Solar misinformation is growing – here’s how to spot it

As Ireland’s solar sector grows, so too does the volume of misinformation and disinformation circulating online about solar energy. From misleading claims on social media to exaggerated headlines and selectively framed images, inaccurate information about solar is increasingly shaping public debate, often without readers realising it.

Solar Ireland is encouraging the public to pause, question sources, and look for context when engaging with solar-related content online.

What does solar misinformation look like?

Solar misinformation rarely appears in an obvious or explicit way. More often, it takes subtler forms, through incomplete or misleading framing.

• Claims about land use that lack scale or context, where the footprint of solar is presented as far larger than it is in practice, or discussed without reference to continued agricultural use, biodiversity measures, or dual land use.
• Unsubstantiated associations with unrelated environmental or animal health issues, where proximity or timing is used to imply causation, despite the absence of supporting scientific evidence.
• Selective use of statistics or imagery, such as citing low output figures or isolated moments without explanation, or sharing photographs taken during construction phases as if they represent long-term conditions.
• Emotionally charged language designed to provoke fear or anger, particularly around land use, farming, or energy bills, which can crowd out evidence-based discussion.

These forms of misinformation are often difficult to challenge once they circulate, particularly when they are repeated without context or presented as established fact. They can also spread quickly on social platforms, where short-form content often strips away nuance.

Why is this happening now?

Ireland is in the early stages of scaling solar at pace. As with many emerging technologies, public understanding is still developing. This creates a gap that misinformation can easily fill.

Energy and climate topics are particularly vulnerable to distortion because they combine complex technical information with everyday concerns, such as cost of living, local development, and environmental protection. In this environment, simplified or sensational claims often travel further than careful, evidence-based explanations.

How to check solar claims online

When you see a post, article, or video about solar energy, a few simple checks can help assess its credibility.

• Pause and look for the source - Is the claim coming from a recognised organisation, an academic institution, or a regulatory body, or is it anonymous or reposted without attribution?
• Check the date and context - Older images or articles are sometimes reshared as if they are current. Solar policy, costs, and technology are changing rapidly, so timing matters.
• Watch for absolute statements - Claims that solar “never works”, “ruins farmland”, or “solves everything” are usually a red flag. Real-world energy systems are more complex.
• Look for supporting evidence - Credible information will usually reference data, reports, or explain how conclusions were reached.
• Cross-check with trusted sources - If a claim seems surprising or alarming, take a moment to verify it against independent, reputable sources.

Tackling misinformation through collaboration

Solar Ireland is actively working to address solar-related mis and disinformation through collaboration with European and global partners, including SolarPower Europe, the Solar Stewardship Initiative and the Global Solar Council.

This work focuses on improving access to clear, evidence-based information, supporting public-facing FAQs, and helping communicators, journalists, and community stakeholders distinguish between credible sources and misleading content. A shared objective across these initiatives is to strengthen public understanding without downplaying genuine questions or concerns.

As Priscila McGeehan, Director of Communications & Strategy at Solar Ireland, explains:

“Misinformation thrives where context is missing. As solar deployment accelerates, it is increasingly important that public discussion is grounded in accurate, evidence-based information, which is why we work with national and international partners to address misinformation in a constructive way. Our role is not to persuade, but to make reliable information easier to find, easier to understand, and easier to trust, so discussion is informed by facts and context.”

Why media literacy matters for the energy transition

Ireland’s energy transition will affect everyone, from household electricity bills to how land and infrastructure are planned. Public trust depends on people having access to accurate information and the confidence to question what they see online.

Media literacy plays a vital role in enabling informed discussion, helping people separate evidence from opinion, and supporting constructive debate as Ireland builds its clean energy future.