Question to the Department of Health and Social Care:

To ask His Majesty's Government what assessment they have made of the use of social media to promote vaccinations.

The UK Health Security Agency (UKHSA) regularly assesses both the social media landscape and its own digital content, to ensure we are identifying the right opportunities to promote vaccine uptake and are responding to mis and disinformation where possible and appropriate.

The UKHSA regularly delivers vaccine communications through social media and other channels to support national immunisation programmes. In collaboration with NHS England and the Department, the UKHSA delivers vaccine campaigns that combine paid marketing, public relations, stakeholder engagement, and operational communications to patients and health care professionals. Social media activity has been instrumental in directing users to key resources, including the National Booking System for flu and COVID-19 vaccinations.

The UKHSA produces a range of static and video content for use during cultural events, seasonal holidays, and vaccination campaigns. These assets are shared with stakeholders for use on their own platforms, while the UKHSA’s blog provides regularly updated vaccine information.

Content is tailored to reach diverse audiences, including parents, pregnant women, and individuals with long-term health conditions. Social media channels are used to share the latest news, research, and statistics on United Kingdom vaccination efforts. They also play a vital role in disseminating public health advice during infectious disease outbreaks, with the UKHSA developing targeted vaccination content for both its own platforms and for the platforms of its partners.

As more people turn to social media for news, the UKHSA’s posts continue to generate significant engagement across platforms. Daily social listening enables the agency to identify misinformation and respond to public concerns, helping to shape accurate, timely, and audience-informed vaccine messaging.