The Freedom Food Alliance has published "The Disinformation Report: Harvesting Denial, Distractions & Deception", a comprehensive analysis bringing to light the animal agriculture industry's systematic use of disinformation to hinder the transition towards plant-based alternatives.
Source: PFN Ai depiction of the human brain coping with information.
Authored by environmental scientist Nicholas Carter, the report delves into the multifaceted strategies employed by the industry to cloud public perception and policy-making regarding the environmental and health benefits of plant-based foods.
Despite the widely recognised advantages of shifting away from animal-based products, the Ag industry continues to invest heavily in campaigns designed to mislead and confuse
The report highlights how millions of dollars are funneled into sophisticated operations including social media disinformation campaigns like YesToMeat, industry-funded research promoting false narratives, and the training of online influencers to disseminate misinformation. But more insidiously the Ag Industry is using Ai negatively to construct their disinformation says the report.
These efforts extend to manipulating public discourse using not only artificial intelligence but also waging culture wars, and greenwashing practices such as promoting Regenerative Agriculture as a climate solution for beef. The report also exposes attempts to undermine climate science and downplay the impact of methane emissions, showcasing a deliberate effort to derail environmental progress.
Source: The Freedom Food Alliance
CMO of Change Foods, Irina Gerry, says the breadth and sophistication of these campaigns pose a threat to public understanding and policy formulation. "These campaigns are not just widespread; they're incredibly sophisticated, utilising a range of modalities and backed by significant financial investment. It's no surprise that both the public and policymakers are struggling to navigate through the misinformation," says Irina Gerry.
Nicholas Carter, the report's lead author, stresses the importance of vigilance against disinformation. "We all acknowledge the need to combat misinformation, yet without persistent and thorough efforts to correct falsehoods, society remains vulnerable to the whims of well-crafted marketing strategies," says Nicholas Carter.
Ali Tabrizi, director of the documentary "Seaspiracy," highlights the urgency of the situation. "Animal agriculture giants are not just engaging in a disinformation war; they are actively threatening public health and the planet. The report sheds light on their tactics of denial and delay, highlighting the critical need for immediate action," says Ali Tabrizi.
The report calls for a collective effort to counteract these tactics through enhanced media literacy, open dialogue with scientific communities, and a push for transparency and accountability in communications.
The alliance urges for more robust government level legislation, an end to greenwashing, and strict accountability for polluters, underscoring the necessity of informed and critical engagement in the face of industry-led misinformation.
To down load the full report CLICK HERE
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