Guest column: Misinformation online problem — and public health crisis

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By: Dr. Pamela Roach

Earlier this month, more than 350 Albertans gathered at the Red and White Club in Calgary for a town hall on health misinformation, hosted by the O’Brien Institute for Public Health at the University of Calgary and its partners.

We expected a lively discussion, but were met with more than 250 audience questions — many reflecting skepticism, 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 clear: people want to talk about misinformation.

Many are trying to make sense of conflicting claims, unsure of what to trust. In an era where political agendas and social media algorithms shape what information we see, these conversations are more important than ever.

Not everyone engaging in these discussions is open to changing their views. Some people hold deeply entrenched beliefs, which makes meaningful dialogue difficult. Beyond that, many feel confused or don’t know who to trust. Those are the people who really need access to clear, evidence-based information, and that’s why conversations like we had at the town hall matter.

Misinformation has real-world consequences, from declining childhood vaccination rates to the resurgence of once-eradicated diseases.

Alberta’s recent drop in measles vaccination rates reflects a global trend, with outbreaks occurring in Alberta, Ontario, the U.S. and beyond. Vaccine hesitancy, fuelled by misinformation, is already putting vulnerable populations at risk.

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But this isn’t just about vaccines. Health misinformation shapes decisions about chronic disease management, cancer treatments and even emergency interventions. When false claims spread unchecked, they erode public trust in the institutions and experts we rely on — doctors, researchers, public health agencies — and create space for ineffective and harmful alternative treatments to take hold.

Where are people getting their health information? Research consistently shows that doctors remain one of the most trusted sources. But trust alone isn’t enough. Social media and even popular books promote misleading claims — often disguised as “just asking questions” — that confuse the public and distort scientific consensus.

A recent study found that 50 per cent of cancer books on Amazon contain misleading health claims, yet they rank among the most recommended titles.

Vaccines are a prime example of how misinformation skews public perception. A recent study surveying hundreds of Canadian pediatricians found 100 per cent agreement on their safety and effectiveness. Yet, public perception of vaccine risks is often wildly disproportionate, fuelled by misleading narratives and online echo chambers that exaggerate those risks.

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So, how do we push back?

First, we need more engagement, not less. Shying away from these conversations allows misinformation to fester. We need to equip people with tools to critically evaluate health information. Fact-checking, media literacy and prebunking — teaching people to recognize misinformation before they encounter it — are proven strategies, according to Timothy Caulfield, a researcher who studies misinformation and health, and a keynote speaker at the town hall.

Second, scientists and health-care professionals need to communicate more effectively. This means acknowledging uncertainty, explaining how science evolves and making evidence-based information more accessible to the public. Dr. Jeremy Grimshaw, an expert in knowledge translation who spoke at the town hall, emphasized that science is self-correcting: through repeated studies, replication and systematic review, science moves toward a more accurate understanding.

Finally, we need systemic solutions. Grimshaw notes Canada has little dedicated funding for countering misinformation. If we’re serious about addressing this issue, we need policies that support the careful review and analysis of all available research, and to strengthen public health education so that people have trustworthy information before they’re influenced by misleading claims.

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

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

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

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