An AI-generated image showing a wall of flames advancing toward an Okanagan highway was shared 239 times on Facebook before the B.C. Wildfire Service drew attention to the fake this week.

The image, which appeared on several social media platforms, accompanied a post about the Drought Hill fire near Peachland by someone called Joemar Sombero, who posts content about fires, earthquakes and other natural phenomenon with AI-generated images that seem intended to inspire awe and dread.

“Whether well-intentioned or intentionally misleading, misinformation is the last thing any of us need during emergencies,” said the B.C. Wildfire Service in its own post, which encouraged the public to seek official sources of wildfire and emergency information and turn a “critical eye to content shared on

See Full Page