Risk communication and farmer engagement in endemic livestock disease control: A qualitative study of bovine tuberculosis in Ireland.

Persistent endemic livestock diseases continue to challenge animal health systems worldwide despite sustained investment in biosecurity and disease control. Alongside epidemiological barriers, tensions between livestock producers and regulatory authorities can undermine disease management, highlighting the importance of understanding the social and behavioural dimensions of disease control. Although farmers' responses to endemic diseases are shaped by complex social, cultural and emotional factors, less is known about how official risk communication influences engagement with biosecurity and eradication efforts. Using bovine tuberculosis (bTB) in Ireland as a case study, this study examined how government communication shapes farmers' perceptions of disease risk and engagement with recommended control measures. A qualitative methodology was used to conduct interviews with farmers who had experienced bTB outbreaks (n = 14). Thematic analysis explored how participants interpreted and responded to official communication and identified barriers and opportunities for improving engagement. Farmers consistently described communication as bureaucratic, fragmented and poorly tailored to their needs. Inconsistent guidance, limited opportunities for dialogue and inadequate informational support reduced confidence in official messaging and weakened trust in both the eradication programme and the institutions responsible for its delivery. Although participants were motivated to protect their herds, communication processes often constrained rather than supported engagement with recommended biosecurity practices. These findings suggest that effective disease prevention depends not only on technical risk communication but also on trust, dialogue and collaborative relationships between farmers and authorities. Strengthening farmer-centred communication strategies may improve biosecurity uptake across endemic livestock disease control programmes.