Why scare tactics might be failing the fight against vaccine misinformation

Society · Published 14 October 2026 Swipe more like this →

In short: When tackling vaccine myths, the instinct is often to use fear or direct debunking. However, a review of 34 studies suggests that aggressive tactics can backfire. To protect public health, we may need to trade fear for scientific consensus and even a bit of humour.

The challenge of vaccine hesitancy is not new; the World Health Organization (WHO) identified it as a top global health threat well before the COVID-19 pandemic. The problem is twofold: misinformation, which is inaccurate information presented unintentionally as fact, and disinformation, the deliberate spread of falsehoods. Both have been linked to declining vaccine uptake, a trend that intensified during the pandemic. The scale of this issue is significant, as both types of false information were widespread throughout the recent pandemic era.

To find better ways to communicate, researchers reviewed 34 studies, including 25 randomised controlled trials, primarily conducted in the US. The goal was to see which communication strategies actually shift intentions, beliefs, and knowledge. The findings suggest that the way we present truth matters as much as the truth itself. For instance, presenting the weight of scientific consensus—showing how many doctors or scientists agree on vaccine safety—has been shown to reduce belief in incorrect information. The research specifically looked at how these methods influence a person's knowledge, attitudes, and intention to get vaccinated. Some of the most effective interventions included vaccine misinformation warnings, such as a notice appearing at the top of Google searches.

Interestingly, lighter approaches like using humour to dispel myths have also shown promise in increasing vaccine confidence. Conversely, certain common tactics may be counterproductive. While 'debunking' via pamphlets or websites showed effectiveness in some studies, it also increased incorrect beliefs in others. Even more concerning is the use of scare tactics, such as showing photos of children with preventable diseases, which researchers flagged as potentially unhelpful. The most effective path forward likely involves acknowledging uncertainty and avoiding the very aggression that fuels distrust. The review also noted that failing to acknowledge uncertainty can be unhelpful. Furthermore, while educational materials can improve general knowledge, most studies found they had mixed or no impact on actual attitudes toward vaccines.

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