The Pan American Health Organization has published new guidance for journalists and content creators to help audiences identify and counter vaccine misinformation. The guidance comes as false and misleading information continues to weaken confidence in immunization across the Americas, despite strong scientific evidence showing that vaccines are safe and effective.
PAHO warns that misinformation often spreads faster than evidence-based information, especially when it appeals to emotions such as fear, sadness or disgust. False claims may also appear credible because they use personal stories, exaggerated examples or misleading content designed to attract attention and encourage sharing.
The guidance explains that some misinformation comes from so-called superspreaders, who repeatedly undermine scientific evidence and may profit from promoting unproven products or exclusive content. These actors often use emotional messages and fabricated or distorted stories because reliable scientific evidence does not support their claims.
For content creators, PAHO recommends looking for warning signs that information may be false. These include broken links, questionable author credentials, spelling errors, unsupported claims and lack of verifiable sources. Content creators are encouraged to use clear language, work with trusted experts and avoid spreading misleading claims, even when trying to debunk them.
The guidance also emphasizes the importance of empathy when responding to misinformation. Instead of attacking individuals who share incorrect information, content creators should focus on correcting claims respectfully and encouraging constructive dialogue. This approach can help build trust and reduce resistance.
For journalists, PAHO stresses that reporting on vaccines should reflect the weight of scientific evidence. In areas where there is strong scientific consensus, such as vaccination, opposing views should not be presented as equally valid if they are not supported by evidence.
PAHO also advises journalists to avoid repeating misinformation unnecessarily, because doing so can increase its visibility. Sensational headlines should also be avoided, as they may mislead audiences or reinforce fear around vaccines.
The guidance calls on journalists to verify sources carefully, disclose conflicts of interest and clearly explain how misinformation can harm public health. Even brief exposure to vaccine misinformation can negatively influence people’s attitudes and intentions toward vaccination.
The challenge has become more complex with the rise of generative artificial intelligence. AI tools can create realistic images, videos and messages that make false information harder to detect. PAHO recommends strengthening digital literacy, critical thinking and fact-checking to help people identify misleading or AI-generated content.
PAHO also provides resources for health workers, educators and communication teams to support vaccine confidence. These resources are part of broader efforts to ensure that accurate, accessible and trusted health information reaches communities.
Immunization has saved more than 15 million lives in the Americas over the past 50 years, but vaccination coverage remains insufficient in some countries. PAHO warns that misinformation can prevent individuals, families and communities from receiving protection against vaccine-preventable diseases.
According to the World Health Organization, immunization prevents between 3.5 million and 5 million deaths every year from diseases such as diphtheria, tetanus, pertussis, influenza and measles. PAHO’s guidance highlights the need for responsible communication to protect public trust and strengthen vaccination efforts across the region.
