Increasing vaccine uptake: confronting misinformation and disinformation

Despite the availability of safe and effective vaccines, several European countries are experiencing outbreaks of vaccine-preventable diseases. There are several reasons. First, parents may face barriers in accessing health services or may be unaware of the need for, or the means to obtain, immunisation. These problems call for enhancements to health systems, including the ability to address the needs of groups with low uptake. Second, there is extensive disinformation about vaccines, some reflecting a wider distrust in government but some being encouraged so as to undermine that trust. This requires new approaches to messaging, recognising how conventional messages can backfire.