UNITED NATIONS, Sep 30 (IPS) – Today’s digital age revolves around TikTok, the short-form social media platform with around 1 billion users worldwide. Sensational or restrictive videos often drive the most engagement with young audiences, leading to the spread of misinformation on a global level.
On September 26, the World Health Program (WHO) and TikTok announced a one-year partnership, for which they plan to provide users with reliable and researched health information. WHO’s affiliate network, Fides, employs healthcare experts and evidence-based content creators to eliminate inaccuracies, promote transparency, and encourage healthier practices.
According to research from the nonprofit health policy group KFF, TikTok users who actively seek out health information are more likely to be exposed to false information about gun safety, reproductive health care and COVID-19 vaccines. While about forty percent of TikTok users trust videos about health information, only thirteen percent of users will contact a medical professional.
“The algorithms work in such a way that if you follow people who spread misinformation, you consistently get bad information, and if you get all your information from there, there is a large percentage of people who don’t.” obtain fact-based information,” says Katrine Wallace, PhD, epidemiologist and assistant professor at the University of Illinois, Chicago.
This is of great interest to health officials around the world because younger audiences are more likely to use TikTok for advice about serious health conditions that require professional medical evaluation.
A study led by Mackin Loveland, MD, an internist at the University of Arizona College of Medicine, reported that 40 percent of TikTok videos containing the term “liver disease” contained misinformation. These videos advocated alternative practices, none of which have been verified by professionals.
“While inaccurate posts were less popular, they still represent a large amount of misinformation on the platform, leaving people with liver disease susceptible to false claims,” Loveland said. “Given the high mortality associated with liver diseases, the impact of spreading inaccurate claims on such a popular social media platform could have serious clinical consequences.”
Mental health topics report the highest level of misinformation on TikTok. Because symptoms of mental illness are linked to emotional well-being, many users feel compelled to give advice and diagnose themselves or others. For example, many videos advocate deep breathing as a cure for anxiety, and rely on pseudoscience and astrology to explain certain behaviors.
“Diagnosing a mental illness is actually quite complicated, and there are many different factors at play. People – especially young people – may believe they have a diagnosis that doesn’t really apply to them,” says Jackie Nesi, an assistant professor in the department of psychiatry and human behavior at Brown University.
Nesi adds that social media has the ability to minimize the severity of certain conditions through the use of humor, which leads to users not taking mental health as seriously as they should. It’s important to note that TikTok can be a positive first step for people seeking advice about their health. Nesi states that the platform’s humor promotes an environment with less stigma, allowing people facing similar circumstances to find support. This is why WHO and TikTok are optimistic about their partnership, as it will enable the same levels of community building while encouraging safety and critical thinking.
“This collaboration could prove to be a turning point in how platforms can be more socially responsible. The intersection of health and technology presents an opportunity to reach people of all ages, where they are, when they want access,” said Dr. Jeremy. Farrar, WHO’s chief scientist. “By working with TikTok and others, we are helping people access credible information and engage in scientific discourse that collectively helps shape a healthier future for all.”
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