Three measles-related deaths have been reported in England in 2026. One child died from an acute infection, another from the long-term effects of measles, and an adult with an underlying immune condition also died.

Yet misconceptions about vaccination persist, including the belief that improved hygiene and sanitation have made vaccines unnecessary. Why do such claims continue to attract support when the evidence for vaccination is so strong?

Vaccination’s success partly explains this. In highly vaccinated countries, diseases that once killed or disabled millions have become so uncommon that many people have never witnessed their consequences. As the threat of disease becomes less visible, the perceived risk of vaccination can begin to outweigh the perceived risk of infection.

Vaccine scepticism also reflects concerns about personal freedom and distrust of pharmaceutical companies or governments. Research identifies confidence in vaccines, perceived disease risk and access as important influences on vaccination decisions.

Social media can amplify misleading claims. A 2024 review linked seeking information on social media with less favourable attitudes towards COVID-19 vaccines, although findings varied.

Read more: How vaccine skeptics use storytelling effectively to create powerful but medically inaccurate messaging

What happens when vaccination rates fall?

In January 2026, the World Health Organization confirmed that the UK had lost its measles elimination status. This followed evidence of sustained transmission in 2024.

England recorded 2,911 laboratory-confirmed measles cases in 2024, the highest annual total since 2012. Cases fell to 958 in 2025, but had already reached 1,030 by 12 October 2026, with children aged ten and under accounting for 61%.

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