Many unscrupulous wellness providers don’t even pretend to offer scientific support for their claims. A 2019 paper in the peer-reviewed Current Addiction Reports surveyed 700 smoking-cessation apps and found only 30 that provided some form of evidence—and of those 30, only four provided evidence that was actually scientifically useful[11]. (Finding the one study that relies on a small sample size to reach a conclusion favorable to your product’s promises is a minor art.) Other studies have found that out of 20,000 mental health apps, only three or four percent cite actual medical evidence. Researchers at the University of Glasgow examined the UK’s top nine weight-management influencers— those who had at least 80,000 followers on at least one social media site—and found that just one provided credible information[12].<br><br>Such fly-by-nightness, of course, is hardly peculiar to the wellness industry. The history of commerce has shown that the free market lacks the financial incentive for self-accountability. But that same history also offers a corollary: The free market lacks the financial incentive for self-accountability… until it doesn’t.<br>.
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