Public Health Communication Reduces COVID-19 Misinformation Sharing and Boosts Self-Efficacy

Abstract

During health crises, misinformation may spread rapidly on social media, leading to hesitancy towards health authorities. The COVID-19 pandemic prompted significant research on how communication from health authorities can effectively facilitate compliance with health-related behavioral advice such as distancing and vaccination. Far fewer studies have assessed whether and how public health communication can help citizens avoid the harmful consequences of exposure to COVID-19 misinformation, including passing it on to others. In two experiments in Denmark during the pandemic, the effectiveness of a 3-minute and a 15-second intervention from the Danish Health Authorities on social media was assessed, along with an accuracy nudge. The findings showed that the 3-minute intervention providing competences through concrete and actionable advice decreased sharing of COVID-19-related misinformation and boosted their sense of self-efficacy. These findings suggest that authorities can effectively invest in building citizens’ competences in order to mitigate the spread of misinformation on social media.