3 ways to improve Canada’s wildfire advisory capacity

In mid-July, parts of Ontario woke up under a yellow sky.

Nearly 200 forest fires were burning, most of them in the northwest , and Toronto briefly had the worst air quality of any major city in the world.

Within days, the smoke had become a cross-border political issue, prompting criticism from lawmakers in the United States and a sharp response from Ontario Premier Doug Ford .

Lost in that noise were Ontario’s more than 48,000 farms , drawing on guidance spread across multiple organizations to make difficult decisions.

Should farm crews remain in the field, and is livestock feed or water safe? While Canada has announced further investments in tackling wildfires, farm-specific advice remains scattered and unclear.

Producers often turn to online peer networks and agronomists, veterinarians and local Indigenous Knowledge Holders when something goes wrong.

However, online misinformation is drowning out the legitimate advice.

In a 2025 study, we sought to understand how producers, advisers, policymakers, researchers and industry representatives use social media to get and share advice.

We surveyed 51 Ontario agri-food professionals about the impacts of misinformation, online toxicity and why they stopped going online for advice.

Sixty per cent said they had encountered misinformation often or very often.

Over half rated the platforms “not at all effective” at handling it.

Around 20 told us they had recently reduced or stopped using at least one social media platform.

The most common reason for leaving was misinformation itself.

Our sample is small and not statistically representative.