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Trust Your Trainer: Championing trusted health and fitness professionals online

Trust Your Trainer: Championing trusted health and fitness professionals online

The online fitness space offers more access to health and fitness, quickly and easily, than ever before. But with lots of content coming from a wide range of different sources, it’s also becoming more difficult for people to separate unregulated advice from evidence-based guidance offered by a qualified professional.

 

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 existing process.

 

Our manifesto

 

We are calling on the health, fitness and leisure industry and social media platforms to do more to ensure qualified professionals are recognised as trusted sources of health and fitness advice online.

 

While social media offers unprecedented access to health and fitness advice, it has also made it harder to identify qualified, professional advice. This creates a growing risk of misinformation influencing people’s decisions about their health and wellbeing.


At Active IQ, we embrace this social and cultural change. We understand that 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, showing 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 to support our fitness professionals in the online and social media space and ensure users are not being misled with potentially dangerous information.


Join us, sign here >

 

Our mission

 

Trust Your Trainer logo

  • Lobby large social media platforms to improve trust in qualified fitness advice, and tackle harmful health misinformation
  • Help qualified fitness professionals stand out online, with a trust mark that indicates to consumers that they can trust their trainer
  • Unite as an industry to champion higher standards, greater transparency and official recognition of qualified professionals online

 

It’s a simple way to spot trusted, credible voices in a crowded online 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 making it easier to 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.

 

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Discover Claire's story

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Discover Robyn's story

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Robyn: "Why I’m standing up for change"

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Why qualifications beat online popularity

Trust Your Trainer - campaign supporters

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Join the Movement: Help Tackle Fitness Misinformation Online



Every day, millions turn to social media for health and fitness advice - but not all of it is safe. Recent studies show that nearly 90% of influencers sharing health and nutrition content fail to highlight potential risks, leaving audiences exposed to misinformation that can harm both their physical and mental wellbeing.



That’s why Active IQ has launched the Trust Your Trainer campaign - an industry-wide call to action urging social media platforms like TikTok and Instagram to take greater responsibility for the content they host. We’re asking for the introduction of a trust mark so users can easily identify when advice comes from a qualified, credible fitness professional.



This initiative isn’t just about protecting consumers - it’s about restoring trust, upholding professional standards, and promoting evidence-led, ethical health advice across the digital landscape.



With growing momentum across the sector, we’re calling on fitness operators, training providers, professionals, and stakeholders to stand with us.



Your support will strengthen our voice and help ensure that social media becomes a safer, more reliable space for health and fitness information.



Together, we can champion credible expertise, protect public health, and help people truly trust their trainer.



Add your name to the manifesto today by completing the form below and join the call for change.



Thank you for your support on behalf of the Active IQ team.



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Your data will be stored securely and we will only use your information if the campaign reaches a milestone where it becomes helpful to share a list of supporters - for example, when seeking government support or demonstrating industry backing. If that happens, we’ll contact you first by email to give you the opportunity to opt out before any details are shared.