Information quality of videos related to esophageal cancer on tiktok, kwai, and bilibili: a cross-sectional study

The quality of esophageal cancer-related videos across Bilibili, TikTok, and Kwai is suboptimal, with notable quality disparities among the platforms. Users on platforms other than Bilibili show limited ability to identify or prefer higher-quality content. This study underscores the potential of short-video platforms for esophageal cancer public health education, but highlights the need for improvements in content quality, ethical standards, and platform governance to address health equity concerns.