Turning to friends and family for health advice is understandable. Truth and trustMy own research and wider research on digital health misinformation shows that trust can play an important part in deciding which claims people accept. A recent meta-analysis found that parasocial relationships can influence health attitudes and behaviour, although their effects vary across different contexts. Research suggests, however, that heightened emotional responses can increase susceptibility to digital health misinformation. Researchers are increasingly calling for a systems approach to health misinformation that combines clearer public information, responsible platform design, effective regulation and trustworthy clinical communication.