South Middlesex Times

The wellness industry operates with minimal regulation, allowing social media influencers to make health claims that often lack scientific support. These influencers, who present themselves as experts, reach vast audiences through relatable content and social media algorithms.

Jon-Patrick Allem, an associate professor at Rutgers School of Public Health's Department of Health Behavior, Society and Policy, has been examining the influence of social media on health attitudes and behaviors. Allem highlighted the potential dangers posed by unverified health claims made by online personalities.

"The wellness industry is a trillion-dollar industry," said Allem. "While this may be surprising to some, it shouldn’t be, given that the industry lacks a lot of important regulations." He noted that companies can produce and sell dietary supplements without notifying the U.S. Food and Drug Administration (FDA) and often misuse FDA approval in misleading ways.

Allem pointed out that testimonials used in promotional materials are designed to evoke emotions rather than rational thought. This practice can create positive perceptions about products without scientific backing. A recent study involving 400,000 healthy adults found no mortality benefit from daily multivitamin use over more than 20 years.

Social media influencers play a significant role in promoting wellness products by making unproven health claims and contradicting medical advice. "They also may capitalize on peoples’ vulnerabilities with the help of social media platform algorithms," added Allem.

The impact of these influencers on consumer health choices remains uncertain due to limited research. Allem called for public health researchers to explore this area further and suggested that funding from institutions like the National Institutes of Health could aid in understanding the wellness industry's effect on health decision-making.

Social media algorithms contribute to this issue by curating content based on users' prior interactions. This algorithm-driven exposure can lead to changes in users' attitudes toward their health care practices, potentially resulting in poorer outcomes due to delayed or ineffective alternative care.

To mitigate these risks, Allem advised consulting healthcare providers before taking any supplements or undergoing services aimed at improving health. He emphasized awareness about influencers' financial incentives tied to product promotions: "People should be aware that the key to wellness probably doesn’t come via a discount code from an online personality."