When Misinformation Turns Toxic: Influencers and Customer Trust

In this post, I’m veering slightly off my usual customer experience content to focus on an issue that resonates deeply with me and has become a major problem over the past decade: the rapid spread of online misinformation by influencers of all kinds. In my view, this issue has only worsened in recent years, especially around health and wellness related topics. I find it particularly concerning to see misinformation on these topics amplified across social media, as it can genuinely harm followers who trust and act on these influencers' advice.

If I connect this topic to my usual interest in customer experience, receiving harmful or misleading advice from an influencer—someone I might consider purchasing from at some point if they happen to sell a product or service—would rank as one of the worst customer experiences I can imagine. After all, most consumers aim to buy from a company or, in this case, an influencer or entrepreneur they trust to have their best interests at heart. Even one negative experience can be a major turn-off, damaging any potential transaction going forward. Sometimes influencers are not looking to sell anything, at least not in a glaringly obvious way, rather they're looking to become a top voice or leader in their particular industry or topic. From there, endorsements, popularity, and related incentives may come into play.

One recurring topic which keeps repeating on my social media feeds (thanks to algorithms) is the promotion of drinking raw milk for supposed nutritional benefits. Raw milk, which is not pasteurized, can be dangerous, particularly for vulnerable populations with weakened immune systems. Pasteurization is a heat-treatment process that kills harmful bacteria in food and beverages, making them safer without altering quality or taste. This process, in place since 1862, protects public health by reducing foodborne illnesses from pathogens like Salmonella, E. coli, and Listeria in products like milk, juice, and eggs. Ignoring or, worse, discrediting pasteurization to encourage raw milk consumption is reckless and could lead to severe illness or even death. Yet, I see this dangerous advice shared far too often, with followers in the comments expressing interest in trying it, which deeply concerns me.

Advice is just one example— many influencers sell expensive supplements, clean food and living products, and similar items, or offer courses (with yet more potentially factually incorrect advice) or offer promotional/ discount codes for related products which fit their narrative. Whether these products are actually safe or effective to use is often anyone’s guess. 

I’ve started researching ways to combat harmful misinformation as a consumer. At the very least, I want to openly question influencers on what they’re aiming to accomplish. I recognize that exposure, money, and other incentives drive much of this content, but ethical considerations are essential, as the alternative is real harm – something I can’t overlook.

Social media platforms are largely unhelpful in regularly monitoring misleading content, so it falls to us as users to push back when we see harmful misinformation being amplified. I understand that the volume of content makes it difficult for platforms to keep up, but as users, we can still take a stand. Freedom of speech and opinion is essential, but when it leads to harm, a line must be drawn, and the public needs to speak up.

In essence, fighting wellness influencer misinformation online involves promoting credible information, educating audiences on critical thinking, and encouraging transparency.

Here are some effective ways to do it:

Share Evidence-Based Information

• Use reliable sources: Share content from reputable organizations like the CDC, WHO, or trusted medical institutions. Link directly to studies or expert-reviewed articles to back up claims, whenever possible. This may be easier on a platform like Facebook but not so easy to provide links on Instagram, for example.

• Address common misconceptions with clear, straightforward facts, and explain why the misinformation is incorrect. Debunk myths with facts.

  
  

Promote Digital Literacy

• Encourage critical thinking by asking questions and evaluating claims by asking them to check for scientific backing, peer-reviewed studies, or qualified expert input.

• Spot the red flags and talk about signs of misinformation, like claims that sound too good to be true, fear-based tactics, or lack of credible sources.

Engage Thoughtfully in Comments and Conversations

• Respond with concise, factual answers that link to credible sources.

• On posts spreading misinformation, share your knowledge diplomatically to educate without antagonizing. I know it can be tough not to get emotional sometimes but try to keep it respectful.

  
  

Promote Trusted Experts

• Amplify voices of credentialed professionals: Follow and repost content from certified nutritionists, doctors, and researchers to the audience.

• Repost content from experts: Many professionals offer Q&A sessions, issue related collaborations, or interviews which clarify popular topics and dispel myths.

  
  

 Use Empathy to Connect with Audiences

• Recognize why people might turn to influencers for wellness advice, and then explain the importance of scientifically backed methods.

• Share personal, relatable stories of how evidence-based practices have positively impacted your own health without dramatic, misleading results. I’ve shared my own health related stories sometimes and have noticed followers resonating and at the least, hearing me out.

Encourage Transparency from Influencers

• Ask questions about influencer qualifications regarding credentials, experience, and where they get their information. I have found that asking this question is often met with radio silence, but it’s always worth a try to ask. Plus, it essentially tells you what you need to know otherwise the influencer should be happy to tell you about their educational background, experience and why we should trust them.

• Some influencers don’t clarify that their advice isn’t medical. Advocating for disclaimers on their posts can help remind followers to consult professionals for health concerns. Disclaimers are severely lacking on most questionable content but again, that provides a strong red flag and sign that the influencer is not being truthful and failing to look out for the well-being of their audience.

Hopefully some of these tips are effective. It’s certainly worth starting the dialogue with the hope of heading towards some positive changes online. We really need to encourage influencer accountability online and be safe rather than sorry.