Guest column: Misinformation online problem — and public health crisis

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Author: Dr. Pamela Roach

Earlier this month, hosted by the University of Calgary’s O’Brien School of Public Health and its partner, O’Brien Institute of Public Health, there are more than 350 health misinformation of the Red and White Clubs in Calgary.

We are expecting a lively discussion but have encountered more than 250 audience problems – many reflecting doubts, deep confusion and uncertainty about public health, vaccine safety and even the scientific process itself.

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What this overwhelming response tells us is obvious: people want to talk about misinformation.

Many people try to understand contradictory claims and are unsure of what to trust. In an age where political agendas and social media algorithms shape the information we see, these conversations are more important than ever.

Not everyone involved in these discussions is open to changing their perspectives. Some people stick to deep beliefs, which makes meaningful conversations difficult. Apart from that, many people feel confused or don’t know who to trust. These people do need access to clear, evidence-based information, which is why conversations like we have on City Hall affairs.

Misinformation has gone from childhood vaccination rates to a resurgence of diseases that were once catalyzed.

The recent decline in measles vaccination rates in Alberta reflects a global trend in Alberta, Ontario, the United States and beyond. The hesitation of vaccines with misinformation has put vulnerable groups at risk.

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But it’s not just a vaccine. Health misinformation shapes decisions about chronic disease management, cancer treatment and even emergency interventions. When false claims spread unrestrictedly, they erode public trust in institutions and experts we rely on (doctors, researchers, public health agencies) and create space for ineffective and harmful alternative treatments.

Where do people get health information? Research unanimously shows that doctors are still one of the most trustworthy sources. But trust is not enough. Social media and even popular books promote misleading claims (often disguised as “just asking questions”), which confuses the public and distorts scientific consensus.

A recent study found that 50% of cancer books on Amazon contain misleading health claims, but they are one of the most recommended titles.

Vaccines are a classic example of how misinformation is biased towards public perception. A study of hundreds of Canadian pediatricians found that its safety and effectiveness were 100%. However, public perceptions of vaccine risks are often disproportionate, which exaggerates these risks due to misleading narratives and misleading online echo chambers.

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So, how do we push it back?

First, we need more involvement, not less. Avoiding these conversations can worsen the wrong information. We need to equip people with tools to critically evaluate health information. According to researchers who study misinformation and health, fact checking, media literacy and pre-shrubs (teaching people to recognize misinformation before they encounter misinformation) are validated strategies.

Second, scientists and health care professionals need to communicate more effectively. This means acknowledging uncertainty and explaining how science develops and makes evidence-based information more accessible to the public. Speaking at the Town Hall, Dr. Jeremy Grimshaw, a knowledge translation expert, emphasized that science is self-corrected: through repeated research, replication and systematic evaluation, science develops towards a more accurate understanding.

Finally, we need a systematic solution. Grimshaw Notes Canada has little special funding to offset misinformation. If we address this issue seriously, we need policies to support a careful review and analysis of all available research and strengthen public health education so that people have trustworthy information before being affected by misleading claims.

Opposing misinformation is a shared responsibility. Health professionals, policy makers, educators, journalists and community leaders all play a role in improving public understanding of science.

The O’Brien Institute remains committed to this work, sharing evidence-based information and promoting open dialogue on key public health issues.

Dr. Pamela Roach is the acting director of the O’Brien Institute of Public Health at the University of Calgary.

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