Research has identified a growing problem of artificially generated physician accounts on TikTok disseminating misleading health information to millions of users. The digital marketing agency Hallam conducted an analysis of popular health-related content on the platform and found that AI-generated or AI-assisted material appeared in approximately 40% of top videos in that category, with certain searches such as “health tips” showing AI involvement in up to 84% of videos. These deepfake influencer accounts, designed to mimic real doctors, have accumulated substantial engagement, with top videos receiving an average of 2.5 million views.
The content examined in the research promoted health claims that have been widely refuted by medical authorities. Among the false assertions identified were claims linking microwave cooking in plastic containers, deodorant use, and proximity to mobile phones to cancer development—all statements contradicted by Cancer Research UK. Additionally, the accounts recommended unusual remedies such as Coca-Cola mixed with onion for pain relief and promoted a purported anti-ageing product called “Hyalethinap Plus Pro Max,” which researchers could not verify exists.
Medical and public health officials have expressed concern about the research findings. Dr Emma Runswick, deputy chair of the British Medical Association council, characterized the situation as presenting a “huge danger to public safety” and called on platforms to take stronger action. Prof Frankie Swords, the national medical director at NHS England, noted that clinicians report increasing numbers of patients experiencing anxiety and confusion stemming from false online medical guidance. Prof Victoria Tzortziou Brown, president of the Royal College of GPs, similarly warned that misleading AI content carries genuine risks of harm.
Research indicates that significant portions of the population rely on social media for health information. A poll commissioned earlier found that approximately one in five people in England were using social media platforms as a source for health guidance. Experts have highlighted concerns about the public’s ability to differentiate reliable information from commercially motivated content or misinformation.
TikTok responded to the report by stating that the research did not accurately represent the platform’s practices. The company stated it removes harmful health misinformation, including AI-generated content, maintains partnerships with the World Health Organization and NHS for health information provision, and invests in AI literacy resources and labelling technologies. The platform removed specific examples of problematic videos after they were brought to its attention.
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