New poll: health misinformation difficult to spot, dangerous and a risk mainly to others

The findings suggest health misinformation may be widely seen as a serious problem for society, while remaining something many people do not recognise as a personal risk. More than two-thirds (69%) of UK adults say it is difficult for the public to spot misleading health information, but only 28% say they personally find it difficult.  

Some groups – including men, younger people and those of white ethnic backgrounds – were more likely than the public overall to say they personally find it easy to spot misleading health information. While further research is needed to understand what sits behind these differences, the findings point to a disconnect between how seriously people take health misinformation as a societal problem and how exposed they believe themselves to be.

Read our analysis piece, Can you spot health misinformation?, for more detail.

Who is most affected?

Nearly one in five UK adults (17%) say they have been personally affected by misleading health information. However, the impact is not felt equally across society. The proportion rises to 22% among people living in the most deprived areas, 26% among those with a long-term health condition and 27% among people from ethnic minority backgrounds.

This pattern is particularly clear in areas facing greater socioeconomic disadvantage. People who report being affected by misleading health information are also less likely to use the sources that the public trusts most. This is particularly true in more deprived communities, where only 66% say they know where to find trustworthy health information, compared with 78% in the least deprived areas. They are also less likely to use the NHS website as a regular source of health information.

The Academy says findings such as these underline the importance of understanding not only where misinformation is encountered, but also who is most exposed to it and what helps people access reliable information when they need it. The data will directly shape the Academy's ongoing work: identifying where trusted messengers are most needed, building a clearer picture of how and where health misinformation spreads and strengthening partnerships with those working to counter it.

Professor John continues: "People living in deprived communities, ethnic minority groups, and those with long-term health conditions are more likely to be affected and may be less aware of trusted sources. Some may have lower trust in health organisations based on previous experiences. So, health misinformation can widen existing health inequalities. Improving health and media literacy, promoting trusted local voices, and providing culturally appropriate communication are essential."

Academy President Sir Andrew Morris CBE FRSE PMedSci comments: "The polling data reveals as much about how people receive information as it does about what they currently believe. A message is far more likely to land when it comes from a source and a community people already trust, regardless of how strong the underlying evidence is. 

The challenge for medical science is not only to produce reliable evidence, but to ensure it reaches people in ways they can act on – through voices they recognise, in places they already go for information.

Professor Sir Andrew Morris CBE FRSE PMedSci President, Academy of Medical Sciences

Professor Blakemore adds: "We know from psychological research that none of us is immune to misinformation, particularly when it reinforces our existing beliefs, appeals to emotion or comes from sources we trust.

As the ways people access health information continue to evolve, including through AI, it is increasingly important to understand who is most at risk and how we can help everyone access reliable, evidence-based information."

Professor Vittal Katikireddi FRSE FMedSci, Professor of Public Health and Health Inequalities at the University of Glasgow, highlights the health inequalities risk the polling shows, commenting that "While the drivers of health misinformation are complex, there is a risk that it might worsen the large health inequalities experienced between socioeconomic and ethnic groups in the UK. 

Where the public sees the greatest harm

When asked which three areas of health and medical advice are most seriously affected by misleading or false information from a list provided to them, the public were most likely to identify vaccines and immunisations (56%), diet, weight loss and nutrition (41%), cancer treatments and alternative therapies (36%), and supplements and wellness products (33%).

These findings suggest some forms of health misinformation are highly visible to the public. However, the polling also points to areas that may be less readily recognised. Just 7% of respondents identified fertility and reproductive health – including contraception and IVF – as one of the areas where health misinformation has the most serious impact.

Professor Saunders adds: "Much of what they find there is unevidenced health advice, often framed as someone else's personal experience, which can undermine trust in the clinicians trying to help them. Counteracting this means creating content that reaches people with unmet needs, shaped by what patients actually want to know and the reality of what they are living through."

Women and younger adults were more likely than the public overall to identify fertility and reproductive health as an area of concern, suggesting that awareness of misinformation risks may be shaped by lived experience and personal relevance. 

Katie Rollings, CEO and Founder, Fertility Action, said: “Fertility and reproductive health is a powerful example of how health misinformation can thrive in areas where people are vulnerable, anxious, overwhelmed and searching for answers. 

When making complex decisions that could affect your future family, it can be incredibly difficult to separate evidence from opinion or commercial claims from credible advice. This research reinforces why trusted, evidence-based information matters so much.  

Katie Rollings, CEO and Founder Fertility Action

Katie continues: "Charities working alongside healthcare professionals have a vital role in translating complex medical evidence into clear, accessible information that people can understand and act on. By ensuring people receive consistent, evidence-based and inclusive guidance through the organisations and clinical teams they already trust, we can help people make informed decisions with greater confidence, reduce the harm caused by misinformation, and ultimately improve health outcomes."

Gwenda Burns, Chief Executive of The Fertility Alliance comments: "Health misinformation can have profound consequences for people navigating fertility challenges. Too often, we see individuals exposed to inaccurate or misleading information about fertility, IVF and reproductive health online, which can increase anxiety, delay access to appropriate care and influence important treatment decisions.

Gwenda adds: "Improving access to clear, evidence-based information from trusted healthcare professionals and patient organisations is essential to counter misinformation and support informed reproductive health decisions."

Trust, AI and the shifting information environment

The polling also highlights a gap between use and trust when it comes to new sources of health information. AI tools are now a regular source of health information for 16% of UK adults, rising to 24% of 25 to 34-year-olds and 28% of people from ethnic minority backgrounds. Yet only 13% of adults say AI-generated health information is trustworthy, and only 1% say they trust AI tools more than any other source. A similar pattern holds for general internet searches: nearly half of respondents (44%) use them regularly for health information, yet only 2% name them as their most trusted source.

By contrast, 49% trust their GP most for health information and 37% trust the NHS website most. Every other source - including social media, news websites and search engines - is trusted most by 3% or fewer.

Professor Yvonne Doyle CB FMedSci comments: "Health misinformation and disinformation are longstanding problems. Long before the internet and social media, false claims already undermined the evidence on vaccines, tobacco, alcohol and infections. Today, social media algorithms can amplify sensational messages that exaggerate false risks or dismiss real ones."

Professor Doyle continues: "Current safeguards have shown mixed results, and further research is needed to identify where AI can genuinely help."

The Academy of Medical Sciences has made increasing public trust in medical science, particularly in an era of global misinformation, a strategic priority.

Academy Chief Executive Officer Rosalind Campion states: "Health misinformation should be recognised as a driver of health inequalities. The people most likely to encounter it are also the least likely to have ready access to trusted sources of advice, and no single organisation can fix that alone. 

This polling is the start of a wider programme of work, bringing together the Academy's Fellowship, healthcare professionals, charities and public contributors to ensure reliable health information reaches the communities most at risk of being left behind.

Rosalind Campion CEO, Academy of Medical Sciences

And Jacob Lant, Chief Executive of National Voices, summarises: "The Academy of Medical Sciences' polling highlights an important disconnect. While most people recognise health misinformation as a serious issue, many don't believe they are personally at risk. Yet the research shows those most likely to be affected are often people already facing health inequalities, including people living with long-term conditions, people in deprived communities and people from ethnic minority backgrounds. For these groups, misinformation can delay care, create confusion about treatment and worsen health outcomes.

Everyone deserves access to trusted, evidence-based health information. Tackling health misinformation must be part of wider efforts to reduce health inequalities and help people make informed decisions about their health.

Jacob Lant, Chief Executive, National Voices

Can you spot health misinformation?

Read our analysis piece to find out more.