Analysis of top search results reveals gaps in PFAS risk communication and consumer advice.
A new peer-reviewed study has raised concerns about the quality and usefulness of online information about PFAS, suggesting that many widely accessed sources fail to provide clear, actionable guidance for reducing exposure to the so-called “forever chemicals.”
Published in Risk Analysis, the research examines how effectively websites communicate both the risks and mitigation strategies associated with per- and polyfluoroalkyl substances (PFAS), a class of persistent chemicals linked to a range of health issues, including cancer, immune dysfunction and reproductive complications.
Why are PFAS dangerous?
PFAS are a large class of synthetic chemicals widely used since the mid-20th century in industrial applications and consumer products such as non-stick cookware, water-repellent fabrics and firefighting foams.
Their defining characteristic is an exceptionally strong carbon-fluorine bond, which makes them highly resistant to heat, water and chemical degradation.
This durability also means PFAS persist in the environment and accumulate over time in soil, water and living organisms, including humans. Drinking water has emerged as a primary exposure pathway.
A growing body of research has associated PFAS exposure with a range of adverse health outcomes. While the strength of evidence varies across compounds, regulatory scrutiny has intensified as detection methods improve and contamination is increasingly documented.
Study examines top PFAS information sources
The research examines how effectively websites communicate both the risks and mitigation strategies associated with PFAS.
Researchers from the University of Wisconsin conducted a combined human content review and computational linguistic analysis of 98 websites that appear most frequently in Google searches related to PFAS in drinking water across the United States.
The sample included a broad cross-section of sources: government agencies at various levels, nonprofit organisations, water utilities, corporate sites, research institutions and news outlets.
Given that online platforms are often the first point of contact for the public seeking PFAS information, the study focused on how clearly these sources communicate both risk and protective measures.
Strong on risk, weak on solutions
One of the central findings is a consistent imbalance between describing the dangers of PFAS and offering practical steps to reduce exposure.
News organisations, in particular, were found to convey the severity of PFAS-related health risks accurately. However, they often stopped short of offering readers concrete advice on mitigating those risks. This gap leaves audiences informed but not necessarily equipped to act.
Across all categories, many websites failed to prioritise risk-reduction strategies. In numerous cases, guidance on limiting exposure, such as filtration methods or behavioural changes, was either absent from landing pages or difficult to locate.
Inconsistent messaging across sectors
The study also identified stark differences in tone and framing between sectors producing PFAS information.
News media and nonprofit organisations tended to use more alarm-driven language, emphasising the potential dangers of contamination.
In contrast, local government and water utility websites often adopted a more restrained tone, sometimes downplaying individual risk even in areas with documented contamination.
This inconsistency can create confusion for users attempting to assess their personal level of exposure. The researchers note that many official sources do not clearly identify who is most at risk, thereby limiting the relevance of the information to affected communities.
Accessibility and transparency issues
Beyond tone and content, structural issues also hinder the usability of PFAS information online. The analysis found that key details, particularly those related to mitigation, are often buried within secondary pages, reports or external links.
In some instances, users must navigate through multiple layers of documents to find critical data, including evidence of contamination levels exceeding safety thresholds.
This fragmented presentation reduces the likelihood that users will access or fully understand essential information.
Recommendations for improving PFAS communication
The authors argue that improving PFAS information online requires a more deliberate communication strategy. They recommend separating clearly established risks from areas of scientific uncertainty, rather than blending the two, as this may dilute urgency or clarity.
They also call for more explicit messaging about individual susceptibility and the prominent placement of actionable guidance. Presenting mitigation strategies upfront, rather than embedding them deep within site architecture, could significantly improve public understanding and response.
PFAS risk communication remains inherently complex. Exposure levels vary widely by geography, and scientific understanding of long-term health effects continues to evolve.
However, the study underscores that clarity and accessibility are critical, particularly as public awareness grows.
Practical strategies to reduce PFAS exposure
Several mitigation strategies are recognised as effective in reducing PFAS exposure, particularly through drinking water – the primary route in many affected areas.
Point-of-use treatments such as activated carbon filters and reverse osmosis systems can lower PFAS concentrations, though performance varies by compound and system design. Regular maintenance and timely filter replacement remain essential.
Staying informed through local water quality reports and independent testing can also help guide decisions. In areas with confirmed contamination, using alternative water sources for drinking and cooking may reduce short-term risk.
PFAS exposure is not limited to water. It can also arise from food packaging, stain-resistant materials and some personal care products. Reducing reliance on grease-resistant packaging and non-essential water- or stain-repellent products can help limit cumulative exposure.
The effectiveness of these measures depends on local conditions and the types of PFAS involved, and public health guidance continues to stress the importance of broader, system-level interventions alongside individual actions.