AI generated misinformation in public health PR: Combatting deepfakes in vaccine advocacy

Journal of Language, Literature, Social, and Cultural Studies, Volume 4 Number 1 (Mar 2026), p. 79-90 e-ISSN: 2986-4461 DOI: https://doi.org/10.58881/jllscs.v2i2 https://ympn.co.id/index.php/JLLSCS AI-generated misinformation in public health PR: Combatting deepfakes in vaccine advocacy Presly ‘Ruke Obukoadata, PhD1, Arikoro Emmanuel2 Department of Public Relations & Advertising, Delta State University, Abraka1 Department of Mass Communication, Delta State University, Abraka2 1Email: 2Email: Abstract - This study was carried out to examine the impact of AI-generated misinformation (deepfakes) on vaccine advocacy, investigate the sources of deepfakes, and identify factors contributing to their spread. The Elaboration Likelihood Model (ELM) was employed to explain how people process and respond to AI-generated misinformation. A library research method was used, involving the collection and analysis of existing data from various secondary sources. The study revealed that social media platforms, antivaccine groups, malicious actors, and influencers are primary sources of deepfakes. It was found that emotional appeal, personalization, vulnerabilities in media literacy, and confirmation bias contribute to the spread of misinformation. It was concluded that the proliferation of deepfakes has significantly eroded public trust in vaccines and health authorities, highlighting the need for a multi-faceted approach to combat misinformation. It is therefore recommended that social media platforms should implement robust verification mechanisms, public health authorities should develop fact-based information addressing emotional concerns, and the public should be educated on media literacy skills. Keywords: AI-generated misinformation; deepfakes; public health communication; misinformation detection; vaccine advocacy 1. Introduction The rapid advancement of artificial intelligence (AI) technology has transformed the way information is created, disseminated, and consumed. However, this technological progress also brings about unprecedented challenges, particularly in the realm of public health. The proliferation of AI-generated misinformation, including deepfakes, has become a pressing concern in vaccine advocacy. Artificial Intelligence (AI) has rapidly transformed various sectors, including communication and public health. It is the simulation of human intelligence processes by machines and encompasses learning, reasoning, and self-correction (Binns, 2021). However, alongside its potential benefits, AI has also facilitated the spread of misinformation, particularly in public health contexts. Misinformation can be described as false or misleading information spread irrespective of intent, which can severely impact public perceptions and This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/) 79 Journal of Language, Literature, Social, and Cultural Studies, Volume 4 Number 1 (Mar 2026), p. 79-90 e-ISSN: 2986-4461 DOI: https://doi.org/10.58881/jllscs.v2i2 https://ympn.co.id/index.php/JLLSCS behaviors towards health initiatives (Nduka, 2020). Consequently, understanding the dynamics of AIgenerated misinformation is crucial for developing effective public health communication strategies. In the realm of public health public relations (PR), effective communication is vital for fostering trust and encouraging positive health behaviors. Public health PR efforts aim to inform and educate the public about health issues, thereby promoting healthy practices (Gollust, 2020). However, the proliferation of misinformation complicates these efforts. For instance, during health crises such as the COVID-19 pandemic, misinformation regarding vaccines and treatments has hindered public compliance with health guidelines (Kperogi, 2020; Obukoadata, 2010). Thus, the relationship between public health PR and misinformation is critical, as the latter undermines the credibility of health messages and can lead to adverse health outcomes. One of the most concerning manifestations of AI-driven misinformation is the emergence of deepfakes. It refers to manipulated digital content that appears authentic, can be used to spread false information, fuel vaccine hesitancy, and undermine public trust in health institutions. Deepfakes utilize sophisticated algorithms to create hyper-realistic but fabricated audio and video content, making it increasingly difficult for individuals to discern fact from fiction (Ular, 2018). This technology poses a significant threat to public health communications, particularly in vaccine advocacy, where visual and auditory credibility is paramount. As deepfakes can easily manipulate public sentiment and sow distrust in health authorities, their potential to fuel vaccine hesitancy is alarming (Nwadike, 2021; Obukoadata, et al., 2020). Thus, the intersection of AI, misinformation, and public health PR raises pressing concerns about the integrity of health communications. Vaccine hesitancy, characterized by reluctance or refusal to vaccinate despite the availability of vaccines, has emerged as a significant barrier to achieving herd immunity and controlling infectious diseases (Olajide, 2020). This hesitancy is often exacerbated by misinformation, including that propagated through deepfake technology. For example, false narratives about vaccine safety can be amplified through manipulated media, leading to increased public skepticism and hesitancy (Osazuwa, 2020). The consequences of AI-generated misinformation in public health can be severe. Vaccine misinformation, for instance, has been linked to declining vaccination rates, outbreaks of preventable diseases, and increased mortality. As the World Health Organization (WHO) has emphasized, vaccine misinformation is a major threat to global health security. Therefore, it is imperative to develop effective strategies to combat AI-generated misinformation in public health, particularly in vaccine advocacy. Consequently, addressing the role of AI-generated misinformation in vaccine advocacy is essential for improving public health outcomes. In light of the above relationships, this study focuses on the role of AI-generated misinformation, particularly deepfakes, in shaping public perceptions of vaccines and the subsequent implications for public health PR. Through examining how misinformation influences vaccine hesitancy and the effectiveness of public health communication strategies, this research provides insights that can enhance vaccine advocacy efforts in an increasingly complex media landscape. The increasing sophistication and accessibility of artificial intelligence (AI) technologies have introduced new challenges to public health communication, particularly in the realm of vaccine advocacy (Ahmed, 2020; Bathran, 2022). Among these challenges, AI-generated misinformation, especially in the form of deepfak (...truncated)