Impact of rumors and myths about bird flu’s outbreak on the poultry industry in social media and strategies to address them in the Indian context

Impact of rumors and myths about bird flu’s outbreak on the poultry industry in social media and strategies to address them in the Indian context

Dr Rooh Ul Amin

Veterinary Assistant Surgeon

Department of Animal Husbandry – Kashmir (J & K), 192123

Introduction:

Poultry can be defined as the domesticated birds raised for various purposes, primarily for their meat and eggs. These poultry birds are specifically bred and managed within the poultry industry to meet the demand for poultry products. Poultry farming is a vital component of the global agricultural landscape, delivering a consistent supply of nutritious meat and eggs to consumers across the globe. With a diverse range of production systems and farm sizes, the poultry industry is well-positioned to meet the world’s escalating food demands while making substantial contributions to national economies.

The Indian poultry industry is a rapidly growing sector, significantly contributing to the country’s food security, employment opportunities, and economic growth. As the world’s third-largest producer of poultry meat and eggs, India’s annual production surpasses 4.99 million tons of chicken and 138.8 billion eggs during 2022-23 (Webby says). This growth is supported by a total poultry feed production of 27M MT/year as of 2022, highlighting the industry’s well-organized structure and strong presence across urban and rural areas. The Indian poultry sector plays a key role in the economy with the market for its products valued at Rs 1.75 lakh crore. Its compounded annual growth has been projected at 16.2 percent between 2019 and 2024. Despite its significance, the poultry industry faces numerous challenges that can have far-reaching impacts. One of the most notable threats is Avian Influenza, commonly known as Bird Flu. This viral infection, which typically affects birds, can occasionally transmit to humans, with Influenza A (H5N1) being the most common cause of human infection. Those most vulnerable to infection include individuals who work closely with poultry, waterfowl, such as geese and ducks, and livestock, and can lead to severe respiratory symptoms. The risk of transmission is particularly high for these groups, making it a pressing concern for the industry.

What is bird flu?

Bird flu (avian influenza) is an infection from a type of influenza (flu) virus that is usually spreads in birds and other animals. Avian influenza is a disease of birds caused by type A orthomyxovirus (Swayne and Halvorson, 2003). Avian influenza viruses are pleomorphic and have eight segments of single-stranded, negative-sense RNA that code for 10 proteins. These proteins include two surface glycoproteins, the hemagglutinin (HA) and neuraminidase (NA), and internal proteins such as the matrix (M) and nucleoproteins (NP). Serologic reaction in the agar gel immunodiffusion (AGID) test to the M and NP is the basis for speciation or classification of all AI viruses as type A influenza viruses (influenza A viruses). Furthermore, serologic reaction to the HA and NA are the basis for subtyping into 15 HA (H1-15) and 9 NA (N1-9) subtypes, respectively. Avian influenza viruses are grouped into two broad pathotypes based on virulence in chickens: (1) viruses of low virulence, that is, low-pathogenicity AI (LPAI); and (2) viruses of high virulence, that is, high-pathogenicity AI (HPAI) (Swayne and Halvorson, 2003; Swayne and Suarez, 2000). The LPAI viruses can be any of the hemagglutinin (H1-15) and neuraminidase (N1-9) subtypes. Although rare, humans can contract bird flu from infected animals, which can lead to severe and potentially fatal consequences. Unlike seasonal flu, bird flu has a higher mortality rate and is less likely to spread between people. However, when a bird flu outbreak occurs, it can have a devastating impact, affecting large numbers of birds and animals, which increases the risk of human infection, disrupts wildlife populations, and threatens food security.

Types of bird flu

There are many subtypes of avian flu. The most common subtypes that spread to humans are influenza A(H5N1) and influenza A(H7N9). These are named based on types of proteins on the surface of the virus. The H5N1 bird flu strain first appeared in North America in late 2021, initially affecting wild migratory birds, then rapidly spreading to poultry farms. More recently, it has been detected in dairy cows and a major egg producer, with a single reported case of human infection in someone who had close contact with infected cows. According to Webby, ‘This specific variant of the H5N1 virus is challenging our previous understanding of flu, revealing that some of our long-held assumptions were incorrect.

Rumors and myths about bird flu:

Rumors:

There are a number of rumors about bird flu, including:

• H5N1 could become a pandemic

Although H5N1 currently has limited human-to-human transmission, scientists are vigilant about its potential to mutate and become more contagious. This highlights the need for continued monitoring and preparedness to mitigate the risk of a potential outbreak.

• H5N1 has affected mammals

H5N1 has spread from birds to dairy cattle and a few humans, but health officials consider the risk to humans low. They’re closely monitoring the situation to ensure preparedness in case the virus adapts and becomes a greater threat.

• Bird flu can be transmitted to humans through prolonged exposure to sick birds

In every recorded case of human avian influenza, there has been prolonged exposure to sick birds.

• Bird flu can’t be caught from eating chicken or eggs

It’s important to remember that bird flu can’t be caught from eating chicken or eggs.

• Antiviral drugs are available

There are FDA-approved antiviral drugs for seasonal flu that can also be used for bird flu, such as oseltamivir phosphate (Tamiflu) and baloxavir marboxil (Xofluza).

Myths

Some myths about bird flu include:

• Bird flu can be transmitted from cooked poultry:

Contrary to popular belief, cooling or freezing poultry meat does not inactivate the bird flu virus. In fact, the virus can survive refrigeration and freezing temperatures. However, it’s important to note that proper cooking of poultry meat to an internal temperature of at least 165°F (74°C) can kill the virus. Additionally, bird flu is not transmissible through cooked or properly handled poultry products.

• Cooling or freezing poultry meat can kill the virus: 

Cooling or freezing poultry meat does not inactivate or kill the bird flu virus. The virus can survive and remain infectious even at refrigerated or frozen temperatures.

• Bird flu can be transmitted from egg cartons: 

The likelihood of getting bird flu from egg cartons is extremely low. In fact, eggs from regions unaffected by the outbreak are considered safe for consumption. Additionally, it’s important to note that even if eggs were to come from an affected area, the risk of transmission through eggshell or carton contact is negligible, as the virus is primarily spread through respiratory droplets and direct contact with infected birds.

• Bird flu can be transmitted from raw milk: 

There have been no documented cases of human transmission of bird flu through the consumption of raw milk. Raw milk has not been identified as a risk factor for bird flu transmission, and the virus is not typically spread through dairy products.

• Bird flu is a death sentence:

While the H5N1 virus can be severe, it’s important to note that not all individuals who contract bird flu will succumb to the illness. The mortality rate for H5N1 is high, but not universal, and some people may recover with proper medical attention and care.

• Being a vegetarian can protect you from bird flu:

Infected people can spread bird flu through contaminated fruits and veggies, not just meat. Removing meat and poultry from your diet may not be enough to prevent it.

• Using anti-viral drugs will prevent bird flu:

Taking anti-viral drugs as a preventative measure without showing any signs or symptoms of bird flu will not provide effective protection. Moreover, overusing these drugs can lead to viral mutation, causing the virus to become resistant to treatment. This means that when you truly need the drugs, they may no longer be effective in combating the virus.

• Bird flu can only be contracted from poultry:

Bird flu can be transmitted through two primary routes: close contact with an infected person or by consuming contaminated fruits and vegetables that have come into contact with the virus. This highlights the importance of proper hygiene, handling, and cooking practices to minimize the risk of infection.

• The bird flu is lethal in all birds:

A significant concern is that many birds infected with bird flu can be asymptomatic, meaning they do not display any visible symptoms. However, these infected birds, particularly migratory birds, can still transmit the virus to local poultry and other birds, which can then lead to lethal consequences. This highlights the importance of monitoring and managing the risk of transmission from wild birds to domesticated ones.

• There is a vaccine for bird flu:

Currently, there are no vaccines available to protect against bird flu. Furthermore, the overuse of common antiviral drugs has led to a concerning issue: the emergence of drug-resistant strains, rendering these medications ineffective against the virus. This highlights the urgent need for alternative treatments and prevention strategies to combat bird flu.

Impact of Rumors and myths about bird flu:

The bird flu outbreak has far-reaching consequences, but the spread of misinformation and myths on social media can have a devastating impact on the poultry industry, leading to:

1. 1. Panic and misinformation:  Most people are not at risk of this disease, except if they come in contact with infected birds or their secretions while in affected areas of the world, or possibly if caring for a person infected with the virus. Poultry workers and other humans who have close contact with sick birds are at risk of infection. This can happen when the virus gets into a person’s eyes, nose, or mouth, or is inhaled. It can’t be contracted by eating fully cooked poultry or eggs, even in areas with an outbreak of bird flu. Unnecessary panic need not be created about avian influenza  – a common phenomenon in India. Some years, the bird mortalities are more and in other less. Every year India gets the disease because of bird migration and is declared bird flu free subsequently after the outbreak is over.
2. Reduced consumer confidence: In terms of the subjective norm, the influence of media reports on consumers is positively associated with purchase intentions and significant at the 10% level of significant effect. However, as time passes, mass media is playing an important role in both building and undermining consumer confidence (Wen et al, 2019). During 2003-2006, avian influenza dominated newspaper coverage, which is proven to be positively associated with consumer recall of food safety incidents. The result is consistent with previous studies in that information through mass media associated with food contamination or outbreaks of animal diseases may cause consumers to change their preferences for meat consumption (Burton and Young, 2001;Verbeke and Ward, 2001; Jin, 2008). It has been found that possible health threat, media reports, the origin of chicken products, perception of the potential risk of being infected by avian influenza and pessimism have a statistically significant relationship with purchase intentions. Among them, consumers’s expectations for the quality and safety of chicken products significantly affect consumer’s willingness to purchase chicken products. During an avian flu outbreak, consumer perceptions of chicken products as a health risk significantly influence their purchasing decisions. As concerns about the safety of chicken meat grow, intentions to buy chicken products decrease. In essence, the avian flu outbreak erodes consumer trust in the quality of chicken meat, leading to a perceived health hazard associated with purchasing fresh chicken. As a result, the high risk and uncertainty surrounding fresh chicken products during an outbreak lead to a decline in consumer purchases, as individuals seek to minimize their exposure to potential health threats. The mass media also plays a significant role in shaping consumers’ purchasing decisions regarding chicken products by disseminating information about avian flu, animal diseases, and food contamination. Through media coverage, consumers receive relevant information about avian flu, which influences their meat consumption preferences. Additionally, consumers’ perception of information, risk perception, and level of pessimism all impact their willingness to purchase chicken products during an avian flu outbreak. The media’s influence can either exacerbate or alleviate concerns, ultimately affecting consumer behavior.
3. Decreased demand for poultry products: In early 2021, the bird flu scare led to a significant decline in demand for chickens and chicken products, with a staggering 70% drop. This drastic decrease was primarily due to the halt in poultry movement from key states like Punjab, Haryana, Himachal Pradesh, Delhi, and Jammu & Kashmir. Concerned poultry traders urged the central government to intervene and address the rumor-mongering surrounding bird flu, which was devastating the poultry industry. The recovery of the poultry industry came in the last few days of 2020, which was earlier ravaged by coronavirus, but is now reeling under the threat of bird flu. With a lack of credible and understandable food safety signals or information, consumers face uncertainty and incur specific information search costs (Verbeke et al, 2007). Consumers’ food choices are believed to be greatly influenced by how they judge the available information (Varela and Fiszman, 2013).
4. Economic losses for farmers and businesses: The outbreak of Bird Flu in any region promptly reverberates across global poultry markets, triggering immediate consequences. Preliminary results of this analysis indicate that the potential short term impact would be higher meat prices for all meats on world markets (ranging from 7-8 percent for poultry), lower global meat consumption, and a shift in trading patterns with some markets moving to fill the gap left by Europe (for chicken) and Brazil (for beef). In addition, spill over effects would be evident in the feed industry as lower meat production pushes down grain and protein meat consumption and prices down 1-2 percent respectively (McLeod et al, 2004). The economic impacts were sensitive to changes in a diverse set of parameters, including disease transmission rate, detection threshold, and stamping-out compensation. The losses in a scenario with stamping out were higher than in other scenarios, especially when stamping out happened near the end of the production round (Pramuwidyatama et al, 2023).
5. Unnecessary culling of birds: Rumors of Bird Flu outbreaks can lead to significant financial losses for producers, as birds are culled without considering factors like the number of birds, their weight, and market value (Kumar et al., 2008). The highly pathogenic avian influenza strain that emerged in 2021 has had devastating consequences, resulting in the deaths of tens of millions of birds, forcing poultry farmers to slaughter entire flocks, and causing a brief but alarming surge in egg prices.

To combat rumors and myths surrounding Bird Flu in India, consider implementing the following strategies:

1. Awareness campaigns:Collaborate with influencers, experts, and government agencies to share accurate information and myth-bust misconceptions.
2. Fact-checking initiatives:Social media has emerged as a popular platform for members to discuss anything, give opinions, and express feelings and important moments about ideas and facts from everyday life (Bao et al, 2013). The rapid spread of information on social media can also perpetuate false or misleading content, leading to confusion, rumors, and negative impacts on public opinion and behavior. However, social media can be a powerful tool for good or ill. Therefore, it’s essential to collaborate with social media platforms to identify and remove false information, promoting a responsible and accurate online environment. This partnership can help mitigate the harmful effects of misinformation and harness the potential of social media to positively influence public awareness and action.
3. Real-time updates:Real-time functionality facilitates instantaneous updates on activities, enabling the dissemination of regular, transparent, and accurate information on outbreak situations and control measures. This proactive approach helps mitigate the spread of misinformation by rumor-mongers, thereby fostering confidence among consumers and traders. By providing timely and reliable updates, stakeholders can make informed decisions with assurance.
4. Expert opinions:According to public health experts, the current risk of bird flu to the general public is considered low. However, to gain a deeper understanding of Avian Influenza, including its virulence, transmission dynamics, and human health implications, it is essential to consult with knowledgeable experts in the field. Featuring interviews with scientists, veterinarians, and public health specialists can provide valuable insights and credible information, helping to dispel misconceptions and inform the public about this complex issue.
5. Farmer support: Offer guidance and resources to farmers to address concerns and prevent misinformation. According to the study’s results, small-scale farmers sell their birds early upon observing signs of disease. In case of severe symptoms with sudden death, the probability of sale of broiler chickens is increased threefold. The amount obtained from this sale may be low, as traders use disease symptoms as a way to negotiate a lower price, but this is still more advantageous for farmers than keeping the birds. As birds are sent for sale at local markets or transported by itinerant traders, the risk of spreading the disease in the farm is eliminated, but the risk of disseminating the virus to other areas is increased. This dual effect is particularly visible in small flocks. In contrast, for farmers with large flocks, the decision to cull all the animals is delayed until cases of sudden death start to appear. For these farms, attempting to sell their birds quickly requires large-scale traders who tend to offer lower prices. In addition, while small flocks can be easily replaced via local markets, larger farms have much higher replacement costs, and therefore more to lose if an outbreak starts.
6. Social media monitoring:Most of the times Social media users are over-egging claims about the impacts of bird flu outbreaks. Rumor surveillance informed immediate public health action and prevented unnecessary and costly responses (Samaan et al, 2005).Track and respond promptly to rumors and misinformation. Rumor surveillance is a passive process, where rumors are identified from media reports, professional groups, the public, and persons in the WHO network, which is made up of WHO headquarters, country offices, and WHO Collaborating Centers. Rumor surveillance aims to decrease the potential for misinformation and misunderstanding and to inform the public and health officials about disease outbreaks, facilitate a rapid response, and promote public health preparedness (Grein et al, 2000).
7. Collaboration with local authorities:Work with state and local governments to ensure consistent messaging and coordinated responses. It should take place in presence of designated Veterinary Officer and concerned local authorities such as officials of the Revenue Department, Muncipality, Panchayat etc. Civil-administration involving Chief Secretary, District Collector (DC), Revenue Officers, District Magistrate, Chairman and members of Panchayati Raj Institutions/ Municipality/ Local bodies, Officers of Home Department, Health and other line departments should be familiarized with action plan by organizing awareness/sanitization workshops. Moreover, Police, Local bodies, media and representatives of the farm organizations should also be involved with this work. If AI is not suspected, adequate local publicity should be given for the same so as to re-assure the poultry farmers as well as the general public.
8. Education and outreach:Engage with rural communities, where poultry farming is prevalent, to address concerns and promote understanding. Education and Communication (IEC) campaigns for poultry farmers, holding Gram Sabha in rural areas and through print and electronic media. However, due care should be taken so as to not create any panic in the public. The state governments should ensure capacity-building measures to get factual reports at the earliest. Establishment of separate Avian Influenza Cells and Toll-Free telephones are some of the suggested ways to control rumors and myths about Bird Flu.
9. Crisis communication planning:Develop a comprehensive plan to address potential outbreaks and rumors. Awareness in the general public should be made taking care that no panic is created. Electronic media and mass communication such as programs in Kisan channel of Doordharshan, mobile app, cable network etc. can be used for such awareness programs
10. Transparency and accountability:Promoting transparency and accountability is crucial in addressing bird flu rumors. This can be achieved by providing clear and accurate information about the outbreak, sharing timely updates on the situation, identifying and correcting misinformation, holding authorities and sources accountable for the information they disseminate, ensuring that experts and officials are transparent about their methods and findings. By doing so, we can build trust, prevent the spread of misinformation, and ensure a coordinated response to the outbreak

By implementing these strategies, one can effectively address rumors and myths about bird flu outbreaks on social media and mitigate their impact on the poultry industry in India.

How to Curb the rumors

This review highlights the importance of accurate scientific information about chicken products during avian influenza outbreaks. Experts and the media must work together to counter misleading reports and leverage social media to amplify credible information. Research has shown that excessive coverage of genetically modified food can increase consumer risk perceptions and decrease benefit perceptions. Furthermore, repeated exposure to the same message can make it more easily retrievable, emphasizing the need for responsible communication. Notably, there is currently no conclusive evidence of direct transmission of H7N9 avian influenza from birds to humans. Therefore, experts and the media have a social responsibility to provide informative and fact-based reports, avoiding sensationalism and misinformation that can capture public attention but ultimately harm public health.

Furthermore, to alleviate public fears and anxieties, it is crucial to strike a balance in communicating accurate information through public media. Providing too little information can fuel uncertainty, while overwhelming the public with excessive details can be equally counterproductive. A balanced approach will help maintain transparency, build trust, and empower the public to make informed decisions. At present, the dissemination of online public opinion on food safety has resulted in very serious problems, which may have adverse impacts (Liu et al, 2023). Therefore, promoting fundamental understanding of chicken products’ safety and quality among consumers is crucial. Additionally, enhancing public awareness about avian influenza is vital. The study recommends disseminating factual information to the general public and consumers in such situations, aiming to instill confidence in consuming dressed chicken, as there is no evidence of virus transmission to humans. To achieve this, public agencies and the press must take a proactive approach, providing accurate and timely information to alleviate concerns and ensure informed decision-making.

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