In an age of social media scrolls and AI-generated content, false health claims are spreading faster than ever—and midwives are often on the front lines, navigating mistrust, fear, and disinformation in their day-to-day practice. In this episode, Professor Timothy Caulfield breaks down the roots of the global “infodemic,” exploring how misinformation moves, why it sticks, and what we can do to counter it without shame or conflict. We discuss the emotional power of memes and headlines, the rise of AI-generated medical claims, and how healthcare providers—including midwives—can support clients by building trust and encouraging critical reflection. From pre-bunking to positive messaging, you’ll leave with practical tools and a fresh perspective on how to respond when clients say, “I saw this thing online…”

About Our Guest:

Timothy Caulfield is a Professor in the Faculty of Law and the School of Public Health at the University of Alberta. He is a leading researcher and public communicator on health misinformation, with decades of experience in law, ethics, and public health. He is the author of several best-selling books, including The Cure for Everything and The Certainty Illusion, and a co-founder of the #ScienceUpFirst initiative. His work has been featured across international media, and he serves as an advisor to governments and public health agencies on evidence-based communication strategies.

References:

• Science Up First – Evidence-based content for countering misinformation
• The Certainty Illusion by Timothy Caulfield
• Understanding and Countering Health Misinformation (Caulfield et al.) 
• WHO: Immunizing the public against misinformation 
• What is Prebunking? (Google Jigsaw & University of Cambridge research)
• People being unable to tell the difference between AI and real
• Gordon Penny Cook at Cornell and David Rand at MIT chat bots
• Research on the power of talking about the body of evidence
• Outrage and grievance fuels the algorithms
• Research debunking the backfire effect

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