Brits are being urged to “check their sources” when making wellness-based decisions and resolutions in 2026, to avoid unknowingly following “bad” advice.
A new study of 1,000 UK adults, conducted by Platinum Spas, revealed that more than half of Brits don’t check the credibility of health and wellness advice. Worryingly, when making lifestyle changes or purchasing wellness-related products, 51% admitted that they don’t spend any time at all vetting the information they find or checking the qualifications of experts they follow.
This lack of verification is most pronounced among older adults – nearly three-quarters (74%) of those aged 55 and over say that they don’t check advice at all before acting on it.
Those under 34 spend on average 20 minutes verifying health advice before implementing changes compared to an average of 15 and a half minutes for those age 35-54 and under 7 minutes for those over 55.
Can Brits trust AI-generated health and wellness guidance?
As Brits increasingly turn to AI tools for guidance, this combination of easy access and poor verification only becomes more concerning.
Around a quarter of millennials and Gen Z (25% and 24% respectively) now use AI tools like ChatGPT to find wellness information, compared to just over one in six of the national average.
This could be putting many at risk, following a recent BBC report, which found that almost half (45%) of AI-generated responses from tools including ChatGPT, Microsoft Copilot, Gemini, and Perplexity contained errors. This raises serious questions about how reliable these platforms are when used for health and wellness advice, and the vital need for individuals to verify sources.
Gen Z is using social media as a health search engine
For younger generations in particular, social media platforms are becoming a go-to source for wellness advice. Almost half (48%) of Millennials and Gen Z have implemented health advice found on social media, and whilst this percentage decreases for older age groups – around a quarter (24%) of those age 35+ have done so too.
A third of Gen Z are using TikTok to find health and wellness information, whilst over a quarter (28%) are using Instagram.
Almost a quarter (23%) also use the video platform, YouTube, which increases to over a third (34%) amongst Millennials. While these platforms offer fast, digestible, and easy-to-find content, the research suggests that speed and accessibility are often prioritised over credibility.
Sarah Watkins, wellness expert at Platinum Spas hot tubs, 7 tips for verifying health advice found online:
- Check multiple credible sources: Reliable health information is usually supported across several trusted platforms. UK sites ending in .nhs.uk, .ac.uk or .org.uk are generally more trustworthy than commercial websites, in line with NHS guidance.
- Look closely at qualifications: Always check whether experts or influencers are properly qualified. For example, is the nutrition advice you are following coming from a registered dietitian with a degree, or is it from someone relying on short online courses or purely from personal experience?
- Be aware of bias and sponsorships: Ask whether the advice is linked to paid partnerships, brand deals, or research funded by a specific company as this can influence the narrative.
- Assess the quality of the research: Credible health claims are usually based on well-designed studies, such as blind or double-blind trials, and carried out by reputable institutions. Avoid any bold claims that can’t be backed up.
- Check for criticism or controversy: Look for opposing viewpoints or media scrutiny around the individual or brand to understand the full picture.
- Remember health advice isn’t one-size-fits-all: Weigh up the potential pros and cons for your own circumstances, as what works for one person may not suit another.
- Speak to your GP before making any changes: Always consult a healthcare professional before changing your diet, lifestyle, or treatment based on online advice.
Despite the rise of digital platforms, official sources such as GPs and the NHS remain the most popular for wellness information, with a quarter (25%) of Brits saying they rely on them. However, with the vast amount of accessible and often unverified health information now available, personal responsibility to check this information has become more important than ever.
For further information, read the full 2026 Wellness Report from Platinum Spas.
Photo by Pavel Danilyuk: https://www.pexels.com/photo/woman-resting-6753226/
