinformation?
Buijsen explains that information shared by influencers can be either accurate or inaccurate. An influencer's inaccurate information can be classified as misinformation or disinformation. He clarifies: "If an influencer genuinely believes in a product they promote, but science has established that the product is ineffective - or even harmful - then the information they share is misinformation, not disinformation. Disinformation occurs only if the influencer knows the product is ineffective - or harmful - yet still portrays the information as accurate."
Fighting misinformation
Buijsen points out that distinguishing between misinformation and disinformation is challenging because it depends on the intent of the person spreading the information. Moreover, misinformation cannot be entirely prevented. For this reason, he sees a sustainable solution in education, awareness, and information dissemination. Legal regulation is of limited use, as the internet is difficult to regulate. However, through education and awareness campaigns, people can learn to evaluate the information influencers share on social media critically. "People need to learn how to use social media responsibly. That is what it comes down to", says Buijsen.
How should the battle against influencers be fought?
Although misinformation cannot be entirely avoided, it must still be countered. Buijsen explains that misinformation should be addressed with accurate information. "Accurate information must be provided by whoever can do so, especially when potential health damage could be significant. The government must act when it comes to disinformation disseminated by foreign entities hostile to the Netherlands with malicious intent." The government also has a clear role in education and public awareness efforts. However, the government's role in dealing with influencers is different. "When it comes to influencers and their health and wellness advice… citizens themselves need to take action."
Consumers and influencers
The fight against misinformation is not solely the government's responsibility; consumers also bear significant responsibility. Buijsen emphasizes that individuals should not blindly trust everything influencers say, no matter how convincing their messages may seem. However, Buijsen argues that the same responsibility applies to influencers. They wield considerable influence over their audiences and, therefore, have a major responsibility to carefully and honestly handle the information they share.
The power of knowledge: Looking to the future
How can the spread of false information by influencers on social media be addressed? "By continuing to raise awareness about this phenomenon, as was done with the Trap Er Niet Influencer broadcast, by monitoring the issue through scientific research, and by educating people about the value of the information they receive through such channels, this problem can be tackled," concludes Buijsen.
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Click on this link to watch the episode of 'Trap Er Niet Influencer' (in Dutch).
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