I think there's a big difference between lying and saying "most people want very simple answers, so let's boil all of this down to something that fits in a 30-second PSA". And honestly, 30-seconds is pretty long these days in terms of attention span.

I agree they should also have more information at various levels so people who want to know more can dig in. But people don't make most choices on anything like a purely rational basis. Asking doctors and public health experts to pretend otherwise when designing their general-audience comms guarantees a higher death toll for no appreciable gain.

As an example, take a look at how we've tackled drunk driving over the last 40 years. Groups like MADD definitely can make rational, data driven appeals. But the reason they were so successful is that they were extremely good at making emotional appeals. Take MADD itself, Mothers Against Drunk Driving. The founder, Cindi Lightner lost her 13-year-old daughter to drunk driving. The driver, who drove off and left her body behind, recently had been arrested for DUI. Lightner's personal story, which is heartbreaking, is central to their effectiveness. The result: drunk driving, which was laughed off previously, is now taken very seriously, and deaths are down 40% despite VMT doubling.