Scottish Health Information Integrity Strategy

False Information has Complex Psychological Effects

Belief in false health information is not just about a lack of facts. We are influenced by repetition, emotion, the way information fits with our existing views and whether we trust the source. Even when something is corrected, the original false claim can still shape what we think and do.^[18]

This is a key challenge; health beliefs that stick are often familiar, emotionally compelling and socially reinforced. As the UK Government’s Wall of Beliefs guidance shows, simply giving people accurate information is not always enough.^[19] We need to respond in ways that acknowledge how people process and hold onto information. If we don’t account for these psychological dynamics, even the most well-intentioned messages may miss the mark.