Questions on travel and sexual behaviours negatively impact ethnic minority donor recruitment: Effect of negative word‐of‐mouth and avoidance

Background and Objectives Donor selection questions differentially impacting ethnic minorities can discourage donation directly or via negative word‐of‐mouth. We explore the differential impact of two blood safety questions relating to (i) sexual contacts linked to areas where human immunodeficiency virus (HIV) rates are high and (ii) travelling to areas where malaria is endemic. Epidemiological data are used to assess infection risk and the need for these questions. Materials and Methods We report two studies. Study 1 is a behavioural study on negative word‐of‐mouth and avoiding donation among ethnic minorities (n = 981 people from National Health Service Blood and Transplant (NHSBT) and the general population: 761 were current donors). Study 2 is an epidemiology study (utilizing NHSBT/UK Health Security Agency (UKHSA) surveillance data on HIV‐positive donations across the UK blood services between1996 and 2019) to assess whether the sexual risk question contributes to reducing HIV risk and whether travel deferral was more prevalent among ethnic minorities (2015–2019). Studies 1 and 2 provide complementary evidence on the behavioural impact to support policy implications. Results A high proportion of people from ethnic minorities were discouraged from donating and expressed negative word‐of‐mouth. This was mediated by perceived racial discrimination within the UK National Health Service. The number of donors with HIV who the sexual contact question could have deferred was low, with between 8% and 9.3% of people from ethnic minorities deferred on travel compared with 1.7% of White people. Conclusion Blood services need to consider ways to minimize negative word‐of‐mouth, remove questions that are no longer justified on evidence and provide justification for those that remain.