Public Health Officials Launch Campaign to Combat Misinformation

Public health officials across Canada are highlighting the dangers of health misinformation as part of this year’s Media Literacy Week, which centers on the theme “Wait, what?” – a phrase that encourages Canadians to pause and evaluate online content before accepting or sharing it.

Southeast Public Health has embraced the initiative, focusing on helping residents distinguish between reliable health information and potentially harmful content circulating online.

Dr. Ethan Toumishey of Southeast Public Health explains the critical distinction between two types of false information. “Misinformation is false or misleading information that’s shared without necessarily having harmful intent behind it,” he says. “Disinformation, on the other hand, refers to when someone knowingly spreads false information.”

This distinction matters because it acknowledges that many people spread inaccurate health information with good intentions, believing they’re helping friends and family. These well-meaning individuals are often unaware they’re perpetuating falsehoods that could have serious consequences.

The health implications of both types can be significant, according to Dr. Toumishey. “They can both lead to real health impacts by causing people to delay seeking necessary care, avoid vaccines, try potentially harmful treatments, or develop mistrust in reliable health authorities.”

These concerns have become increasingly pressing in recent years. Since the COVID-19 pandemic, public health officials have battled not just disease outbreaks but also “infodemics” – rapid spreads of both accurate and inaccurate information that make it difficult for people to find trustworthy guidance when they need it.

The digital age has dramatically accelerated how quickly false information can travel. “Misinformation and disinformation can spread rapidly through social media and other channels,” Dr. Toumishey notes. He suggests several red flags that might indicate potentially unreliable information, including content designed to trigger strong emotional responses, particularly anger.

“If information is presented in a way that’s trying to make you angry or upset, that might be a sign to take a second look,” he advises.

Research from the MIT Sloan School of Management has previously found that false news stories are 70 percent more likely to be retweeted than true stories, and reach their first 1,500 people six times faster than accurate information. This viral nature of misinformation makes media literacy skills increasingly essential for public health.

To combat this trend, Dr. Toumishey recommends a simple but effective approach: pause before sharing. “Before passing along information, take a moment to ask yourself, ‘Is this accurate?’ This small step can make a big difference in preventing the spread of potentially harmful content.”

He also encourages residents to take active steps when encountering questionable health information online. “Reporting content that seems questionable on social media platforms can help limit its spread. And turning to trustworthy sources like Health Canada, the Public Health Agency of Canada, or Southeast Public Health for verification helps ensure you’re getting accurate information.”

Media Literacy Week runs from October 21 to 25 this year and involves numerous organizations across Canada hosting events and sharing resources designed to enhance Canadians’ ability to critically evaluate media messages.

The initiative comes at a time when distinguishing fact from fiction has become increasingly challenging. A 2023 survey by the Canadian Media Fund found that 68 percent of Canadians report encountering misinformation online at least weekly, with health-related topics being among the most common subjects of false information.

For those looking to improve their media literacy skills, Southeast Public Health directs residents to MediaSmarts, Canada’s centre for digital and media literacy, which offers free online resources for people of all ages.