A recent publication by The Freedom Food Alliance, titled “Harvesting Denial, Distractions, & Deception: Revealing Animal Agriculture’s Disinformation Strategies and Exploring Solutions,” uncovers the extensive disinformation campaigns that impact our global food systems. This in-depth analysis demonstrates how such campaigns influence public opinion and policy, detrimentally affecting efforts towards sustainability and addressing climate change.
“The animal agriculture industry continues to peddle falsehoods”
The Freedom Food Alliance is a consumer advocacy organization founded by Robbie Lockie, co-founder of Plant Based News. The organization aims to increase transparency and accountability in the food industry by providing consumers with accurate, science-backed information while exposing misinformation.
The report, which is the culmination of a year of extensive research, reveals the tactics employed by the animal agriculture industry, including the reported manipulation of social media through artificial intelligence and the misuse of corporate science, to sway public perception and derail sustainable food initiatives. Notably, campaigns like #YesToMeat and the US Beef Checkoff Program are spotlighted for their roles in misguiding the public and policymakers.
Well-funded, well-organised campaigns
Environmental activist and founder of Ecotricity, Dale Vince, articulates the severity of the situation, comparing the animal agriculture industry’s misinformation efforts to those historically seen in big oil and tobacco sectors. He states, “In the face of all the evidence, the animal agriculture industry continues to peddle falsehoods, deploying a smokescreen of denial, distraction, and deception.
“I welcome this report and commend its researchers and authors – showing the sheer scale of animal agriculture industry activity, akin to big oil and big tobacco before them – well-funded, well-organized campaigns of misinformation and science denial that are being used to thwart the essential shift to sustainable, plant-based diets – simply to support a business model and a ‘product’ that does people and animals great harm.”
Key findings from the report include:
- The identification of various disinformation tactics such as AI-driven social media manipulation, the strategic use of ‘corporate science,’ and the financial backing of research to promote misleading narratives about animal agriculture.
- An analysis of the impact these misinformation campaigns have on both policy decisions and public understanding.
- A call to action, urging journalists, NGOs, and non-profits to employ a set of solutions aimed at combating misinformation. These solutions range from educational initiatives to strategies countering AI influence on social media.
The report not only dissects the problem but also suggests actionable strategies for change, advocating for informed action to forge a sustainable and equitable future for our global food systems.
The need for urgent action
Nicholas Carter, the lead researcher on the project, supports the findings, acknowledging the animal agriculture industry’s well-funded and organized misinformation campaigns. He comments, “Animal agriculture giants are waging a disinformation war, threatening public health and the planet. Our report exposes their tactics of denial and delay and underscores the need for urgent action. We call for robust legislation, an end to greenwashing, and strict accountability for these major polluters.”
In December 2023, Changing Markets released a paper that echoed these findings by uncovering millions of social media posts spreading pro-meat and anti-vegan messaging, linking them directly to the meat and dairy industry. Additionally, last month, Oatly pushed back against unsupported claims that oat milk was fueling vitamin deficiencies, and the Daily Mail distorted a Tufts University study with the angle that a vegan diet is harmful to overall health.
“An informed public and stronger regulatory frameworks could significantly dampen the impact of these campaigns”
In a comment to vegconomist, CEO Robbie Lockie states, “Without decisive and collective action, we stand on precarious ground, especially as we navigate the controversies surrounding alternative proteins. Disinformation campaigns could seize on consumer fears, further muddying the waters. Yet, our report also sees a silver lining—an informed public and stronger regulatory frameworks could significantly dampen the impact of these campaigns, fostering a more transparent dialogue around our food choices and their impact on the world.”
Download the full report here.
