Rotten Mutton Scandal: Traders Accuse Influencers of Spreading Panic in Kashmir

SRINAGAR: The ongoing rotten meat scandal in Kashmir has taken a new twist, with social media influencers facing backlash for sensationalising the issue, allegedly fuelling public panic, and even promoting low-quality products for fame and likes.

Traders say the influencers ignored earlier warnings and clarifications, instead amplifying the controversy for online reach.

Some influencers, they allege, have gone further by giving publicity to sellers offering ultra-cheap food items such as Rs 18 rista and other low-quality meat products—compromising on quality and hygiene just to attract views and engagement.

Authorities recently seized over 12,000 kg of rotten and unlabelled meat during valley-wide raids, including decomposed mutton and chicken stored without proper cold-chain or labelling.

While the Food Safety Department and police have launched strict action under a “zero-tolerance” policy, traders argue that such influencer-driven promotions encourage unsafe practices in the market.

“We had already informed the public weeks ago about isolated incidents and took corrective measures. But these exaggerated videos—and now the promotion of dirt-cheap, poor-quality food—make it seem like every vendor is guilty,” said a local meat trader, adding that it damages the reputation of honest businesses.

Residents say these posts have caused alarm and mistrust. “People, especially the youth, easily get influenced by what they see online. Now even regular meat buyers are hesitant,” said Riyaz Ahmad, a Srinagar resident.

Experts caution that while social media can raise awareness, unchecked sensationalism—combined with irresponsible promotion of unsafe products, can harm public health and community trust. “Influencers must verify their information before posting and stop glamorising cheap, unhygienic food just for likes,” said a media analyst.

The scandal has drawn strong condemnation from religious and community leaders. Mirwaiz Umar Farooq called the sale of rotten meat a “betrayal of public trust” and urged authorities to enforce halal compliance, proper labelling, and swift punishment for offenders.

Officials say raids and inspections will continue, with penalties, licence cancellations, and criminal cases for violators. Civil society groups are now urging a shift from reactive crackdowns to proactive food safety measures, including traceable supply chains and regular monitoring.

Meanwhile, the public is being urged to fact-check online claims before sharing them further, and to avoid patronising unsafe, low-quality food vendors whose only aim is to gain online attention.

In the past few weeks, more than 11,000 kg of rotten meat was destroyed by the Food Safety Department, while Jammu and Kashmir Chief Minister Omar Abdullah chaired a high-level meet and ordered strict action against violators. (JKNS)