PIF and Ipsos launch film exploring health misinformation
Ipsos and the Patient Information Forum (PIF) have released a short film exploring the impact of health misinformation in the UK. Topics covered include access to health information in the UK, the rise of misinformation and how we can help to tackle it.
Lucy Neiland, business anthropologist, Ipsos, said: “In this new short film, Ipsos’ ethnographic and healthcare experts bring to life the interplay between social influences, everyday routines, digital spaces and the emotional realities shaping the experiences of healthcare. We highlight how patients seek information, the barriers they face – including the growth of bad actors online – and the role the PIF TICK plays in building confidence.”
A rise in misinformation
The video features commentary from Dr Rebecca West, Ipsos, Dr Stephanie Baker, City University London, Richard Simcock, Macmillan Cancer Support, and patient advocate Trishna Bharadia. It also includes the lived experience of a patient, Roxy.
Sophie Randall, director, PIF, said: “Misinformation and disinformation are threats to public health in the UK. These threats are only being amplified by the removal of fact-checking on social media and the rise of artificial intelligence (AI). We are grateful to Ipsos’ Ethnography Centre of Excellence for helping us to raise awareness of this important issue.”
Knowledge is Power
The film builds on recent research by PIF and Ipsos which revealed inequalities in access to health information and the impact of misinformation across the UK. Knowledge is Power offers insights on information access, trusted sources, communication with healthcare professionals and the impact of misinformation.
Watch the video below or via our YouTube channel here. Click the CC button to turn captions on and off. A full transcript can also be downloaded below.
The impact of health misinformation – transcript
The impact of health misinformation – transcript