Social Media and HPV Vaccine Hesitancy: How Misinformation Affects Latino Parents

Human papillomavirus (HPV) vaccine coverage in the United States remains suboptimal, with Latino communities facing disproportionately lower rates and a higher burden of HPV-associated cancers. Health misinformation and disinformation (M&D) on social media represents a barrier to HPV vaccine uptake, yet little empirical evidence exists on how such content shapes vaccine decision-making. We conducted a cross-sectional study of 98 Latino parents drawn from two randomized, community-based prospective trials conducted across four U.S. metropolitan areas. Eligible participants confirmed their HPV vaccine-eligible child remained unvaccinated and reported active social media use. A structured survey assessed platform use, access frequency, health information-seeking behaviors, and exposure to HPV vaccine-specific social media content. All 98 parents reported regular social media use. Facebook (68%), Instagram (61%), WhatsApp (61%), and YouTube (48%) were the most used platforms. Three-quarters of parents (77%, n = 75) reported vaccine-related social media exposure in the prior year, with 99% (n = 74) characterizing it as negative. Over half (52%, n = 51) recalled HPV vaccine-specific content, all of whom described it as negative. 41% of all parents (n = 40) reported that perceived negative social media content directly influenced their decision to delay or refuse HPV vaccination; this proportion rose to 78% among those with HPV-specific negative exposure. Social media M&D is a self-reported, substantial driver of HPV vaccine hesitancy among Latino parents. Passive exposure and negativity of vaccine content encountered underscore an urgent need for culturally tailored counter-messaging strategies that operate within social media platforms.