The NHS is launching on TikTok in an effort to challenge health misinformation and the “dangerous advice” circulating across social media. England’s chief doctor has cautioned that the health service is already dealing with the consequences of patients pursuing “completely unproven miracle cures” they discovered online. Professor Frankie Swords, the NHS national medical director, said misinformation is now so widespread that it risks becoming a serious public health concern.
Prof Swords said people are increasingly exposed to harmful guidance, with NHS staff seeing patients who are convinced they have particular conditions, reluctant to accept evidence-based treatments, or turning instead to unconventional remedies with no proven benefit. She noted that while growing public interest in health is positive, many people are now seeking advice in online spaces where the NHS and other trusted medical sources have not traditionally had a strong presence.
She warned that such platforms can be deeply unreliable, with individuals lacking medical qualifications presenting themselves as sources of credible health guidance.
Prof Swords said the NHS cannot prevent false claims from being posted online, meaning it has to enter those spaces and actively challenge them.
She said the new TikTok channel is being created to ensure NHS information is highly visible and able to confront misinformation that could put people’s health at risk.
Prof Swords added that she recorded her first TikTok last week about the rollout of MenB vaccinations for students, pointing out that many young people are already using the platform to view other content.
She said the NHS must provide clear, authoritative and practical advice in the places where young audiences are most likely to seek it, rather than relying only on traditional outlets such as the BBC Radio 4 Today programme.
William Pett, acting director of policy and public affairs at Healthwatch England, said the organisation’s research found that one in five people are turning to social media platforms including TikTok, Instagram and YouTube for health advice.
He added: “Just under one in 10 (8%) say they use artificial intelligence tools, such as Chat GPT, for the same purpose. Both figures are only likely to rise over the coming years.
“We have argued that this shift in how people find information about their health, with the risks it poses around misinformation, should be a wake-up call.
“We welcome that the NHS is following our recommendation to meet people where they are, with the launch of a dedicated NHS TikTok channel.”
