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Wellness has never been more influential, or more profitable. According to the 2024 Future of Wellness survey by McKinsey & Company, the global wellness industry is now estimated to be worth around US$2 trillion1, while Australians spent an estimated AU$141 billion on wellness in 2024, helping Australia secure ninth place among the world's 10 largest wellness markets.2 As interest in health, nutrition, fitness, and self-improvement continues to grow, so too does the volume of advice and information competing for our attention.
At the same time, social media has transformed how we discover and share health information. While these platforms have made health advice more accessible than ever, they have also made it easier for misinformation to spread rapidly.3 False information has been shown to travel faster and further online than accurate information4, aided by social media algorithms, online communities, influencers, and social platforms that prioritise emotionally engaging content.3
The spread of health and wellness misinformation on social media can have real-world consequences, posing significant risks to both individuals and public health.5
Part of what makes wellness misinformation so persuasive is that it often feels credible, relatable, and easy to understand. Research shows that a range of psychological and behavioural factors influence our susceptibility to health misinformation, including health literacy, analytical thinking, trust in science, and information sources.6 People are also more likely to accept and share information that confirms existing beliefs or appears to explain a health concern in a simple and compelling way. Similarly, when a wellness or health belief becomes connected to a person’s social identity, value, or sense of belonging to a particular group, people may defend that belief despite being presented with contradictory evidence. This is a psychological process called identity-motivated reasoning.
Once social media platforms enter the fray, with algorithms designed to show users more of the same content they already engage with, powerful feedback loops can create information silos, where the same ideas or myths are repeatedly reinforced. Over time, repeated exposure can make claims feel familiar and therefore more credible, regardless of whether they are supported by evidence3,4,5.
Wellness misinformation often succeeds because it combines two persuasive ingredients: personal stories and commercial incentives. Influencers can build trust by sharing relatable experiences and health journeys, while they monetise their content through product recommendations, sponsorships, or affiliate partnerships.
Research suggests that emotionally compelling stories can be particularly persuasive, especially when they align with what people already believe.3,6,7 The challenge is that a personal anecdote may appear to show that something happened for one person, but it cannot demonstrate that a product, treatment, or wellness trend is safe, effective, or supported by evidence. When financial interests are not clearly disclosed, these claims can become even more misleading, blurring the line between personal experience, marketing, and evidence-based health advice.6,7
We sat down with Maureen Moerbeck, senior dietitian at InsideOut to further unpack the risks wellness misinformation poses, especially to those living with eating disorders and disordered eating.
Maureen Moerbeck: A positive aspect of the wellness industry is that it has increased awareness of health and encouraged people to take proactive steps to support their wellbeing, rather than only responding to illness. It has also helped increase awareness and reduce stigma around mental health while highlighting the importance of self-care.
Unfortunately, these positive messages have morphed into something else that can be quite damaging. Health is frequently portrayed as being solely the result of individual choices and behaviours, without recognising the many factors that influence it, including genetics, environment, disability, socioeconomic conditions, experiences of stigma, and access to healthcare. This can leave people feeling guilty or ashamed when they are unable to achieve an idealised version of "optimal health".
Weight has also become a proxy for health, with thinness and muscularity often idealised. If someone does not feel that they meet these ‘standards’ they may judge themselves harshly and feel bad about themselves or feel that others will label them as unhealthy. This creates pressure to diet, change appearance, and shrink the body in pursuit of these ideals.
Society further reinforces these messages, praising thinness in women and muscularity in men as signs of confidence, health, and success. As a result, anyone who do not fit this mould can be made to feel unhealthy, lazy, or "less than".
It's important to remember that the diet and wellness industry is exactly that: an industry. It profits from people feeling inadequate and believing they need to change their bodies to be worthy. It creates a problem, then offers up the solution – at a cost, of course.
MM: Many of the ‘wellness’ trends we're seeing today are really recycled ‘health’ or ‘beauty’ trends that have been repackaged under new names.
Carbohydrates, for example, have been villainised for decades, with various low-carb, high-protein diets cycling in and out of popularity. In reality, there are no "good" or "bad" foods. Carbohydrates and protein both play important roles in body functioning and health, and all foods can provide value, whether through energy, nutrients, satisfaction, or enjoyment.
Another trend persistent trend is the misconception that "thin equals healthy, and being thin is a positive health outcome." With the rise of the use of GLP-1s, this couldn’t be any more relevant than it is now. The use of these medications initially designed for the management of diabetes, are now being prescribed for people who want to lose weight – and many are obtaining these medications without consultation from a health professional. It has shifted from a medication to manage chronic health conditions, to one used to control body weight, and I feel there needs to be more scrutiny over how these medications are prescribed and safeguards in place.
The message that "clean eating is the only way to eat" is another common theme which has been around for a while. It promotes a black-and-white view of food, labelling some foods as "clean" or "good" and others as "bad" or "toxic". This can increase guilt around eating, reduce flexibility and enjoyment, and contribute to disordered eating behaviours.
We're also seeing a resurgence in health-monitoring trends, based on the idea that the key to health is constantly tracking yourself. Fitness trackers, food diaries, step counters, and health metrics can be useful tools, but their use can also become obsessive. When tracking starts overriding your body's own signals and creates anxiety or guilt, it's worth asking whether it's truly supporting your wellbeing.
Lastly, there has more recently been a growing interest in peptide use. While some peptides have legitimate medical applications and may be prescribed for specific health conditions, many are being marketed online with wellness claims that often go beyond the available evidence. Health experts have raised concerns that the popularity of "wellness peptides" has outpaced the science, with many products lacking robust human safety and effectiveness data. And as an unregulated industry, it is emerging that products may not even contain what is stated on the label. As with any wellness trend, it's important to be cautious of exaggerated claims and seek advice from qualified healthcare professionals.
MM: Social media has dramatically changed how people access, share, and think about health and wellness information. Instead of relying primarily on evidence-based advice from healthcare professionals, many people now turn to unqualified influencers, fitness coaches, wellness brands, and online communities for health information, often with little or no scientific backing. In many cases, these sources also have financial incentives that influence the information they share.
It doesn't help that harmful or misleading content is now constantly at our fingertips. When algorithms repeatedly serve content that reinforces disordered eating or exercise behaviours, it can be incredibly difficult to challenge those beliefs or change course.
The spread of misinformation is vast, and for healthcare professionals without large social media followings, it can be extremely difficult to compete with the volume and reach of inaccurate health advice online.
MM: Wellness misinformation can contribute to the development of disordered eating behaviours by promoting restrictive, fear-based, and unrealistic beliefs about food, health, and body size.
It can increase risk factors such as body dissatisfaction, food anxiety, and disordered eating patterns. It can also normalise these behaviours, making it harder for people to recognise when there is a problem and seek appropriate support.
MM: A pursuit of wellness can become concerning when health stops being about well-being and quality of life and starts becoming about control, fear, perfection, or self-worth. The shift is often gradual, and because many unhealthy behaviours are praised as "discipline" or "healthy living," the warning signs can be easy to miss.
Some signs to look out for:
MM: It's important to remember that not all advice is evidence-informed, even if it appears professional, popular, or convincing. A healthy level of skepticism can help people avoid misinformation and make better decisions about their health.
Some things to keep in mind are:
MM: If you feel overwhelmed by conflicting health advice online, it may be time to step back from the noise. Not every opinion deserves your attention, and more information doesn't always lead to better health.
Health is about more than nutrition and exercise. It also includes your mental and emotional wellbeing.
Focus on what genuinely supports you, whether that's getting enough sleep, staying hydrated, eating regular meals, spending time in nature, connecting with others, or doing things you enjoy. Health doesn't have to be complicated, and what works for you may look different from what works for someone else.
MM: It’s important to remember that health and wellness is so individual, so make sure you look at your personal needs based on your own circumstance, without comparing to anyone else.
To me, genuine wellbeing and a balanced relationship with food, weight, shape and appearance can look like:
This not an exhaustive list by any means and we encouraged you to create your own list of what wellbeing looks like to you. It might be very different from someone else’s, and that's okay.
When we broaden our definition of wellbeing beyond weight, appearance, or what we eat, we create space for the things that truly help us thrive as individuals. The goal isn't perfection. It's finding what helps you feel nourished, connected, capable, and supported in your everyday life.
If anything in this article has raised concerns about your relationship with food, eating, exercise, body image, or wellbeing, you don't have to figure it out alone. Support is available.
Butterfly National Helpline: 1800 ED HOPE (1800 33 4673)
Lifeline: 13 11 14 or lifeline.org.au
Kids Helpline: 1800 55 1800
MensLine Australia: 1300 78 99 78
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