Our advice on finding trusted health advice online

As the head of our Health Advice team, it’s my job to make sure people have access to great health advice that helps them self-manage their lung condition and live well. Trusted health information should be evidence-based, up to date, and easy to use and understand.

But in the age of AI, working out good information from bad is getting harder to do. So how can you be sure you’re getting the best information to help you manage your lung condition?  

Here are some clues to help you spot unreliable advice:

• Anything that promises an instant cure. Sadly, most lung conditions can’t be cured, but with the right support, they can be managed.
• Posts saying things like, ‘doctors don’t want you to know this’, or suggesting that there’s a simple, cheap technique or cure that everyone has overlooked until now. 
• Any video that shows a person who was created by AI – they are not real.  They’re becoming harder to spot, but look out for things like an odd skin tone, strange wavy edges, or not being able to find a person when you Google them.  

Not all misinformation is trying to sell you something. Sometimes, it’s just about getting you to click, share your data, or just confuse you!

You may have heard about complementary therapies for lung health like breathing techniques, acupuncture, salt caves or herbal remedies. You can find out which ones can actually help your lung condition – and what can be harmful - on our complementary therapies page.  

AI summaries and health information  

More and more people are using generative AI chatbots like ChatGPT or Copilot to answer questions or look for information.

While they can be useful, AI assistants are designed to sound friendly and helpful, giving you a sense they can be trusted. You may notice that they often agree with what you’re saying or congratulate you for the healthy changes you’re trying to make.  Unfortunately, this doesn’t mean all the information they give you is true or accurate. This is because answers may be created from websites that are not evidence-based or are out of date.

They can also make up answers or get things wrong while confidently telling you they’re right. At Asthma + Lung UK, we’ve been working hard to make sure our website information is easy for AI assistants to find and use, so they’re more likely to share it with you without confusing it or mixing it up. It’s always worth checking, though, by following the links to Asthma + Lung UK’s health advice and reading the information directly on our site.  

How can I find trustworthy health information?

The good news is that there are lots of things you can look out for to help you decide if information is trustworthy:

Does it have a PIF tick?

The Patient Information Forum (PIF) TICK is awarded to organisations who follow strict processes and can prove their health information is safe, accurate and up to date. And that it has been reviewed by a healthcare professional.  

We were awarded the PIF TICK two years ago. You’ll notice the PIF TICK logo at the bottom of our health advice webpages and our printable downloads. It looks like this:

If you’re not sure if an organisation has a PIF TICK, you can check the PIF membership directory.  

Has it been written by a trusted author?

For example, the NHS, Asthma + Lung UK or another recognised national charity like Macmillan Cancer Support or Pulmonary Hypertension Association UK. 

If you got the information from an AI assistant or overview, visit trusted websites like the NHS or a PIF member organisation to check if it’s reliable. 

Is it easy to understand?  

Reliable health information should be clear, simple, and easy for everyone to understand. It also avoids medical jargon – you’ll notice that when we have to use a medical term, we explain what it means straight away.  

Is there a review date on the information?  

Health advice can change so it should be reviewed regularly. Trusted health advice should include the date the information was last reviewed and when the next review is due.  

You can see review dates at the bottom of our health advice webpages and on our printable downloads.  

Is the information balanced?

Trusted health advice should explain the benefits, risks and uncertainties. This can help you weigh up a decision.  

If a piece of information is completely positive or talks about a ‘miracle cure’, it’s worth thinking about who has published it and what they might be trying to achieve. Remember, if something sounds too good to be true, it probably is.  

Does the advice include references?

References can show you that the content is based on the latest evidence and guidelines.  

You’ll notice we include a short list of some of the sources that we used to create a piece of health advice. You can email us for a full list of sources.  

Beware of health articles that make claims based on research that has only be carried out in a laboratory or on animals, not humans. Or where there’s no clear evidence that a treatment works on people. 

Does the information look professional?

Lots of spelling mistakes, links that do not work or lots of advertising should make you wary.  

Where did you get the information from?

It’s important to make sure the information comes from a healthcare professional.

Healthcare professionals working in the NHS give out our information – that’s a good sign that our information is trusted.  

Personal stories from friends, family or on social media can be helpful. But just because something has worked for them or that they had side effects from a treatment, doesn’t mean it will be the same for you.   

Who can I speak if I have questions about information I’ve read?  

If you’ve read something about your lung condition online and are not sure about it, you can discuss it with your health care team. They can tell you if the information is correct or discuss whether a treatment may be suitable with you.  

You can also speak to our friendly helpline team on 0300 222 5800 (Mon-Fri, 9am to 5pm). The team is made up of expert respiratory specialist nurses, health care advisors, and respiratory physiotherapists.

Learn more about our health information or finding trusted health advice online.