In today's hyperconnected world, fake news can spread easily. Misinformation and disinformation are not new concepts, but in the past decade have been amplified by social media and artificial intelligence (AI). Internet access and social media have changed how people find and use health information, influencing their behaviour when seeking health advice. One online search gives a myriad of results for guidance or possible health conditions that may or may not be accurate and should not be a substitute for medical advice. The impact on health can be serious — delaying or avoiding seeking medical attention, following misguided or inaccurate remedies, or harmful medications or treatments not backed by science. Health misinformation and disinformation can severely impact public perception and trust in governmental bodies, media, health professionals and more generally the health sector, academic institutions, and the wider scientific community.
The COVID-19 pandemic was a catalyst for improving misinformation management in the Pacific. For instance, designing systems to monitor rumours, fake news and the types of questions people have about health. “During the pandemic, we had to suddenly change our response, we had to be on the top of our game, ensuring that we provide clear, frequent, and credible information,” explained Dr Rachel Devi, Head of the Family Health Unit in the Fiji Ministry of Health and Medical Services.
Complementing existing efforts in this space, a needs assessment conducted in November 2023 across 17 Pacific island countries identified rumour and misinformation management as a top priority for 2024. In response, WHO has focused on building capacity, including enhancing social listening - the process of analyzing conversations and narratives to understand public perceptions and concerns.
WHO has developed a range of tools, frameworks, training and other resources such as the OpenWHO channel to expand knowledge and skills. This includes a course on addressing health misinformation and disinformation, which has been further modified to the Pacific context.
In May, WHO held a workshop in Fiji for 30 health and communication professionals to improve skills in detecting, analyzing, and addressing misinformation. A similar workshop in Tonga in August engaged another 30 professionals – this time from various sectors to strengthen the national-wide capacity. Participants learned how to monitor for online rumours and misinformation, analyze these insights social, and apply techniques like fact-checking.
Both workshops generated action plans for 2025 while identifying areas needing further attention, such as enhancing fact-checking capacities and revitalizing national working groups. These efforts aim to boost resilience against misinformation and strengthen health communication across the Pacific.
Unity in tackling misinformation
Misinformation and disinformation are hot topics in the Pacific, catching the attention of United Nations agencies, governmental agencies, researchers and partners who met in Brisbane, Australia for the first Disinfo Pacific Regional Conference on Information Integrity. With support from the European Union, the two-day conference organized by the United Nations Information Centre (UNIC) for the Pacific and Griffith University covered misinformation and disinformation in public health, climate change, democracy and elections.
During discussions, WHO along with other experts and Pacific ministries of health explored ways to address harmful impacts of false or manipulated information, and combat health-related rumours, while strengthening community trust in health authorities. Recognizing that the growing volume of fake news has interconnected impacts, experts agreed that a well-trained workforce and working with partners across sectors are key to addressing these issues.
For instance, engaging sectors from national disaster management offices to media is critical since health affects everyone. “Addressing misinformation is not only a Ministry of Health affair, but it also needs a coordinated response across various sectors,” said Falau Hola Mafi, Risk Communications and Community Engagement (RCCE) Coordinator, Ministry of Health, Tonga. Ms Mafi presented the recently launched Multi-Hazard Risk Communication and Community Engagement Strategy, the first comprehensive guide to effectively communicate risks, engage communities, and combat misinformation during health emergencies and natural disasters in the Pacific. Building on lessons from COVID-19, the strategy, which has been supported by WHO, emphasizes timely and clear communication to maintain public trust and protect communities.
In pursuit for a healthier and more equitable Pacific, access to accurate and timely information allows people to make informed decisions that affect their health. WHO continues to foster multisectoral collaboration to support PICs in addressing the challenge of fake news and information pollution.
/countries/fiji/picture1.jpg?sfvrsn=53e19975_3)
Participants during a WHO delivered workshop at the Disinfo Pacific Regional Conference. Credit: © WHO / Lenka Dojcanova.