Misinformation shared online by bogus nutrition experts is creating risks to public health, according to new research.
Analysis by Rooted Research Collective (RRC), supported by the Freedom Food Alliance (FFA), identified 53 social media so-called ‘super-spreaders’ with a combined following of over 24 million people sharing information that directly contradicts public health guidelines. This is despite over half having no health-related qualifications. They include the promotion of what the researchers termed “extreme diets” like carnivore and keto.
The report, titled ‘Nutrition misinformation in the digital age’, identified a range of common tactics used by the most popular content creators. These include promoting meat-heavy and carnivore diets, particularly red and organ meats, often in tandem with denigrating plant-based diets as harmful and inherently deficient; recommending extreme low-carbohydrate and/or ketogenic diets; and advocating for the consumption of raw or unpasteurised milk as a health food.
RRC said these narratives directly contradict established public health guidelines around the world, which promote dietary diversity and moderation, and recommend limited red meat and saturated fat intake.
The sale of raw cow’s drinking milk is legal in England, Wales and Northern Ireland however the Food Standards Agency (FSA) advises that raw or unpasteurised drinking milk and cream may contain harmful bacteria that can cause food poisoning. People with a weaker immune system are particularly vulnerable to food poisoning and should not consume it, according to the FSA.
RRC said social media influencers often use fear-mongering and alarmist language to promote government distrust, big pharma conspiracies and science denial. It added that 96% of the super-spreader influencers financially benefit from sharing misinformation by, for example, offering coaching and courses, putting on conferences and live events, and through affiliate links which pay them commission for promoting specific food products and supplements.
A 2024 study of Millennials and Gen Z TikTok users by MyFitnessPal found that 57% had been influenced by nutrition trends on the platform, with 67% adopting such trends multiple times a week.
RRC called for policymakers and social media companies to take urgent and targeted action to tackle the public health risks of misinformation online. This includes putting practical nutrition and digital literacy on the school curriculum; training trusted, UK-based nutrition professionals to use social media effectively; and cracking down on the misuse of medical titles for personal profit.
“Nutrition is complex but it doesn’t have to be confusing,” said Alice Millbank, co-founder and chief scientific officer at Rooted Research Collective. “Superspreaders exploit that confusion by offering dangerously simple answers dressed up as hacks, often driven by profit, not science. We make the case for meeting misinformation on its own turf with clear, evidence-based communication so we can begin to rebuild trust in the healthcare system.”
RRC describes itself as a team of food system experts dedicated to turning research into practical, data-driven strategies for transforming the food industry. Its website states: “We believe that sustainable and plant-based solutions, grounded in rigorous scientific exploration, can pave the way for a healthier, more ethical and environmentally conscious future.”
FFA describes itself as an objective, science-backed alliance empowering consumers to make better decisions for their health by fighting misinformation.
The research was funded by Food System Innovations and Craigslist Foundation.
