Researchers have found that groups spreading false information have moved beyond simply denying scientific knowledge and have begun employing more sophisticated strategies to lend legitimacy to their claims.
Analysis of the Phenomenon in Brazil
This phenomenon was studied during the 78th Annual Meeting of the Brazilian Society for the Progress of Science (SBPC), held in Niterói (Rio de Janeiro state) in July 2026. The research was conducted by staff from the National Institute of Science and Technology for Public Communication of Science and Technology (INCT-CPCT).
According to the results, content related to anti-vaccination sentiments, conspiracy theories, and false contradictions uses scientific references, alternative experts, and digital platform mechanisms to gain trust, expand reach, and generate financial profit.
Science as a Tool of Persuasion
When studying the activities of anti-vaccination groups on WhatsApp during the COVID-19 pandemic, researchers noticed that many messages contradicting immunizers presented scientific articles as supposed proof of their theses. Some of these publications were taken from low-quality journals, while others used recognized scientists but ripped them out of context to support false conclusions.
Marcelo Alves dos Santos Junior, a professor at the Catholic University of Rio de Janeiro (PUC-Rio) and one of the study coordinators, explained at a roundtable on the economics of scientific disinformation at SBPC that this practice requires new concepts to understand the behavior of these groups. He noted: 'Previously, we assumed that people opposing vaccines were deniers, but we have established that the concepts of denial or anti-science are insufficient to cover this phenomenon.'
In the scientist's view, the modern strategy is not necessarily the denial of science, but the selection of parts of scientific knowledge and their restructuring to defend certain worldviews. This appropriation of scientific discourse turns typical elements of knowledge production, such as debates and uncertainty, into tools for misleading the public. Doubt, which is part of the scientific process, begins to be used as a mechanism to weaken consensus and create artificial disputes.
Exploitation of Contradictions
Tayan Moreira de Oliveira, a professor at the Federal University of Fluminense (UFF) and a member of INCT-CPCT, stated at the meeting that organized groups use contradictions to fabricate discussions that lack scientific basis and to promote specific interests. She emphasized: 'One of the strategies currently used to spread scientific disinformation is the use of elements inherent to the scientific nature itself, such as contradictions.'
According to the researcher, the dissemination of such narratives does not necessarily mean a loss of trust among the Brazilian population in science. The problem is rather related to a struggle for authority and legitimacy—the space occupied by people who present themselves as experts without proper backing.
False Discoveries and Commerce
During the debates, an example of the so-called 'post-spike syndrome' was presented—a supposed condition attributed to mRNA vaccines against COVID-19. According to an investigation presented by journalist Bernardo Costa from Estadão Verifica, this narrative was created by anti-vaccination doctors. It claimed, without any evidence, that immunizers would cause the body to continuously produce spike protein.
This claim was used by doctors and anti-vaccination groups to promote paid consultations and courses. Those involved even published a case report in a scientific journal to enhance the perceived validity of the hypothesis, but the study was subsequently retracted by the publisher due to lack of evidence. Costa explained that the scientific appearance of the narrative helped convince people unfamiliar with the scientific method. He noted: 'Because it looks like a scientific study, the population, especially the least educated, thinks these doctors discovered a new vaccine-induced disease.'
In the journalist's opinion, this case demonstrated how false information can become a source of income. High-priced consultations and online courses were offered with promises to reveal the 'hidden truth' about immunizers.
The Role of Digital Platforms
For researchers, the economic model of digital platforms facilitates the spread of scientific disinformation. The shift in the advertising model transferred some control over ad distribution to automated systems managed by large technology companies.
Marcelo Alves dos Santos Junior assessed that this model stopped prioritizing the reputation of news outlets and began focusing primarily on user behavior, using targeted advertising through tracking mechanisms. In his words, this logic creates advantages for low-quality content, as sensational or misleading material can reach target audiences at a lower cost.
Another issue noted at the debates was the so-called 'zero-click effect,' related to the development of generative artificial intelligence in search engines. Displaying summaries directly on search pages reduces access to original news websites and jeopardizes audience-based models. The researcher stated that this change further threatens the sustainability of professional journalism, while disinformation networks can occupy digital space faster and cheaper.
Nina Fernandes dos Santos, a professor at the Federal University of Bahia (UFBA), emphasized that the implementation of algorithmic recommendation systems has increased the power of platforms over information dissemination. In her opinion, the task is to create new ways of using the digital environment, offering alternatives to the model currently dominated by large platforms.