When Pseudoscience Crashes Christmas: A Scientist’s Survival Guide.

Looking to tackle science misinformation with your friends and family? Here's an evidence-based toolkit to help.

Every weekend on my Instagram page, I open up a Q&A box, and I always get a lot of the same themes, many topics which I’ve tackled here in detail. This weekend, the number one request was a timely one with many winter holidays approaching:

“I’m going to see [insert family member] soon and they believe [pseudoscience topic]. How do I talk to them about it?”

So, by popular demand, here is a toolkit to help navigate these conversations.

Before we get into it, I am not saying you have to bring this up with your family members. Depending on the topic and the person, these discussions can be very emotional - and they may not be receptive to having their strongly held-beliefs challenged. I would never want you to jeopardize a close relationship, and holidays can be tense as is.

This piece is to help those who think their loved one is ready - and also understand that you may not convince them immediately. Bringing about change in beliefs, especially those that can be a significant part of their identity or that they’ve held onto for years - takes time. So be patient with yourself and with them.

---

Navigating conversations about pseudoscience should always focus on critical thinking.

If you’ve read some of my recent pieces (such as the one below), you’ll know that anyone can fall prey to science and health misinformation, even if they are a skeptical person or have strong adherence to evidence when it comes to an unrelated science topic. Usually, when someone falls prey to pseudoscience, it’s because they accept those claims without using logic and critical thinking.

---

---

Wellness disinformation succeeds on that front because claims often evoke strong negative emotions, like fear and anxiety. Once those emotions come into the picture, it can be difficult for even the most logical person to approach that information with skepticism.

The goal? Facilitate a focus on critical thinking without creating excessive conflict. This isn’t just because this is a person you care about, but also, if that person feels attacked, they will not want to listen to what you have to say.

---

Step 1: Build Trust and Show Empathy

Studies consistently show that factual information doesn’t matter if the person you’re sharing it with doesn’t trust the messenger. Even if the information they believe is outlandish and illogical, you must get that emotional buy-in before the person will be willing to hear you out.

• What to Do:

  • Listen without interrupting. This will allow them to see that you truly want to hear their perspective and will cultivate willingness to share.

  • Avoid condescension or labeling their beliefs as "stupid" or "irrational." While these beliefs may very well be irrational, that’s exactly why pseudoscience persists: irrationality supersedes logic.

  • Acknowledge their concerns and motivations for believing the misinformation. Use empathetic language, such as:

"I completely understand why you’re concerned - we all want to do what’s best for our health.”

Example: If a family member believes vaccines are harmful, say, “I know you’re trying to make the best decision for yourself and your family. Let’s discuss this more, if you’re willing.”

---

Step 2: Avoid Direct Confrontation

Before you can dig into debunking the beliefs themselves, you need to get more information. Remember, different identities and communities shape these beliefs, so even if there are 2 people who think GMOs are harmful, or vaccines contain toxins, the reasons why they believe that might be different.

---

---

Here you want to gather more details. Ask open-ended questions instead of directly challenging them, as that can cause defensiveness and shut down further discourse.

• What to Do:

  • Ask questions to gather additional information about their beliefs.

  • Use open-ended inquiries to explore their reasoning for why they hold those beliefs.

Example: If a loved one claims that GMOs are unsafe, ask, “What concerns you the most about GMOs? Would you be open to walking me through why you believe this?”

---

Step 3: Use Science-Based Analogies

This is one of the most effective tools in your toolkit. Often, pseudoscience becomes entrenched because of gaps in literacy: basic literacy, media literacy, science literacy. Often, the misinformation preys on logical fallacies and chemophobia. Reframing the beliefs using relatable examples can often shift that mindset and allow someone to realize that they were holding onto unfounded fears about something.

• What to Do:

  • Use analogies to simplify complex science and health topics.

  • After providing an analogy or comparison, provide science-based data to help refute the belief.

Examples:

If your family member fearful of “toxic synthetic chemicals” [the hallmark of chemophobia and the appeal to nature fallacy], provide some analogies:

“Did you know that apple seeds contain cyanide? Did you know that almonds contain arsenic? Did you know that pears contain formaldehyde? All of these chemicals happen to be natural, and they can also be toxic in large amounts. But the source of a chemical isn’t what matters, it’s the dose and the chemical itself.”

“Did you know that the most toxic chemical is actually a natural one? Botulinum toxic is produced by a bacterium, Clostridium botulinum. It is toxic at 2 nanograms (that’s 0.000000001 grams) per kg of body weight. But even that is safe in controlled situations - like medical procedures.”

---

Step 4: Provide an Explanation for Why the Belief is False.

Many times, pseudoscience persists because it gives the person a reason to hold onto it. Often this is a gap in their worldview. Wellness disinformation often exploits mistrust of healthcare or corporations, pseudoscience medical diagnoses like leaky gut, chronic Lyme, toxic mold syndrome, and adrenal fatigue prey on a desire to take control of one’s health - and give an explanation for why they’re feeling the way they do, even if that explanation has no basis in reality.

To displace the false belief, refuting the false claim plus presenting the factual information has been shown to be more effective than just providing the facts on the topic. This is the refutation approach - and the goal is to replace that gap that misinformation filled with the correct information.

• What to Do:

  • Acknowledge their valid concerns that may promote skepticism: distrust of health insurance companies, our capitalist society, ineffective public health messaging.

  • Clarify the difference between accountability for a system or institution or and rejecting science-based evidence. Often, people conflate the for-profit health insurance infrastructure with science or healthcare providers - which can derail productive conversation.

  • Address their beliefs and concerns with tangible solutions and explanations.

  • Suggest science-based alternatives that align with their values.

Examples:

If they take supplements to "boost immunity," ask them to explain how those supplements boost their immune system, and follow up with evidence-based habits like regular exercise, a diverse diet, reducing stress, adequate sleep, and vaccination to support your immune system.

If they are distrustful of food ingredients or additives because of “Big Food,” say something like: “I understand why you’re cautious about big industries. Let’s chat about how we can separate a company itself from the scientists doing research, and apply that to verified evidence while also being skeptical of corporate motives.”

---

Step 5: Share Stories, Not Just Data

I am a scientist - it is not in my nature to fall back on anecdotes. But you can correct misinformation more effectively by sharing a personal story along with facts. It helps cement the correct information with a relatable memory. That doesn’t mean do what wellness influencers do an rely on only anecdotes - it means include an anecdote that aligns with the body of evidence on the given topic.

• What to Do:

  • Share anecdotes that align with scientific facts.

  • Highlight relatable experiences that have immediate relevance to the person.

Examples:

If they distrust regulatory agencies, explain what happened before the FDA had oversight of medicines: “Decades ago, people sold “magic miracle elixirs” filled with pretty much anything and everything. Massengil's Elixir Sulfanilamide, a liquid antibiotic sold in 1937, contained diethylene glycol (DEG), an untested solvent found in antifreeze, which caused 107 deaths. Today, the FDA exists to ensure our medicines are safe before approving them.”

If they distrust vaccines but trust supplements, share an example of harm from unregulated products, like the FDA recall of tainted homeopathic teething rings that killed babies with toxic doses of belladonna.

If they distrust “Big Ag,” tell them about how organic farming certification was created in the 1990s solely as a marketing ploy, and that organic farming practices aren’t healthier or safer.

---

Step 6. Introduce Cognitive Dissonance

We are at the contradiction phase! Steer the conversation to highlight inconsistencies and contradictions in their logic. This can allow them to question and re-evaluate their beliefs without becoming defensive.

• What to Do:

  • Point out inconsistencies in a non-judgmental way.

  • Encourage them to question sources of information and their motivations.

Examples:

If they reject vaccines but take supplements, say, “I noticed you trust supplements that have less testing and safety oversight than vaccines or other medicines. What makes one feel safer than the other? If these products work so well, why aren’t they tested and approved like medications?"

If they believe that the government is “hiding natural cures for cancer,” ask, “Do you know that we have many cancer treatments that are natural chemicals? Why would companies hide other natural cures?”

If they believe MAHA will improve our health, ask them to explain how less food inspectors will address that, or how scaring people about conventionally-grown produce will improve our diets. Ask them why MAHA solutions center on selling unregulated wellness products from a $5.6 trillion dollar industry.

---

Step 7: Explain why Misinformation Exists.

Many people fall for pseudoscience because it exploits medical conspiracism - the belief that powerful groups deliberately conceal truths about medical treatments, diseases, or public health for financial or political gain. Helping them realize that health misinformation has financial and political motives can allow them to realize they’ve been misled.

• What do do:

  • Build awareness of motivations behind misinformation.

  • Highlight financial incentives of influencers and companies spreading pseudoscience.

  • Underscore that all industries have profit motives, but key differences are based on the lack of data and evidence behind these claims.

  • Use clear examples of how misinformation spreads, such as viral posts from individuals who sell unregulated supplements or alternative treatments.

Examples:

If they believe vaccines cause autism, explain to them that Andrew Wakefield made that claim up and fabricated data in order to make money. Explain that even after he lost his medical license and the claim has been debunked, other bad actors like RFK Jr. continue to make millions of dollars off these falsehoods.

If they believe that conventionally-grown produce is covered in toxic pesticides, explain to them organizations like the Environmental Working Group bring in millions of dollars in donations by convincing people that organic products are better. The Dirty Dozen list misleads people that these produce items are risky, when in reality, the data they manipulate show that they are incredibly safe (and nutritious!)

---

Step 8: Be Patient, Share Information Gradually, and Know When to Walk Away.

This stuff is tough! Changing someone’s mind, especially when it relates to strongly held beliefs takes time and repetition. Humans do not like admitting they are wrong, especially when it relates to things that have influenced their day-to-day lives for years.

• What to Do:

  • Set realistic expectations; you may not convince them in one conversation.

  • Set boundaries and end discussions politely if they become heated.

  • Provide small pieces of evidence and resources they can explore on their own so you don’t overwhelm them.

Examples:

If someone is concerned about harmful levels of aluminum in vaccines, but does not appear receptive at the moment, ask them if they’d be willing to look at some information with you later. Share a personal story: “a study I read compares the amount of aluminum in vaccines to other everyday exposures. It helped me understand the science better.”

If someone is getting hostile, “I really value our relationship and want us to have open conversations. Let’s revisit this another time.”

---

9. Focus on Shared Values

• Why it Works: Finding common ground fosters collaboration and reduces resistance.

• What to Do:

  • Link science to their existing values or beliefs.

  • Frame the discussion around goals you both care about.

Examples:

If they want to reduce pesticide exposure, tell them that you also care about that. That’s why you support farming methods like using GE crops, which have been extensively studied and are safe, and have allowed farmers to reduce pesticide applications by over 8% in the last 20 years.

If they value natural living, explain that science often harnesses nature and improves on it. Use an example like aspirin: a chemical (acetylsalicylic acid) that is derived from a naturel chemical, salicin, found in willow bark. But scientists were able to improve upon it using their knowledge of nature and their chemistry technologies to create a safer, more effective pain reliever with fewer side effects.

---

Step 10. Encourage Critical Thinking and Healthy Skepticism.

Empowering family members to question pseudoscientific claims can be more effective than directly debunking them. More than that, it will equip them with the tools to assess the credibility of other claims they encounter in the future. It’s the giving a man a fish versus teaching him how to fish approach.

• What to Do:

  • Teach useful skepticism. Encourage them to ask questions about information, but hold the sources making claims to the same standards.

    • Ask them why they believe someone like Calley Means, who owns a supplement company and has a direct profit motive, and not a scientist who isn’t selling something to their audience.

    • Use hypothetical scenarios: "If detox teas really worked, why wouldn’t hospitals use them?"

  • Ask open-ended questions to encourage critical thinking, like “What makes this convincing to you?” or “Have you considered where the information came from?”

  • Give them tools to check credibility of sources and explore on their own: Media Bias/Fact Check, Quackwatch, FactCheck.org.

  • Teach them to verify and cross-check claims with multiple reputable sources like European Food Safety Authority (EFSA), FDA, CDC, European Medicines Agency, etc.

  • Promote logical reasoning when reviewing papers on Pubmed. Explain that a single study is not all of the evidence on a topic, and scientific consensus is built on reproducible results, not anecdotes.

---

Addressing pseudoscience isn’t about “winning,” it’s about improving your loved one’s health and our society.

Health disinformation is a public health threat. We can all play a role in combating it, but it takes courage to do that with a loved one. Give yourself grace and remember that your goal isn’t to “win” or convince them after a single conversation. You want to build trust and lay the foundation for future conversations, and become a trusted resource they will turn to when they encounter misinformation.

Discussion about pseudoscience are never easy, especially when they are with someone you care about. But every step forward matters. Misinformation thrives in echo chambers. If you can show your loved one you’re a calm and trusted voice, you can help counteract that, and contribute to the larger fight against pseudoscience.

Your efforts, no matter how small they may seem, have the potential to create a ripple effect—not just for your loved ones but for their connections and communities. That’s something you should be proud of.

---

We all must join in the fight for science.

Thank you for supporting evidence-based science communication. With outbreaks of preventable diseases, refusal of evidence-based medical interventions, propagation of pseudoscience by prominent public “personalities”, it’s needed now more than ever.

Stay skeptical,

Andrea

---

“ImmunoLogic” is written by Dr. Andrea Love, PhD - immunologist and microbiologist. She works full-time in life sciences biotech and has had a lifelong passion for closing the science literacy gap and combating pseudoscience and health misinformation as far back as her childhood. This newsletter and her science communication on her social media pages are born from that passion. Follow on Instagram, Threads, Twitter, and Facebook, or support the newsletter by subscribing below: