Kennedy’s HHS Faces Criticism Over Health Messaging Changes

As the Secretary of Health and Human Services, Robert F. Kennedy Jr. has significantly influenced how the federal government communicates health information. Critics argue that his leadership style prioritizes personal branding over public health, leading to a shift in messaging that some former officials describe as politically driven rather than focused on well-being.

Kennedy asserts that he does not wish to impose his views on the American public. In May, he told a Democratic congressman, “I don’t think people should be taking medical advice from me.” However, his past statements suggest a contrasting approach. In a podcast from September 2024, he advocated for a more aggressive promotion of physical fitness, stating, “We need to establish an ethic that you’re not a good parent unless your kids are doing some kind of physical activity.”

The Department of Health and Human Services (HHS) is responsible for disseminating vital health information to the public. This includes reminders about vaccinations, alerts regarding food safety, and practical advice on health-related matters. Yet, under Kennedy’s leadership, initiatives aimed at promoting immunizations and preventive health measures have reportedly suffered.

Current and former employees of HHS express concern that the agency’s communications often highlight Kennedy’s agenda or personal projects. A recent survey revealed that trust in Kennedy as a medical adviser is low, with fewer than 30% of respondents in a poll by The Economist and YouGov indicating they trusted him “a lot” or “somewhat.”

Andrew Nixon, a spokesperson for HHS, noted in an email that “DEI is gone, thanks to the Trump administration,” referencing changes in diversity, equity, and inclusion initiatives. Additionally, some elected officials have publicly distanced themselves from Kennedy’s health recommendations. Senate Majority Leader John Thune stated that women should consult their doctors rather than rely on advice from Kennedy or any government bureaucrat.

Shifts in Health Campaign Strategies

The transition to Kennedy’s administration has brought substantial changes to public health messaging. Following his inauguration, political appointees halted many ongoing communications, disrupting everything from routine updates to collaborations with grant recipients. This freeze led to logistical issues, including the cancellation and subsequent rebooking of advertising campaigns, resulting in additional costs to taxpayers.

Data from iSpot.tv, a market research firm, indicates that at least four HHS vaccine advertisements ended shortly after Trump took office. Deb Houry, former chief medical officer at the CDC, testified in September that “flu campaigns were halted” during a particularly severe influenza season.

Instead of encouraging vaccination, HHS officials appeared to consider messaging that emphasized vaccine risks. Former CDC communications director Kevin Griffis described a shift towards promoting “informed choice.” Nixon has categorically denied these claims, yet the department has continued to disseminate messages that some interpret as anti-vaccine.

With a notable decline in pro-vaccine messaging, HHS has redirected its focus towards campaigns like “Take Back Your Health.” This initiative aims to encourage physical activity among Americans and is designed to utilize “viral” and “edgy” content. The agency has reportedly sought contractors to support this campaign, which reflects Kennedy’s emphasis on wearable health technologies.

Political Interference and Messaging Challenges

At the Food and Drug Administration (FDA), former employees have reported noticeable political interference in public communications. This includes strategic messaging changes and a reluctance to emphasize topics that do not align with the current administration’s agenda.

An example of this is “Operation Stork Speed,” which was launched to address infant formula shortages. Critics argue that it was branded to make it seem like a new initiative rather than a continuation of existing efforts. Former FDA communications director Marianna Naum expressed concern about the intention behind such messaging, indicating that it undermined the agency’s credibility.

The impact of staffing changes has also affected the FDA’s ability to disseminate crucial information. Layoffs have reduced personnel dedicated to food safety communications, resulting in fewer alerts about recalls and other public health warnings.

Data indicates that HHS public service campaigns garnered nearly 7.3 billion fewer impressions in the first half of 2025 compared to the same period in 2022. This decline has been most pronounced in vaccine-related messaging, raising alarms among public health advocates.

Kennedy’s recent report, “Make Our Children Healthy Again,” outlines plans for campaigns addressing issues like illegal vaping and food safety. The report suggests that HHS will engage with advocacy groups to amplify its messaging, reinforcing the idea that Kennedy’s leadership style is indeed political.

Many public health professionals, including former Alaska chief medical officer Anne Zink, express concern over the implications of Kennedy’s approach. Zink notes that patients often express confusion about health recommendations, which can lead to detrimental health behaviors. As she observes, “I increasingly see people say, ‘I just don’t know what to trust.’”

As HHS continues to navigate these changes, the focus on personal branding, political messaging, and shifting health priorities raises important questions about the future of public health communication in the United States. The effectiveness of these strategies remains to be seen, but the implications for public health could be significant.

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