ACCESSIBLE health information can empower the public, but there is growing concern that many new advertising strategies blur the line between education and persuasion, putting consumers at risk of misunderstanding, misinformation, and unnecessary treatments.
One of the most debatable tactics is the use of patient testimonials. Nowadays, it has become common practice for the public to search for reviews and online experiences before choosing a clinic or treatment.
Reviews posted on clinic websites or social media can be compelling because they reflect “real-life” experiences from other patients. However, testimonials or reviews are difficult to verify and can be fabricated.
Some clinics display only positive reviews, which raises questions about authenticity, and even incentivise patients to post favourable content. When the full picture is hidden, the public may form unrealistic expectations about certain treatments.
Healthcare professional endorsements raise similar concerns. When a doctor, dentist, or pharmacist appears in an advertisement supporting a product, the public often assumes the recommendation is based on clinical or concrete evidence.
However, commercial partnerships can influence messages delivered to the public.
The UK and New Zealand allow endorsements of commercial products by healthcare professionals but under strict conditions, including requirements for evidence-based claims, actual first-hand use and the inclusion of appropriate disclaimers.
Another growing issue is the rise of social media influencers in promoting healthcare products or services, including promoting supplements, whitening products, orthodontic aligners, or aesthetic services.
Their informal, relatable content can feel trustworthy, especially to younger audiences. And, many influencers offering advice or promoting health products or services have no formal training in the field.
This raises concerns about misinformation, exaggerated claims, and the normalisation of unnecessary procedures.
Recently, China introduced strict rules requiring influencers to hold verified qualifications when discussing specialised topics such as medicine, finance, and law to tackle growing misinformation and protect the public.
Adding to the complexity is the increasing use of AI-generated images and videos in healthcare advertising. Clinics and product companies can use AI tools to create perfect-looking smiles, unrealistically smooth skin, or digitally enhanced treatment results.
The public may unknowingly compare themselves to digitally fabricated results that are impossible to achieve in real life.
Even livestream promotions have entered the healthcare space. On certain platforms, influencers and even some practitioners host real-time sessions to promote products or services.
These livestreams often include time-limited offers, emotional storytelling, or high-pressure sales tactics, all of which can influence impulsive decisions.
Therefore, the public must stay alert. Public awareness is the best defence.
Only by understanding how modern advertising works can individuals make informed choices that protect their health, well-being, and financial safety.
DR NOR AZLIDA MOHD NOR
DR ANIS NADHIA ROSLAN
Faculty of Dentistry
Universiti Malaya
*The views expressed in this article are the author’s own and do not necessarily reflect those of the New Straits Times
© New Straits Times Press (M) Bhd
