Researchers centered on the “eco-influencer” movement, which emphasizes natural living, holistic health, and other alternative medical and parenting methods. The research, titled " The Rise of ‘Eco-Influencers’ and Misinformation on Child Health,” examined top TikTok videos with hashtags such as #naturalparenting, #antivaccine, #holistichealth, and #alternativehealing.
Data showed that of the 120 videos examined, 61% contradicted established pediatric health guidelines. These videos, which often promote vaccine hesitancy and unproven natural remedies, were mostly (80%) created by self-identified parents and influencers rather than healthcare professionals.
Research author Maria A Canas-Galvis, MD, of East Carolina University Health Medical Center, said the most common themes presented in these videos were vaccine hesitancy, natural remedies for illness, rejection of conventional pediatric care, and breastfeeding and infant nutrition myths.
Researchers also noted how popular this genre of video was on TikTok, with ill-informed videos pulling over 2.7 times the viewership than those with accurate information.
“As pediatricians, we’re seeing the effects of online misinformation firsthand. This study shows how quickly false health claims can spread on social media and how important it is for us to engage with families and help them navigate what they’re seeing online,” Canas-Galvis said.
Researchers stressed the need for pediatricians to be aware of these harmful trends spreading online to be able to help guide families to be able to make safe, science-based decisions.
The authors did not receive financial support for this research.
Study author Dr. Canas-Galvis is scheduled to present her research, which is below, from 1 p.m.-2:30 p.m. MDT on Monday, Sept. 29, in the Colorado Convention Center, Four Seasons Ballroom 1 & 2. To request an interview with the authors, contact Dr. Canas-Galvis at canasgalvism24@ecu.edu .
Please note: only the abstract is being presented at the meeting. In some cases, the researcher may have more data available to share with media, or may be preparing a longer article for submission to a journal.
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The American Academy of Pediatrics is an organization of 67,000 primary care pediatricians, pediatric medical subspecialists and pediatric surgical specialists dedicated to the health, safety and well-being of infants, children, adolescents and young adults. For more information, visit www.aap.org. Reporters can access the meeting program and other relevant meeting information through the AAP meeting website at http://www.aapexperience.org/
Program Name: 2025 Call for Abstracts
Submission Type: Section on Epidemiology, Public Health, and Evidence
Abstract Title: The Rise of “Eco-Influencers” and Misinformation on Child Health
Maria Canas-Galvis
Greenville, NC, United States
Social media platforms such as TikTok have become influential sources of health information, particularly among parents seeking guidance on child-rearing practices. A growing trend of “eco-influencers” promotes natural parenting approaches, including alternative medicine, vaccine hesitancy, and home remedies that may pose risks to children’s health. While some content provides evidence-based guidance, misinformation regarding pediatric health can contribute to vaccine refusal, delays in seeking medical care, and the use of unproven treatments. This study examines the portrayal of natural parenting and alternative medicine content on TikTok to inform about emerging trends that may influence parental decision-making.
The top TikTok videos labeled with #naturalparenting, #antivaccine, #holistichealth, and #alternativehealing were analyzed (n=200). Data collected included: (1) creator gender; (2) video creator identity (parent, influencer, healthcare professional, anonymous); (3) health topics discussed; (4) presence of medical misinformation; and (5) engagement metrics (views, likes, shares). Misinformation was defined as content contradicting established medical guidelines from the American Academy of Pediatrics (AAP) or Centers for Disease Control and Prevention (CDC). Descriptive analysis was conducted in R.
A total of 120 videos (45,782,103 views) met inclusion criteria. The majority of creators were self-identified parents (48%, n=58), followed by influencers (32%, n=38), healthcare professionals (12%, n=14), and anonymous accounts (8%, n=10). The most common topics included vaccine hesitancy (36%, n=43), natural remedies for illness (29%, n=35), breastfeeding and infant nutrition myths (18%, n=22), and rejection of conventional pediatric care (17%, n=20). Misinformation was present in 61% (n=73) of videos, with common claims including vaccine toxicity, herbal treatments replacing antibiotics, and “natural immunity” as superior to vaccination. Videos with misinformation had significantly higher engagement (average 583,000 views) compared to evidence-based content (average 214,000 views).
Findings highlight the significant role of social media in shaping parental health beliefs, with a high prevalence of misinformation within the natural parenting and alternative medicine space. The greater engagement with misinformation underscores the challenges pediatricians face in combating false narratives. Given the potential risks of medical misinformation, pediatricians should proactively address these concerns in clinical settings and advocate for improved content moderation on social media platforms. Future research should explore effective strategies for countering health misinformation and promoting digital health literacy among parents. https://www.abstractscorecard.com/
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