WHO and TikTok partner to promote science-based health information

WHO and TikTok announce a year-long collaboration to provide people with reliable, science-based health information. WHO notes that this partnership reflects the organization’s goal to leverage multiple digital communication platforms to improve global outreach and promote health literacy, healthy behaviors and actions in an increasingly digitized world.

The WHO says that one in four young adults actively seek news content on social media platforms such as TikTok. Although these platforms are important information sources for health-related behaviors and decisions, people are increasingly targeted with misinformation on digital channels. The partnership aims to address these challenges and encourage positive health dialogues.

Specifically, creators on WHO’s Fides network, a community of healthcare professionals and content creators, will join TikTok to create and promote evidence-based content.

“This collaboration can prove to be an inflection point in how platforms can be more socially responsible. The intersection of health and technology presents an opportunity to reach people of all ages, where they are when they want to access,” details Dr. Jeremy Farrar, WHO chief scientist. 

“By working with TikTok and others, we are helping people access credible information and engage in scientific discourse that collectively helps shape a healthier future for all.”

In addition, TikTok will make a US$3 million donation in funds and ad credits to WHO’s global work to destigmatize mental health conditions and create an informed, empathetic and supporting online community. 

Improving health literacy

WHO’s Fides network includes over 800 creators and reaches 150 million people on various platforms. Since its launch in 2020, it has been mobilizing health content creators to counter misinformation and elevate evidence-based content. 

TikTok will engage the network’s creators in the US, UK, France, Japan, South Korea, Indonesia, Mexico and Brazil to translate complex scientific research into relatable and digestible video content. Moreover, TikTok will provide WHO access to creator training programs and resources to further equip creators. 

“We know that millions of people come to TikTok every day to share and find community in all areas of their life, including their well-being, and we strive to ensure they can find reliable information on this important topic,” says Valiant Richey, global head of trust and safety outreach and partnerships at TikTok.

Experts highlight several dangers in social media for nutrition advice, which can be unrealistic, inadequate and misleading.“That’s why we are delighted to collaborate with the WHO’s Fides network of health influencers, to further strengthen this commitment by bringing engaging and authoritative mental well-being content to our community.”

Dr. Alain Labrique, WHO’s director of digital health and innovation, emphasizes the importance of the Fides network. “Creators who understand their audience’s needs have a unique opportunity to bridge the gap between science and everyday life. This is where WHO can step in to support influencers in delivering evidence-based information, ensuring that health conversations on platforms like TikTok are both impactful and informed.”

Social media dangers

TikTok’s global community hosts over one billion people. Over 500,000 people use the organization’s Safety Center guides on mental health and well-being as a resource each month.   

At the same time, experts highlight several dangers of social media information sources on nutrition. Earlier this year, the US News Report highlighted several harmful issues regarding nutrition advice by social influencers. The organization pointed to a study by the University of Glasgow, UK, revealing that 90% of influencers with at least 80,000 followers made inaccurate or misleading weight management claims. 

Gretel Schueller, managing editor of health at US News, told Nutrition Insight that “What I Eat in a Day” posts are “unrealistic and nutritionally inadequate food diaries” and that such information shared on social media can lead to unhealthy body image concerns and disordered eating in young people. 

Meanwhile, international researchers call for robust social media policies on muscle-building supplements. These products have been linked to adverse health and social outcomes but face few restrictions on social media. A recent survey revealed that social media was a “primary influence of use” for 43.7% of participants, while 69.3% said they used online websites as information sources.