Understanding the complex links between social media and health behaviour

Fabiana Zollo and colleagues call for comprehensive, robust research on the influence of social media on health behaviour in order to improve public health responses ### Key messages Over 90% of people connected to the internet are active on social media, with a total of 4.76 billion users worldwide in January 2023.1 The digital revolution has reshaped the news landscape and changed the way users interact with information. Social media's targeted communication rapidly reaches vast audiences, who in turn actively participate in shaping and engaging with content. This marks a departure from the more passive consumption patterns associated with traditional media. Over the past few years, social media have emerged as a primary source of news for many people, despite widespread user concerns about potential misinformation (box 1) and the necessity to discern between reliable and untrustworthy information.4 Data from six continents also indicate a preference among users for content that reflects their reading or viewing history, rather than content selected by journalists, suggesting a shift towards personalised and user driven content curation. In this evolving landscape, celebrities, influencers, and social media personalities are increasingly assuming roles as news sources, especially on platforms such as TikTok, Instagram, and Snapchat. Box 1 ### What is misinformation?RETURN TO TEXT