The United States is in the midst of containing the largest number of measles cases in 25 years. Measles, a vaccine-preventable disease, was eliminated from the US in 2000, but the spread of online misinformation about vaccines has led to a public health crisis that has resulted in more than 800 cases in at least 20 states.
Vaccine sceptics represent only a tiny minority of the population, but their digital advocacy has evolved into the “anti-vaccine” movement – a well-organised online network with significant offline implications for public health and politics. These groups promote medically inaccurate information about vaccines and their viral content has dominated US’s most powerful online platforms, including Facebook, Google, Amazon and YouTube.
Ill-equipped to respond to the social media savvy anti-vax movement,