A study examining Instagram posts with the hashtag #womenshealth found that 40% of the posts were advertisements. Researchers created a new Instagram account to analyze 472 posts under the hashtag. They discovered that topics related to hormonal and reproductive health were the most common, appearing in nearly half of all posts. Discussions about menopause and perimenopause alone made up 12% of the content. Of the posts, 63% were created by individuals, with 55% of those individuals being alternative health professionals such as health coaches and naturopaths. Around 35% of the individual influencers were qualified medical doctors. A strong commercial influence was also apparent, with 51% of the account holders showing a clear financial interest in the content they shared. Nearly 39% of all posts directly promoted a product or service, and 16% of the posts came from company accounts. Health-related claims were frequent, with 69% of the posts making explicit health claims. However, only 7% of these claims referenced scientific evidence. This discrepancy has raised concerns about the potential confusion between health education and advertising, especially given the presence of financial interests and the lack of scientific backing in many posts. The researchers argue that social media platforms should not leave users to interpret this content alone and suggest that platforms like Instagram could flag posts that are advertisements or marketing. They also recommend that health professionals contribute to online discussions by sharing evidence-based information. In Australia, proposed new legislation aims to give women more control over the content they see on their feeds, which could help reduce the spread of misleading health information. While social media can be a valuable tool for women to connect with others, share experiences, and learn about health issues, the very features that make it engaging can also make health information more persuasive. The researchers advise users to be more skeptical of health content they encounter online. They recommend asking questions about the qualifications of the person giving advice, whether they are promoting a product, what evidence supports their claims, and whether the claim sounds too good to be true. If a post encourages someone to get tested or change their treatment, it is wise to consult a qualified health professional.