ArticleFrontiers in endocrinology2026
Accuracy, potential harm, weight stigma, and commercial influence in short-form social media content on incretin-based therapies for obesity.
Article in Frontiers in endocrinology, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Authors and funding
12 authors.
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Abstract
Background: Short-form video platforms such as TikTok and YouTube Shorts are major sources of health information, yet little is known about the reliability of what they carry on incretin-based therapies for obesity. We assessed the accuracy, safety, obesity-related stigma, and commercial nature of short-form videos on these medications. Methods: We conducted a cross-sectional content analysis on June 15, 2025. Videos were retrieved for six medication keywords on TikTok and YouTube Shorts, and the 100 most-viewed videos within each platform's retrieved pool were included (n = 200). Four physicians certified by the American Board of Obesity Medicine each coded a non-overlapping subset for clinical accuracy, hazard potential, obesity stigma, and commercial influence. A fifth senior physician reviewed all videos and issued final ratings. Six TikTok videos became unavailable before review, leaving 194 for content analysis. Results: TikTok videos had higher median view counts (964 650 [Q1-Q3 615 350-1 525 000] vs 24 526 [7 036-104 569], Conclusion: Most short-form videos about incretin-based obesity therapies carried no accurate clinical information, and accurate videos drew only 24% of cumulative views. Promotion of compounded products clustered on TikTok and accounted for the platform difference in hazard potential. Evidence-based, bias-free communication is needed if these platforms are to educate the public about obesity pharmacotherapy.
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