Activeiq launches ‘trust your trainer’ to tackle influencer misinformation

A recent study has revealed that nearly 90% of health and nutrition influencers on TikTok and Instagram do not highlight the potential risks of the advice they share. This open failure to disclose has led to growing concerns regarding the spread of misleading and potentially dangerous health and fitness content on social media.

To tackle the issue, leading awarding organisation for the physical activity sector, Active IQ, has published a new manifesto urging social media platforms, such as TikTok and Instagram, to take greater responsibility for the role they play in shaping public health behaviours.

Recent insights surrounding ‘fitspiration’ videos on TikTok found most of the videos containing diet and exercise information are misleading or harmful, and studies show just how deep the issue goes, with the majority of diet and exercise advice shared by influencers being classed as either misleading or portraying an unbalanced view.

Part of the Trust Your Trainer campaign, Active IQ’s manifesto calls for social media companies to introduce a trust mark to help consumers understand that the advice they’re given by an influencer or content creator is backed up through a professional qualification.

Momentum for the campaign is already building, strengthened by the support of Active IQ Consultant, David Stalker, a respected leader with more than 35 years’ experience in the physical activity sector.

Jenny Patrickson, Managing Director of Active IQ, comments: “Social media can and should be a force for good in supporting healthier lifestyles, but without stronger safeguarding, it risks undermining public health and professional expertise. From dangerous weight loss hacks to unqualified influencers pushing extreme training routines or unregulated supplements, the content flooding feeds is not just misleading, but putting people at risk.”