Valuation in the Context of Post-Truth

This article critically analyzes the mechanisms of social participation in the regulatory process of the Brazilian Health Regulatory Agency (Anvisa) regarding Electronic Smoking Devices (ESDs) in Brazil, within a context of political instability, the circulation of fake news, and the advancement of post-truth dynamics. The study is based on an exploratory documentary review of 20 normative documents produced between 2009 and 2024, obtained from Anvisa’s official website. We analyzed the process in two stages. First, we conducted a descriptive systematization of the regulatory process. Then, we undertook a thematic content analysis, which identified controversies and disputes of legitimacy. The findings indicate that, although Anvisa expanded participatory mechanisms, such as Public Hearings, Public Calls for Contributions, Focus Groups, and Public Consultations, most contributions were limited to personal opinions and narratives lacking technical or scientific support, often grounded in decontextualized or false information disseminated primarily through the internet and social media. The study also observed the coordinated action of the regulated sector and its representative associations, which sought to influence the process by advancing arguments for reduced risk and questioning the legitimacy of participatory procedures. The analysis reveals tensions among science, politics, and society, demonstrating how disinformation undermines institutional trust and challenges the effectiveness of evidence-based regulation. The study concludes that strengthening the quality of social participation and enhancing science communication are essential to safeguard democratic values and promote regulatory consistency in the post-truth era.