MCI Research Highlights Risks of Health Advice from Influencers

Urgent need for political action on regulating social media platforms, higher education funding, and doctoral rights at universities of applied sciences

Medical advice from “social media influencers” has become a central source of health information in society – yet often with serious risks. This is demonstrated by recent research conducted at MCI, published in the renowned journals The British Medical Journal and JAMA Network Open.

To address these challenges, the research team outlines several possible solutions. The issue is complex, meaning that individual measures are only effective to a limited extent. What is needed, therefore, is a comprehensive set of interventions that holds policymakers, platforms, and users accountable alike.

Concrete examples with serious consequences

As concrete examples of high-risk “health influencing,” the authors point to social media campaigns by prominent figures who, despite lacking expertise, recommend full-body MRI screenings to millions of followers – potentially leading to overdiagnosis, unnecessary interventions, and high costs. They also highlight the promotion of dietary supplements with questionable claims, excessive dosages, and concerning ingredients.

Furthermore, the findings refer to cases in which influencers embed prescription medications within personal illness narratives. This combination of storytelling, perceived closeness, and advertising makes it particularly difficult for users to critically assess such content.

Austrian data shows particular relevance

In Austria, 83% of people aged 15 to 25 consume health-related content from influencers. Of these, 31% have purchased dietary supplements, 13% medications, and 11% medical self-tests based on such content. This wide reach makes young people particularly vulnerable to misleading recommendations.

Need for regulation at the European level

At the EU level, steps are already being taken through the Digital Services Act, which places greater responsibility on large platforms to identify and reduce systemic health risks. However, national governments can also take action – for example, by imposing greater editorial responsibility on influencers or restricting certain forms of health-related advertising.

“Influencers are among the most important sources of health information, especially for young people, but their advice is often driven by interests, biased, or simply incorrect,” explains lead author Dr. Raffael Heiss, researcher at the Center for Social & Health Innovation at MCI. “Without clear rules, we risk misdiagnoses, unnecessary expenses, and growing skepticism toward evidence-based medicine.”

In addition to regulatory measures, it is equally important to strengthen the health and digital literacy of young people so they can better assess medical advice online. “We need an update to health protection for the digital age,” emphasizes Heiss. “This requires both more consistent regulation and targeted user education.”

About the research team

The findings were produced by an international team spanning research, medicine, and patient advocacy, coordinated by MCI: Raffael Heiss (MCI, lead author), Elena Engel (MCI & University of Vienna), Sascha Gell (MCI & University of Vienna), Steven Woloshin (Dartmouth College), Erin Willis (University of Colorado Boulder), Sneha Dave (Generation Patient), and Elaina J. Vitale (Dartmouth College).

MCI Rector Andreas Altmann:

Universities of Applied Sciences such as MCI are now an indispensable part of Austria’s science and innovation system. With their strong focus on practical problems and solutions, they make a direct contribution to addressing key future challenges – from energy security and climate protection to digitalization and artificial intelligence, as well as medical technology, robotics, healthcare, and social issues.

At the same time, they achieve outstanding international performance with comparatively low levels of public funding and demonstrably generate high economic value. For over 30 years, Universities of Applied Sciences have proven how research can translate into knowledge with immediate real-world impact.

Sustainable funding for this sector and the ability to establish independent doctoral programs are therefore essential to strengthening Austria’s innovation capacity, resilience, competitiveness, and prosperity in the long term. Policymakers must finally act. Location policy must no longer be confused with vested-interest politics.