In an age where information is just a click away, it is easier than ever to find health advice online. Unfortunately, not all is accurate and some of it is deliberately misleading. While the term ‘health misinformation’ refers to information that is inaccurate or contrary to scientific consensus, ‘disinformation’ involves the deliberate creation or sharing of false information. Both of these phenomena have serious implications for how we come to understand and manage our health.
False health information is dangerous because it can influence decisions about health treatments and responses, often with serious consequences. According to a 2024 survey by the Canadian Medical Association, 35 per cent of Canadians have avoided effective health treatments due to false information and 23 per cent of Canadians reported they had a negative adverse reaction from following online health advice. In this survey, Canadians noted that health misinformation is becoming prevalent, with 62 per cent of respondents indicating that they had encountered false or misleading health information; this is an eight per cent increase from the previous year. With fewer Canadians accessing health news through traditional sources, it is easier for false health information to spread online. Platforms like Instagram and TikTok, while offering vast amounts of content, often lack fact-checking, making it challenging to discern credible information. Alarmingly, during the early stages of the COVID-19 pandemic, 53 per cent of Canadians shared online information without verifying its accuracy, as reported by Statistics Canada.
So, how can we detect and respond to unsubstantiated health claims? An important first step in avoiding both absorbing and spreading health misinformation is to check your sources. Start by tracing the original source of the information and asking yourself three questions: One: Is this source credible? Does it exist beyond a one-off mention in an article or social media post? Two: Are they recognized or qualified? Are they a reputable medical professional or an organization with legitimate credentials? Three: Is the information verified elsewhere? Have other credible outlets or experts confirmed the same findings?
You should also make sure to look out for common red flags: broken or non-existent links, outdated studies, unclear original sources, or overt attempts to sell a product. Be wary of claims that offer sweeping conclusions without any supporting evidence or rely heavily on appealing to your emotions. When you see health information online, ask yourself whether the message seems engineered to hook you by evoking strong emotions like anger or fear. Also, be on the lookout for false experts. These are individuals without proper medical credentials or doctors speaking outside their area of expertise.
One strategy that can bolster our defenses against misinformation is ‘prebunking’, a proactive approach that builds resilience by exposing people to weakened forms of manipulation tactics before they encounter them in real-world contexts. Unlike debunking, which involves correcting false information after it has spread (which is also effective), prebunking works by exposing individuals to weakened forms of manipulation techniques before they encounter them in real-world contexts. A recent study published in Science Advances used short videos demonstrating common manipulation tactics like emotionally charged language, false dichotomies, and scapegoating. The results showed that viewers who watched these videos became better at identifying misinformation and more confident in distinguishing trustworthy content. Familiarizing yourself with these strategies can help prevent you from inadvertently contributing to the spread of false information.
In today’s digital landscape, false health information poses a significant threat to public health. By recognizing common red flags, verifying sources, and employing strategies such as prebunking, individuals can make more informed decisions and reduce the spread of harmful falsehoods.
