Implications of Conflicting Health Information for Trust in the Media and Scientists in the ASEAN Region

This working paper explores how conflicting health information—specifically concerning probiotic supplements—shapes public trust in media and scientific authorities across five ASEAN countries: Indonesia, Malaysia, the Philippines, Thailand, and Vietnam. Amid global concerns about the erosion of trust in science, the study reveals that health-conscious individuals often seek more health information yet may simultaneously exhibit scepticism toward health claims, particularly in emerging product categories. Using cross-sectional survey data, the paper identifies varied impacts of media platforms on trust and confusion, noting that traditional media and websites are more associated with nutrition confusion, while social media and experts can contribute to backlash. The findings highlight the complex interplay between information exposure, media consumption, and cultural context in shaping public attitudes. The study calls for harmonized regulations, improved communication strategies, and deeper, culturally grounded research to strengthen public trust in science across the region.