Decades of scientific progress have transformed HIV from a terminal diagnosis into a preventable and treatable condition. For those on effective treatment, the virus can become undetectable and, therefore, untransmittable (U=U). Yet, a new report from the US-based advocacy organization GLAAD reveals a troubling disconnect: public perception has failed to keep pace, and in some areas, is moving backwards.
The sixth annual State of HIV Stigma Report highlights a growing gap between medical reality and public understanding, fueled by a near-total absence of modern HIV stories in media. This information vacuum allows outdated fears and dangerous misinformation to persist, directly impacting the health and well-being of people living with HIV.
Key Findings: A Worsening Trend
The report, based on a survey of 2,500 American adults, paints a concerning picture of public knowledge and attitudes. While the study focuses on the United States, its findings on media and education serve as a crucial point of reflection for communities in the Netherlands and across Europe.
- Disbelief in Science: Nearly half of Americans (44%) do not believe the established scientific fact of Undetectable = Untransmittable (U=U). This principle, a cornerstone of modern HIV care for over a decade, confirms that a person with an undetectable viral load cannot sexually transmit HIV.
- Generational Gaps: Younger generations are surprisingly less informed. Only 31% of Gen Z adults report feeling knowledgeable about HIV, compared to 60% of Gen X.
- Stigma on the Rise: Comfort levels around people living with HIV have declined. Fewer Americans report feeling comfortable with a family member (down to 61% from 66% in 2024) or a medical professional (down to 45% from 50%) living with HIV.
- Barriers to Care: The impact of this stigma is significant. The vast majority of respondents recognized that stigma discourages people from getting tested (77%) and seeking treatment (73%).
The Cost of Media Invisibility
A major driver of this knowledge deficit is the lack of representation in media. When people don't see accurate, modern portrayals of living with HIV, old stereotypes from the 1980s and 90s are left to fill the void.
The report found that 72% of Americans have not seen any stories featuring real people living with HIV in the media over the past year. The numbers are similar for fictional content, with 70% seeing no depictions in TV or film.
According to GLAAD’s television research, only one LGBTQ character living with HIV appeared in the entire 2024–2025 US television season, and that character is not returning. In film, only one major studio release featured a character with HIV, and it was set during the early days of the epidemic, failing to reflect the reality of living a long, healthy life with the virus today.
From Misinformation to Harmful Policy
This widespread stigma and lack of understanding have real-world consequences that extend beyond personal prejudice. In the US, 32 states still have outdated HIV criminalization laws that punish people based on their status, a policy approach that public health experts agree discourages testing and treatment.
"This report should be a call to action for media, public health leaders, policymakers, and advocates to ensure that the way we talk about HIV catches up with what science has already made possible," said Sarah Kate Ellis, President and CEO of GLAAD. "Ending HIV will require all of us to choose truth over misinformation, visibility over silence, and facts over fear."
The message is clear: the tools to manage and prevent HIV are more effective than ever, but they are being undermined by the persistent and evolving challenge of public stigma. The fight is no longer just in the lab, but in our newsfeeds, on our screens, and in our communities.
