29 Jul 2025
In a review article of their own American-published “How can the veterinary profession tackle social media misinformation?”, Rachael E Moran and Oliver Knesl debate the profession’s part in vetting the web
Image: chinnarach / Adobe Stock
The rise of social media has transformed the way we access information, placing a wealth of knowledge at our fingertips.
But in the rush to share, like and react, the truth is often left behind. In a world where anyone can have a platform, and polished content is easier than ever to create, how do we protect the value of professional, evidence-based advice?
Pet owners are increasingly using social media as their go-to resource when seeking advice on how to care for their animal, but amid helpful information is a network where misinformation spreads rapidly, unsupported treatments are championed and dangerous recommendations are shared. Social media algorithms favour emotional and eye-catching content over peer-reviewed nuance, and professional-looking content can be generated at a low cost, with minimal technical skill. As a result, well-meaning pet owners are frequently swayed into making decisions that lack clinical credibility.
The proliferation of animal influencers without any formal veterinary training adds to this already confusing landscape. These individuals can amass substantial followings, and their advice, though well-intentioned, may not be grounded in science. Their perceived clout makes it challenging for pet owners to discern reliable information, potentially undermining trust in the veterinary profession.
This mismatch between the depth of veterinary science and the brevity of social media has become one of our greatest professional challenges.
The latest research highlights the scale of the problem: 39% of YouTube videos in a study on canine cancer made moderate to extreme claims, often promoting unproven remedies or undermining established treatments1. Compounding this, irreputable websites and resources tend to be easier to find than those grounded in scientific evidence, and can appear more appealing2. Meanwhile, content moderation policies on major platforms are being rolled back, reducing oversight on misleading health-related posts. Against this backdrop, vets risk being sidelined in the conversation altogether.
Some vets have already stepped up to address the issue. On TikTok, @cat_the_vet debunks trending misinformation with short, sharp videos that challenge false claims about nutrition, behaviour and breeding. While her posts don’t replace clinical consultations, they do encourage viewers to question online content and consult a professional if in doubt.
Of course, we don’t all need to become influencers, but we do all have a professional duty to take an active role in ensuring that pet owners receive accurate, science-based guidance.
No single approach will solve the problem. Success relies on a combination of strategies: reducing exposure to misinformation, increasing public resilience and clearly countering misinformation with factual truth.
Whether online or in the consultation room, we can each play our part in waging the war against misinformation by:
Pharmaceutical companies are also well-placed to support these efforts, by using their platforms to publish prebunking content that ranks well in search results, to reinforce trusted veterinary advice before misinformation is even encountered.
At the heart of this type of misinformation is almost always genuine concern for animal well-being. But by staying visible, approachable, and science-driven, we can rebuild trust, reinforce the value of professional veterinary care and protect pet owners from decisions based on fear or fiction.
You can read the full Viewpoint article, entitled “How can the veterinary profession tackle social media misinformation?”, in the Journal of the American Veterinary Medical Association, available here.
