Majority of ‘eco-influencer’ TikToks contain contradictory medical information

A majority of medical and parenting videos being shared on TikTok by non-medical professionals contain misinformation, according to research presented during the American Academy of Pediatrics 2025 National Conference & Exhibition at the Colorado Convention Center from Sept. 26-30.

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 health care 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.