Wellness Influencers Promote Products Amid LA Wildfires

As wildfires rage across Los Angeles, a notable trend has emerged among wellness influencers who are actively promoting a variety of products purportedly aimed at alleviating the health impacts of the crisis. With the air quality deteriorating due to smoke, these influencers are marketing a range of items including tinctures, detox solutions, essential oils, and even raw milk as remedies for the adverse effects of smoke exposure.

The wildfires intensified on January 7, and by January 9, observers noted a surge in social media activity from influencers linking their products to the ongoing environmental disaster. Critics have labeled this behavior as both distressing and irresponsible, raising questions about the trustworthiness of those who stand to profit from these recommendations.

Influencers have been particularly focused on the potential respiratory issues caused by wildfire smoke, suggesting various treatments such as dietary supplements, powders, and essential oils, often promoting detoxification methods like apple cider vinegar and activated charcoal. However, experts argue that while activated charcoal can be effective in specific emergency situations, there is no scientific backing for its use in detoxifying lungs or other organs. Additionally, many supplements marketed as detoxifiers may pose health risks.

A notable figure in this wellness space suggested that the fires could be interpreted as a deserved consequence for the city, linking the crisis to broader societal issues rather than focusing on public health. This perspective reflects a troubling tendency among some influencers to exploit calamities for personal gain.

While some health recommendations from influencers align with public health advice--such as using air purifiers, saline nasal sprays for irritation, and wearing masks outdoors--many influencers have been found to promote products for which they have financial motivations. The reliance on discount codes and promotional offers raises further concerns about the genuine intent behind these endorsements.

This pattern of leveraging public tragedies for commercial gain is not new. During the COVID-19 pandemic, similar tactics were employed, with wellness influencers promoting ineffective products under the guise of supporting individuals affected by the virus and its ramifications.

As climate-related disasters become more frequent, there is a growing market for wellness influencers who can adeptly turn crises into marketing opportunities. This trend not only highlights the challenges posed by misinformation but also the need for consumers to critically evaluate the claims made by those in the wellness industry.