Search
Better Farming OntarioBetter PorkBetter Farming Prairies

Better Farming Ontario Featured Articles

Better Farming Ontario magazine is published 11 times per year. After each edition is published, we share featured articles online.


Change urged in media reports on H1N1 virus

Wednesday, August 26, 2009

by BRIAN LOCKHART

A Tri-National Agricultural Accord statement urging media outlets to refrain from using the term ‘swine flu’ is unlikely to get much airplay at CBC.

The Canadian Broadcasting Corporation’s ombudsman has concluded using the term doesn’t conflict with the Canadian news outlet’s journalistic standards.

The Accord has requested that the media use the clinical term H1N1 when reporting on that strain of flu citing a negative impact on the pork industry as a result of public misconception about the ‘swine flu’ designation.

The Tri-National Agricultural Accord is an annual meeting of ministers, secretaries, commissioners, and directors of agriculture from Canada, Mexico, and the United States. Government officials meet to discuss issues of agricultural trade relations and rural development activities.

The statement was issued at this year’s meeting held Aug. 11-14 in Gimli, Manitoba.

A spokesperson from the office of Manitoba Minister of Agriculture, Food and Rural Initiatives, Rosann Wowchuck, who hosted the meeting, said the statement goes hand in hand with farm groups who claim the term ‘swine flu’ is what hurt the pork industry.

Concerns were raised when a report in an agricultural industry publication cited a CBC reporter saying he was instructed to use the term ‘swine flu’ by CBC law staff.

However, Jeff Keay, head of media relations at the CBC said the decision was editorial in nature.

“There was never a directive from our lawyers,” Keay said. “It was a journalistic decision. Our approach on this is to canvas people in the medical industry for information. Our position at this time, is that the term swine flu is generally known to the public, and so is H1N1 to a degree. It is also important to point out that it is not contracted from pigs. We evaluate as we go on, and re-evaluate.”

A report issued by CBC Ombudsman Vince Carlin on Aug. 11 said his office had received 62 complaints from individuals and groups regarding the use of the terminology.

The report concludes the term "swine flu" does not violate the CBC’s Journalistic Standards and Practices.

When asked if the Accord would consider legal action to try to force media outlets to change their terminology, Accord spokesperson Carolynn Osborne said, “There is no legal action that I’m aware of and it wouldn’t be from the Accord.”

The industry in Ontario has taken a $9 million hit this year because of the use of the term, said Keith Robbins, Ontario Pork Director of Communications and Consumer Marketing.

“The price dropped when the term first came out,” he said. “It was fairly significant. But the Canadian consumer has overlooked it for the most part and has continued to buy our product. And retailers have done a great job of marketing as well.” BF
 

Current Issue

March 2025

Better Farming Magazine

Farms.com Breaking News

Farmer Planting Decisions for 2025 Taking Shape

Thursday, March 13, 2025

As farmers across Canada prepare for the 2025 crop year, Statistics Canada says their planting decisions reflect a complex mix of factors including moisture conditions, crop rotation considerations, and market prices. Nationally, farmers are expected to plant more wheat, corn for... Read this article online

Grain Growers of Sounding the Alarm Over U.S. Tariffs

Monday, March 10, 2025

Not surprisingly, the Grain Growers of Canada (GGC) is raising concerns over the United States' decision to impose a 25% tariff on Canadian grain and grain products, a move that could jeopardize the livelihoods of family-run grain farms and lead to higher food prices for American... Read this article online

International Women’s Day – Angela Cammaert

Wednesday, March 5, 2025

As International Women’s Day approaches on March 8, Farms.com is asking women in ag about what they’d tell their younger selves about being a farmer, to give a piece of advice to young women entering the ag sector, and to highlight a woman in agriculture they consider a mentor or... Read this article online

BF logo

It's farming. And it's better.

 

a Farms.com Company

Subscriptions

Subscriber inquiries, change of address, or USA and international orders, please email: subscriptions@betterfarming.com or call 888-248-4893 x 281.


Article Ideas & Media Releases

Have a story idea or media release? If you want coverage of an ag issue, trend, or company news, please email us.

Follow us on Social Media

 

Sign up to a Farms.com Newsletter

 

DisclaimerPrivacy Policy2025 ©AgMedia Inc. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
Back To Top