The leading awarding organisation for the physical activity sector, Active IQ, is urging social media platforms such as TikTok and Instagram to take greater responsibility for the role they play in shaping public health behaviours.

Part of the Trust Your Trainer campaign, its 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 comes from someone with a professional qualification. 

Recent insights surrounding ‘fitspiration’ videos on TikTok found most of the videos containing diet and exercise information are misleading or harmful. 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.

Jenny Patrickson, managing director of Active IQ, said: "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.

“We’re calling on industry colleagues and organisations to stand with us in urging platforms to take meaningful action to protect people from harm and champion evidence-led, ethical advice."

A recent study has revealed that nearly 90 per cent 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.

Championing the campaign is Robyn Drummond, a personal trainer with her own experience of the dangers misinformation on social media can pose. Aged 18, she became heavily influenced by bikini bodybuilding models online, deciding that if she could look like them, she would be successful, as they had thousands of followers.

After embarking on a diet that was extremely restrictive, Robyn worked with unqualified coaches who didn’t take her wellbeing seriously. After becoming very unwell, she developed an eating disorder and couldn’t eat without feeling guilty. Robyn didn’t receive any support afterwards, with nobody identifying that something was seriously wrong.

She said: “Conflicting, inaccurate and unregulated content online is actually making weight management harder and harming mental wellbeing in the process, creating even more guilt and confusion. I know this because I was the person looking for advice on social media and this is the reason why I do the job I do now.

“Too often advice is shared without consideration for safety or scientific backing and I can’t emphasise enough that a sizeable following doesn’t qualify you as an expert. This manifesto is an important step towards tackling misinformation and ensuring those seeking guidance can trust the information they’re getting."

Unlike certified and regulated professionals who have trained and committed to recognised industry standards, many influencers operate without qualifications or accountability, yet their content reaches millions. In a world where more than half of Gen Z alone are turning to TikTok for fitness advice, the gap between professional expertise and social media influence is only widening, raising concerns on both physical and mental health.

Active IQ is calling for all operators, training providers, fitness professionals and wider industry stakeholders to sign the manifesto and put pressure on social media companies to make changes.

To find out more and sign the manifesto, visit: www.activeiq.co.uk/trust-your-trainer