Every day we scroll past dozens of claims about health, politics, psychology, or lifestyle “hacks”. Some are useful, some are harmless, and some are completely untrue yet still shared thousands of times.
Misinformation isn’t just “fake news” in the dramatic sense. It can be any claim that sounds convincing, spreads widely, and turns out to be inaccurate or misleading. In areas like physical health, public health, or mental health, misinformation can cause real harm: people avoid treatment, distrust professionals, or act on advice that puts themselves or loved ones at risk.
Most of us assume we’re too smart to fall for it, and yet misinformation doesn’t spread because people are stupid. It spreads because it targets how human psychology works.
Why it spreads so easily
1. Emotion over accuracy
Misinformation is rarely boring. It’s dramatic, frightening, outrageous, or shocking. It plays on powerful emotions like fear, anger, or disgust – the kind of emotions that make us stop scrolling and click. Social media algorithms reward engagement, not accuracy, so emotional content gets pushed to the top. The more clicks it gets, the more similar content gets produced.
2. The illusion of truth
Our brains take mental shortcuts. If we hear something repeatedly, it starts to feel familiar, and familiarity often gets mistaken for truth. This is called the illusory truth effect. Think about a rumour you initially dismissed, but after hearing it a few more times you started wondering if “maybe there’s something to it”. Repetition builds fluency – the easier something is to process, the more believable it becomes. Over time, even obviously false claims can begin to sound plausible.
There’s also moral fatigue. The first time we hear a blatant lie, we might react strongly. But the more we’re exposed, the less shocking it feels as it becomes normalised and our resistance weakens.
3. Social dynamics
Sometimes, misinformation is more about belonging than believing. People might share misinformation not because they think it’s accurate, but because it signals identity. It can show loyalty to a group, attack an opponent, or fit a preferred narrative. In this way, false information becomes a social weapon or badge of membership. Accuracy becomes secondary to influence.
(Football fans will know this well: when your player gets fouled, it’s obviously a foul. If your player fouls an opponent, clearly it was a fair challenge and the referee is biased…)
So what can we do?
The aim here isn’t to be perfectly correct all the time – that’s impossible. All of us will occasionally share or believe something that isn’t accurate, often with good intentions. Instead, we want to consciously build better habits.
1. Slow down before sharing
Misinformation thrives on speed. If something makes you feel outraged or terrified, that’s exactly when to pause. Strong emotions are a signal to double-check, not to hit “share”.
2. Ask: Where did this come from?
Is the source credible? Are they qualified to speak on the topic? Do they cite legitimate evidence? Is anyone else reporting the same thing, or is this coming from a single sensational post or video?
3. Look for context, not just claims.
Many misleading posts twist real information by removing context. “This study proves…” is often really “This study suggests a possibility in a very specific situation.” Nuance rarely goes viral.
4. Be sceptical of “everyone knows…”
Repetition doesn’t make something true. If a claim keeps popping up, ask whether it’s been verified by trusted organisations, researchers, or professionals in the field.
5. Stay grounded
We’re all capable of being wrong, and being open to correction isn’t weakness. A trustworthy person or source isn’t someone who’s never mistaken, but someone who cares enough to seek the truth.
Keep in mind…
Misinformation preys on fear, familiarity, and group identity. But with a little awareness, slowing down, and choosing credible sources, we can protect ourselves and others. In an age of endless content, the most radical act might simply be taking a pause and thinking before we share.