(Reuters) – Facebook will ban ads that specifically discourage people from getting vaccinated, the world’s largest social media company said Tuesday when it announced a new information campaign about flu vaccines.
Ads campaigning for or against any law or government policy related to vaccines, including a COVID-19 vaccine, are still allowed, the company said in a blog post. It will start implementing the new global policy in the next few days.
Facebook, with 2.7 billion monthly active users, has been under pressure from lawmakers and health organizations to crack down on vaccines and misinformation on its platform. The company said that although a COVID-19 vaccine would not be available for some time, the pandemic had highlighted the importance of preventive health behaviors.
Facebook’s previous rules banned misinformation or false reports from leading health organizations, but allowed ads against vaccines if they did not make false claims.
This summer, Jason Hirsch, public policy manager at Facebook, told Reuters that the company believes that users should be able to express personal views on vaccines and that more aggressive censorship will keep people reluctant to get vaccines to use, could drift in the direction of the vaccination camp.
This week, Facebook will also begin alerting US users to information about the flu vaccine and how to get it, Health Director Kang-Xing Jin and Head of Product Management Rob Leathern wrote in the company’s blog post.
Facebook is working with public health partners like the World Health Organization and UNICEF on messaging campaigns to increase vaccination rates.
Anti-vaccine content and misinformation about the new COVID-19 vaccines has increased on social media platforms like Facebook during the coronavirus pandemic, researchers told Reuters earlier this year.
In September, the company also announced that it would no longer recommend health-related Facebook groups. It is crucial that people receive health information from “authoritative sources”.
(Reporting by Elizabeth Culliford, editing by Richard Chang.)