Things are looking grim on the H1N1 “swine flu” vaccine misperception front. Know-nothing pundits like Glenn Beck, Rush Limbaugh, and Bill Maher are already suggesting that the vaccine is unnecessary or dangerous. These beliefs are apparently widespread — fewer than half of all parents are currently planning to vaccinate their children, and many of them tell interviewers that they are not worried about H1N1 (which is more dangerous for children than seasonal flu) and/or concerned about side effects (which should be no worse than any other flu vaccine).

There have been some efforts to correct these misperceptions — for instance, the New York Times ran a FAQ on the vaccine yesterday and a myth-busting op-ed today — but much more is needed. It’s especially important to distribute correct information now before Internet sites and cable news start hyping misleading claims about reactions the vaccine.

The sad reality is that it is going to be hard to change people’s minds in time to get everyone vaccinated. This outbreak is likely to be be much worse than it should have been, and it’s going to cost lives. If there were ever a better case for why it’s important to study how to correct misinformation, I haven’t seen it.