Study finds fearmongering on social media on vaccinating kids

More parents are seeking health information on social media, but new study finds it can be “rife with misinformation” on childhood vaccinations.

The study found fearmongering memes and conspiracy theories on childhood vaccinations are rife on Facebook.

Social media is playing a harmful role in shaping the choices some parents make when it comes to vaccinating their children.

That’s the finding of a new study by a team from Flinders University. The South Australian researchers created a Facebook page that over a year encouraged open discussions on vaccine choices in pregnancy and parenting and then used the data for their study.

What they found, the team reported, was social media “rife with misinformation” on childhood vaccinations.

Their popular page quickly achieved 13,569 ‘learn more’ clicks and in one month alone attracted 2556 posts and engaged with more than 1300 people, most from Australia.

The researchers created a Facebook page and encouraged open discussion on vaccine choices.

“Misinformation was high, including incorrect information around vaccine ingredients and side effects, which was shared alongside fearmongering memes and conspiracy theories against the necessity for childhood vaccinations,” lead author Susan Smith said in a statement.

“An unexpected aspect of our research was the degree of aggression and vitriol that vaccine-hesitant parents were exposed to on the Facebook page, which had the potential to cause fear and anxiety in the undecided.

“Proponents of vaccination tended to ridicule, rather than encourage a healthy discussion that may have in fact helped a parent to understand the benefits of immunisation.”

The researchers have called on healthcare professionals to take a stronger role in ensuring parents can make informed decisions.

“If we are to help people make informed choices, we must create more supportive online environments where parents can access accurate information and feel reassured about their choices,” Dr Smith said.

Dr Smith, from the university’s College of Nursing and Health Sciences, said parents were increasingly turning to social media for health-related information.

The popular page quickly achieved 13,569 ‘learn more’ clicks and in one month alone attracted 2556 posts.

“And while it can provide access to valuable and supportive material, it can also amplify vaccine hesitancy due to the spread of misinformation,” she said.

The study was published in the journal Therapeutic Advances in Vaccines and Immunotherapy and reported parental vaccine decision-making may be impacted adversely by social media.

Dr Smith says immunisation is one of the most significant health initiatives of recent times.

“A major factor associated with vaccine hesitancy is thought to be the viral spread of misinformation by a small but active anti-vaccination movement,” she said.

The study identified three key themes that were being discussed in Facebook communities: vaccine safety concerns, the emotional debate and Covid-specific issues.

“The results indicated the presence of strong anti-vaccination sentiment combined with an ‘infodemic’ of conspiracy theories, misinformation and vitriol with the potential to negatively impact parents seeking immunisation information,” the authors said.

The research also explored the emotional impact of social media on parents, with arguments from both sides of the fence contributing to parental hesitancy.

Originally published as Study finds fearmongering on social media on vaccinating kids