WASHINGTON, USA, (PAHO) – Despite strong scientific consensus on the safety and effectiveness of vaccines, misinformation continues to undermine confidence in immunization and remains a challenge for health in the Americas. To address this, the Pan American Health Organization (PAHO) has published guidance for journalists and content creators, offering practical tools to help audiences identify false information.
The guidance highlights that misinformation often spreads faster and reaches wider audiences than evidence-based information, particularly when it appeals to strong emotions or contains elements that make it appear credible. Much of this content originates from so-called “superspreaders”—actors who undermine scientific evidence and, in some cases, profit from promoting unproven products or charging for access to exclusive content.
“They use a range of strategies to make content more likely to go viral, including appealing to strong emotions such as fear, disgust or sadness,” said Lauren Vulanovic, author of the guidance and consultant with PAHO’s Comprehensive Immunization Program. “They also tend to rely on stories—often fabricated or exaggerated—to bolster their claims, because scientific evidence does not support their arguments,” she added.
Recommendations for content creators
The guidance for content creators notes that misinformation is often designed to go viral, taking advantage of emotions, pre-existing beliefs and the demand for simple explanations to complex issues.
To identify potentially false information, PAHO advises looking for warning signs such as broken links, questionable author credentials, spelling errors or claims without verifiable sources.
It recommends avoiding amplifying misinformation—even when attempting to debunk it—and adopting an empathetic tone that supports constructive dialogue. Content creators are also encouraged to challenge incorrect information without attacking individuals, as personal confrontation can reduce trust and discourage engagement.
The guidance further emphasizes the importance of using clear, accessible language and collaborating with trusted experts to share accurate information.
Recommendations for journalists
For journalists, PAHO underscores that in areas where there is clear scientific consensus—such as vaccination—it is not appropriate to present opposing views as equally valid. Instead, reporting should reflect the “weight of evidence,” giving greater prominence to information supported by scientific data.
The guidance also cautions against repeating misinformation, as this can reinforce its visibility, and advises avoiding sensationalist headlines that may mislead audiences.
Journalists are encouraged to verify sources carefully, disclose potential conflicts of interest, and clearly communicate the risks that misinformation poses to public health.
PAHO also notes that even brief exposure to vaccine misinformation can negatively influence attitudes and intentions regarding vaccination.
A growing challenge in the digital age
Experts highlight that misinformation has increased in recent years, in part due to the use of generative artificial intelligence (AI), which facilitates the creation and spread of misleading content that is increasingly difficult to distinguish from reliable information.
“We need to be very cautious, as these tools can produce images and videos that appear highly convincing. One of the most effective ways to counter misinformation is to learn how to identify AI-generated content and share this knowledge with others,” Vulanovic said.
In response, PAHO recommends strengthening digital literacy, promoting critical thinking, and supporting fact-checking initiatives.
The Organization also provides resources for health workers, educators and communication teams as part of its efforts to strengthen confidence in vaccination.
The importance of vaccination
Over the past 50 years, immunization programs have saved more than 15 million lives in the Americas. However, vaccination coverage remains insufficient in some countries to ensure sustained population-level protection.
“Vaccines are safe and highly effective in preventing disease, but we need to strengthen trust in them so that people are motivated to get vaccinated ,” said Daniel Salas, Executive Manager of PAHO’s Comprehensive Immunization Program. “We must counter vaccine misinformation, as it is denying individuals, families and communities the opportunity to be adequately protected.”
According to the World Health Organization (WHO), immunization prevents between 3.5 and 5 million deaths each year from diseases such as diphtheria, tetanus, pertussis, influenza and measles.