Seeking reliable health information in an ‘infodemic’ – navigating misinformation in a digital world

Key points

• Online resources have increased ways to access to health information, but all sources of information need to be considered carefully.
• Trusted sources exist and can be identified in various ways such as accreditation.
• AI (artificial intelligence) is a possible springboard to other information sources but must be approached with caution and should never be the final source of information.
• Always discuss what you find with your doctor or care team who understand your specific situation.

Introduction

People now increasingly turn to websites and online spaces when they first look for health information. This means that accredited medical resources are often not the first health advice an individual may come across. At worst, this casts doubt on medical information [1]. Misinformation, that is false or misleading medical information (distinguishable from ‘disinformation’, which is the deliberate sharing of misinformation), can often mislead people [2]. Social media has vastly changed how people communicate and interact with one another, meaning that misinformation can be spread to large audiences more quickly than ever before.

Pandemics can lead to infodemics

A trend of misinformation developed during the COVID-19 pandemic, with quickly changing health information and a series of unknowns attached to the virus. Consequently, the general public struggled to understand which health information was correct and reliable [3]. The World Health Organization (WHO) identified this period as an ‘infodemic’ [4].

Health information is vulnerable to misinformation, leading to less trust between the public and medical health professions, and less overall agreement on what can be considered facts. This has real and potentially devastating health consequences, as health decisions can be made based on false ideas of is what helpful and evidence-based health information. The remainder of this blog will reflect on the dangers of health misinformation and self-management techniques to help you avoid falling victim to this.

Why is heath misinformation dangerous?

Health misinformation is more prevalent than ever, with social media platforms making it quick to share, often anonymously. Social media posts can also be edited in a way which gives false credibility to the information being shared. People looking for health information may be more vulnerable to misinformation, hoping to find a ‘quick fix’ or reassuring answers to their health questions. Video and social media algorithms (the videos/social posts that you are shown based on the type of content you usually watch) can also make videos and social media posts hard to ignore.

There is now also an increasing risk of online ‘bots’ which can convincingly imitate human activity, leading to a decrease in trust in traditional routes for health information, including qualified health care professionals [6]. With the 24/7 nature of health news and information, algorithms and ‘echo chambers’ (repeated social media content that reconfirms beliefs that you may already have) allows misinformation to more easily spread to vulnerable people [3].

Self-management techniques to avoid health misinformation

Being aware that you may come across health misinformation is one of the first steps to trying to avoid falling victim to so-called ‘fake news’. There are several steps that can be taken to try to avoid this.

1. Ask yourself, can you trust the source of this health information[7, 8]?
   • Check if the post indicates that it is advertising a product, which would suggest that the information provided is trying to sell you a health-related product.
   • Have you noticed a particular political stance or unhelpful angle to the information?
2. Question, is this information credible?
   • If the information references a medical study, can you find this study and check that the post is accurately reflecting the findings of the original study.
3. Does the information use shocking or provoking language?
   • If health information mentions the possibility of ‘quick fixes’, it is likely that this medical information is not objective and is pressuring you to listen to the advice is it giving [7].
4. Can you cross check the information with a reliable source?
   • PIF TICK accreditation is a UK quality mark for reliable health information and a clear indicator that care has been taken to ensure that the information is reliable, accessible, and fact-based. Read here about how Encephalitis International is PIF TICK accredited here: Encephalitis International is PIF TICK accredited.
5. Seek reliable resources for your first place to look for health information.
   • This can include government health information websites, or charity/patient organisations.
6. Be cautious of social media pages and platforms, which includes websites such as Facebook, Instagram, TikTok, X (formally Twitter), and even YouTube.
   • Social media is a key first point of contact for many people, as something most of us access on a regular basis, and can be a helpful means of contacting others who may have similar experiences. However, it is crucial to vet the pages from which you may derive health information from.
   • Be wary of pages that make sweeping statements, as well as those that do not distinguish between personal experiences and medical facts.
   • Most trusted pages now carry a ‘verification tick’ (sometimes of a blue colour). This indicates that the page has been checked by the platform and can be a helpful indicator of credibility.

Artificial intelligence (AI) and health misinformation

AI is now a global tool for many things including health information. While it can be a useful springboard to help you more easily find relevant information on the web, it is crucial to verify any health claims AI generates by cross-referencing with trusted sources. AI increases the opportunity for fake content to be created, leading to disinformation [9]. Fake AI content can alter truth and the materials (images, text and audio) used to portray health information to you. It is possible that AI could be used to detect disinformation online , although this is arguably best done by a human [10]. AI has the potential to produce unreliable health information containing errors and therefore help to spread misinformation.

Overall, AI can be a starting point to guide your research towards trusted  websites but must never be relied upon as the final source of health information.  If using AI, be careful when entering personal details into websites or chatbots as AI tools may store your information.

Additional tips

1. Be cautious when you come across medications for sale online. The dose that you require may be different to what is recommended on the leaflet. Medications can also have more than one name, which may lead to accidental mistakes. Always check with your trusted medical professional.
2. Be cautious of websites that use the terms ‘miracle cure’ or ‘wonder drugs’ as they are often exaggerated and ingenuine.
3. Don’t assume that the first search result is the best or most appropriate (apart from trusted websites and sources).
4. Medical journals can be helpful, e.g. Pub Med, but they may also contain confusing medical language.
5. Look for a date and named authors on information resources to help you to verify that it is a trusted source.

Conclusion

Remember that everyone’s experience of health and illness is unique. The resources and strategies outlined here are tools to support your understanding and are not replacements for professional guidance. Always discuss what you find with your doctor or care team. They know your specific situation and can help you interpret information for your context.

Trust your instincts. If something feels oversimplified, too good to be true or disagrees with what your medical team has told you, it is worth questioning. Reliable information should empower you, not create confusion or false hope.

Finally, you are not alone. Whether it’s talking to healthcare professionals, connecting with patient organisations or reaching out to others who have had lived experience, there are people and communities that are ready to guide and support you with trusted health information.

References

[1] Fridman, I., Johnson, S. and Elston Lafata, J., 2023. Health information and misinformation: a framework to guide research and practice. JMIR medical education, pp.1-9, 9, p.e38687.

[2] IU Health. (2025). Health misinformation: How to identify reliable sources online. [online] Available at: https://iuhealth.org/thrive/health-misinformation-how-to-identify-reliable-sources-online.

[3] Nelson T, Kagan N, Critchlow C, Hillard A, Hsu A. The Danger of Misinformation in the COVID-19 Crisis. Mo Med. 2020 Nov-Dec;117(6):510-512. PMID: 33311767; PMCID: PMC7721433.

[4]  World Health Organization (2025). Infodemic. [online] World Health Organization. Available at: https://www.who.int/health-topics/infodemic#tab=tab_1.

[5] The Dangers of Misinformation, Rob Haddow, RMT, Dip. SIT. , in Massage Therapy Today , pp.21-24 online, available at: cb779d_29fbda6bb8ab4c7fba1040c6aee6d654.pdf

[6] Desai AN, Ruidera D, Steinbrink JM, Granwehr B, Lee DH. Misinformation and Disinformation: The Potential Disadvantages of Social Media in Infectious Disease and How to Combat Them. Clin Infect Dis. 2022 May 15;74(Suppl_3):e34-e39. doi: 10.1093/cid/ciac109. PMID: 35568471; PMCID: PMC9384020.

[7] Chen, M. (2024). A guide to spotting health misinformation. [online] Cancer Research UK – Cancer News. Available at: https://news.cancerresearchuk.org/2024/02/16/sorting-fact-from-fiction-a-guide-to-spotting-health-misinformation/.

[8] World Health Organization (2024). Disinformation and public health. [online] www.who.int. Available at: https://www.who.int/news-room/questions-and-answers/item/disinformation-and-public-health.

[9] Bontridder, N., & Poullet, Y. (2021). The role of artificial intelligence in disinformation. Data & Policy, 3, e32.-e32-21

[10] Monteith S, Glenn T, Geddes JR, Whybrow PC, Achtyes E, Bauer M. Artificial intelligence and increasing misinformation. Br J Psychiatry. 2024 Feb;224(2):33-35. doi: 10.1192/bjp.2023.136. PMID: 37881016.