Brands can rely on social media to prevent health misinformation: report

Around 58% of users buy products based on recommendations from medical professionals.

With consumers becoming more perceptive of information in social media, brands can utilise existing online platforms to combat misinformation.

In a report by analytics company GlobalData, 58% of global consumers tend to purchase health products based on their recommendations or endorsements from medical professionals.

However, advice from relatives and peers is even higher with 66%, whilst 30% of users would make a purchase based on social media posts or influencer recommendations, underscoring the control and legitimacy of such platforms.

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That leaves misinformation more exposed and rampant, with false information being disseminated without vetting, fact-checking, or accountability in social media.

Around 42% have been hesitant to buy products directly through social media, due to a lack of information from sellers. Additionally, 45% of over 700 Instagram posts from influencers and brands with over 100,000 followers contain inaccurate nutrition information.

“Consumers take their health very seriously, and if brands are found to offer incorrect or misleading health advice, it can have serious consequences not only for brand image but for consumers’ health and wellbeing. Partnering with experts adds credibility and ensures that the information provided is accurate and trustworthy,” Katrina Diamonon, principal consumer analyst at GlobalData, said.