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Eroding public trust in science is among the factors driving the return of vaccine-preventable diseases such as measles, author and University of Alberta professor Timothy Caulfield says.

Caulfield, author of a popular book that looks at the influence of celebrity culture — Is Gwyneth Paltrow Wrong About Everything? — said an embrace of pseudo science, as well as the influence of celebrity and social media have played into the growth of the anti-vaccine movement.

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But combating vaccine hesitancy is complex, he said, and requires more than simply communicating facts to anxious parents. The way scientific research is communicated and funded can influence public views about whether it should be trusted.

Caulfield was keynote speaker at a workshop on vaccine hesitancy run by Carleton University’s Faculty of Public Affairs Professional Institute. The session was attended by senior public health officials and others who are struggling to understand and combat vaccine hesitancy.