Eating healthy is generally considered a positive habit. But when healthy eating becomes a constant effort to avoid foods deemed 'bad' or 'impure', it can become less about nourishment and more about control.

A new study suggests social media may be reinforcing this mindset, with popular wellness content frequently presenting restrictive eating habits, unrealistic body ideals and rigid rules as part of a healthy lifestyle.

Researchers from Flinders University analysed 300 popular TikTok and Instagram posts using hashtags including #healthylifestyle, #nutrition and #cleaneating. The study, published in the Journal of Technology in Behavioral Science, examined whether the content reflected attitudes associated with orthorexia nervosa, a term used to describe an unhealthy fixation on eating foods perceived as healthy or pure.

When 'Healthy' Becomes a Strict Set of Rules

67.3% of the posts emphasised clean or healthy eating, while 28.7% promoted food rules or restrictions, according to the study. Nearly one in five used moral language to categorise foods as 'good' or 'bad'.

The content also frequently connected eating habits with appearance. Body objectification appeared in 63% of posts, while nearly half of the videos aestheticised healthy eating, potentially reinforcing the idea that looking lean or toned is evidence of being healthy.

This can make healthy eating seem less flexible than it actually is. Instead of viewing food as part of an overall lifestyle, people may begin to focus heavily on ingredients, food preparation methods or avoiding particular foods.

'There is no single diet that works for everyone,' Katie Porteous, lead author and a psychology PhD student at Flinders University, said in a statement.

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Influencers May Not Always Have the Answers

The study also raised concerns about who is providing nutrition advice online.

Unqualified influencers accounted for 78% of the creators analysed. More than two-thirds of the health information assessed was classified by the researchers as misleading or deceptive. In contrast, qualified health professionals were more likely to provide accurate, evidence-based information.

Supplements and so-called superfoods were another prominent feature, appearing in 75.3% of the posts analysed. Such products were sometimes presented as essential to achieving better health, despite the limited scientific context provided around their use.

That does not mean every wellness influencer or supplement recommendation is harmful. Rather, the findings highlight the importance of considering the credentials of the person providing health advice and whether their claims are supported by evidence.

What Does a Healthy Relationship With Food Look Like?

Healthy eating does not necessarily require eliminating entire food groups or following increasingly complicated rules. It can include a variety of foods while allowing room for enjoyment, cultural preferences, and individual nutritional needs.

The researchers noted that balanced messaging and eating for pleasure appeared far less often than restrictive or appearance-focused content in the posts studied.

It may be worth reassessing your relationship with food if eating 'clean' has become a source of constant anxiety, guilt, or fear around particular foods. A healthy diet should support overall wellbeing rather than make every meal feel like a test of perfection.

As Professor Ivanka Prichard, an international body image expert involved in the research, noted, healthy eating should be 'flexible, enjoyable and sustainable'.

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