Scottish Health Information Integrity Strategy

The Scale of the Challenge of False Health Information

For those who use the internet and social media, false information is commonly encountered online. It travels further and faster than accurate information to reach wider audiences.^[10] Sensationalised content which can appeal to strong emotions are easily created, shared and spread. Research in 2024 by the UK media regulator Ofcom found that 43% of those surveyed believed they had encountered false information, of which approximately 70% was online.^[11] The UK Government describes false information as a key ongoing risk to public trust, democracy and healthcare,^[12] with the United Nations Global Risk Report recognising it as the most important risk to society only second to climate change in action and large scale pollution.^[13]

Public concern is growing. In a survey conducted by the independent fact-checking organisation Full Fact, approximately three quarters of respondents reported being worried about the societal effects of false information.^[14] Our engagement with healthcare professionals shows they are also increasingly worried, with calls for action reflecting patient interactions which have been influenced by false information.

The landscape continues to shift. The rapid development of artificial intelligence (AI) has enormous potential to benefit our health, be that in clinical practice or in the wider public health system.^[15] This has also greatly expanded the ease with which false information is created and spread. Convincing AI-generated fake content – known as deepfakes – are becoming increasingly common as our ability to distinguish fake from real is proving to be limited. ^[16] Research by Ofcom indicates we are already encountering these commonly online.^[17] Seeing a deepfake video online of someone we know and believe may influence our health behaviour and choices. It may also profoundly damage trust in our healthcare system and government.