Vaccine Hesitancy Rises as Public Figures Spread Misinformation

Virginia Chachati, a pharmacist working in public health and medical communication, frequently encounters patients questioning vaccine safety. “Somebody will come in and say, ‘I don’t think you should be offering the flu vaccine, I think it does more harm than good,'” she explains. When she asks for their information source, patients often simply respond, “I got it online.”

This interaction highlights a concerning trend: vaccine hesitancy is increasing across the UK. Recent data shows a growing proportion of people believing vaccines harbor hidden harmful effects, a sentiment reflected in declining vaccination rates. For the period of April 2024 to March 2025, coverage for the pre-school booster (diphtheria, tetanus, pertussis and polio) decreased by 1.2% compared to the previous year.

“Childhood immunisation rates have been sliding year on year for about the last decade,” confirms Alex De Figueiredo, assistant professor at the London School of Hygiene and Tropical Medicine (LSHTM) and statistics lead at the Vaccine Confidence Project.

The problem has been exacerbated by high-profile figures sharing vaccine-skeptic views. In September 2025, U.S. President Donald Trump made unfounded claims linking combined childhood vaccines to autism. Though UK Health Secretary Wes Streeting quickly responded saying, “I trust doctors over president Trump,” the damage was already evident. A National Pharmacy Association survey found that one-third of UK pharmacy teams reported patients expressing reduced likelihood of vaccination following Trump’s comments.

“When politicians or anyone in the public eye come out with anything to do with healthcare, then people do have a level of trust regarding that,” notes Thorrun Govind, pharmacist and healthcare lawyer.

Even some healthcare professionals have fueled misinformation. Cardiologist Aseem Malhotra, now an adviser to the U.S. health secretary, recently made unsubstantiated claims about mRNA vaccines at the UK Reform party conference, including suggestions linking COVID-19 vaccines to cancer in the royal family. The General Medical Council is reviewing whether these comments warrant action.

While most UK children still receive vaccines, the consequences of even small decreases in coverage can be severe for highly contagious diseases like measles. Public health experts estimate that 95% of a community must be vaccinated against measles to provide effective herd immunity. Current UK rates fall short, with 92.3% of children receiving their first MMR dose and only 84.5% receiving both doses in 2023/2024.

The impact is already apparent. England recorded 2,911 laboratory-confirmed measles cases in 2024, the highest annual figure since 2012. In July 2025, a child in Liverpool died from the disease, highlighting the real-world consequences of declining vaccination rates.

Vaccine hesitancy manifests across demographic lines, but with notable patterns. “Vaccine uptake stratifies very strongly across sociodemographic lines,” explains De Figueiredo. Studies indicate lower vaccine confidence among ethnic minority populations, particularly Black and Bangladeshi/Pakistani communities, and those with lower socioeconomic status. Urban areas like Greater London show higher hesitancy than rural communities.

Susceptibility to misinformation correlates strongly with vaccine attitudes. A 2023 study by De Figueiredo and colleagues found that individuals skilled at identifying false news had significantly higher COVID-19 vaccine acceptance rates. The research also revealed that younger adults (18-24 years) were more vulnerable to misinformation than older generations.

This generational gap is concerning as today’s young adults become parents. A 2022 report by the Vaccine Confidence Project found declining vaccine confidence particularly pronounced in younger cohorts, with a widening gap between them and older groups.

Trust in institutions underpins these trends. Both government and NHS trust appear to be declining in the UK, especially among marginalized communities. Younger people may have additional reasons for institutional distrust following the COVID-19 pandemic, which disproportionately disrupted their education, work, and social networks.

Liam Smeeth, director of LSHTM, emphasizes the importance of honesty in building trust. “One thing that’s really emerged from scientific research is that honesty really matters,” he says, noting that acknowledging potential risks is essential. “Eating a bar of chocolate’s not perfectly safe, how could having a vaccine be perfectly safe?”

The COVID-19 vaccine experience offers valuable lessons about communication. While highly effective at preventing severe disease (87%), it was less effective at preventing infection entirely (71%). “That’s quite a nuanced benefit,” Smeeth notes, suggesting clearer messaging about vaccine benefits could reduce disappointment and mistrust.

Community pharmacies offer a promising avenue for addressing vaccine hesitancy. Nick Thayer, head of policy at the Company Chemists’ Association, highlights a successful initiative in Tower Hamlets, London, where pharmacists were incentivized to discuss vaccination with hesitant patients. The program saw 45.2% of consulted patients choose vaccination.

“Pharmacies are often open evenings and weekends, with pharmacists themselves tending to come from the community they serve, thus having a good understanding of their needs,” Thayer explains.

The NHS is increasingly commissioning pharmacies to deliver immunizations. In 2024, selected pharmacies began offering the RSV vaccine, with the program expanding in June 2025. From October 2025, some pharmacies began providing childhood flu vaccines as an advance service.

Sudaxshina Murdan, professor of pharmaceutical sciences at University College London, recommends proactive vaccine promotion in pharmacies: “Just seeing it in a pharmacy will remind lots of people: ‘Oh, I haven’t done mine yet’ or, ‘Oh, actually, I can talk to you.'”

Despite worrying trends, Smeeth remains optimistic about vaccine development. “Over time, it does mean that infections become rare,” he says, reminding us of vaccines’ extraordinary success: “In the western world, who’s seen a case or known anyone who’s died of diphtheria? Probably virtually no one.”