LAUSR

A higher number of Instagram posts focused on anti-fluoride related content compared to pro-fluoride related content. This study aimed to explore fluoride related content on Instagram, a popular social media platform. Content categories were created and coded to better describe the nature of the posts. Data collection occurred in three sessions, two months apart. Only relevant posts that included images and had text written in English were included. The most common topics were conspiracy theory, contained in 37% of posts, followed by dangers of fluoride to health (30%) and benefits of fluoride to teeth (29%). Of the 300 posts reviewed, 32% contained pro-fluoride content while 63% of posts featured anti-fluoride content. Content varied significantly between proand anti-fluoride posts. The authors emphasised that with accessibility comes the potential for misinformation and future efforts from medical providers need to focus on educating consumers about reliable sources for health information on the internet.