Google trends data need validation: Comment on Durmusoglu (2017)

In a recent article, Durmusoglu (2017) proposes the use of Google Trends data to study public understanding of environmental risks and claims such data do not require validation. Here, I show this assumption is false and that some of the terms used by the author fail a validity assessment, ultimately affecting the overall value of the study. Authors and reviewers of studies aiming to take advantage of digital data should adopt an enthusiastic but critical approach, particularly with regards to key assumptions and defining methodological aspects.