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The fear of the side effects of a vaccine is the main reason given by people who refuse it, according to a report from the Royal Society of Public Health (RSPH).
Among parents, this was fueled by social media, with nearly half exposed to negative messages about vaccines.
The Society's report called on social media and the press to do more to fight "false information".
Vaccination has saved millions of lives and side effects are rare, he said.
"The spread of misinformation, if it has an impact on the use of vaccines, could seriously affect the health of the population," said Shirley Cramer, executive director of RSPH.
Sally Davies, head of medical services in England, recently said that parents should ignore the myths conveyed by anti-vaccine activists and vaccinate their children.
What does the report contain?
It contains the results of surveys of nearly 5,000 people about their knowledge and attitudes about vaccines, such as the MMR vaccine, influenza vaccine and HPV.
They include 2,600 parents, 2,000 other adults and more than 200 health professionals, such as nurses, pharmacists and general practitioners.
What do parents say?
Overall, the report found that parents' attitudes towards vaccines were largely positive, with 90% vaccinating their children systematically.
In the UK this represents 10 or 11 different vaccines, some with a number of doses.
However, about one in ten parents said they chose not to give their child the MMR vaccine, which protects against measles, mumps and rubella.
The main reasons given related to side effects, followed by doubts about the proper functioning of the vaccine.
For the influenza vaccine, one in five parents chose not to give it to their child, while one in 14 refused an HPV vaccine for their teenage daughter.
Again, these parents have expressed concerns about unwanted side effects.
Do they have a point?
All vaccines have potential side effects, but they are usually mild, such as a headache or fatigue, and affect a small number of people.
According to the report, more serious side effects are extremely rare, which equates to less than one in a million cases.
Vaccines have significantly reduced the number of people with infectious diseases worldwide.
They are important throughout life – from childhood to adulthood and beyond.
What is the role of social media?
According to the report, it can spread false information or "false news" about the safety of vaccines, despite very good evidence to the contrary.
People in all age groups reported being more likely to see negative messages about vaccines on social media than positive messages.
Negative headlines in newspapers and online can also strongly influence parents, and there can be a lot of time before people's perceptions change.
Even 20 years after Andrew Wakefield published his now discredited article on an alleged link between the MMR vaccine and autism, "Europe is still living with the consequences," the report says.
Anti-vaccine activists do not help either. Their messages can lead to misleading discussions about potential side effects and undermine public confidence, the report said.
What does the RSPH recommend?
He wants schools to become more aware of the value and importance of immunization, to break the myths surrounding vaccines.
He also wants vaccines to be offered in different places, such as popular pop-ups, gyms and community centers, to encourage their adoption.
And he wants the press and social media platforms to fight against "false information".
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