9fbtechreview.comJUNE 2024and where foods are available, and how foods are produced, processed, and distributed. However, panic, hesitation, and anxiety fueled by unsubstantiated news on social media continue to create doubt in the mind of consumers. Fear, anxiety, and avoidance of consuming certain foods even when they are safe to eat can lead to decreased confidence in the food supply chain. Food waste is also on the increase, as consumers continue to promulgate that certain foods are unsafe. Avoidance of certain foods negatively impacts consumers' overall nutrition, health, and environment. Collaborating with regulatory agencies to promote transparency and the sharing of accurate information on social media is a good course to follow. Without regulation, social media makes novices grow into experts and often gives priority to the loudest voice in the conversation, which, unfortunately, is not always the most credible. Scientists compete with pseudoscientists, bloggers, and even celebrities who disseminate false information and hinder trust in scientific authority. Bloggers and journalists are now taking the space of scientists and food processing experts to make food safety decisions. The social media space has now become the court of public opinion in deciding the suitability of food. There is therefore an urgent need for bias for action, and FBOs should be compelled into action to diffuse the actions of propellers of unverified content. It is crucial that food processors remain apprised on the latest happenings and information related directly or indirectly to food safety on social media to promptly tackle misinformation and report misinformation to the necessary authorities. Furthermore, food processors should share accurate information about food safety on social media, as this will help counter false rumors and promote safe food handling and practices. Food business operators (FBos) need to empower their respective external communications units to combat the menace of these alternative truths. In addition, public education that provides accurate information about food safety on social media should be adopted as part of social media regulation. This will dispel myths and misconceptions and promote safe handling of food and consumption practices. Last, collaboration with social media platforms on policies and guidelines for regulating food safety information is another laudable channel. Specifically, social media platforms should have stringent policies that prohibit the posting of unverified, baseless, and false content with appropriate sanctions for offenders. These platforms may also suspend or ban users who violate these policies and have the freedom to take down, block, or flag false content. Through the regulation of social media and sanctions for those promoting misinformation, food safety can be promoted to a wider audience. Fake news and rumors have a particularly negative impact and have affected the purchasing and consumption patterns of consumers
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