New register launched to address 'untrustworthy' influencers
Two health and wellness influencer bodies have joined forces to launch a new scheme addressing concerns about conduct in the industry.
The Register of Health and Wellness Influencers (ROHWI) is intended to regulate the behaviour of influencers following research suggesting that the public overwhelmingly lack trust in online health and wellness content.
A survey conducted by ROHWI founders WellSpoken and the Health Bloggers Community found that 74 per cent of consumers said the least trustworthy information in the field is found on social media.
In response, the register seeks to secure the public interest at the heart of the industry by introducing a code of practice for influencers who produce consumer content or work with brands.
ROHWI says the code will also strengthen the relationship between influencers and brands, 76 per cent of whom said they would feel more secure about collaborating if there were stronger regulation in the industry.
The group says it consults regularly with healthcare professionals to guide its activities and the voluntary code of practice.
Commenting on the launch, Sarah Greenidge, founder of The WellSpoken Mark and co-founder of the register, said: "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 standardised way of working when it comes to content."
Influencers can apply for membership on the ROHWI website.