Social media influencers have become a powerful force in shaping public health narratives,
particularly on platforms like TikTok and Instagram. These influencers, who often have millions of
followers, are increasingly seen as credible sources of information on health and wellness. Their impact
can be significant, as they influence the choices and behaviors of their audiences, particularly in areas
such as beauty, fitness, and diet. However, their influence comes with a host of ethical challenges
particularly around the potential for spreading misinformation, conflicts of interest arising from
sponsorships, and the responsibility to promote evidence-based health practices. This article delves into
these ethical issues, with a focus on the promotion of products like collagen supplements and Ozempic, as
well as the broader role of influencers in advocating for public health.
One of the most pressing ethical issues surrounding social media influencers is the
misinformation they may inadvertently or intentionally spread. With the rise of influencer-driven health
trends on platforms such as TikTok and Instagram, many products and health advice are presented
without adequate scientific evidence. For instance, collagen supplements are widely promoted by
influencers as a cure-all for a variety of health issues, from improving skin elasticity to joint health. While
collagen may offer some benefits, particularly for skin health, its effects on other aspects of health are less
clear, and the scientific evidence supporting these claims remains limited [2]. Influencers often endorse
these products based on personal testimonials, which may mislead followers into believing that collagen
is a proven, all-encompassing solution. The ethical problem here is the duty to inform. Influencers,
particularly those presenting themselves as health advocates, have an obligation to ensure the information
they share is accurate and backed by reliable evidence. This ties into the ethical principle of non-
maleficence—the obligation to do no harm. By promoting products that lack sufficient clinical support,
influencers risk misleading their followers into spending money on ineffective products, potentially
wasting resources or even compromising their health.
The spread of misinformation is especially concerning when it comes to health behaviors. In
many cases, influencers promote unregulated or unproven products without disclosing the risks involved.
For example, the use of Ozempic—a medication developed for type 2 diabetes that has become popular in
weight-loss circles—has been heavily marketed by influencers. While the drug can be effective for
managing diabetes, its use as a weight-loss solution is controversial, and the medication can have
significant side effects, including nausea and possible long-term health risks (Gupta et al., 2023).
Influencers often downplay these risks, focusing on the drug's rapid weight loss effects, which can lead
their followers to make uninformed health decisions. This highlights the importance of evidence-based
health information and the need for influencers to balance their promotion of products with a clear
presentation of potential risks [1].
Another critical ethical issue is the financial relationships between influencers and health-related
brands. Many influencers monetize their platforms through sponsored content or partnerships with health
brands, creating a potential conflict of interest. This becomes particularly problematic when influencers
promote products or services that they have not personally tested or that lack scientific support. For
instance, Ozempic and other weight loss medications are often promoted by influencers with little to no
medical or pharmacological expertise [1]. These influencers may not adequately address the full scope of
risks associated with the product because they are financially incentivized to present a favorable view.
This creates a conflict of interest, where influencers' personal gain may take precedence over the well-
being of their followers. Ethical guidelines for influencer marketing emphasize the need for transparency,
requiring influencers to disclose when content is sponsored and when they have financial ties to brands.
However, many influencers fail to do this consistently, potentially misleading their audiences about the
impartiality of their endorsements.
The ethics of sponsorship also intersect with the principle of autonomy—respecting individuals'
ability to make informed decisions. When influencers fail to disclose their financial relationships with
health brands, they are undermining their followers' ability to make independent choices based on full
knowledge of the situation. Transparent disclosure of sponsorships and partnerships is critical for
maintaining trust and ensuring that followers can make informed decisions about the health products they
choose to use.
Influencers have a moral responsibility to promote health practices that are supported by solid
scientific evidence. While influencers are not expected to be medical experts, they should at the very least
advocate for healthy behaviors and products that have been shown to be effective. This responsibility
becomes especially important when it comes to recommending weight loss strategies, skin care products,
or other health-related items. For example, promoting collagen supplements as a miracle cure for skin
aging or joint pain can be misleading, as the evidence supporting such claims is not conclusive (Zague,
2018). Health influencers who recommend such products without emphasizing the limitations of the
evidence may inadvertently mislead their followers into adopting ineffective or potentially harmful health
practices.
Moreover, influencers have a responsibility to promote evidence-based treatments rather than
relying on anecdotal evidence or personal testimonials. With the rise of unregulated health products and
treatments, influencers must be particularly careful when endorsing items like Ozempic. Influencers
should refrain from promoting such treatments unless they are fully aware of the medical implications and
have clear information on the potential side effects [1]. Beneficence, the ethical principle of doing good,
is key here—health influencers must prioritize their followers' well-being by recommending products and
behaviors that are supported by evidence and are unlikely to cause harm.
Given the power that influencers hold over public health narratives, it is critical to establish
ethical guidelines for their conduct. These guidelines should emphasize transparency in sponsorships and
endorsements, as well as the need to promote evidence-based health practices. Influencers should be
required to disclose their financial ties to brands and to ensure that the health products they endorse are
backed by credible scientific evidence. Also, influencers should strive to provide balanced views that
include the benefits and risks of the products they promote. This approach would ensure that their
followers are making informed decisions about their health, and that influencers are acting in accordance
with the ethical principles of autonomy and non-maleficence.
Health organizations, regulatory bodies, and social media platforms should work together to
establish ethical guidelines and oversight mechanisms that hold influencers accountable for the health
claims they make [3]. By promoting accountability, social media platforms can create an environment
where health influencers use their platforms to genuinely benefit public health, rather than exploit their
followers for financial gain.
The role of social media influencers in health advocacy brings both opportunities and ethical
challenges. While influencers can play a positive role in promoting public health by spreading awareness
about healthy behaviors, they also have the potential to mislead their followers by promoting unverified
health products, neglecting to disclose sponsorships, or ignoring evidence-based practices. By adhering to
ethical principles such as transparency, beneficence, and non-maleficence, influencers can contribute to a
healthier, more informed public. To navigate these ethical challenges, it is crucial that influencers
prioritize their followers' well-being, ensuring that the information they share is both accurate and
responsible.
References
1. Gupta, P., Kumar, S., & Sharma, D. (2023). Ozempic in weight loss: A review of benefits and
risks. Obesity Reviews, 24(5), 610-616. https://onlinelibrary.wiley.com/doi/10.1111/obr.13212
2. Powell, J., & Pring, T. (2024). The impact of social media influencers on health outcomes:
Systematic review. Social Science & Medicine, 340, 116472.
https://www.sciencedirect.com/science/article/pii/S0277953623008298
3. Pöyry, E. (2022). The role of social media influencers in public health communication: Case
COVID-19 pandemic. Health Communication, 37(8), 1021-1029.
https://www.tandfonline.com/doi/full/10.1080/1553118X.2022.2042694
4. Brennan, S. R., & McKinney, M. (2020). Social media and health: The role of influencers in
health communication. Journal of Health Communication, 25(4), 273-280.
https://pmc.ncbi.nlm.nih.gov/articles/PMC8824545/