Keeping it real

Getting personal in the fight against health misinformation 

Brita Frost, Primary Times writer 

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Health misinformation is everywhere. Understanding how to counteract it is now a vital public health issue. We spoke to two experts – social commentator and author Van Badham and epidemiologist Gideon Meyerowitz-Katz – about how misinformation works and what primary health care nurses can do about it. 

‘Health misinformation’ describes any information about health that turns out to be false. Social media is saturated with it. It appears in our Google searches, and reports claim that Google’s AI function is sharing dangerous misleading information as fact. Even the mainstream media has been known to promote scientifically dubious health claims. For primary health care nurses in Australia, health misinformation adds a layer of complexity to patient interactions.  

Health misinformation contradicts scientific evidence and consensus (e.g., ‘vaccines cause autism’) and it can be spread intentionally (e.g., to manipulate people) or unintentionally. Either way, it can lead people to poor judgements and bad decisions.¹ For example, recent data from the National Centre for Immunisation Research and Surveillance show that vaccination rates of children in Australia have dramatically declined since COVID-19. A report by ABC News quotes Gary Grohmann, director of the Immunisation Coalition, who describes the figures as ‘absolutely alarming’ and says that medical professionals can play a key role in educating patients and countering misinformation.² 

The vast reach of the internet means that misinformation can now reach billions of people. This becomes an even greater problem when social media algorithms are used to target susceptible users with manipulative messages.³ Vaccines are the number one topic for misleading health claims on social media. Other topics often targeted by misinformation are dieting and eating disorders, smoking, substance use, chronic diseases and medical treatments.¹,³ 

Van Badham writes for The Guardian and has recently published a book about internet conspiracy theories called QAnon And On. She explains that social media platforms profit from the spread of health misinformation because it’s compelling, and compelling content sells.  

‘Health misinformation and broader political disinformation ultimately have the same goal,’ says Van. ‘Conspiracy theories and misinformation use an online economy of attention to reward particular agendas.’  

Exaggerated claims (e.g., ‘miracle cure!’) and sensational language are often used to attract attention. An analysis of Twitter posts between 2006 and 2017 found that ‘falsehoods were 70% more likely to be spread than the truth.’³ 

Primary health care nurses are well placed to address health misinformation 

Correcting—or ‘debunking’—misinformation is most effective when it is done by someone who is trusted and who has high credibility.¹ In light of this, primary health care nurses who develop trusted relationships with patients can significantly impact whether a patient accepts misinformation or not.  

‘The health worker, the nurse, the doctor who you trust, who is kind to you and honest with you, who takes your concerns on board, who reassures you, is actually one of the most effective ameliorations of misinformation,’ says Van.  

Nurses are a key vehicle for providing evidence-based information to people and improving health literacy. Australia stands out internationally with high rates of health literacy⁴ and significant trust in our healthcare system, despite widespread misinformation. The Governance Institute of Australia’s 2023 Ethics Index found that the healthcare sector continues to be regarded as a highly ethical sector, with nurses considered ‘very ethical.’⁵ While the ethical standing of nurses remains high, the Ethics Index also noted that in 2023, trust in nurses had dropped a bit, perhaps reflecting the broader impact of the COVID-19 pandemic and the increasing spread of health misinformation. 

Why do people believe misinformation? 

Some people may be more susceptible to believing misinformation than others. The reasons for this are complex and involve social and emotional factors. Often misinformation includes a grain of truth that aligns with a person’s beliefs or hooks into their moral and ethical values. There may be objective evidence for one part of their belief but not for another. Simply stating the facts and describing the scientific evidence may not be enough to convince them to change their attitude. It’s important to understand and acknowledge their concerns and provide truthful examples that they can relate to.  

Gideon Meyerowitz-Katz (right) is an epidemiologist working in chronic disease in Sydney’s west. He also writes for The Guardian and publishes a popular health Substack covering science communication and public health. Gideon says he often crosses paths with people who are sceptical of so-called ‘Big Pharma.’ This scepticism is contributing to anti-vaccination attitudes. 

‘One thing that I always say when people tell me that “Big Pharma is evil” is that I don't particularly trust pharmaceutical companies either,’ he says. ‘But I wouldn't say that they’re evil. It’s that they are private companies whose main purpose is to sell drugs.’ 

Gideon goes on to explain that empathy is one of the most effective tools for guiding people towards good decisions. It’s important to understand their emotional state, which may be preventing them from thinking rationally about scientific evidence.  

‘If you’re talking to a parent who’s worried about the impact of vaccines on their child because they read somewhere that they’re dangerous,’ he says, ‘I think that the first step is empathy and to understand that their fear comes from a reasonable place.’  

A situation like this is an opportunity for a nurse to provide crucial information about the pros and cons of vaccination. However, don’t just focus on what to say. It’s the way that you say it that can have a significant impact. Take the time to listen to their concerns, provide reassurance and then explain the risks with relatable examples based on evidence and/or lived experience. 

How can primary health care nurses tackle misinformation? 

There is now extensive research available on best-practice ways to counter health misinformation. Most of these approaches take one of two avenues: prebunking (pre-emptive intervention against misinformation before exposure) or debunking (countering misinformation after exposure). Such approaches can often be incorporated into clinical settings. With support and encouragement from trusted sources like nurses, people can develop their critical thinking skills to discriminate between health misinformation and reliable evidence-based information.  

As suggested above, descriptions of relatable examples can provide a solid human foundation for prebunking and debunking misinformation. Truthful real-life stories, such as recent case studies and/or anecdotes of lived experience, can bring to life the consequences of bad decisions and steer people towards healthier choices, especially when supported with evidence and current best practice.  

Van has a personal story that she tells to combat anti-vaccination attitudes. When she was 17, she contracted measles. Her mother had been given bad advice by a GP and Van did not receive her measles vaccine, despite being fully vaccinated for everything else. Measles nearly killed her and left her with long-term side-effects. ‘I think storytelling is very important,’ Van says. ‘We can say things like, “I understand your concerns, but let me tell you a story about a girl who didn't get a measles vaccination”.’ 

Gideon agrees that the personal connection between nurses and patients is key to countering online health misinformation. ‘There are all sorts of ways to tackle misinformation at a societal level, but at an individual level, when you’ve got someone in front of you, I think the main thing is empathy.’  

For more suggestions for prebunking and debunking health misinformation, see bottom of page.

Setting the record straight 

Health misinformation is widespread and insidious. Often labelled as ‘truth,’ it’s causing unnecessary illness and death around the world. Government intervention is required to combat this problem, including targeted public health policy, legislation that reins in social media algorithms and an education system that teaches students comprehensive critical thinking skills.  

Primary health care nurses can play an important role in this fight. To do so, they must be willing and able to counter misinformation with scientific, evidence-based information. Australia is lucky to have a whole range of quality resources produced by experts and available to both health professionals and the general public. Nurses can direct patients towards trusted resources for reliable information on specific health-related topics. APNA recommends the Australian Institute of Health and Welfare website, the Department of Health, Disability and Ageing factsheets, and the Victorian Government’s Better Health Channel. 

In addition to providing evidence-based information, nurses may have to overcome a range of social and emotional barriers in patients who may be susceptible to misinformation. Empathy, understanding and sophisticated communication skills can help break down these barriers and provide a safe space for patients to share their fears. Descriptions of recent case study examples and/or anecdotes of lived experience can be used to illustrate the consequences of bad decisions, especially if supported by evidence. All of these efforts can have a powerful impact in educating patients and leading them towards making decisions that benefit their own health and that of their families.  

 

How to Prebunk and Debunk Health Misinformation 

Prebunking  

‘Prebunking’ is a proactive method of countering misinformation by addressing it before it spreads. It aims to warn people of the risk of being misled by misinformation.  

To prebunk misinformation:  

• First, stay up to date regarding the types of misinformation your patients could be exposed to.  

• Provide targeted resources on relevant topics, such as the fact sheets available from the Australian Institute of Health and Welfare and the Department of Health, Disability and Ageing.

• Inform patients about the types of misinformation others have been exposed to and the risks that this information poses.  

• Offer a clear, logical counterargument for why the misinformation should be disregarded and back this up with scientific evidence and examples.  

• Be prepared to discuss any concerns. 

 

Debunking 

‘Debunking’ misinformation means exposing it as false and misleading. In a clinical setting, if a patient already holds a strong belief based on misinformation, the process of debunking it can be complex.¹  

To debunk misinformation:  

• Use phrases that acknowledge the person’s identity and the difficult decisions they face, for example, ‘As a parent, the health of your child is extremely important to you.’  

• Provide factual examples that demonstrate relevant social norms, for example, ‘More than 90% of parents vaccinate their children.’¹  

• Provide current evidence supporting the safety of the service or product in question. 

• Describe the real-life consequences of making poor decisions based on misinformation. Use recent case study examples and/or anecdotes of lived experience that the person will relate to. 

• Discuss any risks in a calm, rational and empathetic manner. Remember, it’s not just what you say, but how you say it that can have a significant impact. 

 

 

References 

1. UK Ecker, S Lewandowsky, J Cook et al., ‘The psychological drivers of misinformation belief and its resistance to correction’, Nat Rev Psychol, 2022, 1:13–29. doi:10.1038/s44159-021-00006-y. 

2. A Branley, ‘Australia’s childhood vaccination rates are declining, sparking fears about risk of herd immunity’, ABC News, 16 May 2025, accessed 19 May 2025. 

3. M Wang, ‘Health misinformation is rampant on social media – here’s what it does, why it spreads and what people can do about it’, The Conversation, 14 December 2023, accessed 19 May 2025.  

4. Australian Bureau of Statistics (ABS), Australians feels positive about their health literacy [media release], ABS website, 15 May 2020, accessed 19 May 2025.  https://www.abs.gov.au/articles/australians-feel-positive-about-their-health-literacy 

5. Governance Institute of Australia, Ethics Index 2023, Governance Institute of Australia website, 2023, accessed 19 May 2025.