Every day we hear or read content from companies, journalists, organisations, influencers and politicians who tell us to change our lifestyle or buy a product, support a new policy or sign a petition. They reach us through advertising, in our social media feeds, in the papers or online. Some of their claims are based on reliable evidence, but many are not. 

But how do we know what to believe? How do we make sense of it all? Ask for evidence.

For over two decades, we have empowered people to challenge poorly evidenced claims. From AI to crime, education, the environment, energy and more, we have equipped people with good questions and practical know-how, and brought their voices into the corridors of power to question MPs during Evidence Week in Parliament. 

Practical tools to Ask for Evidence

Ask for Evidence helps you ask the right questions to find out what evidence lies behind health claims, news stories, ads and policies. You don’t need to be an expert – you just need to be curious.  

Below you will find practical tools to help you ask the right questions – and understand different types of evidence with more confidence.  

How do I ask for evidence?

Understanding evidence

Questioning guides

Wondering whether something you’ve seen or read is reliable? Ask for Evidence. 

We’re here to help every step of the way – we can help you find the right person to ask, offer tips on questions to ask and how to spot good evidence and help you to make sense of the answer you receive.  

Seen a claim? Ask for Evidence

A national campaign – for everyone

We launched Ask for Evidence in 2011 to help and encourage people to question the claims they encounter in news stories, advertisements, online and in policies.  

The campaign kick-off reached a wide audience through coverage on BBC Breakfast, in the Metro, The Times, Irish Times, British Medical Journal and 40 special interest magazines and websites. More than 50 organisations, ranging from Mumsnet and Which? to Ovarian Cancer Action – who voiced their support. 

Collage image of different people holding the ask for evidence sign.

Thanks to the funding of the Wellcome Trust, we launched an ambassador programme, bringing together people across the UK from different walks of life, career backgrounds and ages. These ambassadors worked alongside us to encourage thousands of people to ask for evidence. 

Since then, thousands of people have asked for evidence on everything from fertility treatments and election manifestos to pet food nutrition and health apps.  

Our insights Building an ambassador-led campaign to scrutinise health and research claims report shows how the network reached people in harder-to-reach communities.  In the first years: 

  • Over 4000 people attended Ask for Evidence talks in communities across the UK.
  • 80% of them said they were more likely to ask for evidence as a result.   
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