When the next pandemic strikes, we'll be fighting it on two fronts. The first is the one you immediately think about: understanding the disease, researching a cure and inoculating the population. The second is new, and one you might not have thought much about: fighting the deluge of rumors, misinformation and flat-out lies that will appear on the internet.
The second battle will be like the Russian disinformation campaigns during the 2016 presidential election, only with the addition of a deadly health crisis and possibly without a malicious government actor. But while the two problems -- misinformation affecting democracy and misinformation affecting public health -- will have similar solutions, the latter is much less political. If we work to solve the pandemic disinformation problem, any solutions are likely to also be applicable to the democracy one.
Pandemics are part of our future. They might be like the 1968 Hong Kong flu, which killed a million people, or the 1918 Spanish flu, which killed over 40 million. Yes, modern medicine makes pandemics less likely and less deadly. But global travel and trade, increased population density, decreased wildlife habitats, and increased animal farming to satisfy a growing and more affluent population have made them more likely. Experts agree that it's not a matter of if -- it's only a matter of when.
When the next pandemic strikes, accurate information will be just as important as effective treatments. We saw this in 2014, when the Nigerian government managed to contain a subcontinentwide Ebola epidemic to just 20 infections and eight fatalities. Part of that success was because of the ways officials communicated health information to all Nigerians, using government-sponsored videos, social media campaigns and international experts. Without that, the death toll in Lagos, a city of 21 million people, would have probably been greater than the 11,000 the rest of the continent experienced.
There's every reason to expect misinformation to be rampant during a pandemic. In the early hours and days, information will be scant and rumors will abound. Most of us are not health professionals or scientists. We won't be able to tell fact from fiction. Even worse, we'll be scared. Our brains work differently when we are scared, and they latch on to whatever makes us feel safer -- even if it's not true.
Rumors and misinformation could easily overwhelm legitimate news channels, as people share tweets, images and videos. Much of it will be well-intentioned but wrong -- like the misinformation spread by the anti-vaccination community today -- but some of it may be malicious. In the 1980s, the KGB ran a sophisticated disinformation campaign -- Operation Infektion -- to spread the rumor that HIV/AIDS was a result of an American biological weapon gone awry. It's reasonable to assume some group or country would deliberately spread intentional lies in an attempt to increase death and chaos.
It's not just misinformation about which treatments work (and are safe), and which treatments don't work (and are unsafe). Misinformation can affect society's ability to deal with a pandemic at many different levels. Right now, Ebola relief efforts in the Democratic Republic of Congo are being stymied by mistrust of health workers and government officials.
It doesn't take much to imagine how this can lead to disaster. Jay Walker, curator of the TEDMED conferences, laid out some of the possibilities in a 2016 essay: people overwhelming and even looting pharmacies trying to get some drug that is irrelevant or nonexistent, people needlessly fleeing cities and leaving them paralyzed, health workers not showing up for work, truck drivers and other essential people being afraid to enter infected areas, official sites like CDC.gov being hacked and discredited. This kind of thing can magnify the health effects of a pandemic many times over, and in extreme cases could lead to a total societal collapse.
This is going to be something that government health organizations, medical professionals, social media companies and the traditional media are going to have to work out together. There isn't any single solution; it will require many different interventions that will all need to work together. The interventions will look a lot like what we're already talking about with regard to government-run and other information influence campaigns that target our democratic processes: methods of visibly identifying false stories, the identification and deletion of fake posts and accounts, ways to promote official and accurate news, and so on. At the scale these are needed, they will have to be done automatically and in real time.
Since the 2016 presidential election, we have been talking about propaganda campaigns, and about how social media amplifies fake news and allows damaging messages to spread easily. It's a hard discussion to have in today's hyperpolarized political climate. After any election, the winning side has every incentive to downplay the role of fake news.
But pandemics are different; there's no political constituency in favor of people dying because of misinformation. Google doesn't want the results of peoples' well-intentioned searches to lead to fatalities. Facebook and Twitter don't want people on their platforms sharing misinformation that will result in either individual or mass deaths. Focusing on pandemics gives us an apolitical way to collectively approach the general problem of misinformation and fake news. And any solutions for pandemics are likely to also be applicable to the more general -- and more political -- problems.
Pandemics are inevitable. Bioterror is already possible, and will only get easier as the requisite technologies become cheaper and more common. We're experiencing the largest measles outbreak in 25 years thanks to the anti-vaccination movement, which has hijacked social media to amplify its messages; we seem unable to beat back the disinformation and pseudoscience surrounding the vaccine. Those same forces will dramatically increase death and social upheaval in the event of a pandemic.
Let the Russian propaganda attacks on the 2016 election serve as a wake-up call for this and other threats. We need to solve the problem of misinformation during pandemics together -- governments and industries in collaboration with medical officials, all across the world -- before there's a crisis. And the solutions will also help us shore up our democracy in the process.
This essay previously appeared in the New York Times.