World Organisation for Animal Health
Technological advancements, climate change, globalization 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.

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.

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