Tips to Avoid Spreading Misinformation Unintentionally

In an era where digital information spreads at unprecedented speed, the line between fact and fiction has become increasingly blurred. Recent studies paint a concerning picture: more than half of adults now get their news from social media platforms, yet less than a third of content creators verify facts before sharing. Meanwhile, the Australian Competition and Consumer Commission (ACCC) has flagged over 80% of influencer content for potentially misleading advertising.

The rise of artificial intelligence has exacerbated this problem, making the production of convincing fake content easier and more affordable than ever before. Research indicates that even individuals specifically trained to identify misinformation struggle to distinguish between authentic and fabricated content.

While most people would reject the notion of deliberately spreading falsehoods, many unwittingly become vectors for misinformation. This uncomfortable reality was recently experienced by Dominic Thurbon, a professional author and speaker, who discovered that a case study he had been sharing for years was completely fabricated.

The case in question was the widely cited “Great Horse Manure Crisis” of the late 1800s. According to the tale, London’s 100,000-plus horses produced mountains of manure daily, leading The Times of London to predict streets would eventually be buried under 10 feet of waste. The story goes on to describe how the first international urban planning conference in New York in 1898 was abandoned when no solution could be found, only for the problem to be solved by the advent of the motor car.

“It’s a great story – but it’s also a lie,” Thurbon admits. Despite numerous references from seemingly credible sources, including supposed citations from The Times of London, historical investigation reveals there was no horse manure crisis, no Times article, and no abandoned urban planning conference. The entire narrative was fabricated.

This experience prompted Thurbon to develop five strategies to help others avoid inadvertently becoming “misinformation superspreaders.”

First, he advises readers to verify content before sharing. Research shows approximately 75% of content reposted on social media is shared without being read, creating a direct pathway for misinformation. “We don’t choose everything that pops up in our feeds, but we do choose what we amplify,” Thurbon notes.

Second, be wary of content that triggers strong emotional responses. Studies from MIT have shown false news spreads faster than factual information, partly because misinformation is often designed to provoke emotional reactions that encourage sharing. Content that causes strong emotional responses should prompt further investigation rather than immediate belief.

Third, seek out expertise, particularly for technical subjects. For instance, ADHD-related content has been shared over six billion times on TikTok, yet less than 50% of this information is clinically accurate. While credentials don’t guarantee accuracy, they do provide a baseline for reliability in specialized fields.

Fourth, consider the incentives behind content creation. Many content creators prioritize engagement and virality over accuracy, as their business models depend on clicks rather than truth. Understanding these motivations can help evaluate information more critically.

Finally, Thurbon encourages correcting misinformation respectfully when encountered. “No one person is going to have all the answers, but by all of us taking ownership for our own role, together we can make a difference in the battle for the truth,” he concludes.

As digital platforms continue to shape our information landscape, these strategies offer practical tools for navigating an increasingly complex environment where distinguishing fact from fiction requires both vigilance and critical thinking.