Long-distance wildfire smoke is emerging as a serious health risk in the Northeast U.S., where many residents have little experience navigating hazardous air. Conflicting messages from apps, agencies, media, and social networks often leave people unsure what to trust or how to respond. Researchers are uncovering how people interpret these warnings, why uncertainty slows protective action, and what clearer, more reliable communication could do to better protect communities during future smoke events.

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