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Why Is Misinformation So Persuasive?

By Erin MacGregor

You’ve probably heard the term “misinformation” tossed around online, especially when debates heat up over food and health. But what does it really mean—and why has it become such a serious issue in Canada and around the world?

Let’s break it down and talk about how misinformation spreads, why it’s so persuasive, and what you can do to protect yourself and others.

Misinformation vs. Disinformation vs. Malinformation

First, a quick vocabulary check:

  • Misinformation is false information shared without harmful intent. For example, someone might share a health tip they genuinely believe, even if it’s not scientifically accurate
  • Disinformation is more serious. It’s deliberately false or misleading information, shared with the intent to manipulate, deceive, or cause harm. An example might be the claim that conventional dairy is “full of antibiotics”. This is used as a scare tactic, with the intent to sway consumers into buying expensive niche alternatives. In reality, Canadian dairy is heavily regulated and if it contains any antibiotic residues, it’s discarded.
    Malinformation is a little more complex. It’s information that starts with a kernel of truth but is twisted or taken out of context to mislead. This is often the most convincing type because it feels familiar or factual at first glance.

Today, a great example of malinformation is the claim that some food is “toxic” or laden with “toxic chemicals”. Specifically, it’s common to see social media posts from wellness influencers warning about pesticides used in agriculture. The truth? Yes, pesticides are chemicals, and yes, some chemicals can be toxic. But the levels used in food production in Canada are heavily regulated by Health Canada’s Pest Management Regulatory Agency (PMRA). In fact, the amount of pesticide residue allowed to remain on food is set at levels hundreds to thousands of times below any threshold that could impact health. The grain of truth (“chemicals can be toxic”) is used to spin a misleading narrative that sparks unnecessary fear.

Why Is Misinformation Spreading So Fast?

While misinformation isn’t new, the rise of social media has given it a massive boost. Platforms like Facebook, Instagram, TikTok, and X (formerly Twitter) allow content to go viral in minutes—and the research is clear, false information tends to spread much faster than the truth.

  • A study from the Massachusetts Institute of Technology (MIT), published in the journal Science, analyzed more than 100,000 tweets and found that false stories:
    Spread six times faster than the truth
  • Reach more people overall
  • Are 70% more likely to be retweeted

Why? Because false stories often feel more novel—more surprising or emotionally charged. And when something shocks us, inspires us, or makes us angry, we’re more likely to hit “share.” This taps into our desire to be “in the know” or to be the first among our friends to spot something new and interesting.

What’s the Harm?

It’s easy to dismiss misinformation as harmless gossip or online noise. But the consequences can be very real. Research shows that misinformation can:

  • Deepen divisions in society – When people believe different “truths,” it becomes harder to agree on public policy or even have civil conversations about issues that matter to everyone, like healthcare, education, or the environment.
  • Hurt public health – Misinformation about vaccines, nutrition, or medical treatments can discourage people from making healthy choices.
  • Impact mental health – Many false claims are designed to scare or outrage. That constant exposure to fear-based content can raise stress levels and anxiety.

What Can You Do?

Thankfully, there are practical ways to spot and stop the spread of misinformation. Science communicators and researchers have been working hard to find tools that help Canadians think more critically about the information we consume and share online.
Here are a few simple steps you can take before hitting “share”:

  1. Pause before you post
    Take a moment to breathe. Is this information trying to provoke a strong emotional reaction? That’s a red flag. Misinformation thrives on outrage, fear, and shock. Pausing to ask yourself “Is this true?” before sharing has been shown to stop the spread of misinformation.
  2. Check the source
    Who published this content? Is it a trustworthy outlet with a history of fact-based reporting, or a random account with no clear authorship? Be wary of anonymous sources or influencers with a commercial interest (like selling supplements).
  3. Check the claim
    This is especially important if you’re unable to verify a source. Is there a link to the original study or are there a variety of credible organizations like Health Canada, the World Health Organization (WHO), or a university that verify the claim? Claims without evidence are often just opinions dressed up as facts.
  4. Watch out for cherry-picking
    A common tactic in malinformation is to quote one piece of a scientific study while ignoring the rest of the data. If it sounds too clear-cut or dramatic, or if it goes against the current scientific consensus, be skeptical. Picking and choosing data to fit a narrative, rather than following the data to make conclusions is disingenuous, and a hallmark misinformation strategy.
  5. Talk about it
    Have conversations with friends and family—especially when you see them sharing something questionable. Be kind and curious. Share some of the strategies you’ve learned about identifying misinformation, and help them foster good media literacy and critical thinking skills. Most people don’t mean to spread misinformation—they just don’t know it’s false.

Final Thoughts

Misinformation may feel like just another part of internet culture, but it has real-world impacts—from choosing what to eat, to our health, to how we vote and interact with others. The good news? We’re not powerless.

By slowing down, checking facts, and thinking critically about the content we consume, we can all play a part in building a healthier information environment in Canada.

And remember: curiosity and kindness go a long way. The goal isn’t to “win” an argument—it’s to build understanding, together.

Resources

Podcast: How do you spot nutrition misinformation?
How to Spot Nutrition Misinformation Online

Erin MacGregor

Erin MacGregor is a registered dietitian and passionate food and science communicator. She is an advocate for honest and transparent communication about the Canadian food system, and has built a reputation for creating on-trend food and nutrition content that is both relatable and meticulously researched. Erin is most passionate about writing and speaking on topics including misinformation in the media, agriculture, biotechnology, and food marketing, with the goal of helping Canadians understand where their food comes, so they can make food choices based on facts, not fear.

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