The End of Fact-Checking? What Shifts on Social Mean for Health Brands and Their Consumers

As platforms like Meta and X shift away from traditional fact-checking and toward a Community Notes model, consumers are left to navigate an increasingly complex and unreliable information landscape.

This shift raises serious concerns about misinformation, credibility, and trust—especially in health, where accuracy can directly impact people’s wellbeing.

For health brands, this presents a dual challenge: maintaining their reputation while guiding audiences toward trustworthy sources.

The Consumer Challenge: Navigating a Misinformation Minefield

Dr. Jenny Yu, Chief Medical Officer, emphasizes that consumers must cultivate critical thinking when evaluating health content. "With any information, people should pause and ask: Does this make sense? Health misinformation often appears relatable and authentic, making it difficult to discern what's accurate. The sheer volume of information today overwhelms our ability to process it, so we fall back on quick sound bites. Regardless of health literacy levels, the key is knowing where to turn for unbiased, credible information. If something sounds too good to be true, it usually is."

Brendan Anderer, SVP, Content Marketing & Video, adds that consumers should look for clear "trust signals" in health content: "Reliable sources make it easy to see where and how content was created, who wrote and reviewed it, and whether the information is backed by credible research. Look for a clear byline, an expert reviewer’s name, and citations to reputable, peer-reviewed studies. Poor formatting, spelling errors, and missing sources? Those are red flags—ditch that page and move on."

The Brand Challenge: Breaking Through the Noise

With platforms deprioritizing fact-checking, brands face new hurdles in connecting with audiences while maintaining credibility. Jennifer Draeger, Vice President, Marketing, notes that "Consumers are now responsible for fact-checking, which is time-consuming and overwhelming. Brands must reconsider the clutter of viral, ‘thumb-stopping’  headlines. It’s time for fresh strategies that highlight credible sources, proof points, and personal stories. Brands with active engagement features, like comments, must closely monitor conversations to address misinformation."

Sarah Clark, Director, B2B Marketing, sees an opportunity amid these challenges: "For publishers and brands, there’s a real chance to be “stronger together.” When brands align with credible information, consumers will perceive them as more trustworthy by association. Plus, as consumers look to their network of influencers, friends, and healthcare professionals, trusted brands will benefit more from word-of-mouth.” 

Leading with Trust: How Healthline Media Sets the Standard

Unlike platforms that may struggle with content moderation biases, Healthline Media takes a rigorous, transparent approach to editorial integrity. Megan Severs, Senior Director, Editorial, explains: "Our Medical Integrity team vets every reviewer to ensure they have the right credentials and experience. Every health article is backed by peer-reviewed studies, and we openly share our sources. Readers don’t have to take our vetting at face value.” 

To maintain medically accurate language, Healthline Media follows a strict editorial process. "We continuously refine our style guide to ensure clarity and minimize bias," Severs adds. "Readers can also provide feedback in our ‘Was this article helpful’ widget, and if concerns arise, our medical team reassesses and updates the content as needed."

Megan Nelson, Director, Medical Integrity, highlights how Healthline Media reinforces trust through medical review transparency: "Users can see who reviewed our content, their credentials, and expertise. Our Medical Network continuously evolves to ensure we have the right experts for each topic. The ‘Medically Reviewed By’ byline at the top of our content provides a visible stamp of approval."

Social support remains an essential part of the health journey. Robin Hough, Senior Vice President, Content, highlights the balance Healthline Media strikes in its digital health communities, like Bezzy: "First-person experiences provide valuable guidance and comfort, but they must be curated responsibly. We ensure user safety and accuracy by clearly defining community engagement rules, having expert moderators, and curating stories that align with medical accuracy. Our role is to empower readers with credible information while fostering human connection."

Align with Trust to Stand Apart

As fact-checking fades on major social platforms, consumers will increasingly seek out sources they can trust. Healthline Media remains committed to editorial transparency and medically reviewed content, ensuring consumers have access to credible health information. Through platforms like Bezzy, Healthline Media also offers community-driven support within a trusted environment.

For health brands, aligning with reputable publishers isn't just a best practice—its table stakes. By partnering with Healthline Media, brands can differentiate themselves as trustworthy sources, reinforcing credibility and building stronger, lasting connections with their audiences.

To learn more about Healthline Media’s commitment to fact-checking, reach out today.