Misinformation

What is misinformation?

• false or inaccurate information spread without the intention or goal of deceiving the public

How can misinformation occur?

• people’s beliefs about factual matters not supported by clear evidence/expert opinion

• driven by cognitive, social and affective factors

• often perceived as “novel” or “sensational”, gathering more attention and stimulating greater sharing

What is disinformation?

• false, inaccurate or misleading information deliberately created, presented and spread to deceive the public

What is an “infodemic”?

• overabundance of information (true and false)

  • difficult to discern reliable information

• targeted

  • exploit susceptible and people connected to specific networks

What is an “echo chamber”?

• environment where a person encounters only beliefs or opinions that coincide with their own

  • existing views are reinforced and alternatives are not considered

What is “in-group and out-group”?

• in-group

  • is a social group where a person psychologically identifies as being a member

• out-group

  • is a social group where individual does not identify

What are factors that make people more susceptible to believe and act on misinformation?

• misinformation from “in-group” more believed

  • if the source is deemed “credible”

  • social media can be an in-group

• plays on fear/outrage false info more believed

• paints opponents in negative light more likely to believe misinformation

• repeated information, even if contradicts prior knowledge

  • if more skeptical more likely

  • even if prior knowledge, may not have skills to look at data

• decreased resistance to misinformation

What are some populations that may have increased resistance to misinformation?

• educational attainment

  • however, even if educated if not their area of expertise may be at risk

• analytical reasoning

• numeracy skills

• older age

What are some population that may have decreased resistance to misinformation?

• anxiety

• younger age

  • some studies show older-adults share more misinformation

How and why does misinformation spread?

• social media

• echo chambers

• constant exposure to misinformation

• Cannot take back once out there

When are people more likely to share misinformation?

• aligns with personal identity or social norms

• novel

• elicits strong feelings/emotions

What interventions can be used to counter misinformation?

• debunking misinformation

• prebunking

• literacy training

• nudging

What are some examples of countering misinformation?

• proactively engaging with patients/public on health misinformation

  • builds trust/rapport

• sharing accurate information

• partnering with local groups to address at local level

What are the steps to “prebunking”?

• identify info gaps, determine what might be exploited and anticipate upcoming events

• lead with facts

• include explicit waring about misinformation

• present misinformation and provide counterarguments

• repeat the facts

What amount of Canadians feel like the don’t have access to doctor so need to get health info online?

1/3 (37%) of Canadians

How many Canadians have reported negative reaction from following online health advice?

¼ (23%) of Canadians.

True or False: Half of Canadians reports experiencing mental distress or increased anxiety due to misinformation.

True (43%).

What is CMA concerned about in regards to social media?

• algorithms designed to drive engagement just ends up pushing misinformation into people’s feeds

  • once you see one, you see a lot more

• good for Big Tech, not good for Canadians’ health

True or False: More Canadians are reporting delaying medical treatment, straining personal relationship and experiencing anxiety due to false health claims.

True, there is a direct link between misinformation and negative health outcomes.

True or False: Perceived exposure to health misinformation is decreasing.

False, has increased 8% → even more health misinformation out there.

What is the trend in Canadians getting their news from social media vs news outlets?

• increase in social media for news

• decrease in news outlets for news

What is the concern about news avoidance?

• increase in Canadians avoiding news because too negative or overwhelming

What are the most common ways to consume news from Millennials and Gen Z?

• Social media

  • > Gen Z

  • Facebook → Millennial

  • TikTok, Youtube, Instagram → Gen Z

What are the most common ways for Gen X and Boomers to consume news?

• TV

  • > Boomers

Which population is more vulnerable to misinformation?

• those who rely heavily on social media for news are most vulnerable

  • leading to significant rise in susceptibility across

What is some misinformation that Canadians struggle with?

• masks preventing spread of airborne illness

• AI being better diagnostic/treatment vs HCP

• healthy lifestyle can prevent cancer

• chemical/mineral sunscreen cause vit D deficiency

• mercury in vaccines cause autism

• 5G causes cancer

What percent of Canadians are highly susceptible to misinformation?

• 43% ! Just less than half

  • higher in Gen Z and Millennials

What are the consequences of misinformation?

• mental distress and increased anxiety

• decrease trust in HCPs

• delay appropriate care/treatment → cause can self-diagnose online

• avoid effective treatments → cannot do risk analysis

• cannot discuss with HCPs

• strained relationships with family/friends

How many Canadians have taken medical advice instead of advice from doctor?

1/3 have postponed or ignored advice from doctor and used info from online.

What is deemed the most important signal of accuracy for misinformation?

• who authored the information

  • registered HCPs can spread misinformation

What is one thing that could help counter rising misinformation, as per Canadians?

Better access to health info/doctor (67%).

How many Canadians feel they can find accurate, unbiased and helpful information vs rising misinformation?

> ½ → probably not this high, as some HCPs can’t even figure it out.