AN NHS helpline has been using social media to target people living unhealthy lifestyles in an attempt to change their behaviour.

The trial run by NHS 24 sent unsolicited messages on Twitter to users who mentioned their smoking habits, giving tips on how to quit and directing them to a smoking helpline.

Concerns have been raised about the scheme, with one person who was contacted, Michelle Tolland, 43, labelling it “a bit like Big Brother”.

Carron Matheson, of Lairg, Sutherland, who was also contacted, tweeted: “I really want to stop smoking but don’t want to put on weight.”

NHS Inform, the information service run by NHS 24, then responded, highlighting the availability of Smokeline and a webchat service.

About 80 people were contacted as part of the trial, which ran from May 2013 until May this year.

While many health boards use social media to share tips and advice on how to stop smoking and other ways to maintain a healthy lifestyle, it is not routinely used to contact people unless they get in touch first.

The use of Twitter by NHS 24 was highlighted at the Scottish Smoking Cessation conference, held last month.

Geo-location technology was used by staff to locate and identify Twitter messages sent in Scotland about smoking, which could be responded to by directing users to Smokeline, Louise Bennie, general manager of Health Information Services, said.

A spokesman from NHS 24 said: “We use Twitter as a way of sharing health information and engaging with people about health. The hashtag function allows conversations to be shared so that everyone discussing a given subject can exchange views. 

“The hashtag 'smoking' is often used by people attempting to stop smoking and identifying these conversations allows NHS 24 to offer the help and support available from the Smokeline service.”