On the other side of the debate, of course, are the anti-vaccination lobbyists. Communicating risk of vaccination effectively is critical to the success of these advocacy groups. The advances in communication technology have allowed for huge amounts of information to be placed out in the public domain explaining the risks associated with vaccination. Generally the precautionary principle is applied here when risk is being communicated. That is, anti-vaccination groups tend to believe that there is a level of uncertainty with respect to the safety and benefit of vaccination for the community and it should therefore be avoided. The principle of risk analysis dictates that a huge amount of weight is given to even a very small risk and is applied by these advocacy groups where every adverse reaction to a vaccination treatment that comes to their attention is broadcast across websites and alerted to media outlets. Often their websites will in fact have a method by which they encourage the public to inform them of any adverse reactions to vaccinations, rather than informing the public of the appropriate channels of reporting for such events, through the TGA.


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