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Extreme views can give influencers higher clicks, more audience and a more lucrative brand, Caulfield said, so the incentive is clear to steer towards those ideologies. “And the sad thing is that, the more it becomes about ideology, the harder it is to change people’s minds, because it is about belonging to a community.”
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There are strategies to counter the misinformation, though. It’s important to do it in a respectful and constructive way, even when it comes from influencers some may dismiss as “frivolous,” Caulfield said. “Pre-bunking” can also help, he added — getting out ahead of the misinformation, and making people aware of the tactics used to push it.
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For others, the focus is much more on the other platforms hosting these influencers. Hood is pushing for more clarity on climate policies, and for measures including bans on amplifying and monetizing content that clearly contradicts climate science.
 
He also called on regulators to take a hard look at the products and services being sold on Instagram and other platforms. “It is the Wild West,” he said.
 
Meta, which owns Instagram, declined to comment. The company has policies to counter misinformation, including international teams of fact checkers which evaluate climate science content. When they rate posts as false, they can reduce distribution and add warning labels, and accounts that repeatedly offend can lose the ability to advertise or monetize.
 
But for experts like Hood, there is simply not enough being done to tackle a problem with such alarming implications.
 
As the climate crisis continues to fuel more frequent and more severe extreme weather events, it is creating perfect conditions for climate denial and misinformation to flourish across these parts of the wellness community.
 
“The dark side of wellness has always been there. It’s just now we see it,” Simmons said.