Social media posts that promote popular medical tests primarily emphasized benefits: 87.1% highlighted advantages, while only 14.7% mentioned potential harms and just 6.1% addressed the risk of overdiagnosis, according to a recent study.
Researchers conducted a cross-sectional study to analyze the portrayal of medical tests with potential for overdiagnosis or overuse on social media. The researchers assessed 982 social media posts from Instagram and TikTok, published between April 30, 2015, and January 23, 2024, to examine discussions surrounding five commonly promoted tests: full-body magnetic resonance imaging, multicancer early detection tests, and tests for antimullerian hormone, gut microbiome, and testosterone. The study, published in JAMA Network Open, aimed to quantify the frequency of posts mentioning benefits, harms, or overdiagnosis and to assess whether scientific evidence was cited.
Led by Brooke Nickel, PhD, of the Sydney Health Literacy Lab, Sydney School of Public Health, Faculty of Medicine and Health at The University of Sydney in Sydney, New South Wales, Australia, the researchers systematically identified posts using keyword searches on newly created accounts. Inclusion criteria required posts to be in English, discuss at least one of the five tests, and originate from accounts with a minimum of 1,000 followers. A total of 1,000 posts were initially selected, and 18 were later excluded due to ineligibility, yielding a final sample of 982 posts. Post characteristics, including the presence of scientific evidence, personal anecdotes, financial interests, and calls to action, were coded and analyzed. Logistic regression models were applied to assess whether posts from physicians or those citing scientific evidence were more likely to provide balanced information.
Among the 982 posts analyzed, 87.1% (n = 855) highlighted test benefits, while only 14.7% (n = 144) mentioned potential harms. Overdiagnosis or overuse was referenced in 6.1% (n = 60) of posts, and scientific evidence was cited in 6.4% (n = 63). Many posts (83.8%, n = 823) conveyed a promotional tone. Indeed, 50.7% (n = 498) encouraged viewers to undergo testing. Financial conflicts of interest were disclosed in 68% (n = 668) of account holders. Posts from physicians were more likely to discuss harms (odds ratio [OR] = 4.49; 95% confidence interval [CI] = 2.85-7.06) and were less likely to adopt a promotional tone (OR = 0.53; 95% CI = 0.35-0.80). Additionally, posts incorporating scientific evidence were less likely to emphasize benefits (OR = 0.49; 95% CI = 0.26-0.92) but significantly more likely to mention potential harms (OR = 11.65; 95% CI = 6.77-20.08).
These findings suggest that many social media posts that promote medical tests with potential for overdiagnosis or overuse lack balanced information, particularly regarding harms. Given that the analyzed posts collectively reached more than 1.9 million followers, the researchers emphasized that misleading content was present, particularly due to the underreporting of potential harms, and highlighted the need to address unbalanced medical information on social media platforms.
"These results provide important data for researchers, clinicians, consumers, and policymakers everywhere who are interested in understanding and preventing misleading and potentially harmful promotion of medical tests," they wrote.
Full disclosures can be found in the published study.