The next big threat to animal health emergencies: misinformation and disinformation 

Today’s global risk landscape is complex and ever evolving. Technological advancements, climate change, globalisation and shifting demographics are just some of the factors that are leaving people, animals and the environment they inhabit increasingly vulnerable to known and emerging risks, including infectious diseases, whether they are natural, accidental or deliberate in origin.

Information overload adds yet another layer of complexity. The current digital landscape has forever changed the way we access and consume news. Social media, prominently, allows for instant information flow. At the same time, digital technologies have fragmented media, giving online audiences a wide range of channels and outlets to source information from. Against this backdrop, the ability of individuals and institutions to tell fake news from real is continuously put to the test.  

In the aftermath of the COVID-19 global crisis, international agencies, governments, scientists, the media, civil society groups and concerned citizens have been taking action to understand what the major challenges were and identify important lessons from the past.

Misinformation is inaccurate information, usually spread without harmful intent. Disinformation is inaccurate or misleading information, deliberately created and spread to cause harm to target governments, organisations or people. 

A multi-sectoral approach in a multi-risk environment 

The animal health sector is just as vulnerable to threats posed by misinformation and disinformation. In October 2022, viral online content about the spread and treatment of lumpy skin disease stirred up conspiracy theories, undermining cattle vaccination efforts and suggesting that milk is not safe to drink. The United Kingdom’s leading news source, the BBC debunked the claim using facts grounded in science and the voices of experts. This is only one of the several stories that made international headlines, highlighting how the animal health sector can be severely impacted by false narratives. 

Almost every animal disease outbreak from Bovine spongiform encephalopathy (BSE or mad cow disease), to Foot and mouth disease (FMD), African Swine Fever (ASF) and bird flu has been accompanied by misinformation and disinformation. 

The evolution of a multi-hazard landscape demands a new, innovative approach to detecting and responding to misinformation and disinformation. When the spread of false information is linked to criminal or terrorist activities, for instance, it requires involvement of Law Enforcement agencies.  

Ensuring global health security needs response systems which should be cross-sectoral, critical, engaged and well-informed. “Malicious actors continuously engage in harmful, multi-layered disinformation campaigns that aim to disrupt, divide, damage and undermine their targets“, argues Ben Wakefield, Senior Analyst and ELBI (Emerging Leaders in Biosecurity Fellowship) Deputy Director at Johns Hopkins Center for Health Security.

In recent years we have seen clear examples of multi-layered disinformation campaigns during the COVID-19 pandemic. The animal health sector is at risk of similar disinformation campaigns, which could have a significant impact on trade and food security and make the world less stable and a less secure place for all.

Ben Wakefield, Senior Analyst and ELBI (Emerging Leaders in Biosecurity Fellowship) Deputy Director at Johns Hopkins Center for Health Security 

If no action is taken, the consequences of untruthful or misleading statements can be significant, increasing the risk for animal and zoonotic diseases to quickly spread, also eroding people’s trust in authorities and undermining the health responses. This means that the response of stakeholders from all sectors needs to be prompt and well-informed.  “To dismantle malicious efforts,” continues Wakefield “animal health experts, scientists, and social scientists must come together with the security community to holistically plan and execute effective strategies.

Multisectoral collaboration that incorporates a diverse set of expertise is an essential part of countering disinformation and ensuring that animal health remains protected.

Ben Wakefield, Senior Analyst and ELBI (Emerging Leaders in Biosecurity Fellowship) Deputy Director at Johns Hopkins Center for Health Security 

“It is crucial that these entities work together in a coordinated manner,” echoes Katy Carroll, expert at the UN Interregional Crime and Justice Research Institution (UNICRI). “This is due to the fact that, much like with other criminal phenomena, malicious actors usually look to exploit any gaps or vulnerabilities in prevention and response efforts in order to achieve their objectives.” 

Fighting mis- and disinformation around animal health: WOAH’s guidelines 

Within the framework of a strong partnership, the World Organisation for Animal Health (WOAH) and the International Criminal Police Organisation (INTERPOL) recently published a set of guidelines on countering disinformation and misinformation in animal health emergencies.

The guidelines illustrate some key strategies that should be holistically planned and executed to manage disinformation and misinformation for organisations working in animal health emergencies to prepare for, detect and respond to these events. 

The threat of misinformation is nothing new. From propaganda being used to advance political agendas to manipulated messages influencing opinions, information has long been weaponised by groups and individuals alike. Yet, as ecosystems become increasingly interconnected, this threat has taken on new significance. Today’s media fragmentation, coupled with the interconnected nature of modern life and the rise of AI-generated content, makes it harder for consumers to distinguish truthful from biased, misleading or untrustworthy news.  

According to the World Economic Forum Global Risks Report 2024, disinformation is going to be the world’s top risk during the next two years. This is why implementing the right countermeasures – from public awareness to media literacy campaigns – is more urgent than ever before. “With the evolution of technology, social media and internet connectivity that we have in the present day, disinformation campaigns spread far more rapidly and with greater consequences than in previous decades” highlights Wakefield. “As a result, it has never been more important to actively counter and condemn malicious disinformation efforts, whatever their origin.” 

The development of guidelines on misinformation and disinformation in animal health by WOAH and INTERPOL was supported by Global Affairs Canada’s Weapons Threat Reduction Program. 

This article was originally published on the website of The Global Partnership Against the Spread of Weapons and Materials of Mass Destruction (the Global Partnership)

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