Concerns are mounting over the proliferation of artificial intelligence-generated medical content on social media platforms, particularly TikTok, where videos featuring AI-created doctors have attracted millions of views while promoting misleading and potentially harmful health information. Recent research by the digital marketing agency Hallam highlights the widespread presence of such content, raising alarms among healthcare professionals and public health authorities.
The study, published this month, found that AI-generated videos accounted for 40% of the top health-related content on TikTok. For certain search terms, such as “health tips,” the figure rose to 84%, with many videos posted by accounts using deepfake technology to simulate real medical practitioners. These videos disseminated disproven claims related to cancer, including that microwaving food in plastic, using deodorants, or sleeping next to a mobile phone could cause cancer—assertions refuted by Cancer Research UK.
In addition, the research revealed promotion of dubious remedies, such as a mixture of Coca-Cola and onion purportedly easing pain, and a counterfeit product named “Hyalethinap Plus Pro Max” marketed as an anti-ageing solution. TikTok has reportedly removed some of the flagged content after being notified.
Healthcare leaders expressed concern over the growing influence of AI-generated misinformation. Dr Emma Runswick, deputy chair of the British Medical Association council, described the trend as a “huge danger to public safety,” urging social media platforms to take stronger measures against false medical advice to prevent risks to public health and safety.
Similarly, Prof Frankie Swords, national medical director of NHS England, noted that clinicians are encountering more patients confused or alarmed by inaccurate health information designed primarily to generate clicks. Prof Victoria Tzortziou Brown, president of the Royal College of General Practitioners, warned that misleading AI-based content poses a tangible risk of harm.
The issue has broader implications given the public’s reliance on social media for health information. A 2023 survey conducted in England by Savanta on behalf of Healthwatch England found that approximately one in five adults used social media as a source for health advice. William Pett, interim director of policy and public affairs at Healthwatch England, cautioned that many users lack the skills to differentiate credible health information from misleading or commercial content, increasing the risk of adverse health outcomes.
TikTok responded to the findings by disputing their accuracy, characterising Hallam’s report as commercially motivated and unrepresentative of the platform. A spokesperson stated that TikTok actively removes harmful health misinformation, including that generated by AI, and collaborates with organisations such as the World Health Organization and the NHS to provide verified health resources within the app. The company also highlighted ongoing investments in AI literacy initiatives and content labelling technology.
The growing presence of AI-generated medical advice on social media underscores the challenges regulatory bodies and platforms face in safeguarding public health while managing rapidly evolving digital technologies.