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Health advice reaches people through social media, fitness apps, wearable technology and artificial intelligence. From detox programs and high-protein diets to skincare routines and fitness trends, online health content influences everyday choices while raising questions about misinformation and potential risks.
Medicine has evolved alongside societies for centuries, helping prevent and treat disease and extend life expectancy. In the 21st century, however, health is increasingly becoming something to track, measure and compare.
In the European Parliament’s 2025 Social Media Survey, 61% of respondents said they followed or paid attention to public health and healthcare systems in general. Among the social and political issues listed in the survey, this topic was the most frequently mentioned.
When health becomes a set of metrics
Wearable devices can turn daily behavior into numbers by tracking physical activity, heart rate and sleep. Zahra Safarova, who holds a master’s degree in clinical psychology, told AnewZ that the impact of these metrics depends on how people use them.
She said tracking can help some people develop healthier habits. For others, constant measurement can create pressure, comparison and self-judgment. People who track their steps, calories and sleep may also hope that the figures will help them live longer.
The pressure to look healthy
Health, beauty and appearance are becoming increasingly intertwined on social media. Skincare routines, fitness trends and posts focused on body image also reach younger audiences.
A study published in the journal “Pediatrics” in 2025 analyzed 100 skincare videos posted on TikTok by creators aged 7 to 18. The routines featured an average of six products and cost about $168. In the 25 most-viewed videos, researchers identified an average of 11 active ingredients that could irritate the skin.
Another study, conducted in Istanbul in 2025 with 594 women, found an association between problematic social media use, self-objectification and body image disturbance.
When does health advice become risky?
Risks increase when online health content moves beyond lifestyle choices to symptoms, diagnosis or treatment. The World Health Organization has warned that health misinformation can lead to harmful dietary and lifestyle choices, self-medication and incorrect diagnoses.
Social media makes health information more accessible, but accessibility does not guarantee accuracy. Safarova said such content can be useful as a starting point, but people should consult healthcare professionals for the most appropriate health advice.
Artificial intelligence and medical information
Artificial intelligence has added a new layer to these changes. A number of mobile apps available in Apple and Google app stores say they use AI to help users understand medical complaints. However, many state that they are not designed to diagnose diseases. The distinction between general information and medical advice may not always be clear to users.
A study published in “The Lancet Digital Health” in 2026 tested 20 large language models with more than 3.4 million prompts containing fabricated medical information. In the study’s primary queries, the models accepted false information in 31.7% of cases. When fabricated medical recommendations were added to genuine hospital discharge summaries, that figure rose to 46.1%.
The study did not measure the overall accuracy of AI-generated health information. Its findings showed that large language models can accept fabricated medical claims, and that the results vary depending on how the information is presented.
How to use digital health tools
Wearable devices, social media trends and AI-powered apps can support healthier habits. At the same time, these tools are part of a market built around devices, products, subscriptions and personalized advice.
The key question is whether these tools help people make better-informed decisions or encourage them to measure, compare and consume more. While they can be useful for everyday habits, evidence-based information and qualified healthcare professionals remain essential for concerns involving symptoms, diagnosis and treatment.
