The most dangerous thing about the Amazon fires is the apocalyptic rhetoric

Cristiano Ronaldo is a Portuguese expert on forests who also plays football, so when he shared a picture online of a recent forest fire in the Amazon, it went viral. Perhaps he was in a rush that day to get out of the laboratory to football training, because it later transpired that the photograph was actually taken in 2013, not this year, and in southern Brazil, nowhere near the Amazon.

But at least his picture was only six years old. Emmanuel Macron, another forest ecologist who moonlights as president of France, claimed that ‘the Amazon rainforest — the lungs which produce 20 per cent of our planet’s oxygen — is on fire!’ alongside a picture that was 20 years old. A third bioscientist, who goes under the name of Madonna and sings, capped both their achievements by sharing a 30-year-old picture.

Now imagine if some celebrity — Donald Trump, say, or Nigel Lawson — had shared a picture of a pristine tropical forest with the caption ‘Amazon rainforest’s doing fine!’ and it had turned out to be decades old or from the wrong area.