Misinformation and disinformation ("fake news") about vaccines are contagious—travelling faster and farther than truth. The consequences are serious; leading to negative impacts on health decisions, including vaccine acceptance, and on trust in immunization advice from public health and/or healthcare professional. This article provides a brief overview of evidence-based strategies to address vaccine deniers in public, in clinical practice and in social situations. As well, a strategy to help differentiate between vaccine deniers and simple vaccine refusers in a practice or clinic is provided. Five tactics are widely used by vaccine deniers: conspiracy; fake experts; selectivity; impossible expectations; and misrepresentation and false logic. Recognizing and understanding these tactics can help protect against misinformation and science denialism propaganda. Highlighting the strong medical science consensus on the safety and effectiveness of vaccines also helps. Carefully and wisely choosing what to say and speaking up—whether you are at a dinner party, out with friends or in your medical office or clinic—is crucial. Not speaking up implies you agree with the misinformation. Having healthcare providers recognize and address misinformation using evidence-based strategies is of growing importance as the arrival of the coronavirus disease 2019 (COVID-19) vaccines is expected to further ramp up the vaccine misinformation and disinformation rhetoric. Healthcare providers must prepare themselves and act now to combat the vaccine misinformation tsunami.
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