Sweet talk, deadly results

Imagine being told that a simple change in your diet like drinking apple cider vinegar could solve all your health problems. Sounds like a miracle, right? Too bad it’s almost never that easy.

In today’s digital age, social media has transformed the way we consume information, particularly in the realm of health and wellness, for better or worse. Instagram influencers, armed with flawless videos and persuasive storytelling, dish out wellness tips like they’re medical experts. Some genuinely want to help, but many lack the qualifications to back their claims. And when misinformation spreads, the consequences can be dangerous or even deadly.

That’s exactly what happened in the case of Belle Gibson, a wellness influencer based in Australia whose shocking deception is explored in the Netflix series ‘Apple Cider Vinegar’. It unravels the rise and fall of Gibson, who claimed she had cured her brain cancer through holistic remedies and lifestyle changes. Her story captivated millions, many of whom turned to her advice in the hope of healing their own health issues. But there was one enormous problem: she never had cancer. It was all a lie.

This chilling true story is just one example of a growing trend on social media i.e. unqualified influencers offering health advice without any medical training. Platforms like Instagram are flooded with wellness gurus promoting miracle cures, detox diets and supplements that promise life-changing results.

While some of the advice may seem harmless, the reality is far more dangerous. Misinformation can lead people to abandon proven medical treatments, trust ineffective remedies and, in some cases, jeopardise their health entirely.

Why we trust influencers

Influencers offer something healthcare professionals rarely do — relatability. They don’t speak in complex jargon; instead, they serve health tips in a friendly, conversational tone, backed by glossy photos of radiant skin, toned bodies and seemingly flawless lives. Then there’s the allure of simplicity. Healthcare can be frustrating — endless tests and treatments that don’t always work. Influencers cut through that noise, offering “quick and easy” solutions, whether it’s detox tea, a 10-day gut reset or a supplement that promises to fix everything.

A 2022 Pew Research study found that 45 per cent of social media users aged 18-29 regularly seek health advice online. But here’s the problem: most influencers aren’t doctors. Their tips are based on personal anecdotes, not scientific evidence. Their posts thrive because they tap into our deepest vulnerabilities: a quick fix, a sense of community and the belief that health should be as effortless as scrolling through Instagram.

Algorithms, monetisation

Social media platforms bear partial responsibility for this crisis. Instagram’s algorithm prioritises engagement, rewarding sensational claims and visually appealing content over accuracy. A post touting “Lose 10 pounds in a week!” garners more clicks than a nuanced infographic about balanced nutrition. This creates an echo chamber where misinformation spreads faster than fact-based content. Monetisation fuels the problem. Influencers often earn through affiliate links, sponsored posts or selling their own merchandise like e-books and supplements. The financial incentive to exaggerate benefits or downplay risks is immense.

Unverified remedies

Following a smoothie recipe or trying detox tea might seem harmless, but the consequences of unverified health advice can be severe. The Belle Gibson case is a stark reminder of this. Her claims encouraged some of her followers to reject conventional cancer treatments in favour of unproven remedies. For those relying on her advice, the cost was not just financial but, potentially, their lives.

And it’s not just about extreme cases like Gibson’s. Every day, social media is filled with dubious health trends. From “miracle” supplements to restrictive diets, influencers promote wellness products that lack scientific backing. Some trends like extreme fasting or detox cleanses can lead to physical harm, causing nutritional deficiencies, hormonal imbalances or disordered eating.

‘Natural’ solutions

One of the reasons health misinformation spreads so easily on platforms like Instagram is the growing distrust in traditional medicine. Stories of pharmaceutical greed, inaccessible healthcare and rushed medical appointments have left many people sceptical about doctors and scientific institutions. Influencers step into this gap, offering “natural” alternatives.

But natural doesn’t always mean safe or effective. Apple cider vinegar, for instance, is often promoted as a cure-all for everything from weight loss to improving digestion. While it may have some minor health benefits, there is no scientific evidence supporting claims that it can cure cancer or reverse chronic diseases. Yet, when such promises are wrapped in aesthetically- pleasing posts and glowing testimonials, it’s easy to believe.

‘Safe’ turns harmful

Some seemingly harmless wellness trends like intermittent fasting, increased water intake or high-protein diets can lead to serious harm when taken too far.

A 40-year-old woman in Hyderabad was recently hospitalised after drinking 4 litres of water first thing in the morning, following advice that it would “detoxify” her body. Instead, it caused life-threatening complications. Doctors later debunked the myth, clarifying that the body doesn’t need excessive water to flush out toxins.

Similarly, after veteran cricketer-politician Navjot Singh Sidhu credited alternative remedies (like haldi and neem) for his wife’s cancer recovery, oncologists from Tata Memorial Hospital clarified that evidence-based treatments like surgery and chemotherapy cured her, not unproven therapies.

Regulate content

Ludhiana-based plastic surgeon Dr Ashish Gupta voices his concern: “Unqualified individuals have no right to gamble with people’s lives. Today, instead of trusting medical professionals, patients often arrive insisting on specific treatments, misguided by social media misinformation. Medicine is not one-size-fits-all.” Just as SEBI has made registration compulsory for finfluencers, wellness influencers too need clear guidelines, he adds.

Harvard-educated and ISSA-certified health educator Jitendra Chouksey emphasises, “While freedom of speech exists, it is imperative that wellness influencers take responsibility and share information that’s scientifically backed and doesn’t affect end-users adversely.” Superfoods, magical supplements, 5-minute hacks definitely get more views, “but we have to resist the temptation and do the right thing. Or it’ll affect an entire generation. We’re already an unhealthy society and we’ve to reflect on what kind of legacy each of us will be leaving behind”, adds Chouksey, who is also founder of Fittr, a fitness and nutrition platform.

“One should be aware that this is an era of infodemic. A lot of misinformation is posted on various platforms. People believe in all such information without any cross-verification. During the Covid pandemic, this was witnessed by all. Therefore, although we cannot stop misinformation, we can be alert and cautious to cross-verify from authentic sources and experts. Don’t act on it without verification,” says Prof AK Aggarwal, head, Department of Community Medicine and School of Public Health, PGI, Chandigarh.

Your health isn’t a trend. It’s not a hashtag. And it’s certainly not a sales pitch. The next time you see a post claiming “Doctors hate this one secret!” — remember Belle Gibson. Then hit unfollow. Your life could depend on it.