Scottish Government advisers cautioned against using celebrities as vaccine champions after tennis star Sir Andy Murray was suggested for a role.
They said the literature shows the most “effective communicators” are the members of the group targeted for vaccination.
The mass immunisation programme is shaping up to be one of the biggest challenges in NHS history.
In Scotland alone, Nicola Sturgeon hopes to have everyone over 50 vaccinated by early May.
Potential problems include supply and resistance from a small but vocal group of vaccine sceptics.
On December 2, Sturgeon suggested she had some well known people in mind for an awareness campaign, but added she was “not going to name people right now”.
She did name Murray, who has won three Grand Slam singles events and two Olympic gold medals, as a person who is widely respected.
“I was asked this question on television and it was put to me that Andy Murray might be one,” she said.
“We have not had a conversation with Andy Murray... but I’m sure that a person the vast majority in Scotland have a huge respect for could be helpful in this.”
Previous reports also suggested UK ministers and NHS England were drawing up a list of “very sensible” celebrities.
One name mentioned was Manchester United striker Marcus Rashford, who has been hailed for his work combating child poverty.
A day after Sturgeon mentioned Murray, the Scottish Government’s covid-19 advisory group met to discuss a range of pandemic-related issues.
On the vaccine, the minute noted “trust is critical” and communication needs to avoid anything which “sounds like political point scoring”.
It added: “Most literature suggests the most effective communicators are members of the group being communicated to; generally not celebrities. Polling in Scotland shows that people are likely to respond positively to the delivery of campaigns from the NHS in Scotland.”
On vaccine scepticism, the minute stated: “The group agreed that there was a need to distinguish between those implacably against vaccinations and those who have legitimate questions.
“It is normal that there will be questions from the hesitant. That is perfectly reasonable and positive – not the same as being anti-vaccination.”
Scottish Greens MSP Mark Ruskell said: “You don’t have to look to hard to find wild anti-vaccine conspiracy theories and other covid related misinformation online. So, it’s essential that the Scottish Government counters this misinformation and ensures as many people as possible are vaccinated.
"Government would have more success if it followed the advice of its own advisory group relying on the NHS and trusted local GPs to deliver the message, rather than chasing celebrity endorsements.”
Scottish Tory MSP Donald Cameron said: “The vaccine is giving people across Scotland hope right now in the fight against Covid.
“To ensure the vaccine rollout is successful, the SNP Government must ensure they will follow the expert advice at all times which guarantees the greatest levels of take up among the public.”
