P4.058: The Rise of “Eco-Influencers” and Misinformation on Child Health

Background: Social media platforms such as TikTok have become influential sources of health information, particularly among parents seeking guidance on child-rearing practices. A growing trend of “eco-influencers” promotes natural parenting approaches, including alternative medicine, vaccine hesitancy, and home remedies that may pose risks to children’s health. While some content provides evidence-based guidance, misinformation regarding pediatric health can contribute to vaccine refusal, delays in seeking medical care, and the use of unproven treatments. This study examines the portrayal of natural parenting and alternative medicine content on TikTok to inform about emerging trends that may influence parental decision-making.

Methods: The top TikTok videos labeled with #naturalparenting, #antivaccine, #holistichealth, and #alternativehealing were analyzed (n=200). Data collected included: (1) creator gender; (2) video creator identity (parent, influencer, healthcare professional, anonymous); (3) health topics discussed; (4) presence of medical misinformation; and (5) engagement metrics (views, likes, shares). Misinformation was defined as content contradicting established medical guidelines from the American Academy of Pediatrics (AAP) or Centers for Disease Control and Prevention (CDC). Descriptive analysis was conducted in R.

Results: A total of 120 videos (45,782,103 views) met inclusion criteria. The majority of creators were self-identified parents (48%, n=58), followed by influencers (32%, n=38), healthcare professionals (12%, n=14), and anonymous accounts (8%, n=10). The most common topics included vaccine hesitancy (36%, n=43), natural remedies for illness (29%, n=35), breastfeeding and infant nutrition myths (18%, n=22), and rejection of conventional pediatric care (17%, n=20). Misinformation was present in 61% (n=73) of videos, with common claims including vaccine toxicity, herbal treatments replacing antibiotics, and “natural immunity” as superior to vaccination. Videos with misinformation had significantly higher engagement (average 583,000 views) compared to evidence-based content (average 214,000 views).

Conclusion: Findings highlight the significant role of social media in shaping parental health beliefs, with a high prevalence of misinformation within the natural parenting and alternative medicine space. The greater engagement with misinformation underscores the challenges pediatricians face in combating false narratives. Given the potential risks of medical misinformation, pediatricians should proactively address these concerns in clinical settings and advocate for improved content moderation on social media platforms. Future research should explore effective strategies for countering health misinformation and promoting digital health literacy among parents.