Abstract

Health misinformation has emerged as a major global public health challenge, particularly in the context of the 
COVID-19 pandemic and the broader digital information ecosystem. This paper examines the behavioral drivers 
that underpin the creation, consumption, and dissemination of health misinformation, alongside effective counter
strategies for mitigation. It conceptualizes health misinformation as false or misleading health-related content that 
spreads rapidly across social media platforms, communication apps, and online forums, often amplified by 
algorithmic systems and social networks. The study identifies key behavioral mechanisms influencing 
misinformation engagement, including emotional responses, cognitive heuristics, social motivations, trust in 
sources, and perceived credibility. It further explores how information ecosystems shape dissemination pathways 
and how these structures interact with individual-level drivers to sustain misinformation flows. In response, the 
paper reviews evidence-based counter-strategies such as media literacy education, risk communication, platform
level interventions, community engagement, and the use of trusted messengers. It also highlights challenges in 
evaluating intervention effectiveness, including measurement limitations, contextual variability, and unintended 
consequences. The paper concludes that addressing health misinformation requires an integrated, multi-level 
approach that combines behavioral insights with systemic reforms in communication and platform governance.