Misleading birth control advice on TikTok is exposing young people to an increased risk of unplanned pregnancies, an Australian study has found.

The La Trobe University study, published in the journal Perspectives on Sexual and Reproductive Health, analysed 100 TikTok videos on contraceptive health that had nearly five billion views and 14.6 million likes between them.

The researchers found more than half (53 per cent) of TikTok content creators reviewed clearly rejected hormonal birth control, while about a third (34 per cent) expressed distrust in health professionals.

Fertility awareness and cycle tracking (38 per cent) and the contraceptive pill (35 per cent) were most frequently discussed subjects.

The study is just the latest to sound the alarm on the reliability of health information shared on TikTok – even as the platform remains a go-to source for millions, especially on sensitive or stigmatised topics like reproductive health.

Lead researcher, Dr Caroline de Moel-Mandel from La Trobe’s School of Psychology and Public Health, said TikTok was a growing source of contraceptive information for young adults. But much of the content was unreliable and of poor quality, meaning young people had to try to sort fact from fiction.

“Many TikTok creators promoted natural contraceptive methods like fertility tracking without disclosing their limitations, which include accurately tracking hormone fluctuations, motivation and partner cooperation,” she said.

“Importantly, they failed to mention that these methods are generally ineffective when used on their own. This kind of misinformation, combined with a growing distrust in healthcare professionals can result in unsafe decisions and ultimately, unplanned pregnancies.”

Only 10 per cent of the videos analysed in the Australian study were created by health professionals. The rest featured first-hand experiences and beliefs from influencers and general uploaders, or advice from self-proclaimed “hormonal health coaches” or wellness educators with significant reach.

The findings mirror a study presented to this year’s American College of Obstetricians and Gynaecologists annual meeting earlier this year. It analysed the top 100 TikTok videos tagged with #hormonalbirthcontrol, finding:

• Most of the analysed videos were created by patients, with 43 discussing personal experiences;
• Of the 20 videos developed with the intent to educate, 55 per cent had misleading, inaccurate, or non-evidence-based information. Only 25 per cent cited reliable sources or aligned with evidence-based guidelines;
• Among the 46 videos aimed at informing or educating about hormonal birth control, most encouraged viewers to reject its use, highlighting a trend of anti-contraception messaging on the platform.

“A substantial proportion of TikTok videos related to hormonal birth control present misleading information and foster negative perceptions,” the authors said.

“These findings highlight the potential effect of social media on patient decision-making and the need for improved quality control of medical information shared online.”

Research shows TikTok’s algorithm puts personal content ahead of that of experts. Photo: Pexels

Stanford University obstetrician Jennifer Conti also warned against leaning on social media for such personal health advice.

“ Google or social media will never have the answer because you are your own unique being,” she said.

“Even AI that’s pooling tonnes and tonnes of different people’s experiences – it’s not your own.”

A co-author of the Australian study, La Trobe lecturer in public health Megan Bugden, said TikTok’s algorithm amplified influencers’ voices over medical experts – even though videos by health professionals usually had more likes and followers.

“Social media is reshaping health-care providers’ relationships with patients,” she said.

“We encourage health professionals to rebuild trust through shared decision-making on contraceptive options, which may increase patient satisfaction and mitigate unreliable information posted online.”

She said TikTok’s widespread reach meant women’s and public health organisations also had significant roles to play in countering misinformation.

“Young people deserve accurate information to make informed contraceptive health decisions, regardless of background or resources,” Bugden said.

“Public health organisations should collaborate with social influencers to promote safe and effective contraceptive information through messages that resonate with younger audiences.”