PT - JOURNAL ARTICLE AU - P Davies AU - S Chapman AU - J Leask TI - Antivaccination activists on the world wide web AID - 10.1136/adc.87.1.22 DP - 2002 Jul 01 TA - Archives of Disease in Childhood PG - 22--25 VI - 87 IP - 1 4099 - http://adc.bmj.com/content/87/1/22.short 4100 - http://adc.bmj.com/content/87/1/22.full SO - Arch Dis Child2002 Jul 01; 87 AB - Aims: To determine the likelihood of finding an antivaccination site on the world wide web and to characterise their explicit claims and rhetorical appeals. Methods: Using “vaccination” and “immunisation”, examining the first 10 sites displayed on seven leading search engines. Detailed examination of content of 100 antivaccination sites found on Google. Results: 43% of websites were antivaccination (all of the first 10 on Google). Main rhetorical appeals involve themes of the scientific veracity of antivaccination argument; rapport with parents seeking to protect their children from harm; and alleged collusion between doctors, the pharmaceutical industry, and government to deny vaccine harm. Conclusions: There is a high probability that parents will encounter elaborate antivaccination material on the world wide web. Factual refutational strategies alone are unlikely to counter the highly rhetorical appeals that shape these sites.