Risk communication on biosecurity in relation to poultry ‐ final report

Highly pathogenic avian influenza (HPAI) viruses are causing outbreaks of epizootic diseases in kept and wild birds in the European union (EU) and countries worldwide, while posing an increasing threat to animal and public health. In this context, there is a need for awareness‐raising efforts regarding biosecurity amongst poultry keepers and related professionals visiting poultry farms or having contact with poultry. The European Food Safety Authority (EFSA) has been asked to provide technical input on this issue based on social science evidence. This report summarises the preparatory work for an audience segmentation undertaken to support future EU risk communication on biosecurity in relation to poultry. European farmers and other relevant stakeholders reported high levels of avian influenza (AI) and biosecurity awareness. Risk perceptions were also high across all stakeholders, except among backyard and small‐scale keepers partially due to their lower levels of knowledge, resulting in limited adoption of recommended measures. The evidence analysed indicated that veterinarians are the cornerstone of biosecurity communication for AI across the poultry sector, particularly for medium and large‐scale farms, but also other stakeholders play a role in biosecurity and as such they could all be potential targets of raising awareness campaigns. Six audience segments were identified: Experienced farmers managing medium to large agricultural family enterprises; Less experienced farmers managing medium to large agricultural family enterprises; Farm managers in not‐family‐owned large agricultural enterprises; Small to very small semi‐subsistence farmers; On‐site operational workforce; and technical advisers. These segments have different desire, awareness, knowledge, and ability to implement biosecure behaviours. Communication messages could be built on these differences.

This publication is linked to the following EFSA Supporting Publications articles: http://onlinelibrary.wiley.com/doi/10.2903/sp.efsa.2026.EN-10005; http://onlinelibrary.wiley.com/doi/10.2903/sp.efsa.2026.EN-10003