A growing number of false claims related to food are going viral on social media, spreading up to seven times faster than accurate news, according to industry experts. Nearly 30% of fake news circulating online focuses on food and nutrition, which has raised alarms within the food sector and among consumer protection advocates.

In the latest episode of the podcast Efeagro Punto de Encuentro, experts from the media, fact-checking services, and the food industry gathered to discuss the impact of this misinformation. They emphasized the potential harm not only to businesses but also to public health, as misleading claims about food can have dangerous consequences for consumers.

Reputation at Stake for Food Companies

Ana Palencia, head of the Communications Task Force at the Spanish Federation of Food and Drink Industries (FIAB), expressed frustration at the resources companies have to invest in fighting false information. She noted that misleading food stories can lead to a significant loss of reputation, not just for individual companies but for the food industry as a whole.

"These false narratives can cause reputational damage that spreads across the sector, affecting both the company and the industry at large," said Palencia.

She also highlighted more extreme cases where misinformation results in organized boycotts against companies, directly impacting sales and even leading to job losses in severe cases. The rapid spread of false food information, which can outpace real news, makes crisis management even more challenging for companies.

Where Do These Misinformation Campaigns Come From?

Sergio Hernández, from EFE Verifica--a fact-checking division of Agencia EFE--explained that misinformation in the food sector typically spreads in two forms: accidental misinformation, which may stem from misunderstandings, and planned disinformation campaigns. Some of these campaigns, Hernández noted, are intentionally orchestrated by external actors, sometimes with political or economic motivations.

"Misinformation can fuel consumer distrust, and that's particularly harmful in a field as sensitive as food, where health risks are involved," Hernández said.

He also cautioned against the natural tendency for people to believe stories that confirm their preexisting views. "Cognitive biases are a major driver behind the spread of misinformation. Sensational headlines that fit with what people already believe can go viral before anyone stops to verify their accuracy," he added.

The Rise of AI-Driven Misinformation

As digital technology advances, the rise of artificial intelligence is creating new challenges in the fight against fake news. AI-generated content, from deepfakes to impersonated media outlets, makes it harder than ever to distinguish fact from fiction. Even the principle of "seeing is believing" is no longer a reliable guide.

Fact-checking organizations like EFE Verifica work to identify and counteract these falsehoods, using verification tools to debunk viral claims on social media. However, Hernández advises consumers to remain cautious and skeptical of eye-catching headlines, as they are often designed to manipulate cognitive biases.

The Need for Digital Literacy and Specialized Reporting

Elisa Plumed, president of the Spanish Association of Agri-Food Journalists (APAE), called for greater specialization and deeper understanding within the media, particularly when covering complex industries like food and agriculture. She compared the current media landscape to the fast food industry, saying: "Fast news, like fast food, gives you quick content, but without much depth. In contrast, slow news--like slow food--nourishes you with valuable, reliable information."

Misleading information about food, particularly around "miracle" diets and extreme health claims, poses a real threat to public health. Mapi Muñoz, coordinator of the Health and Science Disinformation Task Force at the National Association of Health Reporters (ANIS), pointed out that these myths can lead to harmful dietary habits and even eating disorders.

Combating the Spread of Misinformation

To prevent the spread of fake news, fact-checking services like EFE Verifica continue their work, monitoring viral content and sharing verified facts through the same social networks where misinformation first gains traction.

Consumers, on the other hand, are encouraged to develop stronger digital literacy skills. Being able to critically evaluate the information they encounter online and recognize signs of misinformation is key to navigating today's media environment.

In an era where viral stories--true or false--can influence millions of people in a matter of hours, the fight against food-related misinformation is more urgent than ever. Staying informed with accurate, well-sourced information is not just a responsibility for journalists and businesses, but also for everyday consumers.