on PinterestA recent study found that social media influencers who promote prescription drugs may often misleading information.
on PinterestA recent study found that social media influencers who promote prescription drugs may often misleading information. Image Credit: Lucas Ottone/Stocksy
- A recent review suggests that social media influencers touting prescription drugs are often spreading misinformation.
- The research shows that audiences have difficulty recognizing promotional intent when the marketing is embedded in personal narratives.
- The findings highlight a need for updated regulatory guidance and stronger, more standardized disclosure requirements.
The rise of social media influencers has changed how many people get information about many products and services.
A recent review published in JAMA Network Open examined how social media influencers affect how users obtain information and approach prescription medications.
The researchers found that the promotion of prescription medications by social media influencers is often accompanied by misleading information. It was shown that this type of promotion can be connected to outdated regulatory oversight.
“Influencers often advice about prescription drugs despite having financial incentives or little medical expertise,” said study author Raffael Heiss, PhD, professor at the Management Center Innsbruck (MCI).
“Existing rules and disclosure requirements have not kept pace with social media,” Heiss told Healthline.
The review also found that audiences may have difficulty recognizing promotional intent when it’s embedded in personal narratives.
“Personal stories can also make promotional content feel trustworthy and authentic, even when it is incomplete or misleading,” Heiss said. “As a result, followers may trust influencers because they emotionally connect with their stories and may not recognize that the content is advertising.”
‘Patient influencers’ and prescription drug misinformation
Prescription drug companies are increasingly partnering with social media influencers, or people who attract a large number of followers and may influence them by sharing content. These influencers are often patients, and may be referred to as “patient influencers.”
Patient influencers may post personal stories and experiences, which makes them highly persuasive.
These types of collaborations can spread misleading information and potentially lead to the misuse of medications and harmful interactions.
The researchers note that this is especially problematic when promotions are made by healthcare professionals.
“Social media influencers promoting prescription medication are blurring the lines between sound clinical advice and trend following,” said Kanwar Kelley, MD, who is triple board certified in otolaryngology, head and neck surgery (ENT), obesity medicine, and lifestyle medicine, and co-founder and CEO of Side Health in Orinda, CA. Kelley wasn’t involved in the study.
“In today’s social media, that content is nearly indistinguishable from professional advice and can skirt the skepticism that people apply to traditional prescription marketing,” Kelley told Healthline.
The promotion of prescription drugs by influencers also raises an important public health concern, amplifying the demand for pharmaceuticals with the potential to encourage inappropriate use or prescribing.
“In some cases, especially when influencers are patients themselves, they can provide valuable support and help people feel less alone,” said Heiss.
“However, our review suggests that these ‘parasocial’ relationships can also make people less likely to recognize when they are being marketed to and more likely to see the advice as credible. This becomes a problem when promotional content
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