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Wildfire Smoke Creates Crisis for Ontario Farms as Misinformation Spreads Online
The dense wildfire smoke that blanketed parts of Ontario in mid-July, turning skies yellow and giving Toronto the worst air quality of any major city in the world, did more than disrupt daily life—it created a crisis for the province’s agricultural sector. With nearly 200 forest fires burning, most in the northwest, farmers were suddenly forced to make difficult decisions about crop safety and livestock health with little reliable guidance. The situation exposed a critical gap: the existing advisory systems were not equipped to deliver urgent, farm-specific information during a rapidly evolving environmental emergency.
New research from 2025 highlights the severity of the communication breakdown facing Ontario’s 48,000 farms. A study surveying 51 agri-food professionals found that producers struggling with smoke-related decisions frequently turned to social media for answers, but the information they encountered was often unreliable. A striking 60 percent of survey respondents said they encountered misinformation either often or very often, while more than half rated the major platforms as “not at all effective” at handling the problem. The consequences were significant enough that approximately 20 percent of those surveyed said they had reduced or abandoned at least one social media platform altogether, with misinformation being the primary reason for their exit.
The agricultural impacts of wildfire smoke are multifaceted and potentially devastating. Dense smoke can significantly reduce sunlight, constraining photosynthesis and stalling crop growth during critical development stages. Livestock face respiratory stress, reduced feed intake, and contaminated feed supplies from ash fall, while surface water sources can also be compromised. The Ontario Federation of Agriculture warned that smoke can worsen respiratory illness in animals or even mask early signs of infection, delaying treatment. A 2022 study of California farm workers projected that exposure days from wildfire smoke could rise by 35 percent under future climate conditions, underscoring the growing threat to agricultural productivity and rural health.
The challenge for farmers is translating general health advisories into practical on-farm decisions. For instance, an Air Quality Health Index reading of 8 signals high risk to humans, but it offers no guidance on whether a producer should move livestock or alter feeding schedules. The 2023 fire season demonstrated how quickly confusion can turn into misinformation, with false claims that fires were deliberately set spreading rapidly across social media despite reporting that showed arson was rare. Analysts noted how these false narratives gained traction precisely because trusted, accessible information was missing during a time of heightened anxiety.
The research suggests a fundamental shift in approach is needed, moving beyond simply transmitting information to building trusted relationships. Experts recommend prioritizing community storytelling, on-farm demonstrations, farmer-to-farmer networks, and training advisers to directly address false claims. This relational approach recognizes that knowledge becomes actionable only when it comes from a trusted source with local relevance. Indigenous land-based knowledge offers a valuable precedent, as many communities have long used low-intensity cultural burning to manage landscapes. The study points to collaborations with Woodland Cree First Nation, where land-based knowledge has proven effective, though governments often give only lip service to integrating such expertise into formal policy.
A June report from the Senate agriculture committee concluded that Canada’s wildfire response remains mostly reactive, mobilizing resources only after disasters strike. The report calls for three practical additions: treating advisory services as part of disaster management, training advisers to handle clients who repeat false claims, and funding the relational infrastructure—extension agents, peer networks, and community engagement—that makes warnings genuinely usable. As consultations begin for the next federal-provincial agricultural policy framework, slated for 2028, the message from researchers and farm groups is clear: wildfire seasons will not wait for policy cycles. Investing in resilient, trusted advisory networks is no longer a luxury—it is a necessity for safeguarding Canada’s food supply in an era of intensifying climate disruption.