Vani Hari, known as The Food Babe, rose to prominence through social media by exposing what she called the “hidden dangers” in everyday foods. Her brand capitalizes on public fear about chemicals, processed foods, and modern agricultural practices. Through bold claims, often unsupported by scientific consensus, Hari has built a multi-million-dollar empire that includes books, supplements, and subscription services. However, her approach to “food safety” and the tactics she employs have drawn widespread criticism from scientists, nutritionists, and industry experts.

The ethics of Zon’s approach are questionable at best. By exploiting a younger audience that lacked the experience to critically assess her content, she built a business model that prioritized viral success over factual accuracy. These young viewers became pawns in her broader strategy of sensationalism and misinformation. Her ability to gaslight and manipulate ensured that her income continued to grow, even as she began to face serious ethical challenges from peers in the YouTube community

Tamara Rubin, widely known as "Lead Safe Mama," has garnered a loyal following on social media by presenting herself as a lead safety advocate, warning parents about the hidden dangers of lead contamination in everyday products. However, beneath the surface, Rubin’s tactics and motivations appear far more troubling.