UNITED NATIONS, Sep 30 (IPS) – Today’s digital age is centered on TikTok, the short social media platform that hosts nearly 1 billion users. Emotive or demeaning videos often engage a younger audience, leading to the spread of misinformation on a global scale.
On September 26, the World Health Organization (WHO) and TikTok announced a year-long collaboration, which they plan to provide users with reliable and researched health information. The WHO-affiliated network, Fides, uses healthcare professionals and fact-based content creators to eliminate inaccuracies, promote transparency, and promote healthy habits.
According to research from the non-profit health policy group KFF, TikTok users who actively seek health information are at high risk of being exposed to false information about gun safety, reproductive health care, and COVID-19 vaccines. Although nearly forty percent of TikTok users trust videos about health information, only thirteen percent of users will follow a medical professional.
“Algorithms work in such a way that if you follow people who give false information, it means that you always get bad information, and if you get all your information there, it means that there is a large percentage of people to find information based on the truth”, says Katrine Wallace, PhD, an epidemiologist and and assistant professor at the University of Illinois Chicago.
This is of great concern to health officials around the world as a young audience often uses TikTok to get advice on serious health issues that require professional evaluation.
A study led by Mackin Loveland, MD, an internal medicine resident at the University of Arizona College of Medicine, reported that 40 percent of TikTok videos tagged with the words “liver disease” contained false information. These videos represent alternative procedures, none of which are certified by experts.
“Although fake posts have not yet become popular, they still present a lot of false information in the field, leaving people with liver disease exposed to false information,” said Loveland. “Given the high mortality rate associated with liver disease, the impact of spreading false claims on a popular social media platform can have serious consequences.”
Mental health topics report the highest levels of misinformation on TikTok. Because of the symptoms of mental conditions linked to emotional well-being, many users feel compelled to give advice and diagnose themselves or others. For example, many videos promote deep breathing as a cure for anxiety, and rely on pseudoscience and astrology to explain certain behaviors.
“Diagnosing mental illness is actually very complicated, and there are many different factors that go into it. People – especially young people – may believe they have a diagnosis that doesn’t really affect them”, says Jackie Nesi. assistant professor in the department of psychology and human behavior at Brown University.
Nesi adds that social media has the potential to reduce the severity of certain situations through the use of humor, resulting in users not taking mental health as seriously as they should. It is important to note that TikTok can be a great first step for those looking for advice about their health. Nesi says forum humor promotes a less stigmatized environment, allowing people going through similar situations to find support. That’s why WHO and TikTok are optimistic about their collaboration as it allows for similar levels of community building while promoting safety and critical thinking.
“This collaboration can be a point to show how the platforms can face social responsibility. The combination of health and technology provides an opportunity to reach people of all ages, where they are, if they want to reach,” said Dr. Jeremy. Farrar, WHO Chief Scientist. “By partnering with TikTok and others, we’re helping people find reliable information and engage in scientific discourse that collectively helps build a healthier future for all.”
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