The National Health Service (NHS) has established an official presence on TikTok as part of efforts to counter the spread of health misinformation online. The initiative aims to reach younger audiences who increasingly rely on social media platforms for medical information.

According to NHS England’s national medical director, Professor Frankie Swords, the move responds to growing concerns over individuals seeking guidance from unverified sources and pursuing unproven treatments. “We need to be giving advice where young people will look for it,” he said, underscoring the importance of meeting audiences on their preferred platforms.

Recent polling data support the need for the campaign, indicating that approximately 20% of people obtain health advice through social media channels. Additionally, nearly 10% of respondents reported consulting artificial intelligence–powered chatbots for medical information, highlighting the diversity of digital sources influencing public health choices.

By launching a TikTok account, the NHS aims to provide accurate, evidence-based health content tailored to the platform’s format and user base. The organisation intends to address common misconceptions and debunk false claims, particularly those related to so-called miracle cures that lack scientific validation.

The NHS’s strategy reflects a broader trend among health authorities worldwide to engage directly with audiences on social media to enhance public understanding and trust in medical guidance. The TikTok initiative is expected to complement existing communication efforts by leveraging short-form video content to disseminate credible health information in an accessible and engaging way.