Quality and accuracy of complementary feeding information on Instagram: A cross-sectional content analysis study

Instagram is a social media platform commonly used by parents and caregivers to source complementary feeding advice, yet the reliability of the information provided is unknown. This study aimed to evaluate the quality and accuracy of complementary feeding information disseminated on Instagram, a global digital communication platform, and to assess its alignment with World Health Organization (WHO) guidelines. A cross-sectional content analysis study was conducted on Instagram in March 2025. 13 complementary feeding-related hashtags were used to identify relevant posts. Quality was evaluated using a modified version of the Principles for Health Information on Social Media (PRHISM) tool, which applied 11 relevant principles to evaluate the digital health content. Alignment with WHO recommendations for timing of introduction and food groups were used to assess accuracy. 650 Instagram posts were identified. Following screening, 302 posts were evaluated for quality and accuracy. Of the 103 posts that mentioned when to introduce complementary foods, 93.2% recommended introduction at 6 months, in line with WHO recommendations. Among the 268 posts addressing food types, 52.6% promoted consumption of all three WHO-recommended food groups. Overall, information quality was classified as mediocre according to the PRHISM criteria, with most posts (93.0%) scoring between 26 and 50 out of 100. The lowest scoring PRHISM domains were attribution, supplementary information, and the presentation of risks and benefits. Instagram, a widely accessed channel for health advice, provides complementary feeding information that varies in accuracy and is of mediocre quality. While accurate for the timing of complementary food introduction when compared to WHO guidelines, the accuracy of the types of foods recommended, and the quality of information provided, are more variable. These findings underscore the need for digital health policies, content regulation, and professional engagement to improve the quality and accuracy of nutrition-related information on social media and promote equitable, evidence-based caregiving practices.