Havas Lynx Urges Pharmaceutical Companies to Combat Health Misinformation

Pharma Industry Called to Combat Rising Health Misinformation

Healthcare communications leader Havas Lynx has issued a stark warning about the proliferation of health misinformation online, urging pharmaceutical companies to take decisive action in a comprehensive new report titled “Doctored Truths.”

The 72-page white paper reveals alarming statistics: nearly one-third of social media posts related to health contain misleading or false information, and a third of patients later regret decisions made based on such unreliable sources. These findings highlight a growing crisis that threatens both individual patient outcomes and the broader practice of evidence-based medicine.

“The spread of health misinformation is a profound threat to patient well-being and the very foundation of evidence-based medicine,” said Claire Knapp, CEO of Havas Lynx, in a statement accompanying the report. However, Knapp emphasized that pharmaceutical companies are uniquely positioned to address this challenge, noting they “could hold the antidote” thanks to their “deep clinical expertise and access to credible data.”

The call for pharmaceutical intervention appears to align with broader healthcare sentiment. According to the report, 71% of healthcare professionals believe the industry has a responsibility to combat health misinformation, yet only 41% feel pharmaceutical companies are currently doing enough to address the problem.

Havas Lynx outlines a three-pronged strategy—dubbed “the three Cs”—for pharmaceutical companies to counter the spread of misinformation: “Counsel” the public by teaching critical thinking skills; “Curb” the spread of false information; and “Correct” inaccurate health claims with factual information.

The report highlights Unilever’s “Vaseline Verified” as a successful case study in tackling product misinformation. Faced with over 3.5 million online “hacks” involving its product, Unilever launched the #VaselineVerified campaign through WPP’s Ogilvy Singapore. The initiative involved Unilever’s R&D team methodically testing hundreds of these user-generated hacks to identify which were genuinely effective. The campaign earned significant industry recognition, winning nine Cannes Lions awards.

To address the growing sophistication of health misinformation, particularly content generated or amplified by artificial intelligence, “Doctored Truths” recommends that pharmaceutical companies develop AI-powered tools capable of identifying and debunking misleading health content. The report specifically mentions tech vendor Cyabara, which offers “AI shields” designed to detect fake profiles, harmful narratives, AI-generated content, and deepfakes.

Havas Lynx recently demonstrated its commitment to this cause with a tactical outdoor advertising campaign in Manchester, England. The one-day initiative contrasted ads for ChatGPT with the agency’s own “ChatGP” billboards placed in high-visibility locations throughout the city. The billboards, featuring images of patients with their doctors, carried the message: “For health advice you can trust, chat with your GP.” Mobile billboards on bicycles circulated throughout the city to capture additional content and public reactions, which were subsequently shared online.

The agency notes that this activation directly addressed a key finding from their research: while nearly half of people now consult AI for medical advice, 44% express doubts about its reliability.

As health misinformation continues to proliferate across digital channels, the pharmaceutical industry faces mounting pressure to leverage its expertise and resources to protect public health. Havas Lynx’s report suggests that beyond ethical responsibility, there may be strategic advantages for pharmaceutical companies that take leadership positions in this increasingly important battle for accurate health information.