Promoting Trusted Health Information

Sophie Randall, Director of the Patient Information Forum, presented an excellent overview (10th June 2025) of their work in supporting high-quality health information within the UK, particularly in the context of burgeoning AI-produced summaries related to healthcare and the importance of NHS libraries providing evidence and support for health literacy. This is crucial given that 50% of UK-based adults are struggling with access to trusted health information, with 1 in 10 affected by misinformation, rising to 1 in 5 for ethnic minorities.

For 25 years, the Patient Information Forum has stood at the forefront in seeking equitable access to personalised health information, ensuring patients can make informed decisions about their health, well-being, and care.

Focusing on the quality of information, the expertise and knowledge of the producers of such and seeking inclusivity and integration in the patient journey, the PIF have recently been addressing the issue of misinformation arising from Google AI summaries (launched in 2024), which is noted as a first port of call for many. With reported hallucinations and US-centred content, there are potential risks to health for UK-based patients.

In collaboration with charities Marie Curie and Macmillan, the PIF Report recommendations include the suspension of such summaries and the uptake of a framework for verifying trusted health information. In addition, library services are being encouraged to endorse recommendations and raise the awareness of the limits of such AI summaries, and ultimately signpost the public, patients and healthcare professionals to trusted resources.

Unsurprisingly, the PIF have also been working closely with NHS England to increase signposting to quality, trusted health information, including the application of the PIF TICK quality mark scheme and enhancements with clearer linking and endorsement of PIF TICK websites, both within the NHS site and the mobile app.

For more information, visit the Patient Information Forum at https://pifonline.org.uk/.