During the COVID-19 pandemic, many advocacy groups and individuals criticized governments on social media for doing either too much or too little to mitigate the pandemic. In this article, we review advocacy for COVID-19 elimination or "zero-covid" on the social media platform X (Twitter). We present a thematic analysis of tweets by 20 influential co-signatories of the World Health Network letter on ten themes, covering six topics of science and mitigation (zero-covid, epidemiological data on variants, long-term post-acute sequelae (Long COVID), vaccines, schools and children, views on monkeypox/Mpox) and four advocacy methods (personal advice and promoting remedies, use of anecdotes, criticism of other scientists, and of authorities). The advocacy, although timely and informative, often appealed to emotions and values using anecdotes and strong criticism of authorities and other scientists. Many tweets received hundreds or thousands of likes. Risks were emphasized about children's vulnerability, Long COVID, variant severity, and Mpox, and via comparisons with human immunodeficiency viruses (HIV). Far-reaching policies and promotion of remedies were advocated without systematic evidence review, or sometimes, core field expertise. We identified potential conflicts of interest connected to private companies. Our study documents a need for public health debates to be less polarizing and judgmental, and more factual. In order to protect public trust in science during a crisis, we suggest the development of mechanisms to ensure ethical guidelines for engagement in "science-based" advocacy, and consideration of cost-benefit analysis of recommendations for public health decision-making., Competing Interests: Declarations. Competing interests: The authors do research in public health, epidemiology, biochemistry, virology, biostatistics, policy, politics, education and student experience, pediatrics, mathematical modeling, data science, and psychology relevant to the claims made by the studied advocacy in the paper but with no direct association to the studied advocacy. Kasper P. Kepp has unpaid research affiliations with METRICS, Stanford, and Epistudia, Bern, has published or submitted a dozen papers on COVID-19-related research (SARS-CoV-2 mutation evolution, public health, and epidemiology), has been engaged in the pandemic debate in Danish media and social media, where he has been critical of the studied zero-covid groups, and is without any financial conflicts of interests. Kevin Bardosh is Director of Collateral Global, a UK-based research and education charity that is focused on understanding the impact of COVID policies around the world, and has been active in the pandemic debate on social media and in the popular press. Tijl De Bie was an active participant in the pandemic debate in the Belgian media, on social media, and in personal conversations, and is without any financial conflicts of interests. He has co-led the writing of the so-called Wintermanifesto, a public call for a more sustainable pandemic policy in Belgium, supported by around 100 Belgian academics and other public figures and published in January 2022. Also in January 2022, he was heard as an expert in the Belgian federal parliament regarding a possible Covid19-vaccination mandate. During the pandemic, he took part in exploratory conversations with Johnson & Johnson about a possible academic collaboration unrelated to COVID-19, for which he received no compensation of any kind. Louise Emilsson works as head and senior consultant at a primary care practice in Region Värmland, Sweden. She is also Associate Professor at Oslo University, affiliated to Karolinska Institutet and has published several papers on COVID. She has no financial conflict of interest. Justin Greaves is Director of Student Experience and Progression in the Department of Politics and International Studies at the University of Warwick. He has engaged in the pandemic debate on social media. His research background includes work on a Rural Economy and Land Use (RELU) funded project on the Governance of Livestock Diseases (2007-2010). The Principal Investigator of this project was Graham Medley, currently Chair of the SPI-M modelling sub-committee of the Scientific Advisory Group for Emergencies (Sage), in the UK. Tea Lallukka has provided an invited report for the Committee for the Future (an established, standing committee in the Parliament of Finland) in late 2022, where she was asked to describe the future of public health. Her report covered e.g. inequalities in health, population aging, oral health, mental health, COVID-19 and potential new pandemics. Taulant Muka is co-founder, co-owner, and CEO at Epistudia GmbH, acts as unpaid advisor for the Academic Parity Movement, a non-profit organization uprooting academic bullying, discrimination, and violence and has written systematic reviews and meta-analyses on Covid-19 related topics. He received research funds from Merz Aesthetics not related to this work. In addition, he has written a book on academic silencing and mobbing during the Covid-19 pandemic (ISBN-13. 979-8801214009). J. Cristian Rangel, PhD. is the PI in a Social Sciences and Humanities Research Council (SSHRC) funded project mapping scientific networks influencing Public Health pandemic response in Ontario, Canada. He’s also a co-PI in a New Frontiers SSHRC grant studying the social effects of pandemic response in Canada and selected countries. He has been engaged in public critique on the role of academics in pandemic response. Michaéla Schippers is founder of Ikigaitv.nl: positive psychology interventions for the general public, to enhance mental wellbeing and co-founder of Great Citizens Movement (greatcitizensmovement.org). She also served as expert witness of extra-parliamentary inquiry regarding the COVID-19 crisis handling in the Netherlands (2020); she signed the Great Barrington declaration and owns the podcast followthescience.nl and does contract research on improving study success: https://www.erim.eur.nl/erasmus-centre-for-study-and-career-success/ . Jonas Schmidt-Chanasit declares that the following conflicts of interest may exist, which may result from an employment relationship, a shareholding, a consultancy activity or grants for research projects, lectures or other activities: Blusense Diagnostics, Mahidol University, Vietnam Military Medical University, Deutsche Forschungsgemeinschaft (DFG), Bundesministerium für Bildung und Forschung (BMBF), Bundesministerium für Gesundheit (BMG), Bundesministerium für Ernährung und Landwirtschaft (BMEL), Instand e.V., Auswärtiges Amt, QCMD, Takeda, AstraZeneca, Pfizer, Wynn Macau, Sonic Healthcare, Chulalongkorn University, Valneva, Bavarian Nordic, Hermes Arzneimittel, CRM - Centrum für Reisemedizin, Johnson & Johnson, EUROIMMUN, BASF, Siemens, Roche, Bangkok Bank, China Construction Bank, Deutsche Bank, Diasorin, Sanofi, and Mikrogen. He is an active participant in the pandemic debate in the German media, on social media (X), and advised the Government of the City of Hamburg during the COVID-19 pandemic. Tracy Vaillancourt is the Chair of the COVID-19 Task Force for the Royal Society of Canada (RSC). She also chaired the RSC’s Children and Schools Policy Report which covered all aspects of education during the COVID-19 pandemic. She is the current chair of the Canada Learning Loss Policy Report in partnership with the RSC and the Canadian Commission UNESCO, which is funded by the Social Sciences and Humanities Research Council (Canada). She provided consultation to the Canadian government on education, child development, and behavioural sciences during the pandemic. She is the president of the International Society for Research on Aggression, a Senior Fellow of the Centre for International Governance Innovation, a member of the National Expert Committee on Countering Radicalization to Violence, Government of Canada, and the Chief Editor, Frontiers in Child and Adolescent Psychiatry – Child Mental Health and Interventions Ethics approval: No ethics approval was obtained as all data studied in the paper are fully available in public., (© 2024. The Author(s) under exclusive licence to Monash University.)