# When it affects me: the role of perceived media influence on self and others in supporting regulation of health misinformation

## TL;DR

This study explores how exposure to health misinformation affects public support for regulating it, finding that personal and collective perceived risks are key drivers.

## Contribution

The study reveals that regulatory support for health misinformation depends on both perceived personal and collective threat.

## Key findings

- Exposure to misinformation increases perceived influence on others.
- Support for regulation occurs only when misinformation is seen as affecting both self and others.
- Public health policies should address both personal and collective risks to gain support.

## Abstract

Guided by the Influence of Presumed Media Influence model, this study investigated how exposure to health misinformation shapes public support for regulating such misinformation on social media in the context of COVID-19. An online survey was conducted in South Korea (N = 400), and the data were analyzed using a moderated mediation model with the SPSS PROCESS macro. Results revealed that exposure to COVID-19 misinformation significantly increased perceptions of its influence on others. However, perceived influence on others alone did not predict support for regulation. Instead, the indirect effect of exposure on regulatory support—via presumed influence on others—emerged only when individuals also perceived misinformation as personally affecting themselves. These findings underscore that public support for regulating health misinformation is strongest when misinformation is viewed as a shared health threat, endangering both individuals and the broader community. This suggests that in the context of public health crises, regulatory attitudes are driven not solely by concern for others but by the combined recognition of personal and collective risks. The study offers theoretical insights and practical implications for policymakers, health communicators, and social media platforms seeking to design policies or interventions that protect public health by countering misinformation.