Evidence based medicine in the age of influence

Evidence based medicine in the age of influence Rebecca Coombes head of journalismSocial media influencers are a popular source of health information to millions of people-and they are increasingly a more available and trusted source of help and advice than doctors.From global celebrities such as Kim Kardashian, with her 360 million Instagram followers, to patient voices such as Tilly Rose (doi:10.1136/bmj.r2501), 1 these influencers enjoy freedoms unavailable to medical professionals.Subject to minimal regulation and with unlimited time to nurture trust, they can use marketing techniques and share personal experiences without fear of crossing a line.