Trust Your Trainer

The online fitness space is full of unregulated and unqualified advice. Social media is seeing a radical erosion of trust, fuelled by a lack of fact-checking and users optimising for clicks at the expense of honesty.

Active IQ is leading the charge in calling for a higher standard in our online health and fitness spaces.

We’re calling on social media platforms, including Meta and TikTok, to introduce a trust mark for qualified profiles, indicating an individual possesses recognised and regulated qualifications in the area they share information on. This could be as simple as an addition to the verification mark these platforms already use and could be integrated into that verification process.

Our manifesto

We are calling on the Health, Fitness and Leisure industry and social media platforms to do more to tackle harmful health and fitness misinformation online.

In an era where social media dominates our daily lives, the fitness influencer space has become a double-edged sword. While it offers unprecedented access to health and fitness advice, it also harbours a growing threat of misinformation.

At Active IQ, we embrace this social and cultural change. We know over two thirds of fitness professionals see social media having a positive impact on their businesses; our vision is to add value to this space. We want to provide our industry professionals with the tools to demonstrate their credentials when posting online and show users they can trust the advice they are seeing is safe and correct.

This manifesto sets out our mission as one of the UK’s leading awarding organisations for the active leisure and wellbeing sector, to support our fitness professionals in the online and social media space and ensure users are not being misled with potentially dangerous information.

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Our mission

Lobby the big social media companies to improve how they tackle harmful health misinformation
Enable qualified fitness professionals to stand out online, with a trust mark that indicates to consumers that they can trust their trainer
It’s time to make a positive change and unite as an industry to professionalise the fitness influencer space, ensuring you can Trust Your Trainer.

It’s a simple way to spot trusted, credible voices in a crowded space.

A trust mark would allow creators to reinforce their credibility, boost their visibility and increase the trust of their audience. Ultimately, building stronger relationships and increasing their value to brands.

For consumers, the trust mark would act as an indicator, giving you confidence the advice you’re following comes from a qualified, trusted professional, and easily spot trustworthy voices.

Add your name to the manifesto today by completing the form below and join the call for change. Also, please share one of the supporter's badges on your social media platforms and tag us.