Tackling misinformation to enforce efforts in global disaster risk reduction

When an outbreak occurs, fake news and conspiracy theories can circulate rapidly, often going viral. For those of us working in animal health, the comparison between how misinformation spreads and how viruses propagate is strikingly appropriate. 

In 2020, the World Health Organization (WHO) warned that, in addition to the challenges brought by the pandemic, the world was grappling with an “infodemic” sparked by the proliferation of conspiracy theories and falsehoods about the novel virus. This marked the first pandemic in history in which misinformation spread on an unprecedented scale thanks to technological advancements and the Internet. 

A study published in the American Journal of Tropical Medicine and Hygiene estimated that at least 800 people may have died worldwide due to coronavirus-related misinformation during the first three months of 2020. At the time, it was not uncommon to see the pandemic described as a “hoax” or the virus labeled a “bioweapon” in online content.

The pandemic underscored the role that misinformation plays during health crises, contributing to the spread and impact of real-world diseases in dangerous ways. The COVID-19 emergency, however, uniquely prepared us for future infodemics, leaving behind a legacy of awareness for generations to come. 

Misinformation is a false, deceptive, misleading or manipulated information not disseminated with the intention to deceive. It is often spread by people who do not realise it is false and do not intend to cause harm.

Misinformation: a widespread challenge

Propaganda and conspiracy theories about diseases can provide people with simple and easy answers to complex questions. Throughout history, deceptive and misleading information has been used to manipulate people, especially those who don’t have the scientific knowledge to see through falsehoods, leading to widespread mistrust, anxiety and fear.  

When information is deliberately created, presented and disseminated with the intent to deceive, mislead or cause harm to advance specific agendas or distort public opinion, the phenomenon is described as ‘disinformation’.

The rise of social media has only compounded the problem. In recent years, platforms such as Facebook and X (formerly Twitter) have become places where people seek answers and reassurance during times of uncertainty, including pandemics and natural disasters. Unfortunately, these platforms also create fertile ground for unverified statements and generally harmful content.

Dr Helen Roberts, a G7 Advisor on Exotic Disease Control at the UK’s Department for Environment, Food & Rural Affairs (DEFRA), recalls a recent case involving misinformation around avian influenza in cattle. In the United States, some social media users were suggesting to drink raw milk with HPAI in it, falsely claiming that it would vaccinate people against the flu.

But it is not just social media users who fall prey to misinformation. During outbreaks, even reputable news outlets can sometimes misinterpret information from official sources. 

Identifying misinformation may be a daunting task due to its nature and pervasiveness. However, our collective resilience against it can be strengthened. 

Tackling the viral spread of misinformation

To address the problem of misinformation, a multifaceted solution is needed. On one side, scientists and veterinarians should develop the ability to debunk messages spread by “self-appointed” health experts. At the same time, journalists should embrace standard ethical principles and ensure that they report only on verified information from reliable sources. To avoid misquoting data and statistics in any in-depth coverage, accuracy – not speed – should be prioritised, particularly when it comes to sensitive topics like disease outbreaks. 

Equally important is educating the public to critically assess the news they consume. This is vital for helping individuals discern trustworthy sources and reject falsehoods. 

The impacts of misinformation stretch far beyond instilling fear and anxiety. False claims can erode public trust in government and health authorities, complicating efforts to control disease outbreaks. When authorities were investigating notifiable diseases or undertaking surveillance during the H5N1 epizootic (2020-2022) in the United Kingdom, some small-holders or backyard keepers refused to allow them on their farms, claiming that government officials were responsible for spreading the disease. There has also been a rise in resistance to vaccines, with some people claiming their pets had adverse reactions to rabies vaccines. 

Dr. Roberts emphasises the need to tailor communications to different audiences. She notes the importance of adapting language when discussing risk, particularly with pet owners. “If we are communicating with pet owners, we need to remember that animals are part of the family. Simply saying their family is at risk of rabies is not effective—it’s a rare event. Instead, explaining that certain dogs may not adapt well to family environments might be a more realistic and relatable message,” she explains.

This is why governments and scientific organisations alike need to use simple, inclusive and comprehensive language. Information about today’s wide-ranging threats should empower stakeholders—including veterinarians, farmers, and digital citizens of all ages—to make informed decisions, rather than overwhelm them with fear. 

Today’s multi-risk landscape is complex and ever evolving. Against this backdrop, WOAH is acutely aware of the importance of equipping society with the necessary tools to truly understand the hazards they face. Misinformation is no exception. As part of a coordinated effort around emergency preparedness with INTERPOL, the organisation has drafted guidelines on disinformation and misinformation in animal health emergencies which outline the nature of the problem while presenting practical solutions, tools, and strategies for overcoming it. 

As diseases continue to spread across the globe, WOAH remains committed to fostering a culture of disaster prevention and raising awareness about the dangers of misinformation in animal health.