AI-generated accounts posing as doctors are garnering millions of views on TikTok while spreading false health advice, according to The Guardian, citing research by marketing agency Hallam.
The publication noted that the study is not academic. The authors analyzed 1,198 videos, including the top 50 clips for several search queries such as “health tips”, “doctor advice”, “nutrition tips”, and “mental health tips”.
Hallam manually assessed the videos for signs of AI generation or processing, including synthetic voices, visual artifacts, repetitive scripts, subtitle styles, AI-generated music, and other markers. However, this methodology does not fully verify the origin of the videos.
According to the study, content with signs of AI generation or processing appeared in 40% of popular TikTok health videos. For the query “health tips,” the share of such videos reached 84%.
Among the videos, The Guardian found debunked claims about cancer causes, such as heating food in plastic, using deodorants, and sleeping next to a phone. These claims were debunked by Cancer Research UK, noting they are not supported by reliable scientific evidence.
Other videos promoted a mixture of Coca-Cola with onions as a pain remedy and a product called Hyalethinap Plus Pro Max as an anti-aging solution. The Guardian found no evidence of such a product existing online.
Emma Runswick, deputy chair of the British Medical Association, stated that such accounts promote medical myths and “miracle cures.” She emphasized that platforms like TikTok should more actively combat dangerous fake health advice.
NHS Medical Director Frankie Swords added that doctors increasingly encounter patients who are frightened or confused by false advice created for views. Victoria Tzortziou Brown, president of the Royal College of GPs, warned of the risk of real harm.
Health misinformation researcher Alex Ruani from UCL described the situation as exploitation of trust “on an industrial scale.”
A TikTok spokesperson disputed Hallam’s findings in comments to The Guardian. They stated that the service removes harmful medical misinformation, including AI-generated content, and collaborates with the World Health Organization and NHS. The company removed examples of videos provided by journalists.
Platform rules state that authors must label realistic AI content with images, audio, or video. TikTok also prohibits harmful misinformation and content that misleads users by impersonating others.
In February, Science Feedback described a network of TikTok accounts with AI-generated medical personas spreading dubious advice and using images of real specialists without labeling. Following a complaint, the platform removed accounts violating impersonation rules.
The Guardian also highlighted concerns about the platform’s shift towards increased AI moderation. In 2025, it was revealed that TikTok was reducing teams responsible for user safety and video verification, including plans to lay off some UK staff. Former moderators told The Independent that automated systems do not always accurately assess contentious content.
In November 2025, TikTok announced a tool to limit AI content in feeds. The platform also planned to integrate “invisible watermarks” that are harder to remove when re-uploading or editing videos.
