This week, Times Radio featured a thought-provoking discussion between its presenter and the author of a recent Which? article, focusing on the widespread problem of dubious and sometimes outright fraudulent health advertisements on social media. The Which? investigation, which concentrated on Facebook and Instagram, sheds light on just how pervasive these misleading adverts have become.
Social media platforms now dominate the advertising landscape, yet their failure to effectively block questionable health adverts has become a significant concern in the UK. These adverts frequently promote unregulated products, make misleading health claims, or are simply scams, all of which pose risks to public health and erode consumer trust.
A thematic analysis of the Which? article identifies several key themes that illustrate the scale of the problem, its impact, and the challenges involved in regulating such adverts.
The first theme is the sheer proliferation of dubious health ads. Platforms owned by Meta, such as Facebook and Instagram, are not doing enough to control fraudulent health advertising. These adverts often feature fabricated medical claims, such as miracle cures for prostatitis or weight loss patches that promise to burn fat rapidly. Many impersonate real doctors, medical institutions, or regulatory bodies – sometimes even falsely associating products with the NHS. Frequently, these adverts direct users to scam websites that harvest personal and financial information, often failing to deliver the promised products or sending entirely different items. This systematic exploitation targets vulnerable individuals, especially those with medical conditions, by manipulating the advertising systems of social media platforms.
The second theme is the vulnerability of consumers. Fraudsters specifically target people with chronic health conditions or those seeking affordable solutions to medical problems. For example, diabetics are lured by adverts for glucose-monitoring devices, which often turn out to be ineffective or unrelated products. These adverts prey on the desperation of individuals struggling with health or body image issues, such as those seeking weight loss solutions.
A third theme concerns regulatory and platform accountability. The article criticises both social media platforms and regulatory frameworks for allowing fraudulent adverts to persist. Meta and other tech giants are accused of failing to block or remove these adverts, even after complaints have been made. Fraudsters are able to repeatedly post the same scams, exposing loopholes in the platforms’ advertising review processes. Meanwhile, regulatory action is slow: the Online Safety Act, which could help address the issue, has been delayed until 2027, leaving consumers unprotected for years. Although organisations like Ofcom and the MHRA acknowledge the problem, effective measures have yet to be implemented, with Ofcom’s draft Fraudulent Advertising Code still under consultation and unlikely to be finalised before 2026.
Another significant theme is the prevalence of misleading health claims and the lack of supporting evidence. Many products, such as slimming patches or bee venom creams, make implausible claims – curing wrinkles, improving cognition, or dissolving fat cells – often accompanied by fabricated endorsements from fake institutions or real organisations that deny any association. These adverts frequently violate UK laws, including the Consumer Protection from Unfair Trading Regulations 2008 and rules governing the advertisement of medical products. The lack of robust evidence and the use of fraudulent endorsements highlight the deceptive nature of these adverts.
The article also addresses the need for consumer protection and education. Organisations like Which? are running awareness campaigns to alert the public to the risks of fraudulent products and to help people identify misleading adverts. Practical advice is offered, urging consumers to be cautious of health products advertised on social media, especially those making bold claims or offering prices that seem too good to be true. By exposing the tactics used in these scams, the article aims to empower consumers to make informed decisions and avoid falling victim to fraud.
Links:
Ramsey, T. (2025) ‘Social media platforms are failing to block dubious health ads’, Which?. Available at: https://www.which.co.uk/news/article/social-media-platforms-are-failing-to-block-dubious-health-ads-as3to0b9CRxl [Accessed: 17 June 2025].
