“We don’t do false balance.” How SAVN contributed to a change in vaccination reporting.

Abstract

False balance is defined as a media bias where journalists present opposing viewpoints as having equal weight, even when this is not supported by evidence. Considering the evidence for harm caused by false balance in vaccine stories, and the propensity for anti-vaccine activists to not adhere to the truth, SAVN recommends all public health advocates adopt the approach described herein. Given the frequency with which we receive such requests from journalism students, we recommend training in the dangers of false balance be introduced.