Understanding the impact of exposure to health and medicines misinformation on public trust in the pharmaceutical industry: a UK mixed-methods study (PHARMAFICTION)
| ISRCTN | ISRCTN14367716 |
|---|---|
| DOI | https://doi.org/10.1186/ISRCTN14367716 |
| Integrated Research Application System (IRAS) | 369178 |
| Central Portfolio Management System (CPMS) | 73549 |
| Sponsor | Imperial College London |
| Funders | Imperial College London, National Institute for Health and Care Research |
- Submission date
- 02/06/2026
- Registration date
- 13/07/2026
- Last edited
- 05/08/2026
- Recruitment status
- Recruiting
- Overall study status
- Ongoing
- Condition category
- Other
Plain English summary of protocol
Background and study aims
False information about medicines and the pharmaceutical industry — sometimes called misinformation (shared by mistake) or disinformation (shared on purpose to mislead) — spreads quickly online and through social media. During the COVID-19 pandemic, false claims about vaccines and treatments led some people to delay or avoid medical care. Beyond the pandemic, this kind of false information continues to shape how people think about medicines, the companies that make them, and the rules that govern them.
This study aims to find out what adults living in the UK know, think, feel and do about misinformation and disinformation relating to medicines and the pharmaceutical industry. The researchers want to understand how it affects people's trust in medicines, whether it changes how people take their medicines, and what could be done to tackle the problem.
Who can participate?
Adults aged 18 years and over who live in the UK, speak English, and can access the survey online using a smartphone or computer. People who cannot give informed consent (for example, due to a learning disability or dementia) are not able to take part.
What does the study involve?
Taking part involves filling in a short online survey that takes about 10 minutes. The survey asks about your views and experiences regarding medicines, the pharmaceutical industry, and false information you may have come across. All answers are kept confidential and pseudonymised, meaning your name is not linked to your answers.
A smaller group of 10 to 15 people who complete the survey will also be invited to take part in a 30 to 45 minute interview by telephone, Zoom or Microsoft Teams. The interview explores the same topics in more depth. Taking part in the interview is optional — you can complete just the survey if you prefer.
What are the possible benefits and risks of participating?
There are no direct benefits to taking part, but participants will be helping to build a better understanding of how false information about medicines affects the public, which could inform future communication and regulation in the pharmaceutical sector. The survey and interview do not ask about illness, pain or other sensitive personal health topics, so the risks of taking part are very low. Participants can stop the survey or interview at any time without giving a reason.
Where is the study run from?
Imperial College London (UK)
When is the study starting and how long is it expected to run for?
April 2026 to April 2028
Who is funding the study?
The study is not externally funded. It is being run by the research team at Imperial College London.
Who is the main contact?
Dr Austen El-Osta, a.el-osta@imperial.ac.uk
Contact information
Principal investigator, Scientific, Public
Self-Care Academic Research Unit (SCARU), Primary Care & Public Health, School of Public Health, Wood Lane
London
W12 0BZ
United Kingdom
 ORCID ID |
0000-0002-8772-4938 |
|---|---|
| Phone | +44 20 7594 7604 |
| a.el-osta@imperial.ac.uk |
Study information
| Primary study design | Observational |
|---|---|
| Observational study design | Cross sectional study |
| Scientific title | Mapping the effects of disinformation on trust in medicines and the pharmaceutical sector |
| Study acronym | PHARMAFICTION |
| Study objectives | Research question: What are the knowledge, attitudes, perceptions and behaviours (KAP-B) of community-dwelling adults in the UK regarding pharmaceutical misinformation and disinformation, and what impact does this have on trust, medicine use, and the credibility of the pharmaceutical industry? Primary aim: To characterise the scope, narratives and impacts of pharmaceutical misinformation and disinformation across the UK, in order to generate evidence that informs industry strategy, strengthens regulatory responses, and enhances public trust in medicines. Secondary aims: 1. To assess how pharmaceutical mis/disinformation affects public trust, perceptions of industry credibility, and patterns of medicine use or adherence 2. To identify regulatory and policy barriers, as well as opportunities, for more effective responses to mis/disinformation by pharmaceutical stakeholders 3. To map differential impacts of mis/disinformation across demographic groups and communication channels, highlighting populations and touchpoints most vulnerable to harm |
| Ethics approval(s) |
Approved 08/10/2025, Imperial College London Research governance and integrity (Level 1, The Media Works, 191 Wood Lane, London, W12 7FP, United Kingdom; +44 (0)20 7594 9480; rgit@imperial.ac.uk), ref: 8061247 |
| Health condition(s) or problem(s) studied | Exposure to health misinformation and disinformation; public trust in medicines and the pharmaceutical sector; health literacy and behaviours of community-dwelling adults regarding medicine use. |
| Methodology | This is a 36-month mixed-methods observational study comprising two components: 1. Electronic survey (quantitative). Approximately 50,000 community-dwelling adults across the UK will be invited to complete a short (~10 minute) pseudonymised electronic questionnaire hosted on Qualtrics. Recruitment will be via SMS/email invitations, posters with QR codes, and social media advertisements (Twitter/X, Facebook), disseminated through local stakeholders including academia, Community Trusts, faith groups, local community organisations, and the NIHR Be Part of Research (BPoR) network. Participants will be presented with the participant information sheet, anonymity statement and consent statement before commencing the survey. The survey will assess knowledge, attitudes, perceptions and behaviours (KAP-B) relating to pharmaceutical misinformation and disinformation, including demographic data (age, gender, ethnicity, first segment of postal code, employment status). 2. Semi-structured interviews (qualitative). A purposive subsample of 10–15 survey respondents who indicate willingness will be invited to participate in 30–45 minute semi-structured personal interviews conducted via telephone, Zoom or Microsoft Teams. Interviews will explore in greater depth participants' experiences of mis/disinformation, perceptions of pharmaceutical industry credibility, and views on the role of pharmacies in countering misinformation. Interviews will be audio-recorded and transcribed using Microsoft Teams' transcription functionality, with recordings deleted shortly after transcription. 3. Data analysis. Quantitative survey data will be analysed using routine descriptive statistical methods. Qualitative interview data will be analysed thematically to identify main and emergent themes. Findings will be triangulated across both data sources. All data will be pseudonymised, stored securely on encrypted Imperial College London institutional servers, and retained for a minimum of 10 years post-study completion in line with GDPR and the Data Protection Act 2018. |
| Intervention type | Other |
| Primary outcome measure(s) |
|
| Key secondary outcome measure(s) |
|
| Completion date | 01/07/2029 |
Eligibility
| Participant type(s) | |
|---|---|
| Age group | Mixed |
| Lower age limit | 18 Years |
| Upper age limit | 99 Years |
| Sex | All |
| Target sample size at registration | 50000 |
| Key inclusion criteria | 1. Individuals aged 18 years and over 2. Individuals who reside in the United Kingdom 3. Individuals who are willing and able to provide informed consent and participate in the study |
| Key exclusion criteria | Does not meet inclusion criteria |
| Date of first enrolment | 01/07/2026 |
| Date of final enrolment | 01/07/2028 |
Locations
Countries of recruitment
- United Kingdom
- England
Study participating centre
London
W12 0BZ
England
Results and Publications
| Individual participant data (IPD) Intention to share | No |
|---|
Study outputs
| Output type | Details | Date created | Date added | Peer reviewed? | Patient-facing? |
|---|---|---|---|---|---|
| Other files | Consent form version 0.2 |
01/10/2025 | 02/06/2026 | No | No |
| Other files | Survey questions version 0.3 |
20/10/2025 | 02/06/2026 | No | No |
| Protocol file | version 0.1 | 04/07/2025 | 02/06/2026 | No | No |
Additional files
- 49634 Electronic Interview Consent Form (Pharmafiction) v0.2 01Oct2025.pdf
- Consent form
- 49634 Protocol__PHARMAFICTION v0.1 04July2025.pdf
- Protocol file
- 49634 eSurvey export (Pharmafiction) v0.3 20Oct2025.pdf
- Survey questions
Editorial Notes
05/08/2026: Internal review.
02/06/2026: Trial's existence confirmed by NIHR.
