Over the past year, sustainable agriculture was subject to intense political debate — as well as manipulation, with misleading narratives spread by everyone from farmer-influencers on YouTube and the far right, to agri-industry and governments. In this panel we share insights from DeSmog’s 2024 investigations into agri-misinformation with a focus on the UK, Ireland and EU elections. The session will seek to explore: how do falsehoods start, who is behind them and what are the impacts? And ask, what other motivations might drive some of the new self-declared allies of farmers?