Influencers Are Paid to Shape Your Diet

In an era where social media wields unprecedented influence, a new trend has emerged within the world of health and wellness. Registered dietitians, esteemed for their expertise in nutrition, have increasingly become the faces of product endorsements on platforms like TikTok, Facebook, and Instagram. As trusted figures, they disseminate information about food and beverages, often with a persuasive undertone.

Yet behind these seemingly candid endorsements lies a veiled truth: a significant number of dietitian influencers are receiving compensation from food and beverage companies. These financial relationships — sometimes undisclosed, sometimes buried deep within post descriptions — raise questions about conflicts of interest and the implications for the individuals who rely on the advice of the credentialed professionals they follow.

Influencer marketing is nothing new

Throughout history, influential figures across various professions have lent their credibility to endorse products, sometimes with unintended consequences. One glaring example is the endorsement of cigarettes by medical doctors in the mid-20th century, leading to sharp rises in nicotine addiction and respiratory illness, including lung cancer.

In more recent decades, professional athletes and even a few world-renowned Olympians have rented out their faces to the highest-paying sponsors. Household names have appeared in fast food commercials and soft drink ads, often subtly associating their success with the consumption of such products. Drawing parallels to the present day, we find a striking similarity in the current phenomenon of dietitians endorsing food products. Many of these influencers have enormous reach, some boasting hundreds of thousands – or even millions – of social media followers.

The rise of dietitian influencers

In recent years, platforms like Instagram and TikTok have provided dietitians with an unprecedented avenue to connect with wide-ranging audiences. The appeal lies in their ability to distill complex nutritional information into engaging and easily digestible content. Through informative captions, entertaining imagery, and a relatable tone, dietitians have found a compelling means to communicate their expertise.

The increased visibility of dietitians on social media should be a positive development, as it allows a broader demographic to access evidence-based nutrition advice. Yet it has also paved the way for unethical practices, with trusted professionals compromising the integrity of their recommendations.

 

When misleading advice becomes insidious

While the majority of dietitians strive to provide accurate and beneficial nutritional guidance, those who have accepted deals with questionable sponsors may be putting their fan bases at risk. Among these influencers are those who simply give poor advice, such as suggesting that indulging in sweets may help reduce cravings. However, much more concerning are the dieticians who have downplayed the health risks of certain products and ingredients, even in the face of warnings from reputable health authorities.

Following a World Health Organization statement that the artificial sweetener aspartame is “possibly carcinogenic,” one influencer posted her support of the ingredient. She then disclosed, in response to a comment on the post, that the endorsement was sponsored by the American Beverage Association. Other, similarly alarming, partnerships have involved non-FDA approved supplements for infants, as promoted by several popular online influencers.

Ethics and professional standards for registered dietitians

Registered dietitians are trusted to guide their clients (and followers) towards sound nutritional choices, based on evidence-based practices. When these professionals engage in paid partnerships with food and beverage companies, complex ethical questions emerge. While sponsorships allow them to sustain their practice and reach a wider audience, conflicts of interest fly in the face of the duty of care they owe to the very viewer base that keeps them afloat.

The burgeoning trend of influencer marketing within the nutrition and dietetics field carries with it a range of legal considerations, including the issue of disclosure. The Federal Trade Commission (FTC) mandates that influencers clearly indicate when their content is sponsored, ensuring transparency for their audience. Failure to do so can result in legal repercussions for both the influencer and the company involved. However, the lines become blurred when influencers only make such disclosures in ambiguous hashtags, deep within post descriptions, or in response to comments.

Moreover, influencers must ensure their endorsements align with existing regulations and guidelines set forth by health authorities. Misleading or inaccurate claims about food products can put their followers at risk. Companies, in turn, must exercise due diligence when selecting influencers to partner with, as they can be held liable for false or deceptive marketing practices.

Advice for discerning consumers of social media

In a digital world inundated with information, discerning fact from fiction is not always straightforward, especially when it comes to complex matters such as health and nutrition. As you engage with content from online influencers, even registered dietitians and other respected professionals, approach it with a critical lens as a consumer.

Be wary of false advertising: Trust your instincts. If a claim sounds too good to be true, it may well be. Exercise caution when faced with sensationalized or overly optimistic statements about food products.

Assume bias in sponsored content: While not all sponsored content is inherently misleading, it’s prudent to approach it with a healthy dose of skepticism. Recognize that financial interests tend to influence the content, and consider seeking additional sources for a comprehensive understanding.

Conduct your own research: Empower yourself with knowledge. Look beyond a single source of information and explore reputable resources. Government agencies like the World Health Organization (WHO) provide evidence-based guidance and uphold rigorous scientific standards.

Consider individualized needs: Nutrition is not a one-size-fits-all endeavor. Factors such as age, sex, activity level, genetics, and underlying health conditions play a significant role in determining dietary requirements. Before relying on advice from online voices, remember that personalized guidance from a trusted healthcare provider is your most valuable resource.

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