As people are now spending a substantial amount of time online, traditional businesses and other vendors try to attract new customers by gaining traction on social media platforms, capturing the attention of users in a variety of ways. This is often achieved by disseminating compelling information, which is not always true or reliable. In a recent study, Dr Camille Ryan and her colleagues at Bayer Crop Science have taken a closer look at the monetisation of disinformation, focusing on the specific case of genetically modified organisms (aka GMOs).