One in four Brits who tried to manage their weight in the past year bought an unproven diet product recommended by a social media influencer, new research shows. The findings come as an expert warns that confusion over weight loss advice is leading people to take risky routes.
Rising confusion over weight management advice
Dr Kieran Seyan, Chief Medical Officer at Pharmacy2U, said: "People have never had more information about weight management at their fingertips, but not all of it is accurate, evidence-based or relevant to their circumstances. The challenge is often not finding information, but understanding which information is trustworthy and appropriate."
He added: "With different sources competing for attention and a rise in counterfeit medication sellers and fake online pharmacies, it can be difficult to know what or who to trust. Effective weight management usually requires an individualised approach that can be sustained over time. There is rarely a 'quick fix', which is why advice should be tailored to a person's health needs, lifestyle and goals."
Research reveals risky behaviour
Research from Pharmacy2U, the UK's biggest online pharmacy, found two in five UK adults (42%) have tried or considered at least one weight management method in the last 12 months. However, nearly half (46%) of those say they have felt overwhelmed by conflicting information on how to do it.
The study also showed signs this confusion is leading some to try risky routes to pursue their goals. It found:
- One in six people questioned (16%) say they have followed weight-loss advice despite suspecting it wasn't true
- One in four (25%) of those quizzed who have looked to manage their weight in the last year have bought an unproven diet product recommended by a social media influencer
- More than half (57%) of those who took part said they were not confident they could tell the difference between a legitimate healthcare provider and an unregulated website or counterfeit medicine seller
All UK pharmacies must be registered with the General Pharmaceutical Council, and all legitimate online pharmacies can be found on their pharmacy register.
Social media fuels misinformation
The mixed messages on weight management range from tips on restrictive diets and detoxes to unregulated products and viral weight-loss "hacks" promising rapid results. The study found social media is the biggest source of conflicting advice on weight management, cited by over a third (39%) of people who have recently looked to lose weight, ahead of search engines (24%), friends and family (24%) and online forums (22%).
According to Pharmacy2U the spread of myths online seems to be increasing people's willingness to try speculative weight management "short cuts" while also fuelling doubts about scientifically backed methods. This reflects wider concerns about online health misinformation.
The World Health Organisation notes that, on some social media platforms, falsehoods are 70% more likely to be shared than accurate news. Pharmacy2U's study shows a third (33%) of UK adults who have looked at losing weight in the last 12 months incorrectly believe experiencing side effects means a weight-management treatment isn't suitable for them, even though some side effects may be temporary and manageable.
More than a quarter of Brits are unaware of the impact that sleep quality (30%) and stress levels (27%) can have on weight management, and a similar number (30%) don't realise that rapid weight loss may lead to a reduction in muscle mass. Dr Seyan advises that factors including nutrition, physical activity, sleep, stress and underlying health conditions can all influence weight-management outcomes.
Surge in unproven weight-loss searches
Google Trends analysis, conducted by independent researchers on behalf of Pharmacy2U, shows UK searches for unproven weight-loss hacks have surged over the past year. The question "Do weight-loss patches work?", about patches alleged to aid weight loss by delivering appetite suppressants through the skin, has risen 200% in the last 12 months, despite little clinical evidence backing them.
Searches for "weight peptides" have gone up 347%, while the term "rapid weight loss" has increased by 221%. These findings reflect wider concerns about the quality of health advice circulating online. Earlier this year, an international study about trust relating to health found that 7 in 10 people hold at least one view that contradicts medical science.
Gen Z faces digital discord
Among the claims around weight management, younger people are finding it particularly hard to find trustworthy advice. Nearly a third of Gen Z (30%) say social media is a main source of their information about weight management, but almost half (43%) regularly come across conflicting advice on those platforms.
A third (34%) of under-30s trust social media for advice about managing their weight, compared with a UK average of 15%. Meanwhile this generation also show far more faith in online forums (39%) and online influencers (28%), both around double the national averages (21% and 13% respectively).
Dr Seyan adds: "Feeling overwhelmed by conflicting or contradictory advice about weight management is understandable. Most people aren't looking for short cuts; they want trustworthy information to help them make informed decisions about their health.
"Unfortunately, the loudest voices online aren't always the most reliable. Weight management is highly individual, which is why it's important that people feel able to seek advice from appropriately qualified healthcare professionals who can help them understand what's safe, realistic and right for them."
