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Harmful meat misinformation threatens consumer health

Misinformation from social media “superspreaders” poses a risk to global consumer health, affecting confidence and trust in the industry, findings reveal.

A report from data provider Rooted Research Collective (RRC) and science-backed group Freedom Food Alliance (FFA) found that influencers on Instagram and TikTok are promoting dangerous dietary misinformation, including all-meat diets, raw milk consumption, and extreme keto plans.

“Our research identified 53 super-spreaders of nutrition misinformation whose accounts collectively reach over 24 million followers – although there may be overlap among audiences, the scale of their influence is undeniable,” the authors wrote.

Concerns for carnivore diet communication

Misinformation around meat-eating was one of the report’s primary findings. A prominent theme was the rise of the carnivore diet, which were promoted by more than three-quarters (76%) of the superspreader accounts the researchers analysed.

These influencers encourage consumers to eat meat-heavy and carnivore diets, especially red and organ meats. Simultaneously, they often criticise plant-based diets as damaging and deficient by nature.

The trend aligns with findings from other sources, such as Changing Markets, which found that health-washing and greenwashing are key strategies in online narratives around meat consumption.

Marlana Malerich, chief development officer at RRC, told Ingredients Network that these are “tactics that are heavily used in meat and dairy corporate branding and product marketing”.

The RRC’s research aims to analyse the prevalence of misinformation spread by online influencers, particularly content that falls outside generally accepted health guidelines.

“While most public health bodies agree that dietary diversity is essential, many of the misinfluencers we identified promote extreme meat-only or meat-and-fat-heavy diets – reaching tens of millions of followers,” said Malerich.

It is a concerning discovery, especially as findings indicate that fewer than 0.1% of UK citizens adhere to the UK’s Eatwell Guide, which promotes a balanced diet rich in fruits, vegetables, fibre, and a variety of protein sources.

“These findings, alongside the health-washing narratives advanced by the meat industry, present a unique challenge for health professionals in advocating for balanced diets,” Malerich said.

Side effects ‘common’ among carnivore diet adherents

Selling unproven supplements and promoting restrictive diets without credible evidence were other tactics among these online activities.

“In the past year, I’ve worked with a lot of people who’ve tried carnivore-style diets. Side effects among this population are pretty common,” Danielle Shine, an Australia-based registered dietitian and PhD candidate researching nutrition misinformation on social media, told Ingredients Network.

For example, people can experience irregular and sometimes painful bowel movements, as well as dangerously high low-density lipoprotein (LDL) cholesterol levels.

“Concerningly, many carnivore dieters are also drinking raw milk, which puts them at a much higher risk of experiencing serious and sometimes life-threatening foodborne illnesses,” Shine added.

The rise of pseudoscience in online nutrition advice

Most (96%) of the superspreader influencers identified in the analysis from the RRC and FFA profit by offering coaching services, selling supplements, or holding conferences marketed as medical, despite lacking the appropriate training to share health advice.

The report indicated that almost nine in 10 (87%) of these influencers are not doctors, and almost half lack any formal health qualifications. Furthermore, around one in five claimed to have medical credibility despite lacking the scientific evidence to support it.

“As a dietitian, I regularly work with people who’ve been misled by nutrition misinformation online,” said Shine.

A common pattern is reported as the unnecessary restriction of specific foods and food groups.

“This is largely driven by influencers who, despite having no formal nutrition training, position themselves as nutrition experts and incorrectly label certain ingredients and foods as ‘toxic’ or ‘inflammatory’,” she added.

The report stated that millions of social media users risk serious health implications if they follow the recommendations of such influencers.

Meat-based misinformation and disinformation risks

The report stated that the influencers’ recommendations contradict public health guidelines documented by the World Health Organization and the UN Food and Agriculture Organization, as well as scientific reviews exploring global food-based dietary guidelines in 2021 and 2019.

Nutritional guidelines encourage diversity and moderation in diets, as well as a plant-forward approach, with limitations on red meat and saturated fat intake.

False and misleading information is becoming a major threat globally. According to the World Economic Forum’s 2025 Global Risk Report, misinformation and disinformation have been identified as the leading risk over the next two years, surpassing extreme weather events and state-based armed conflict.

Social media is also a leading source of misinformation and disinformation, as research by MyFitnessPal and the Irish Institute of Digital Business at DCU in 2023 found that millennials and gen Z consumers rely heavily on social media platforms for health recommendations.

Most platform users (87%) chose TikTok for nutrition and health advice over speaking with friends, family, or medical professionals.

“Unfortunately, dietitians are typically the last port of call for people who unnecessarily restrict foods or adopt highly restrictive diets,” said Shine.

“By the time they seek professional support, damage to their health is often well under way, making recovery more complex and prolonged – especially when serious nutrient deficiencies are present, which is often the case.”