In today’s influencer landscape, brands are left to their own devices in determining the credibility of influencers. There are tools to help validate followers, engagement, etc., but what about the validity of the content itself?
As the beauty, health, and wellness categories merge, the issue of credibility increases. Opinion is not fact. In a recent study by the University of Glasgow, social media influencers give bad diet and fitness advice eight times out of nine.
A new register for influencers aims to combat this spread of misinformation—the Register of Health & Wellness Influencers (ROHWI). Founded by WellSpoken and the Health Bloggers Community, ROWHI is the first and only register for health and wellness influencers worldwide.
Sarah Greenidge, founder of WellSpoken and co-founder of the register, told the Independent, “The current lack of industry-specific legislation has meant that consumers and other stakeholders have been active players in holding influencers accountable. While there is an infinite number of ways in which credible content can be curated, our training and framework will ultimately raise existing industry standards by ensuring that influencers now have a standardized way of working when it comes to content.”
On this side of the pond, Senator Richard Blumenthal (D-CT) wrote to the FTC requesting a federal investigation into the sale of “detox teas” on social media and the influencers that promote them on social media. While there are FTC guidelines in place requiring influencers to clearly reveal endorsements, there is a lack of any regulation of claims.
The folks at WellSpoken have taken on the task of establishing an industry-standard, training, and certification of wellness influencers in an effort to ensure consumers are receiving evidence-based health and wellness information.
We could not agree more with WellSpoken founder Sarah Greenridge, who stated, “Business, as usual, is no longer an option. It has never been more important for wellness brands to demonstrate a meaningful commitment towards providing the public with authentic content.”
Photo: Vitali via Unsplash