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• The 2026 wildfire season in Canada, which has been particularly severe in Ontario, has prompted significant interest on social media platforms like Instagram and TikTok.
• Many of these posts contain misinformation, including AI-generated maps with incorrect details on the locations or severity of fires across Canada, or conspiracy theories linking wildfires to lasers, 15-minute city initiatives or eco-terrorism.
• Many posts focus on mismanagement and place blame on Canadian governments, which complicates valid critiques of wildfire response and funding with destabilizing misinformation.

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Wildfire agencies are now also spending precious time and resources combatting misinformation or pushing back on AI-generated images — especially when it targets them. Russill says that degrades trust that is already wearing thin. “In B.C., you know, BC Wildfire is not trusted by every rural community that experiences wildfire, so they already have that issue to deal with.” The effect of untruths and conspiracy theories on public trust is just one of the mental health stresses faced by frontline firefighters.

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Online misinformation is a problem without a simple solution. Providing facts is important, but there is a depressingly robust body of research suggesting they’re not enough to change peoples’ minds or strongly-held beliefs.

“Certainly around moments of crisis like this, [providing fact checks] can introduce friction into the ways people are engaging with content,” Russill says. “Maybe they share a little less. Maybe they reset and ground-truth on something that’s happening, as opposed to letting their feelings start to overwhelm them.”

Wildfires are still at their worst during hot, dry seasons; misinformation can burn all year long. At least for now, you can still limit your exposure to one of those risks by closing an app.

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