Like many people, I watched (binged) Apple Cider Vinegar on Netflix and it’s been on my mind ever since. The drama, based on the real-life story of Belle Gibson, explores how a wellness influencer with no medical qualifications misled thousands by promoting false health claims. It shows how easily misinformation can spread and how dangerous it can be when a trusted figure uses their platform to push unverified advice. 

With social platforms constantly evolving and many now rolling back on fact-checking and regulation, we’ve entered a space where the lines can often blur between reality and fiction - and in the realm of health and wellness, the stakes are high. What influencers post can have a real, lasting impact on their followers’ health, wellbeing, and mindset. The question is, are brands, platforms and audiences ready to hold these self-styled ‘experts’ accountable? 

The issue of health and wellness misinformation

Apple Cider Vinegar is an extreme example of how this issue can play out - but in recent years, we've seen several high-profile cases, where influencers or celebrities have been criticised over the spread of misleading wellness information. These examples show how easily it can spread and why the push for transparency on social media is more critical than ever.   

Several beauty and wellness influencers, including some with millions of followers, have promoted "detox teas" and other quick-fix weight loss products that have no proven health benefits. This became especially concerning as platforms like TikTok were flooded with viral videos from influencers touting the ‘magical’ benefits of these products. This then prompted health authorities to issue warnings about the dangers of these teas, which contain laxatives and could lead to dehydration, heart problems and other health risks. Despite the warnings, influencers continued to promote them for years, underscoring the lack of regulation and oversight in influencer marketing. 

The responsibility of brands and social platforms 

With influencers continuing to gain such vast, well… influence, the question arises: who is responsible when unqualified advice leads to harm? Influencers and personalities certainly need to take responsibility for the information and advice they put out into the world. But brands and social platforms also play a critical role in ensuring that wellness content is held to the highest standards. 

Collaborating with verified experts: It’s vitally important that brands work closely with certified healthcare professionals to review wellness content before it goes viral. Encouraging influencers to back up their claims with expert insights can help prevent the spread of misinformation. 

Highlighting credibility: It’s crucial to provide followers with clear indications of who is behind the advice. Are they certified nutritionists, doctors, or wellness experts, or are they just individuals with a large following? Transparency is key. 

Educational content over sensationalism: Encouraging influencers to share educational content that provides evidence-based advice, rather than promoting quick fixes or ‘miracle’ solutions, could work towards changing the narrative in the wellness influencer space. 

Respond to audience demand: The good news is that audiences are becoming increasingly discerning about the sources of information they consume, especially when it comes to their health. With the proliferation of unqualified influencers pushing quick fixes or unproven treatments, many followers are starting to question whether the advice they receive is trustworthy. 

Can brands and audiences create real change? 

Gone are the days when influencers could simply post attractive photos with catchy hashtags and gain credibility. Today’s audiences are more likely to follow influencers who are transparent about their qualifications and who provide information based on solid, evidence-based research. They want to know: Is this advice coming from a professional? Is it grounded in real science? 

The growing demand for transparency is not just a passing trend - it’s a fundamental shift in the way audiences approach wellness content. Fitness influencers, for example, are increasingly under pressure to prove their credibility, aligning themselves with qualified professionals and providing information that is not only authentic but also scientifically accurate. 

Authenticity, responsibility, and transparency 

As we continue to embrace authenticity in the wellness influencer space, it's essential to remember that health-related advice has a significant impact on the mental and physical wellbeing of millions of people, including those who are young and vulnerable. 

The Apple Cider Vinegar series serves as a stark reminder of the dangers that can arise when wellness influencers prioritise popularity and financial rewards over the truth. 

However, real wellness isn’t about perfection or quick fixes - it’s about being honest, staying informed and contributing to transparent, ongoing discussions.

The shift toward more authentic and credible content isn’t just about being relatable - it’s ensuring the information shared is responsible and backed by facts. Brands, platforms and influencers must work together to protect their audiences from misinformation and promote wellness in a way that is rooted in facts, not fiction.