Poultry production under threat: Framework to counter misinformation and protect food security.

Poultry industry is a fundamental pillar of global food systems, supporting nutrition, economic stability, and livelihoods worldwide. However, this sector faces significant challenges in today's rapidly evolving media landscape, largely due to the widespread dissemination of misinformation across both traditional and digital channels. Such misinformation not only distorts public perception and influences consumer behavior but also undermines production practices, posing a direct threat to industry sustainability and food security. This study aims to explore the impact of media misinformation on the poultry industry and identify mechanisms for effectively addressing this phenomenon while enhancing food security. A qualitative descriptive approach was employed, based on a systematic review and critical analysis of previous literature, including scientific research, industry reports, and relevant publications, to identify sources of misinformation and evaluate available strategies for mitigation. Findings indicate that misinformation negatively affects the poultry sector, impacting both producers and consumers. This leads to eroded trust and influences decision-making within the industry. The results underscore the urgent need for a coordinated, multi-stakeholder approach that combines scientific rigor, proactive monitoring, and media literacy campaigns. Poultry science programs in higher education are expected to play a pivotal role, serving as hubs for professional training, the development of digital ambassadors, and the dissemination of accurate, real-time information. The study recommends implementing an integrated framework that links poultry science programs with higher education institutions, the industry sector, and governmental and non-governmental organizations to effectively detect, counter, and mitigate the impact of misinformation. By enhancing public trust, increasing consumer engagement with poultry products, improving production reliability to reduce operational and economic risks, and supporting sustainable growth by integrating these factors within a long-term framework, these measures are expected not only to safeguard the integrity of the poultry sector but also to strengthen global food security. Continuous evaluation and adaptation of these strategies remain essential to address ongoing developments in the media landscape and ensure the long-term sustainability of the industry.