Anti-fake news websites and strategies in the Italian poultry sector
MAC continues its observation and reporting activity ( https://www.moreaboutchicken.com/ )
and NDBS ( https://www.nutriamocidibuonsenso.it/ ) around and within the poultry sector, started with those you find at these links:
https://moreaboutchicken.com/how-to-avoid-being-influenced-by-fake-news-about-the-poultry-sector/
Research objective for the report
My goal was to verify and identify Italian websites or initiatives that work to counter misinformation in the poultry sector. I searched for sources that debunk fake news, provide scientific information, and promote transparency in this field. I began by searching for sites that generally focus on debunking the fake news that is circulating and that generally taints the information.
This search therefore focused on general Italian fact-checking sites, then refined it to include those that address specific terms related to the poultry sector. Next, I searched for organizations that provide scientific information on poultry, identifying articles or sections that debunk false information and identifying sources that offer potential for transparency in the Italian poultry industry.
Fact-checking sites identified
I began my research by identifying several generic Italian fact-checking sites, such as AGI Agenzia Giornalistica Italia, Fake.net, David Puente Fact-Checking, Facta.news , Lavoce.info Fact-Checking, and Pagella Politica, which represent a starting point for verifying the information I sought before delving into the research sources.
Specific denials in the poultry sector
I then found potentially interesting sources that directly address fake news in the poultry sector.
In particular, MSD Animal Health has articles that debunk common myths, such as that all chickens are raised in cages or the presence of hormones and antibiotic residues in poultry.
Facta.news also contains arguments related to food-related misinformation, as does the National Association of Italian Veterinarians (ANMVI), which highlights animal welfare as a topic at high risk of misinformation.
I’ve noticed that industry associations like UNAITALIA and Assoavi are producing potentially useful content to counter these narratives.
To further investigate, I then explored the websites of MSD Animal Health, Facta.news , and ANMVI to gather specific examples of content that potentially debunks fake news and to better understand their approach. I also consulted the websites of the main breeders’ associations, such as the Italian Breeders’ Association (AIA) and UNAITALIA, to identify sections dedicated to transparency and debunking fake news, seeking to understand how they communicate scientific information to the public.
New discoveries on denials in the poultry sector
I conducted in-depth research on websites that can potentially counter misinformation in the poultry sector. MSD Animal Health, in collaboration with Assoavi and Unaitalia , is a potential, solid source that contains arguments that can be used to debunk various misconceptions. These include the widespread false belief that all hens are raised in cages, the belief that hormones are present in poultry, and the belief that there are excessive antibiotic residues. In these sites, I found specific data on farming systems and the significant reduction in antibiotic use.
I also discovered that Assosuini , while focusing on pigs, has a very relevant article debunking common myths about intensive farming in general, which also apply to the poultry sector, such as environmental impact or animal welfare. This article cites Professor Pulina of Carni Sostenibili , indicating another key organization.
Key organizations
The following organizations emerge from the report as potentially capable of providing answers to fake news: Assoavi , Unaitalia , Carni Sostenibili, Moreaboutchicken , and Nutriamocidibuonsenso , although they operate separately from each other or through reciprocal links. I identified a specific article from Unaitalia /Carni Sostenibili titled “Fact-Checking Day: the 5 most widespread fake news about meat ,” which I considered a crucial point of investigation, while also exploring the main websites of Unaitalia and Assoavi in more detail to find sections dedicated to transparency and the debunking of fake news. This allowed me to compile a comprehensive list of sites and the types of disinformation they address, which I have summarized in the report and detailed in the appendix SK-REPORT-FACT CHECKING.
Here is the report
1. Introduction: the context of disinformation in the Italian poultry sector
1.1. Strategic importance of the poultry sector in Italy (also valid at the European level)
The Italian poultry sector is a key pillar of the national agri-food industry, distinguished by a high degree of production self-sufficiency and a fully integrated supply chain. In 2023, it achieved 105.5% self-sufficiency in poultry meat, ranking it as the fifth largest producer in Europe. The sector’s overall economic value is significant, estimated at approximately €7.35 billion, of which €5.35 billion comes from meat and €2 billion from eggs.
The sector’s dynamism is evidenced by robust growth: poultry production increased by 9.9% in 2023 compared to 2022, and egg production by 6.8% over the same period. Poultry is the most consumed meat in Italian households, with an average per capita consumption of approximately 21.4 kg per year, representing 42% of total meat volumes. This preference is attributable to its versatility, high protein content, and affordability. Egg consumption also remains high, with approximately 215 eggs per capita per year in 2023.
The sector’s remarkable self-sufficiency and significant economic value indicate strong domestic resilience, crucial to national food security. Despite fluctuations in consumer confidence, influenced by economic factors such as inflation, underlying demand for poultry products remains strong. This means that any negative impact resulting from misinformation could have substantial repercussions on the country’s economy and food security. Therefore, anti-fake news efforts are essential for reputational protection, but they are also crucial to safeguarding a vital national (and international) industry.
1.2. The growing challenge of fake news and its impact
The poultry sector, like much of the agri-food industry, faces persistent criticism and the spread of misinformation regarding food safety, animal welfare, and environmental impact. These negative narratives, often amplified by the media and social media, can erode consumer trust and influence purchasing decisions. Despite the industry’s high standards in terms of safety, welfare, and environmental awareness over the past two decades, misinformation continues to circulate.
Consumer confidence in Italy, though subject to fluctuations, is particularly sensitive to economic conditions. A general weakening of consumer sentiment, for example due to inflation, can make citizens more inclined to believe negative narratives about food production, pushing them to prioritize price over other attributes or to seek alternatives.
This situation creates a critical vulnerability: if misinformation about the quality or safety of poultry products spreads, already value-conscious consumers could easily shift toward options perceived as safer or cheaper, even if the claims are unfounded.
The challenge for the poultry industry is not only to debunk falsehoods, but to proactively build trust to prevent such changes in a market where price is still a determining factor.
1.3. Objective of the Report: Identify and analyze anti-fake news sources
This report aims to provide an in-depth analysis of Italian entities and strategies dedicated to countering misinformation in the poultry sector. It will distinguish between general fact-checking sites and specialized sector bodies, detailing their approaches, the specific misinformation they address, and the scientific arguments and regulations they employ to promote accurate and evidence-based communication.
2. Overview of Italian generic fact-checking sites with agri-food relevance
I believe I’m providing a useful service by sharing information here about where to find anti-fake news sources. While they don’t focus exclusively on the poultry sector, they contribute to fact-checking the broader fight against misinformation, occasionally covering topics relevant to agri-food and public health. These platforms are important general resources for verifying news and claims, and while this report focuses on poultry, we understand that the world of fake news is often transversal and touches on issues that affect others, developing complex chains of fake news that are difficult to identify and therefore difficult to mitigate, with their often devastating effects on businesses, contexts, individuals, and so on.
Among the main fact-checking sites in Italy are:
- AGI Italian News Agency https://www.agi.it/ : general news agency that includes a section dedicated to fact-checking.
- net https://www. fake .net/ : a service specifically designed to combat fake news, founded and directed by Claudio Michelizza and Fabio Milella.
- David Puente fact-checking https://davidpuente.it/ : recognized individual fact-checker .
- news https://www.facta.news/ : A project dedicated to combating misinformation and the spread of fake news. It has addressed topics such as “cultured meat” and “fake meat ,” highlighting the spread of misinformation in this area.
- info fact-checking https://www.lavoce.info/ : focuses mainly on economic and political fact-checking.
- Political Report Card https://pagellapolitica.it/ : the only Italian site entirely dedicated to fact-checking politicians’ statements.
The existence of these “generic” fact-checking sites demonstrates a clear social need for information verification, although their broad reach precludes the continuous, thorough, and proactive debunking required by a complex and often criticized industry like the poultry industry. For example, Facta.news addresses the issue of “cultured meat,” but not the day-to-day nuances of poultry farming. This highlights a critical gap that specialized industry associations must fill, as they possess the domain expertise and direct access to data necessary to effectively counter poultry-specific misinformation.
3. Trade associations and consortia as key players in the fight against misinformation in the poultry sector
The most direct and authoritative sources for countering misinformation in the Italian (and European) poultry sector are trade associations and consortia. These organizations can leverage their in-depth knowledge, access to data, and direct engagement with producers to provide accurate, evidence-based information. The issue the industry needs to address, however, is how countering fake news is conducted. These efforts are often permeated by superstructures and technicalities that struggle to be translated into comprehensible and/or accessible responses for the public, thus (unintentionally) remaining content that is in no way suited to reassuring or re-engaging potential consumers who are distracted, disappointed, or frightened by the fake news circulating.
3.1. UNAITALIA: the voice of the poultry and egg sector
UNAITALIA is the leading association representing, protecting, and promoting the Italian agri-food supply chains for meat and eggs. Its mission includes strengthening the institutional representation of the “Made in Italy ” agri-food sector and promoting a development model focused on environmental, social, and economic sustainability, animal welfare, and transparency towards consumers.
The association is committed to transparency through the publication of detailed annual reports, such as the “UNAITALIA 2025 ANNUAL REPORT” (covering 2024) and the “UNAITALIA 2024 ANNUAL REPORT” (covering 2023). https://www.unaitalia.com/relazione-annuale-e-risorse/ . These documents offer a comprehensive overview of the sector’s performance, levels of self-sufficiency, production, and consumption trends, serving as key resources for transparent communication and demonstrating the supply chain’s resilience and adaptability . UNAITALIA addresses the most common issues through press releases and articles, also reporting on those of other international associations such as AVEC.
UNAITALIA extends its commitment to European projects for sustainability and animal welfare and is a partner in the Broilernet project , a network funded by the European Horizon 2020 program (from August 2022 to August 2026). Broilernet aims to improve the resilience and sustainability of the broiler sector by promoting the co-design and implementation of best practices in European farms, with a focus on animal health and welfare and environmental impact. The results and best practices are collected in an online portal, “The Broiler Knowledge Hub” https://broilernet.eu/knowledge-hub/ , accessible to all.
UNAITALIA reports on its website responses to specific fake news, such as those relating to:
Hormones : The association clarifies that the use of hormones and growth stimulators is illegal and strictly prohibited by Italian and European laws, with thousands of checks certifying their absence. Furthermore, the use of these substances would be unnecessary and uneconomical.
Antibiotics : A dramatic reduction in antibiotic use in Italian poultry farms is highlighted (a 93.5% drop for chickens and 83% for turkeys between 2011 and 2021). It is emphasized that antibiotics are used exclusively for curative purposes, under veterinary prescription, and with strict withdrawal periods to ensure the absence of residues in meat intended for consumption.
Animal Welfare : UNAITALIA promotes the sector’s commitment to animal welfare through innovation and adherence to rigorous European regulations, among the most stringent in the world.
Sustainability : The association addresses the perceived link between meat production and global warming, highlighting that a significant portion of Italians are unaffected by such claims and reject the idea of closing farms for environmental reasons.
UNAITALIA’s comprehensive approach, which ranges from annual reports to participation in European projects and the debunking of certain fake news, provides data, research, and collaborates internationally to try to standardize the narrative. This suggests that for a sector under constant scrutiny, proactive transparency and evidence-based communication are not just best practices , but a fundamental strategic imperative for gaining and maintaining consumer trust and market stability.
3.2. Sustainable Meat: a platform for meat sustainability
The “Sustainable Meat” project aims to identify key topics, the state of knowledge, and the latest technical and scientific trends to demonstrate that meat production and consumption can be sustainable, both for health and the environment.
Publishes articles that directly address the most common criticisms leveled at the Italian poultry sector. For example:
Antibiotic resistance (AMR) : It is clarified that AMR deaths are mainly linked to the overuse of antibiotics in human medicine, highlighting the rigorous controls in the livestock sector and the sector’s contribution to the fight against AMR.
Abnormal growth of chickens : explains that rapid growth is the result of research and selection of breeds, a centuries-old practice in agriculture, which has led to improved chicken performance , making them stronger and less prone to disease.
Intensive farming as a threat : argues that intensive farming, “if done well” and in compliance with strict European regulations, is not a threat, but a virtuous model to be defended and exported.
High production costs : highlights that high production costs in Europe, and in Italy in particular, are due to compliance with more stringent production standards than global competitors , supporting the defense of the Italian production model “Made in Italy “.
The meat sector invests significantly in research and innovation (7% of annual revenue, compared to an average of 2.5% for the entire agri-food sector), demonstrating a strong commitment to scientific progress. Sustainable Meats details each fake news debunking it encounters, relying on scientific explanations, such as genetic selection and the distinction between human and animal use of antibiotics. This indicates that the industry considers scientific validation the most credible and effective tool for countering misinformation, often fueled by emotion or ideology. This strategy ideally aims to shift the debate from perception to verifiable facts.
3.3. Assoavi : transparency in the egg sector
Assoavi (National Association of Poultry and Rabbit Breeders) appears committed to improving knowledge and transparency in egg production and the egg market, to contribute to better internal coordination and product promotion.
It denies through press releases the fake news that “all chickens in Italy are raised in cages.”
Indeed, 2021 data shows that 54% of laying hens are raised “free range,” 37% in “enriched cages” (according to current regulations), 4% in free-range, and 5% in organic farms. This distribution highlights a significant shift away from conventional cages, with the share of eggs from enriched cages steadily decreasing (from 71% in 2011 to 37% in 2021) and lower than the European average (49.5%).
The “caged chickens” hoax is a specific and emotionally impactful piece of misinformation. Assoavi ‘s response , based on precise and verifiable data, directly contradicts the widespread claim.
This demonstrates that for persistent and specific fakes, a data-driven debunking approach is crucial. This appears to be a form of industry responsiveness to changing consumer sensibilities and the investments made to meet these new needs.
3.4. Other organizations: Coldiretti and CIA – Italian Farmers
Larger agricultural associations such as Coldiretti and CIA – Confederazione Italiana Agricoltori (Italian Farmers’ Confederation) also play a role in defending the Italian agri-food sector from misinformation.
Coldiretti : has denied “fanciful attempts” to link the domestic livestock sector to the coronavirus epidemic, emphasizing the sector’s role in circular economies (production of manure as fertilizer, biogas production) and the high safety and quality standards of “Made in Italy ” meat and milk .
CIA – Italian Farmers’ Confederation : reaffirmed the quality and wholesomeness of Italian poultry, highlighting the rigorous controls on all farms and the sector’s self-sufficiency. It emphasized the importance of avian influenza prevention plans and the legal certification of chicken meat’s origin on labels.
While UNAITALIA and Carni Sostenibili focus specifically on the poultry sector, Coldiretti and CIA play a broader role across the entire Italian agri-food system. Their efforts to refute widespread attacks, such as alleged links to pandemics or overall environmental impact, are an attempt to implement a collective industry strategy to protect the reputation of Italian agricultural products as a whole.
This implies that fighting misinformation requires a multi-level effort, ranging from sector-specific denials to the broader defense of national agriculture.
4. Platforms specialized in dissemination and fact-checking on the poultry sector
In addition to trade associations, there are specialized platforms dedicated to disseminating accurate information and combating misinformation in the poultry sector, adopting a neutral and scientifically sound approach.
4.1. Let’s Eat Common Sense (nutriamocidibuonsenso.it) and More About Chicken (moreaboutchicken.com)
Nutriamoci di Buon Senso (NDBS) is an offshoot of More About Chicken (MAC) and was created with the aim of conveying professional content and reflections on the poultry world to the Italian public, seeking to overcome the emotional interferences that often distort the perception of reality.
The group of experts contributing to the content production for these platforms comes from a diverse professional background, including specialists in poultry farming, science, veterinary medicine, research, and communications. They are coordinated by Pietro Greppi, founder of both platforms, who ensures a “third-party” perspective to avoid conflicts of interest and emotional bias, and to promote objective views.
The mission of NDBS and MAC is to monitor the “professional poultry sector” and inform consumers impartially, maintaining a position as neutral as possible towards those who are unable to distinguish emotional (often irrational) issues from scientific and practical ones.
The information and news reported on these sites adhere to a scientific vision, guided by the goal of considering the need and function of feeding the planet in a healthy, consistent, and safe manner . The platforms explicitly state that they do not discuss ideals, but real facts, collecting, verifying, and disseminating information on the activities of the poultry sector and highlighting the typical exploitation of those who a priori criticize animal farming for the production of quality food.
These platforms stand out for their specific focus on the poultry sector and their commitment to providing evidence-based analysis, positioning themselves as a resource for consumers and operators seeking balanced, scientifically sound information beyond polarizing narratives.
5. Main fake news and related denials in the Italian poultry sector: analysis and counter-arguments
The Italian poultry sector faces a number of recurring misconceptions and criticisms, often rooted in misunderstandings or misrepresentations of modern farming practices. This is, in fact, the most challenging issue for the industry, especially because it is rarely accustomed to proactively considering these strategies of transparency and resistance to criticism. It therefore finds itself facing emergencies without a predetermined plan and risks appearing overwhelmed or lacking credibility. Reputation is, in fact, a crucial factor that cannot be established overnight.
5.1. Animal welfare
Common criticisms of animal welfare include the perception that chickens grow “abnormally” fast, causing health problems, and that intensive farming conditions are unwelcome, lacking natural light, space, and opportunities for natural behavior.
The industry’s counter-arguments – although not predetermined and not easily available to a simple consumer – are based on scientific and regulatory data:
Abnormal growth : The rapid growth of chickens is the result of centuries of research and genetic selection, a process similar to that of other agricultural advances. Modern breeds grow according to their genetic makeup, with the goal of producing stronger, healthier birds that efficiently convert feed and are less prone to disease.
Intensive farming and welfare : The European model, including the Italian one, adheres to rigorous and advanced animal welfare regulations. Although intensive ( a term the author of this report has long suggested should be more properly defined as “protected” ), these systems are designed to ensure optimal conditions, as healthy animals translate into better yields and lower costs. Farm animal welfare is guaranteed by respecting the “five freedoms” ( nutrition, space, health, species-specific behavior, and general well-being ). Investments in innovation improve technological and structural standards.
Regulation : Strict European regulations, such as a stocking density limit of 33 kg/m² (which can reach 39 kg/m² under optimal conditions) and continuous veterinary inspections throughout the production cycle (from breeding to slaughter), ensure compliance and animal health. The Ministry of Health and the Experimental Zooprophylactic Institutes play a key role in monitoring.
Consumers and well-being
Although consumer concerns about animal welfare are high (for example, 71% believe chickens are sentient beings, 84% believe they feel pain, 85% find rapid growth problematic, and 92% desire sufficient space and light), the industry argues that a transition to higher-welfare systems (such as slower-growing breeds or more space) would entail significant costs. One study indicates an additional production cost of 37.5% per kilogram of meat and the need to invest €8.24 billion in new facilities in Europe, resulting in a 44% reduction in meat production. This could make chicken less affordable.
There is therefore a clear tension between high consumer concern for animal welfare and the significant economic costs associated with implementing higher welfare standards.
Consumers express a willingness to pay more (between 5% and 30% in Europe), but the industry estimates much higher increases in production costs. This creates a “well-being-cost paradox.” Anti-fake news communication on well-being must therefore go beyond simple compliance claims, educating consumers about the trade-offs between well-being standards, production costs, and product affordability, and potentially offering differentiated products to meet different consumer needs.
5.2. Public Health
Common public health criticisms include claims that poultry is loaded with hormones, contains harmful antibiotic residues, and that its consumption is linked to various cancers or other health problems, such as antibiotic resistance.
The industry’s counter-arguments are as follows:
Hormones : The use of hormones and growth promoters in poultry farming is strictly illegal in Italy and the EU. National residue monitoring plans, which include thousands of checks, confirm their absence in poultry meat. Furthermore, their use would be economically inefficient.
Antibiotics : Antibiotics are used exclusively for therapeutic purposes, under veterinary prescription, and never for prevention or growth promotion. Strict withdrawal periods ensure that no residues remain in the meat at the time of consumption. The Italian poultry sector has achieved a significant reduction in antibiotic use (93.5% for chicken, 83% for turkey between 2011 and 2021). The main cause of antibiotic resistance (AMR) is overuse in human medicine, not livestock farming.
Meat healthiness : Some studies suggest a link between poultry consumption and certain types of cancer (digestive/gastrointestinal), while even more recent studies describe a tumor-fighting effect. However, the industry correctly emphasizes that these studies require further investigation and interventional studies. In general, poultry is recognized for its high biological value and low fat content compared to other meats.
Avian influenza : Trade associations, such as the Italian Farmers’ Confederation (CIA), reassure consumers that, despite outbreaks in other countries, Italian livestock farms are under strict control and there is no risk to consumers from the virus in Italy. Prevention plans are actively promoted.
The debate over antibiotics and disease outbreaks highlights the complex concept of ” One Health ,” where animal health directly impacts human health. Misinformation often oversimplifies or misattributes blame (for example, AMR solely on livestock). The industry’s detailed responses, emphasizing responsible use, rigorous controls, and the human health context for AMR, demonstrate an understanding of this interconnectedness. The challenge is to effectively communicate this complexity to an audience seeking simple answers, while avoiding alarmism and maintaining credibility.
This activity is currently carried out on a dedicated basis by the websites www.moreaboutchicken.com and www.nutriamocidibuonsenso.it .
5.3. Environmental Impact
Intensive poultry farming is criticized for its environmental footprint, including significant emissions (ammonia, greenhouse gases), water pollution from waste, and indirect links to deforestation for feed production (soy, corn).
The industry’s counter-arguments are based on efficiency and circularity:
Emissions : While livestock certainly contributes to emissions, the poultry sector’s carbon footprint is among the lowest in the livestock sector (about 6.0 kg of CO2-equivalent per kg of meat, lower than that of cattle, pigs, and sheep). The Italian poultry sector’s carbon footprint is minimal (between 3.3% and 5.5% of total livestock emissions in Italy). “Smart intensification” has reduced the carbon, nitrogen, and phosphate footprint, with emissions from dairy cattle halved since 1980. Abolishing technological livestock farming would double CO2 and nitrogen emissions.
Waste and water management : The industry emphasizes proper waste management and circular economy practices, where manure and litter are valuable organic fertilizers for agriculture (including organic farming) and can be used to produce renewable energy ( biogas ). This therefore counters claims of water pollution and excessive water consumption.
Deforestation : While acknowledging the link between animal feed (soy) and deforestation, the sector points to efforts to ensure sustainable sourcing and transparency in global supply chains as a challenge. It also emphasizes that intelligent intensification has freed up marginal lands for rewilding, with forest areas in Italy doubling since the post-war period, while livestock production has remained constant.
Density and waste : The argument that “too many animals” leads to unmanageable waste is countered by the industry’s focus on efficient waste management and the benefits of intensification in reducing the overall environmental impact per unit of output.
Critics often portray the environmental impacts of factory farming as inherently negative. However, industry counterarguments reject this narrative, instead emphasizing efficiency (lower carbon footprint per kg of meat, reduced emissions through intensification) and circularity (manure as fertilizer, biogas). This requires a strategic effort to shift the narrative from a perceived “problem” to a “solution” within a sustainable food system, highlighting livestock’s positive contributions to a circular economy and land use.
Here too, however, it is essential that the sector’s good intentions be entrusted to figures who represent a cultural mediator capable of translating technical jargon into explanations that are understandable to a public unprepared to deal with complex issues if they are simplified by professionals inadequately trained in simple, clear, and credible narratives. The author of this report has, in fact, been introducing the sector to this role of “cultural mediator,” which is already partly represented by the work done by www.moreaboutchicken.com and www.nutriamocidibuonsenso.it .
5.4. Food safety and scandals
Highly publicized cases of scandals that have hit the industry include:
Fipronil Egg Scandal (2017) : This incident involved the detection of fipronil in eggs (an illegal insecticide for food-producing animals), leading to recalls in 15 European countries and significant economic disruption for affected farms. The incident highlighted regulatory shortcomings and the need for early warning systems.
Fileni Case (2024) : Fileni was fined by the Italian Competition Authority (Antitrust) for “misleading and deceptive” marketing messages regarding the origin of its organic raw materials and feed, a case of “greenwashing.” Investigations were also launched into environmental violations (odorous emissions, waste discharges) and allegations of operating a large-scale farm without the proper permits.
These incidents, while damaging reputations and potentially having economic impacts, trigger increased regulatory scrutiny and push the industry to strengthen controls and transparency. The Fipronil case, despite its magnitude, was mitigated by the low risk to consumers and early warning systems. The Fileni case underscores the importance of honest reporting and compliance with environmental regulations.
Scandals such as those of Fileni and Fipronil, however, illustrate the fragility of reputations in the agri-food sector.
Even isolated incidents or instances of “greenwashing” can have significant economic repercussions and impacts on public trust. This means that effective anti-fake news strategies must not only counter external disinformation, but also ensure unconditional internal compliance and pre-established, shared, and transparent ethical communication. Regulatory oversight (e.g., antitrust, veterinary services, etc.) becomes a crucial, albeit sometimes critical, partner in maintaining the sector’s credibility.
5.5. Food alternatives
The emergence of “fake meat ” or “cultured meat” (such as Beyond Meat , the Impossible Burger ) represents a growing trend, perceived by some as a more sustainable or ethical alternative to traditional meat. However, this area is also prone to misinformation, with some visual content appearing more like “works of art” than actual products.
The Italian agri-food sector, including the poultry sector, demonstrates strong resistance to these alternatives. A Censis report indicates that 85% of Italians say “no” to synthetic meat, and 79.9% believe that plant-based products cannot be considered “meat.”
There is a strong demand for clear labeling to distinguish traditional products from synthetic ones. The emergence of “fake meat ” presents a new front for the traditional poultry sector. The industry’s response, as demonstrated by consumer surveys, is to emphasize the authenticity and traditional nature of its products, aligning with a strong Italian preference for “real food.”
This suggests that combating misinformation in this area involves not only debunking false claims about traditional meat, but also proactively shaping the narrative around the added value of conventional, high-quality Italian poultry products compared to new alternatives.
Below are some of the most common criticisms of the poultry sector and the arguments used (in summary) to refute them:
Criticism: White meats are loaded with hormones
Argument for denial: hormones are illegal and uneconomical; controls certify their absence
Criticism: Poultry meat is rich in antibiotic residues
Argument for denial: only therapeutic and not preventive use; drastic reduction (93.5% chicken, 83% turkey 2011-2021); withdrawal periods guarantee absence
Criticism: All chickens in Italy are raised in cages.
Argument for denial : in reality (2024) 54% raised on the ground, 37% in enriched cages (therefore compliant), 4% raised outdoors, 5% raised according to organic regulations; share of caged farms in constant decline
Criticism: Chickens grow abnormally
Argument for refutation: They are the result of genetic selection; the animals are stronger and healthier.
Criticism: Intensive farming is a threat/more polluting
Argument for refutation: “If done well” is a virtuous model; adoption of ” intelligent intensification ” (see note *) reduces carbon/nitrogen footprint; freed up marginal areas
Criticism: Livestock are the main culprits of PM2.5
Argument for denial: 2.5% vs. 64% contribution from domestic heating
Criticism: Chicken meat causes cancer
Argument for refutation: Further studies are needed; chicken meat has a high biological value and is low in fat.
Criticism: Farms are linked to pandemics (e.g., Coronavirus)
Argument for denial: no connection; controlled and self-sufficient sector; prevention plans
Criticism: Cultured meat is “meat”
Argument for denial: 85% of Italians say “no” to synthetic meat; 79.9% don’t consider it meat; label transparency required.
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*Note: The Intelligent Intensification in poultry farming , or “Intelligent Intensification,” is a modern approach to livestock farming that combines intensive farming practices with the integration of advanced technologies, particularly Artificial Intelligence (AI), the Internet of Things (IoT), robotics, and precision livestock farming (PLF) systems. The primary goal is not simply to increase animal density, but to optimize every aspect of production to improve efficiency, sustainability, animal welfare, and food safety.
Components and characteristics of intelligent intensification: what it consists of and what are its key benefits
Precision Monitoring (PLF)
Advanced sensors: Use a wide range of sensors (visual, thermal, sound, motion, environmental sensors such as temperature, humidity, CO2, ammonia) to collect real-time data on the barn environment and animal behavior and health.
Data analysis: The collected data is analyzed by AI and machine learning algorithms to identify patterns, anomalies, and predict problems (e.g., early signs of illness or stress, changes in eating or sleeping behavior).
Early detection: It allows for the detection of health or welfare problems long before they are visible to the human eye, allowing for timely intervention. For example, sound analysis can predict chicken weight or diagnose diseases.
Automation and environmental control
Automated systems: Automatically control environmental factors such as lighting, ventilation, temperature, and humidity, adapting them in real time to the animals’ needs to create optimal living conditions.
Precision Feeding and Watering: Systems that dispense feed and water precisely, reducing waste and ensuring optimal nutrition for every stage of animal growth.
Improving animal welfare
Behavioral monitoring: AI can track animals’ behaviors to assess their well-being, identifying stress or discomfort.
Disease Prevention: Early disease detection and precise environmental control reduce the need for antibiotic treatments and prevent the spread of pathogens.
Stress Reduction: An optimized environment and more careful management reduce stress on animals.
Efficiency and sustainability
Resource optimization: Reduced water, energy, and feed consumption through more precise management.
Waste minimization: less feed waste and better feed conversion.
Reducing the environmental footprint: It helps reduce emissions (e.g. ammonia) and the carbon footprint per unit of product, making farming more sustainable.
Increased productivity: improved feed conversion rates, more uniform growth and increased egg production.
Food safety and traceability
Constant monitoring: Continuous monitoring and data collection improve food safety, allowing every stage of production to be traced.
reduction : Disease prevention and targeted use of antibiotics contribute to safer products for human consumption.
In short, Smart Intensification transforms poultry farming from a “system based on traditional practices” to a “highly technological and data- driven model .” The goal is to achieve maximum production yields while improving animal welfare and reducing environmental impact, thus addressing many of the criticisms the sector has faced in the past.
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6. Strategies and tools adopted to counter disinformation
The Italian poultry sector adopts a potentially useful multifaceted approach to countering misinformation, integrating scientific rigor, regulatory compliance, and proactive communication.
I will describe them in detail, however these are activities and information that are not known to the public and their use is linked to the consumer’s ability to “go and look for them” .
Unfortunately, in fact, fake news are the ones that reach consumers more frequently and more effectively, who do not easily find (except by struggling to do their own research) the answers of the sector which, despite having adequate structures and contents to respond to and dismantle fake news (as I will discuss below), does not appear adequately prepared to protect itself effectively.
6.1. Investments in research, innovation, and biosafety
The sector invests significantly in research and development (7% of turnover) to improve standards, develop healthier animals, and optimize production processes. Advanced biosecurity measures on farms are crucial to preventing disease outbreaks (such as avian influenza) and reducing the need for antibiotics.
6.2. Adherence to strict regulations and controls (EU and national)
Italian poultry farming operates according to some of the most stringent and advanced European regulations regarding food safety, animal welfare, and environmental impact. Veterinary services conduct continuous inspections throughout the production cycle, from breeding to slaughter, ensuring compliance with animal welfare laws, feed quality, and drug use. The National Residue Plan, coordinated by the Ministry of Health, conducts thousands of annual checks to certify the absence of illegal substances such as hormones and residues.
6.3. Promoting traceability and clarity on labels
The industry emphasizes the importance of traceability and clear labeling, allowing consumers to make informed choices, particularly regarding the origin and treatment of animals. However, this information, while important, assumes that consumers are aware of and willing to delve deeper into the meaning of what they find on labels. This information gap is easily identified by asking consumers directly what they believe terms like “free-range,” “antibiotic-free,” and “organic” mean. The answers to these questions are the most imaginative and unfortunately reflect widespread ignorance about the poultry industry and the ineffectiveness of the efforts the industry has made to protect its reputation.
6.4. Proactive communication based on scientific data
Trade associations such as UNAITALIA and Carni Sostenibili publish reports, articles, and participate in projects to disseminate accurate, evidence-based information, aiming to debunk fake news. The creation of knowledge hubs (e.g., The Broiler Knowledge Hub) aims to make best practices and scientific discoveries accessible to a wider audience. However, the effectiveness of these information hubs is undermined by the lack of effective information campaigns that widely publicize their existence.
6.5. Collaboration between science, industry and institutions
Projects like Broilernet are an example of international and national collaboration between industry associations, research centers, and institutions to find innovative solutions and share best practices. The involvement of organizations like the Istituto Zooprofilattico Sperimentale and the Ministry of Health in monitoring and developing guidelines potentially strengthens scientific and institutional support for the industry’s claims and highlights a collaborative model that seeks to go beyond simple self-promotion.
By involving scientific institutions (IZS), regulatory bodies (Ministry of Health) and international partners ( Broilernet ), the Italian poultry sector is trying to build external credibility.
This, however, implies that the most effective way to combat complex disinformation is not simply to state the facts, but to demonstrate that these facts are validated by independent, authoritative, and diverse stakeholders, thus strengthening trust. This is a work in progress, objectively overdue, and will require the development of well-defined and enforceable “rules of engagement.”
7. Impact of misinformation on consumer confidence and prospects
7.1. Analysis of trends in Italian consumer perception
While overall consumer confidence in Italy fluctuates, specific concerns persist regarding the poultry sector. A significant majority of Italian consumers are concerned about animal welfare issues such as rapid growth (85%), lack of natural light/space (92%), and the belief that chickens are sentient beings (71%) and feel pain (84%).
Despite these concerns, 96.5% of Italians still consider meat an essential part of their diet, and a large majority (64.9%) appear unaffected by negative information or fake news on the topic, particularly among younger and more educated demographics. A strong rejection of synthetic meat (85%) and insects (83.9%) is also evident, along with a demand for clear labeling.
There is, however, a distinction between general trust and specific concerns. While a large majority of Italians generally trust meat and are resistant to widespread misinformation, there are specific and profound concerns about animal welfare and production practices within the poultry sector.
This suggests that general trust is no guarantee against targeted disinformation. The implication is an opportunity for the industry to differentiate its products based on higher welfare standards, transparency, and origin, targeting consumers willing to pay a premium and thus strengthening overall trust and the market’s resilience against widespread attacks.
However, it remains an incontrovertible fact that the sector can accurately record “sales”, but (due to a constant turnover of those who leave and those who enter the “chicken meat consumer section”) it is not able to calculate how many potential consumers there are who do not become such or who move away :
https://nutriamocidibuonsenso.it/quante-persone-evitano-i-prodotti-avicoli-a-causa-delle-fake/
https://moreaboutchicken.com/how-many-people-avoid-poultry-products-because-of-fakes/
7.2. The role of transparency in strengthening trust
A commitment to transparency, through detailed annual reports, clear communication on production methods, and adherence to rigorous regulations, is crucial to building and maintaining consumer trust. The ability to certify origin and provide information on animal treatment is highly valued by consumers (94.1%). However, many still have doubts about the veracity of the industry’s claims, and this is precisely because of the constant ” competition for the most effective information ” between those who produce fake products and those who should combat them.
8. Conclusions and recommendations for the future
8.1. Summary of the multi-level approach to fact-checking in the sector
The Italian poultry sector employs its own multi-layered strategy that can potentially be useful in combating misinformation. This includes the use of generic fact-checking sites for broader debunkings, but relies more significantly on specialized industry associations (UNAITALIA, Carni Sostenibili, Assoavi ) that proactively address sector-specific misinformation with scientific data, regulatory compliance, and transparent communication. This approach is strengthened by collaborations with scientific and institutional bodies and by a collective defense of the “Made in Italy ” agri-food system. However, information fragmentation remains, and when it occurs, it tends to lose effectiveness due to the fact that it is a self-defense response and not, as it should be, part of a pre-ordained, coordinated plan, hosted in a single, unbranded location designed as a reference for the public seeking information.
On this topic, an interesting proposal published by the author of this report is:
https://nutriamocidibuonsenso.it/il-codice-mac/
https://moreaboutchicken.com/the-mac-code/
8.2. Suggestions for further strengthening resilience to disinformation
To strengthen the Italian poultry sector’s resilience to misinformation, the following actions (among others) would be appropriate:
Continuous Research, Development, and Innovation : Significant investment in research and technological innovation is vital to continuously improve production practices, animal welfare, and environmental sustainability. This will provide new, verifiable evidence to counter emerging criticisms.
Transparency and proactive communication : Strengthen efforts in transparent communication, providing easily accessible and understandable information on all aspects of the supply chain, from farm to fork. Proactively sharing positive practices can prevent negative narratives.
Consumer Education : Develop targeted educational campaigns to inform consumers about the realities of modern poultry farming, the science behind animal growth, the responsible use of veterinary drugs, and the industry’s environmental impacts. Address the “welfare-cost paradox” by clearly communicating the implications of different production standards.
Strengthened collaboration : Promote deeper collaboration with scientific institutions, regulatory bodies, and trusted media to ensure that accurate information reaches a wider audience and is perceived as credible.
Continuous perception monitoring : Regularly monitor consumer sentiment and the misinformation landscape to identify emerging trends and quickly adapt appropriate communication choices based on fact-checking.
Differentiated product offerings : Explore and promote products with higher and, above all, clearer wellness certifications or with specific, always clear, sustainability claims to meet the demands of consumers willing to pay a “premium”, thus strengthening market segments and the overall reputation of the sector.
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This report was fed through the research of contents detected and detectable on the websites identified from time to time and as consistent with the purpose, the list of which with the relative links can be found at this link SK-REPORT-FACT CHECKING
I also created an infographic which can be accessed via the link below, which summarizes
An infographic analysis of the Italian poultry sector between economic resilience, reputational criticism, and strategies for the future.
NB: WE REMAIN AT YOUR DISPOSAL TO INTERVENE WITH GREATER PRECISION SHOULD THE COMPANIES AND ENTITIES MENTIONED DEEMED IT RIGHT TO SEND US CLARIFICATIONS CONCERNING THEM.
