UTA Priorities

1. Measurable reduction in Tier 1 harm: vaccine hesitancy and cancer treatment abandonment tracked via NHS referral data and social listening.
2. Certified counter-narrative infrastructure: shared open-access fact-checking API adopted by ≥3 UK platforms within 18 months.
3. Health literacy baseline shift: measurable improvement tracked via annual ONS/YouGov omnibus survey questions.

• Q1Establish the baseline. Commission systematic review and stand up social listening before campaigning.
• Q22–3 visible campaigns with NHS / RCGP on Tier 1 topics — proof points, not awareness theatre.
• Q3+Infrastructure buildout — detection tooling, platform API partnerships, and a researcher network.

The most dangerous trap is optimising for awareness metrics — reach, impressions, media coverage — while harm continues to compound. UTA should resist pressure to report on what is easy to count and invest early in the measurement infrastructure that makes outcome-reporting possible. A slow start with the right metrics beats a fast start with the wrong ones.

• Editorial independence is absolute. No funder influences what UTA designates as misinformation.
• Transparent conflict-of-interest register. All funding sources are published.
• Pragmatic flexibility. Platform/pharma funding acceptable with declared governance separation; Wellcome and Health Foundation grants are gold standard.