Influencers promoting prescription drugs on social media pose public health risks

Don't listen to medical advice from internet idiots

By Sanjukta Mondal, Medical Xpress

Edited by Sadie Harley, reviewed by Robert Egan

In today's world, attention is increasingly focused on social media and its influencers, a shift reflected in the industry's rapid growth and a global market projected to surpass $32 billion. The marketing teams of pharmaceutical companies regularly partner with influencers who are guaranteed to grab the attention of hundreds of thousands, sometimes even millions, to promote their medications—even prescription drugs. Researchers in a JAMA Network Open study warn that such advertisements might put public health at risk.

The researchers conducted a systematic scoping review, sifting through existing studies on influencers promoting prescription drugs to pinpoint the risks, evaluate current regulations, and explore how this fast-growing trend can be better managed.

They uncovered a worrying pattern. Influencer promotions carried a high risk of misinformation, as many shared health advice beyond their expertise, often exaggerating a drug's benefits while leaving out important side effects.

There's little people can do to prevent this, as current regulations, such as those from the FDA and FTC, are often vague and difficult to enforce on social media. On top of that, these promotions are written in so cleverly that they blur the line between a genuine personal story and a paid advertisement, making it hard for a regular person to tell the difference.

Tapping into the parasocial dynamic

When you are watching a TV show or reading a magazine, advertisements appear as distinct features, but that's not always the case on social media sections. On platforms like TikTok and Instagram, ads blend into everyday content, delivered by creators users choose to follow within specific niches.

Influencers, whether celebrities or everyday individuals, can fall ill like anyone else, which has led to the rise of patient influencers who share personal stories that feel authentic and relatable. Hitchhiking on such stories is a promotion for migraine medications or weight-loss drugs that the influencers are being heavily paid to recommend.

The researchers of this study observed this pattern of inconsistent disclosure practices quite consistently across the 12 studies they reviewed, with influencers often failing to clearly label paid content. They call for the FDA and FTC to update their guidelines to better reflect social media dynamics, while mandating clear visual disclosures and standardizing these formats across platforms.

Since many influencers share their personal life and struggles online, many followers end up developing one-sided parasocial relationships with them.

The researchers found that this connection makes influencers highly persuasive. Their emotional stories build trust and make followers less likely to question the medical advice they give. So, when an influencer talks about how a drug helped them, followers focus on the story's emotional impact rather than scientific evidence, making them more likely to accept the recommendation.

The situation can get murkier when doctors step into the influencer space. The authority their profession carries makes people trust their advice without question.

For physicians, the line between their professional duties and promotions can blur, especially when they are paid to endorse specific drugs or devices. This overlap can influence their judgment, leading even experts to give advice that may not be fully evidence-backed.

To mitigate the public health risks posed by this rising trend in prescription drug promotion, the team suggests targeted public awareness campaigns to improve media literacy, helping people see through the smoke of undisclosed promotions by influencers.

Research into influencer-driven drug promotion is still in its early stages and has limited evidence to understand the risks fully. More focused research is needed to guide clear, effective policies that can better regulate the social media environment.

Written for you by our author Sanjukta Mondal, edited by Sadie Harley, and fact-checked and reviewed by Robert Egan—this article is the result of careful human work. We rely on readers like you to keep independent science journalism alive. If this reporting matters to you, please consider a donation (especially monthly). You'll get an ad-free account as a thank-you.

Publication details

Sascha Gell et al, Prescription Drug Promotion by Social Media Influencers, JAMA Network Open (2026). DOI: 10.1001/jamanetworkopen.2026.2738

Journal information: JAMA Network Open