I recently was sent an email from a trusted family member. Subject line: Gut Restore! Body: “…I think this is what you have and is causing all your problems! Watch the video!” Cue alarm bells.
Being a decently obedient family member (and always curious), I clicked the video link and watched. The doctor spouted wonderful promises and scary predictions (that is, if you didn’t take and use his supplements). More alarm bells. Of the claims that I found most egregious, the doctor said that “100% of patients who tried my protocol saw noticeable health improvement.” In the 50 minutes I watched, I was presented with unbelievable claims, no cited evidence, and fear mongering verbiage that truly made me concerned my family member had fallen for a snake oil salesman.
Growing up in the oughts, I was taught to be wary and critical of everything on the ‘net. Back then, internet took up a phone line, only talented people could create a fake image that was convincing, and a phishing scam was often very poorly executed. Two decades later, we have deep fakes daily and regulation on ad content due to misinformation. It’s a lot easier to fall prey to a huckster online.
Dr. Stephen Novella has already written a number of blog posts (and courses) based on the medical misinformation found out in the world; I don’t need to reiterate that in particular (find his blog here: https://sciencebasedmedicine.org/) Yet something I do feel compelled to preach is critical thinking on the internet to halt the spread of misinformation.
IREX, an organization focused on global education, recently partnered with The Great Courses to produce a course on “Fighting Misinformation: Digital Media Literacy.” While taking this 8-lecture series, one of the most valuable methods of vetting information was “Label to Disable.” In this method, a reader may see an image or headline that provokes a feeling within them. Instead of knee-jerk responding, the reader steps back, takes a breath, and labels what they are feeling. This distances the “caveman” mind and puts the logical mind back in control.
If my family member would have perhaps used the “label to disable” method, they might have labeled “fear” or “amazement” at the claims the doctor was spouting. Then the lack of evidence and citations should have also put up a few flags as well. By separating from our emotions, we can have a more clear view of what is really happening on the web.
In terms of how this effects digital marketing, we as marketers need to be aware that our copy should accurately reflect what we are selling, avoid inflammatory headlines and clickbait, and we maintain a level of integrity for the brands we represent and ourselves. We need to evoke emotion without fear-mongering and create urgency while maintaining facts.
Be careful out there, it’s a mad world.
Julie C. Stoltz 