Quirky, relatable, misleading: ADHD’s viral Identity on TikTok

Abstract TikTok has become a widely used platform for mental health content, including videos about attention-deficit/hyperactivity disorder (ADHD). We analyzed the top 98 TikTok videos returned for the #adhd hashtag to assess the prevalence and forms of misinformation, the use of humor and performance elements, medicalization cues, and the presence of healthcare professionals (HCPs) among creators. Two clinicians independently coded videos for misleading content, humor (including ADHD-deprecating humor), performance, and medicalization, achieving substantial agreement. Overall, 89% of videos were classified as misleading. Across the sample, 69% used humor, 58% used ADHD-deprecating humor, and 66% included acted or staged performance. Only 5% of videos were uploaded by HCPs, and these did not differ from non-HCP videos in misleading content frequency. Qualitative categorization of misleading content indicated four recurring patterns: factual errors, transdiagnostic symptoms presented as ADHD-specific, overexaggeration (e.g., dramatized behaviors), and unsubstantiated claims (e.g., advice lacking empirical support). Findings suggest that highly visible ADHD content on TikTok is frequently misleading and often framed through relatable humor and performance, with limited participation from licensed professionals. Such portrayals may encourage false-positive self-diagnosis and increase demand for assessment in already strained healthcare services.