Digital monitoring of vaccine disinformation

A comparative analysis between the United States and the United Kingdom

Authors

  • Ángel Quintana-Gómez University of Las Palmas de Gran Canaria image/svg+xml , Facultad de Economía, Empresa y Turismo, Universidad de Las Palmas de Gran Canaria, España
  • Almudena Barrientos-Báez Complutense University of Madrid image/svg+xml , Facultad de Ciencias de la Información, Universidad Complutense de Madrid, España
  • David Caldevilla-Domínguez Complutense University of Madrid image/svg+xml , Facultad de Ciencias de la Información, Universidad Complutense de Madrid, España

DOI:

https://doi.org/10.20318/recs.2026.9678

Keywords:

Misinformation, Vaccines, Digital behaviour, Google Ads Keyword Planner, International comparison

Abstract

Introduction: This article analyses the digital spread of vaccine-related disinformation, particularly following the covid-19 pandemic, and its impact on public health in the United States and the United Kingdom. Objectives: To compare the volume and nature of search queries related to disinformation narratives about vaccines in both countries, classifying terms and proposing communication-based recommendations. Methodology: Google Ads Keyword Planner was used to collect and analyse English-language search data (April 2024-March 2025), normalized per million inhabitants and grouped into six thematic categories. Results: A total of 848 keywords were identified. The United Kingdom showed a higher number of searches per capita. The dominant narratives were “dangerous vaccines” and “vaccines and autism”, with cultural differences observed in other topics. Conclusions: Digital monitoring reveals distinct patterns of public interest in each country and underscores the need for context-sensitive communication strategies to effectively combat vaccine disinformation.

 

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Author Biographies

  • Ángel Quintana-Gómez, University of Las Palmas de Gran Canaria, Facultad de Economía, Empresa y Turismo, Universidad de Las Palmas de Gran Canaria, España

    Associate Professor in Economics and Business Management at the University of Las Palmas de Gran Canaria, where he teaches subjects related to marketing, communication, and business strategy. His research focuses on digital communication and advertising, with a particular interest in consumer behavior and the effectiveness of digital media campaigns. His teaching and research work is complemented by active collaboration with companies, aimed at evaluating and improving the effectiveness of their digital communication strategies.

  • Almudena Barrientos-Báez, Complutense University of Madrid, Facultad de Ciencias de la Información, Universidad Complutense de Madrid, España

    Dr. Almudena Barrientos-Báez is a Research Fellow at Harvard University (USA). She is a professor in the Faculty of Information Sciences and a former advisor to the Vice-Rector's Office for Research and Knowledge Transfer, supporting the development of action lines at the Complutense University of Madrid (UCM). She holds a PhD with international distinction in Education (Camilo José Cela University). She was director of the Master's Degree in Teacher Training (European University of Madrid). She also holds a Master's Degree in Protocol Management, Production, Organization, and Event Design - Communications Area - (Camilo José Cela University) and a Master's Degree in Tourist Accommodation Management (Girona University). She also holds a Bachelor's Degree in Tourism (La Laguna University) and a Diploma in Teaching (Valencia University).

     

    Member (Academic) of the Academy of Television and Audiovisual Sciences and Arts. Vice President of the Spanish Association of Scientific Film and Image (ASECIC). Director and presenter of the DtúAtú Spaces: interviews conducted over the past three years at the Faculty of Information Sciences at the UCM with relevant figures in the field of Communication. Director of the academic Revista de Ciencias de la Comunicación e Información (HISIN), and of the academic Revista de Comunicación y Salud (Complutense University of Madrid).

     

    Director of the UCM International Conferences: Communication and Health // Neurocommunication and Neuromarketing // Latina International Conference on Social Communication. Her research work is directly and transversally linked to neuromarketing, neurocommunication, leadership, gender, social media, communication, public relations, and ICT.

     

    She is part of the project "Public audiovisual media in the face of the platform ecosystem: reference management and evaluation models for public value in Spain" (PID2021-122386OB-I00), funded by the MCIN (National Institute of Statistics and Census), AEI (Association of Spanish Institutes of Science and Innovation), FEDER (Federal Education Institute), EU (Ministry of Science and Innovation). IP1 Miguel Túñez and IP2 Francisco Campos. She is part of the research team of the RTVE Chair at the University of Santiago de Compostela on Public Service Media in Europe.

     

    Member of the Research Team: Communication and Education Office. Department of Journalism and Communication Sciences, UAB. She is a member of the CONCILIUM research group (931.791) at the Complutense University of Madrid, "Validation of communication models, neurocommunication, business, social networks, and gender."

     

    She is a member of the Creation and Psychosocial and Cultural Effects of Audiovisual Discourse Research Group (940.350) at the Complutense University of Madrid. She is part of the RTPE (European Public Radio and Television) project and the VALCOMM project (Public Audiovisual Media in the Platform Ecosystem: Reference Public Value Management and Evaluation Models for Spain).

     

    almbarri@ucm.es

    https://produccioncientifica.ucm.es/investigadores/157988/detalle

    https://scholar.google.es/citations?user=jUHzsfIAAAAJ&hl=es

    https://orcid.org/0000-0001-9913-3353

    https://www.scopus.com/authid/detail.uri?authorId=57218434213

     

  • David Caldevilla-Domínguez, Complutense University of Madrid, Facultad de Ciencias de la Información, Universidad Complutense de Madrid, España

    Professor. Graduate and Doctor in Information Sciences (Audiovisual Communication from the U. Complutense). Diploma in Teaching (U. of Zaragoza). Professor at the Faculty of Information Sciences at the UCM. Teacher at: U. Complutense, European U. of Madrid, IED, ESERP and IPAM (Oporto-Portugal-).

    Secretary General of the SEECI (Spanish Society for Ibero-American Communication Studies), of the History of Information Systems and of the “International Forum of Communication and Public Relations”.

    Principal Investigator (PI) of the Complutense Research Group 'Concilium'. Author of more than 150 scientific articles and 6 books: Asturias and La Rioja, a common history, The Spielberg seal, Culture and PR, PR Manual, PR and its foundation and The internal face of business communication. Director of 7 doctoral theses (2 with European mention).

    Director of the Latin Magazine of Social Communication (Scopus Q1).

    Member of scientific committees in numerous international scientific conferences and journals. Speaker at more than 90 international conferences. Guest signature in various publications and radio talk show.

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Published

2026-07-29
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Issue

Vol. 17 No. 2 (2026)

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Copyright (c) 2026 Ángel Quintana-Gómez, Almudena Barrientos-Báez, David Caldevilla-Domínguez

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How to Cite

Quintana-Gómez, Ángel, Barrientos-Báez, A., & Caldevilla-Domínguez, D. (2026). Digital monitoring of vaccine disinformation: A comparative analysis between the United States and the United Kingdom. Revista Española De Comunicación En Salud, 17(2), 8-21. https://doi.org/10.20318/recs.2026.9678