Digital surveillance: Are people actively seeking non-factual fluoride content on Google?

Purpose: The widespread dissemination of non-factual fluoride content (NFFC) across online platforms can stimulate the avoidance of consumption of fluoridated products. Then, this study aimed to analyze the activity of Google users in seeking NFFC in distinct countries. Methods: The monthly variation of relative search volume (RSV) of the topic “fluoride – chemical compost”, with its issues and queries, were determined between January/2004 and April/2022 using Google Trends. Additionally, the presence of queries associated with NFFC was assessed on prominent social media platforms, namely Facebook, Instagram, and Reddit by expert examiners. Data were analyzed by forecasting models, comparison of frequencies of NFFC and factual issues and queries regarding dichotomized Human Development Index for education (HDIe), Internet access, online search activity, predicted online search activity, and burden of untreated dental caries (Chi-square test), and association of NFFC interests with dichotomized indicators (multiple logistic regression). Results: The findings indicate a growing concern regarding the potential hazards of fluoride, as evidenced by its prevalence on social media platforms. This users' interest also encompassed confounding content that have been related to supportive scientific references. Notably, the relative search volume (RSV) for NFFC exhibited positive correlations with HDIe, while displaying negative associations with online search activity and the burden of untreated dental caries. This study reveals a concerning upward trend in the interest of Google users regarding NFFC over time, particularly in countries characterized by higher education levels, lower burdens of untreated dental caries, and reduced online search activity. Conclusions: These observations underscore the importance of addressing the dissemination of NFFC to promote accurate information and enhance public understanding of the subject. Such efforts are crucial in safeguarding public health and promoting informed decision-making regarding the consumption of fluoridated products. [ABSTRACT FROM AUTHOR]