Type “vaccine” into its search bar and nothing pops up. “Vaccination” or “anti-vax?” Also nothing.
Pinterest, which allows people to save pictures on virtual pinboards, is often used to find recipes for picky toddlers, baby shower décor or fashion trends, but it has also become a platform for anti-vaccination activists who spread misinformation on social media.
It is an especially effective way to reach parents: 80 percent of mothers and 38 percent of fathers in the United States are on Pinterest, according to 2017 data from comScore. The company has more than 250 million monthly active users and is expected to go public this year.
Other companies like Facebook, YouTube and Twitter have also been infiltrated with misinformation about vaccines. But only Pinterest, as first reported by The Wall Street Journal, has chosen to banish results associated with certain vaccine-related searches, regardless of whether the results might have been reputable.
“Right now, blocking results in search is a temporary solution to prevent people from encountering harmful misinformation,” Jamie Favazza, a spokeswoman, said. The company said it was working with experts to develop a more tailored long-term approach.
The changes, which were not publicly announced, started in September and October.
Despite clear evidence that vaccines are effective and safe, some people still choose not to get vaccinated or to vaccinate their children, which has contributed to a surge in measles. The World Health Organization identified “vaccine hesitancy” as one of this year’s 10 notable threats to global health.
There are several reasons for vaccine hesitancy: worries about side effects, cost, moral or religious objections, fears about a debunked link to autism and lack of knowledge about immunizations.
“We’re just seeing all sorts of misinformation flying around on social media,” said Arthur L. Caplan, head of the Division of Medical Ethics at the New York University School of Medicine.
This article originally appeared in The New York Times.