#Riskcommunication

A new international study on the origins of the Ostrich Effect—our tendency to dodge information that could help us—points to a developmental window when people begin avoiding useful news. The lead of the research suggests this avoidance emerges relatively early in life and intensifies through adolescence, continuing into adulthood. In practical terms, it means decisions about health care, vaccination, screening, and even how communities respond to public health guidance can be shaped by a person’s comfort with information, not just by the information itself. For Thai families navigating complex health choices—from routine screenings to managing chronic conditions—these findings could reshape how messages are designed, delivered, and trusted.

A new wave of chemophobia is sweeping through households across the globe, and researchers say a phenomenon they call MAHA—Media Amplification of Hazard Awareness—may be pushing perceptions of everyday chemicals to frightening levels. In Thailand, where trust in public health messaging sits at the intersection of family life, temple culture, and evolving consumer markets, the mood is shifting from curiosity about cosmetics and cleaners to cautious fear about nearly everything that carries a chemical label. Health professionals warn that while concern can drive safer practices, the current climate risks sunken trust in science, needless anxiety, and unhelpful choices that may undermine real protection from genuine hazards.