From Tik-Tok to AI: More men are turning to social media and AI for health advice
- Healthwatch Wokingham
- 23 hours ago
- 4 min read
Latest research from our national body, Healthwatch England has found that 1 in 5 men are now using platforms such as TikTok, Instagram and YouTube - and almost 1 in 10 are using Artificial Intelligence (AI) chatbots for information on staying healthy.
Men in England often face worse health outcomes than women, including higher rates of heart disease, cancer, and suicide—one of the leading causes of death for men under 50. Our national body, Healthwatch England’s research, reveals that these inequalities are made worse by low awareness, limited understanding, and lower engagement with health services.
As social media and artificial intelligence (AI) become everyday sources of health advice, men are increasingly exposed to online misinformation that can harm their wellbeing.
This shift brings new risks, but also presents a vital opportunity for the NHS to enhance health literacy and strengthen its online presence.
A growing digital divide in men’s health
Healthwatch England's research reveals a stark digital divide in men’s health:
Younger men and men from ethnic minority backgrounds are more likely to seek information on staying healthy from sources outside the NHS.
Younger men and men from ethnic minority backgrounds were also far more likely than other groups to use social media, AI tools and online influencers for advice.
31% of men aged between 18 –24 told Healthwatch they use social media for information on staying healthy. This figure drops slightly to 28% of men aged 25-34 and drops significantly to only 13% of men aged 40- 74.
Similarly, 27% of men from ethnic minority backgrounds said they use social media for information on staying healthy compared to 16% of white men overall.
When it comes to AI, 18% of men from ethnic minority backgrounds said they use AI for the same purpose, compared to only 7% of white men.
Overall, for 9% of all men, AI tools are now a regular source of information for staying healthy. This compares to 7% for women.
When algorithms become health advisers
Though online content can be instant and engaging, it’s not always accurate. AI systems do not always understand an individual’s full medical context, and social media platforms are generally designed to reward attention rather than accuracy. When these become the first places people look for advice about their bodies or symptoms, misinformation can spread quickly and potentially cause harm.
For many men, possibly including those who are reluctant to visit their GP, these platforms can seem like safe, anonymous spaces to seek advice. But without the skills to distinguish reliable information from commercial hype or misinformation, they risk being misled in ways that can seriously affect their health.
Recent news stories in the media have shown how easily misinformation can escalate when people do not have the health literacy skills to identify harmful health information:
TikTok influencers have been promoting unlicensed weight-loss drugs such as retatrutide, fueling a black-market trade in the UK.
Social media algorithms continue to amplify harmful messages about masculinity, fitness and mental health, with some influencers promoting harmful health advice such as the use of steroids, diet pills and so called ‘smart drugs’.
In the United States, a lawsuit has raised concerns about an AI chatbot that appeared to encourage a vulnerable teenager’s suicide.
An opportunity for the NHS
If men are already seeking health information online, the NHS needs to meet them there.
Healthwatch England has recommended creating a dedicated men’s health section on the NHS website, offering clear, accessible information about key conditions, screening programmes and symptoms to watch for.
However, 18% of men aged 25-34 told us that they’d be more likely to make lifestyle changes based on information from social media experts including content from influencers. So, the NHS’s role should go further.
By developing a stronger and more relatable presence on social media, the NHS it can make sure accurate, evidence-based advice appears in the same feeds where misinformation spreads. Working with trusted public figures, sports organisations and community leaders can help make these messages more relevant and appealing.
Equally important is building men’s digital health literacy. Men want more information about how to stay healthy, but many lack the skills to judge what’s reliable online. Campaigns that help people fact-check content, recognise genuine NHS information and spot misleading claims would give men the confidence to make safer choices about their health.
Men want more information through social media, and they also want the skills to access and interpret this information.
‘More YouTube videos in various languages like Urdu, to improve our knowledge about mental health, cancer etc. [We] also need more help to improve digital skills of elders in the community’ (Mixed Asian Male aged 46-55) Healthwatch Bucks, Men’s Health Survey
A call for digital responsibility
As AI technology advances and social media continues to dominate how people access information, the line between helpful advice and dangerous misinformation is becoming increasingly blurred. For men who are already hesitant to seek formal healthcare, this creates a serious risk.
To address this, two things must happen:
Health services should communicate more effectively online, using the platforms and formats that men already engage with.
Second, men need the tools and understanding to assess digital information critically so they can navigate AI and social media safely.
Healthwatch England’s research makes it clear that men are not rejecting the NHS as a source of information. However, the NHS needs to be more visible, responsive and relatable in the digital spaces they use every day. By doing so, the NHS can turn a growing online risk into an opportunity to improve men’s health and wellbeing.
Click to read the full report
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