The recent exposé in The Mirror highlights how manipulated videos and fake medical endorsements are being used to exploit vulnerable patients, erode trust in healthcare, and spread misinformation at scale.

We were pleased to see Dr Rachael Kent, a leading researcher in digital culture and health and a senior lecturer at King’s College London and a speaker at last year’s PHIN Quality Forum giving her insights into the issue in The Mirror article.

As Chief Executive of the Private Healthcare Information Network (PHIN), I believe this moment demands a renewed commitment to transparency, integrity, and independent oversight in healthcare. Patients deserve to know that the information they rely on is real, unbiased, and backed by evidence, not algorithms designed to deceive.

The role of PHIN in a misinformation age

PHIN was established to provide patients with clear, accurate and independent data about private healthcare in the UK. We are not for profit, held account by the government and answerable to all hospitals in the UK providing private healthcare. We are a government-mandated body, tasked with delivering the Competition and Markets Authority’s Private Healthcare Order.

We do this by collecting data from over 600 independent hospitals and clinics, and more than 12,000 consultants across the UK. This data is published on our website – phin.org.uk – where patients can compare providers, understand treatment options, and make informed decisions about their care.

We also have profiles on all the main social media channels to help us reach those considering private healthcare, where they want to be and provide a trustworthy source of information.

Unlike the anonymous avatars and fabricated credentials seen in deepfake scams, PHIN’s data is rooted in verified clinical activity. We show real outcomes, real consultants, and real hospitals. Our work is not-for-profit, independent, and designed to empower patients, not mislead them. We want everyone to be able to make confident choices about their healthcare to get the best outcomes'.

Why trust in healthcare matters

Trust is the cornerstone of healthcare. When patients are unsure whether the person on their screen is a qualified doctor or a digital imposter, the entire system suffers. That’s why PHIN’s role is more critical than ever. We don’t just collect data, we curate it, validate it, and present it in a way that patients can understand and use.

We are also working closely with NHS England and the independent sector to ensure that data flows securely and consistently across the system.

Looking ahead

As technology evolves, so must our safeguards. PHIN is exploring ways to integrate our verified data into platforms like the NHS App, so that patients can access trustworthy information wherever they seek care. We are also happy to work with policymakers, regulators, and tech providers to ensure that the fight against health misinformation is a shared priority.

In the face of deepfake deception, PHIN stands as a beacon of truth. We are here to protect patients, support clinicians, and uphold the integrity of healthcare in the UK.