YouTube has become a go-to source for health information, with billions of users engaging with its content monthly. It’s a powerful platform for learning, but when it comes to a rapidly evolving topic like medical cannabis, it’s a minefield of varied and potentially unreliable content. For patients seeking clarity on this medication, distinguishing between solid evidence and misleading claims is a persistent, growing challenge.
YouTube’s algorithm prioritises engagement metrics over accuracy, opening the door for the potential spread of misinformation regarding the therapeutic potential of cannabis. This problem was highlighted in previous studies of COVID-19 misinformation on YouTube, which reported that misleading information was least prevalent in professional or government videos; however, these had lower views and engagement.
At Curaleaf Clinic, we believe informed patients are empowered patients. That’s why we’re taking a closer look at a recent systematic review conducted by a team of our researchers that examined the quality and reliability of medical cannabis information on YouTube. The results, published in JMIR Formative Research, highlight a critical “quality disconnect” that every patient should be aware of.
The Study Design
Researchers conducted a systematic review of medical cannabis-related content published on YouTube, identified through various relevant search terms. Details of the top 200 videos for each search term were noted, including the title, number of views, country of origin, duration, age, channel name, number of likes, and number of comments.
The primary outcome of the study was the quality and reliability of the video content, determined using the DISCERN Grade and Health on the Net (HON) code.
The DISCERN Grade is a comprehensive tool evaluates the quality of consumer health information, scoring up to 80 points. A low score suggests poor reliability.
The HON Code checks adherence to eight key principles for reliable health and medical websites, scoring up to 8 points.
Secondary outcomes included assessment of video reach and engagement through video views and likes.
Key Findings: Quality of YouTube Videos
A total of 516 videos were included in the final analysis. Most videos (n = 251; 48.65%) originated from the United States, followed by Europe (n = 94; 18.22%). Seventeen videos (3.29%) had more than a million views. Only 63 videos (12.2%) were produced by medical professionals, with the vast majority (n = 435; 84.3%) being produced by independent organisations.
Some key findings from the analysis included:
- Educational (nonmedical) creators had the highest median view number (274,957), significantly outperforming independent users (10,447) and educational (medical) creators (5,721).
- Educational (nonmedical) creators also garnered the most engagement (6,063 likes), followed by independent users (174 likes), and educational (medical) creators (134 likes).
Quality Assessment
- Educational (nonmedical) videos demonstrated the highest quality standards, with HON adherence scores averaging 5.22 (on a scale between 0 and 8) and DISCERN scores at 47.78 (out of 80).
- Independent users produced content with the lowest quality scores (HON: mean 3.78, SD 1.10; DISCERN: mean 33.50), while educational (medical) occupied a middle ground (HON: mean 4.59, SD 1.43; DISCERN: mean 38.59).
- Pearson correlation coefficient analysis revealed a low positive correlation between YouTube video views and DISCERN scores, and a low positive correlation between likes and DISCERN scores.
The overall mean DISCERN score was 34.43, suggesting poor reliability across all content. Similar trends have been identified in analyses of other health topics, indicating a broader trend of unreliable health information online.
Key Takeaways from the Data:
- Independent Users Dominate but Offer Low Quality: Videos from independent users—non-medical creators and groups—account for the vast majority of content. While they collectively garnered most of the total views, their average DISCERN score was the lowest, indicating reduced reliability.
- Medical Sources Lag in Engagement: Videos produced by medical educational channels (like the Mayo Clinic) were the least popular, with the lowest median views and the lowest number of likes.
- Quality and Engagement: The study found only a weak positive correlation between the number of views or likes a video received and its quality score. In simple terms: popularity does not guarantee trustworthy information.
Why Do Low-Quality Videos Get More Views?
The research suggests a few reasons why engaging but less-reliable content often wins out over verified information:
- Focus on Entertainment: Independent creators are less bound by professional standards and often use subjective language, entertaining visuals, and content that falls under entertainment categories, which boosts their views and likes.
- Technical Language: In contrast, medical sources may use technical language and longer formats that, while accurate, are less engaging or accessible to the general public.
- Unrealistic Expectations: Low-quality videos may strongly emphasise the therapeutic benefits of medical cannabis while downplaying potential risks, which can foster unrealistic treatment expectations for patients.
The risk is clear: patients exposed to unreliable information may struggle to distinguish verified data from unverified claims, potentially leading to misinformed health decisions.
How to Find Reliable Medical Cannabis Information
As experts in this field, Curaleaf Clinic urges you to be a critical consumer of online health information. The responsibility for seeking out accurate sources ultimately falls to the individual.
Here are our top tips, based on the findings of this research:
Seek out verified sources: Prioritise content from medical channels (like those affiliated with hospitals, universities, or accredited clinics) and reputable news organisations, as these channels tend to have clearer editorial policies.
Look for Credentials: Check if the content creator has relevant medical credentials. The highest-quality videos are most likely to be produced by physicians.
Consult a professional: The only way to receive personalised, high-quality, and reliable information regarding your health is by discussing your condition and potential treatments with a qualified healthcare professional
Don’t rely solely on engagement metrics: Don’t assume a video is trustworthy just because it has a high number of views or likes. These metrics are not reliable indicators of quality.
Don’t trust unverified claims: Be wary of videos that make overly bold statements or promote unproven “cures” without credible, referenced sources or medical guidance.
Don’t limit your search to one platform: This study focused on YouTube. Remember that misinformation is also prevalent on other platforms like Instagram, TikTok, Facebook, and X.
Conclusion: Your Health Deserves the Best Information
The spread of misinformation about medical cannabis on YouTube is part of a wider trend that affects many health topics. The key takeaway is simple: YouTube’s algorithm is designed to promote engagement, not accuracy.
We encourage all patients to actively engage with platforms like YouTube to learn, but to always cross-reference information with verified, expert-led sources.
Medical professionals have a duty to not only produce high-quality, reliable content but also to make that information as engaging and accessible as possible to compete with low-quality, high-view content. Until digital platforms and global health organisations can fully regulate and promote reliable sources, your critical eye is your best defense.
For the most reliable, evidence-based, and medically-guided information, check to see if you are eligible for a consultation with one of our specialists at Curaleaf Clinic today.
