PIF to call for UK-wide framework for safe AI-generated health information
With the rise of AI summaries for health information and the introduction of AI mode in Google, health charities have raised concerns about access to trustworthy information. For the past year, we have been researching the impact of AI-generated search results on the health sector. Almost 5 in 10 of our members have seen inaccuracies or misinformation about their topic area in AI overviews.
Members have also raised concerns about the accuracy of generative engines. For example, The Eve Appeal ran test scenarios using ChatGPT. Users posed as patients with key symptoms of the five gynae cancers. Its testing found ChatGPT missed symptoms of gynaecological cancers and gave inaccurate or outdated information and inappropriate medical advice. Read more about the Eve Appeal's concerns here.
Healthcare professionals are seeing the impact of AI misinformation. According to the Philips 2026 Future Health Index – Global report, 7 out of 10 of clinicians say they have had to correct AI-generated misinformation. The ABPI has reported that 8 out of 10 GPs see patients every week with misinformation.
How is this affecting our members?
More than 6 out of 10 health charities have observed a decline in traffic to their websites since the rollout of health summaries. This raises concerns that the public is not accessing source information and could be missing out on vital additional professional support and context when it is most needed.
A German court has now ruled that Google is liable for false statements generated by its AI Overviews feature, treating the AI’s responses as Google’s own words. And Google itself has called for US authorities to "build an independent regulatory organisation for frontier AI with government oversight".
That is why we urge the UK Government to lead the development of a UK-wide framework for safe AI-generated health information, ensuring that people are directed to trusted, evidence-based sources when seeking health advice online.
Working with the UK's biggest health charities
PIF has formed a coalition with Marie Curie, Macmillan Cancer Support, Cancer Research UK and the British Heart Foundation for this work.
It builds on our report last year to assess the impact of Google AI search results on the health sector and highlight key concerns. This report was shared with Peter Kyle, the then Secretary of State for Science, Innovation and Technology, and Ofcom. It was presented to Google in July 2025.
PIF members can read the report here.
In early 2026, we worked with the Guardian on a series of exclusive reports into how Google's AI Overviews put people at risk of harm with misleading health advice.
You can read the first article here.
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Read our guidance on optimising your website for AI here.
And find our public information leaflet on the drawbacks on AI-generated health information here.