Research conducted this month by Hallam, a digital marketing agency, has revealed the prevalence of artificial intelligence-generated medical content on social media platforms. The analysis examined 1,198 videos, focusing on the top 50 across search terms related to health guidance and medical advice. Findings indicated that AI-generated or AI-assisted content appeared in 40% of top health-related TikTok videos, with certain search categories showing substantially higher rates—specifically, 84% of videos for the search term “health tips” were classified as AI-generated or AI-assisted.
Much of this content originates from deepfake influencer accounts designed to mimic licensed physicians. These AI-generated videos have garnered substantial engagement, with top health-related videos receiving an average of 2.5 million views. The content frequently promotes unsubstantiated health claims, including debunked assertions about cancer risks from microwaving food in plastic, using deodorants, or sleeping near mobile phones. Additionally, videos advertised unconventional remedies, such as carbonated soft drinks mixed with onions for pain relief and a purported anti-aging product called “Hyalethinap Plus Pro Max,” which could not be verified as a genuine product.
Medical authorities and health organizations have expressed serious concern about these findings. Dr. Emma Runswick, deputy chair of the British Medical Association council, characterized the phenomenon as a “huge danger to public safety” and called for social media platforms to strengthen enforcement against misleading medical content. Prof. Frankie Swords, the national medical director at NHS England, noted that clinicians are encountering increasing numbers of patients experiencing anxiety and confusion stemming from false health advice encountered online. Prof. Victoria Tzortziou Brown, president of the Royal College of GPs, emphasized the genuine risk of harm posed by such misleading AI-generated material.
Context for this concern includes prior polling data indicating that approximately one in five adults in England rely on social media as a source of health information. According to authorities, many individuals lack the capacity to differentiate credible information from commercial messaging or falsehoods, creating vulnerability to health-related misinformation. TikTok responded to the research findings by stating that the marketing agency’s analysis did not accurately represent the platform, asserting that the company removes harmful health misinformation and partners with global health organizations to provide reliable information.
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