A new report from data analysts Rooted Research Collective (RRC) and health-focused Freedom Food Alliance (FFA) found that dangerous misinformation about diet is spreading on social media platforms, Instagram and TikTok, which lack proper qualifications.
According to the report, up to 24m people could be at risk of serious health impacts if they listen to and follow the advice of ‘superspreader’ influencers, who share misleading and harmful nutrition guidance.
“Nutrition is complex, but it doesn’t have to be confusing. Superspreaders exploit that confusion by offering dangerously simple answers dressed up as hacks, often driven by profit, not science,” said Alice Millbank, Co-Founder and Chief Scientific Officer at Rooted Research.
False and misleading information is a serious global risk
Attributing the concerning communication to the influencer network on these platforms, RRC and FFA’s research has discovered 53 ‘superspreader’ influencers who are misleading with pseudoscientific claims that attempt to convey health recommendations. “We make the case for meeting misinformation on its turf with clear, evidence-based communication so we can begin to rebuild trust in the healthcare system,” Millbank.
In 2023 research, MyFitnessPal and the Irish Institute of Digital Business at DCU found that 87% of millennials and Gen Z preferred to rely on platforms like TikTok and Instagram for nutrition and health advice. Social media ranked higher than friends, family members or medical professionals.
The results of this research are deeply concerning, particularly because the misinformation promoting animal-heavy diets is coming not only from influencers and laypeople but from medical professionals as well
Dr Matthew Nagra, Vancouver Naturopathic Clinic
Platform influencers with the largest followings are estimated to earn over $100,000 monthly on social media activity alone. The ‘superspreaders’ RRC and FFA identified in their report have a combined following of around 20. They sell consultations or coaching from $100 per hour to tens of thousands per service.
Their findings show that 96% of these social media users make money through coaching, supplement sales or holding ‘medical’ conferences. However, 87% aren’t doctors and almost 50% lack health training, yet around one in five indicated they had some expertise even though they lacked verifiable evidence.
Misinformation and disinformation is a leading and increasing global risk. According to the World Economic Forum’s (WEF) Global Risk Report published in 2025, it’s considered a core concern over the next two years. Therefore, policymakers and social media companies need to adopt urgent and specific measures to tackle public health worries relating to online misinformation.
“The results of this research are deeply concerning, particularly because the misinformation promoting animal-heavy diets is coming not only from influencers and laypeople but from medical professionals as well,” said Dr Matthew Nagra. “When those in positions of trust spread inaccurate information, it carries even more weight, and the consequences are real,” Nagra added.
Copycat confectioners and conscious criticisms
The confectionery industry is familiar with concerns over fakery within the products that consumers can access and buy from supermarket shelves. In January 2024, the UK’s Food Standards Agency warned shoppers to look for fake chocolate bars branded under popular ‘Prime’ and ‘Wonka’ bar names.
Copycat products like these break consumers’ trust and pose a drop to the company’s potential profits. However, beyond these business impacts are far more serious health risks to consumers. Accidentally purchasing these products exposes shoppers to a lack of tested and approved formulations, which may be unsafe for consumers to eat.
The new fraudulent spot came 18 months after other fake ‘Wonka’ products had been identified across Great Britain and Ireland. Back then, the owners of the legitimate Wonka products, Ferrero, shed some light on how consumers can determine the authenticity of a Wonka product: look out for the official ‘Ferrero’ or ‘Ferrera Candy Company’ trademarks on the label. The absence of these suggests that the product is counterfeit and, therefore, unsafe to eat.
Fraud is also prevalent among individual ingredients that go into confectionery’s favourite products. In 2024, hazelnuts came under fire for misleading consumers about their geographical origin. The preferred nut choice for chocolate formulators, 90% of all hazelnut consumption occurs in the chocolate, wider confectionery and biscuit sectors. Although the commodity has not been linked to deforestation by the European Union’s Deforestation Regulation (EUDR), it’s been criticised for its connections to bonded labour and child labour among farmers.
Now, RRC and FFA’s latest research suggests concerns over products’ content could come to the fore as confectionery’s next big fakery find.
Verifying truth over fiction with science
In response to fake releases and brand copycats like these, the industry has taken a proactive stance and is fighting back, drawing on scientific evidence to validate food and beverage (F&B) products’ contents.
Natural sweetener, honey, which has been gaining popularity as a confectionery flavour in recent years, was at the centre of the scientific research into how the F&B sector can combat fakery. Ingredients gaining more fans and formulators may be particularly vulnerable to fraud, as their growing presence in new or reformulated SKUs may make them harder to detect.
Eager consumers wanting honey-containing products may not know that their products are fakes and potentially unsafe. A 2024 European Commission report found that close to half (46%) of 147 honey samples tested were found to contain unexpected plant syrups.
Rigorous testing is available to check the contents of products entering the market. Bolstering this existing method, though, is a new way to identify adulteration in products. Cranfield University researchers in the UK have developed an efficient and accurate method to identify sugar syrup adulteration in honey, prompting new ways to identify fake products.
Tackling mis- and disinformation
RRC and FFA’s The Nutrition Misinformation in the Digital Age (2024 to 2025) report urges policymakers and social platforms to take immediate action to address pseudoscience and misinformation on social media relating to health claims within F&B.
The companies call for a focus on education, regulation and elevating the presence of qualified food and health professionals. They have developed a three-part policy response to address the rise of false and misleading information relating to health and nutrition.
Firstly, RRC and FFA want to see leaders encourage early education around spotting false claims relating to food and online. They suggest putting practical nutrition and digital literacy in the school curriculum.
Next, recognising that the online landscape is a vast source where consumers go to find information, they want to see leaders invest in training trusted nutritional professionals to use social media responsibly. The companies state that platforms like TikTok and Instagram can make public health advice more engaging and responsive.
Furthermore, RRC and FFA want to see healthcare professionals increase the standard of operations online. Providing misinformation training, ensuring ethical guidelines are followed and policing the misuse of medical descriptors for profit are recommended actions.
