Trusted Voices: Social media, misinformation and the opportunities for trusted health information
Pharmacist and PIF TICK-certified health information creator Virginia Chachati shared two recent examples of how social media can be an asset for trusted health information but also a driver for the spread of misinformation.
Acting fast to combat global misinformation
Virginia highlighted how global platforms can quickly spread misleading claims. "It’s important to consider that social media is a global platform, and people may be negatively influenced by misinformation from other countries,” she said. She described how social media can also be a force for good, explaining that she “collaborated with the NHS to produce a video to signpost to the NHS website to reassure people that taking paracetamol during pregnancy does not cause autism”.
In line with PIF research about misinformation, she added that they did not mention where the source of misinformation came from, but that it was “widely known and being talked about across social media (it was ‘trending’).” Her Instagram video so far has had more than 70,000 views - watch it on Instagram here.
Setting the record straight on antibiotics
She also shared a second example from her work with the UK Health Security Agency (UKHSA) for Antimicrobial Resistance Awareness Week. She collaborated with the UKHSA to produce an Instagram video to encourage people to avoid taking antibiotics for colds and flu. "Unfortunately, some people have the false belief that antibiotics cure everything, which is not true, and this is misinformation that is often perpetuated online," says Virginia. This video has now reached more than 180,000 users, and you can watch it on Instagram here.
Together, these examples show how social media can help large numbers of people access simple, evidence-based messages when content is clear and signposted well. They also highlight the pitfalls. Misleading claims can travel widely and quickly. This is why trusted standards like the PIF TICK are important. These standards help ensure public information stays accurate, balanced and easy to understand, even in busy online spaces.