In this BMJ editorial, we examine how health conversations are increasingly unfolding in commercialized social media spaces where expertise mixes with entertainment and entrepreneurship. We argue that while regulating health influencers is a necessary step, public health needs to look deeper at the ‘architectures of influence’ that structure our information environment. To truly improve health discourse, clinicians and policymakers must move beyond simply managing harm to actively engaging with these ecosystems, developing ‘influence literacy’ and fostering trust through verified, supportive digital communities.
Purnat TD, Scales D. Health information in age of social media and influence. BMJ. 2025 Dec 3;391:r2419.
Tina D Purnat
Data, tech & health policy
Public health
Healthy information environment
Health information and informatics
Infodemic management
Tina D Purnat
Data, tech & health policy
Public health
Healthy information environment
Health information and informatics
Infodemic management