Over a 14-month period, June 2022-July 2023, our recent investigation, together with Ripple Research, found over 1 million examples of misinformation surrounding meat and dairy mostly on X, with spikes in misinformation around key political and media moments. We were able to trace misinformation back to people with established financial links with the meat and dairy industry, right-wing commentators, and mis-influencers – often with their own meat and dairy products they are promoting.
78% of misinformation focused on ‘disparaging’ meat and dairy alternatives, pushing forward cultural polarisation and attacking alternative proteins and diets as unhealthy or bad for the environment. Conversely, 22% of misinformation ‘enhanced’ meat and dairy, exaggerating their health benefits, such as praising ‘the carnivore diet’ and claiming vegan diets would make you unhealthy.
Watch our video and read our full report at changingmarkets.org to learn more about how these actors want to influence your eating habits.
