Rising tide of misinformation erodes trust in GPs and fuels vaccine hesitancy

Medical misinformation and disinformation are critical issues facing healthcare professionals. A new national survey of general practitioners (GPs), commissioned by Pfizer Australia, revealed a sharp rise in misinformation-related challenges within patient consultations, with 97% of GPs expressing concern over its growing influence.

Drawing on insights from 300 GPs across the country, the survey highlights a troubling shift in patient behaviour. A majority of doctors (88%) have noticed a spike in patients requesting non-evidence-based treatments. Vaccine hesitancy is on the rise too, flagged by 87% of GPs, while 79% observed an increase in patients failing to adhere to prescribed medication regimens.

Vaccination coverage rates in Australia have declined, with recent findings from the National Centre for Immunisation Research and Surveillance (NCIRS) attributing it to a mix of access barriers and waning acceptance. In adult populations, higher vaccination uptake was positively linked to healthcare professional recommendations, chronic health conditions, older age, peer influence, and the belief that vaccination is both a personal responsibility and a means of protection.

“While these declines are relatively modest, the ongoing decreasing trend is concerning,” said Associate Professor Frank Beard, Associate Director, Surveillance, Coverage, Evaluation and Social Science at the NCIRS. “Although vaccination coverage in Australia is still relatively high by global standards…we can’t be complacent.”

The growing tide of misinformation appears to also be eroding the patient–doctor relationship. Alarmingly, 63% of consumers in the Pfizer survey said patient confidence in GP advice has declined over the past two years. Among the 26% of GPs who admitted lacking confidence in addressing misinformation effectively, 66% feared damaging the doctor-patient relationship, 50% felt inadequately trained, and 20% cited limited access to reliable, up-to-date resources.

Dr Krishan Thiru, Medical Director, Pfizer Australia and New Zealand, said “These findings confirm what we have suspected – that medical misinformation is on the rise, and it is influencing how people think and act in relation to their health and with their GP.”

Despite the fact that the National Immunisation Strategy (NIS) expired in December 2024, no outcomes from the government consultation that took place in mid-2024 have been released.

The Royal Australian College of General Practitioners (RACGP), in its submission to the consultation, acknowledged the concerning downward trend in vaccination rates. It called for accessible education resources tailored to health literacy levels and vaccine hesitancy, to be distributed via general practices and other health services.

“Awareness building should include transparent reporting on the reduction in disease cases since the introduction of immunisation, along with comparisons and acknowledgment of the rare instances of adverse outcomes,” the RACGP noted in its submission.

Dr Thiru added, “Scientific knowledge saves lives. We are committed to supporting GPs to counter misinformation and support their patients to make evidence-based decisions about their health based on their individual needs and circumstances. This will require a partnership approach.

“In response to the findings, we are partnering with key stakeholders to identify ways we can support GPs to recognise and effectively counter the increase in medical misinformation and disinformation in our society.”

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