In the last few hours, a publication on Linkedin signed by Jorge Mas Velasco – founder of the consultancy Creamas and speaker specialized in retail – has accumulated more than 4,300 reactions, hundreds of comments and almost 300 reposts at the time of publication of this news.
The post claims that Denmark has converted decommissioned buses into mobile supermarkets to bring fresh food to elderly people in rural areas. To illustrate the alleged fact, an image evidently generated by Artificial Intelligence is used, without mention of its origin, without a source and without a single verifiable data that supports an initiative of such magnitude at the national level in a European country.

Engagement figures have continued to grow and among those who have interacted with the content are professionals from recognized brands and profiles with high influence in the market.
The post also builds a whole reflection on innovation in retail and culminates with a commercial link that invites you to purchase an online course from the consulting firm Crearmas, worth 2,390 euros, whose sales promise is reinvent food retail businesses and grow sales in just 60 days.

In reason.Why We have invested resources to contrast this content with the aim of providing a rigorous response. But there is no evidence to validate this information.
In fact, on December 12, 2025, the Reuters agency published a specific fact check warning about the falsehood of this story. The news agency contacted the Dagrofa distribution group, several public and private transport companies, as well as local authorities and national organizations; No one was aware of such an initiative. So the supposed national project does not exist.

When the impact of the story outweighs the truth

The oldest post we have located on this topic circulated on Facebook on November 25, 2025. A post that was “liked” by 9,500 people, commented on by more than 500, and shared by more than 1,700.
Since then, variations of the same hoax have appeared on different Meta platforms, and even AI-generated videos that visually reinforce a non-existent story.

The mechanism is the same in all of them: a story with a certain emotional tinge, a powerful image with an aspirational nature and the example of a country that teaches the lesson through a supposed case of social innovation. But no source.

Do we live so fast and with such a need for information consumption that we are not able to recognize fake news with the obvious purpose of selling an online course?
Does the whole of Denmark do something like this and all the information we have is a post from a person on a social network to give them credit?
How many people have taken a screenshot of that news and shared it on WhatsApp?
How many will use it in a presentation as an example? Will there be a teacher?
How many people have purchased your course?

We are not talking about a meme on X or a video on TikTok where a cartoon liver gives us nutrition lessons.
Linkedin is a professional network in which reputation is built, employment is boosted, services are sold, talent is hired and speeches are legitimized. That a false publication reaches this level of dissemination with hardly any public questioning should worry anyone who works in marketing, communication, strategy or training. Even more so when it is used as an argument of authority, linked directly to a commercial offer, and is supported by images generated by AI that are not real.

The closest thing we have found to this supposed “national network of buses converted into mobile supermarkets” is a local and much more modest initiative: small home delivery projects by van that bring fresh products – in some cases fruits, such as tangerines – to older people or areas with less commercial access. Nothing to do with a national public policy, nor with buses withdrawn from urban service to give rise to an entire structured mobile retail system.

The border between inspiring content and misinformation is becoming increasingly blurred on social networks. And we are already immersed in a digital era in which verifying should not be the option of a few, because sharing without verifying first is not something harmless.

Publications on Linkedin have the option to “report” a post when its content is considered disinformation. The question is whether the users of this professional network are going to continue rewarding those stories that best fit their desire to grow, turning something false into a trend and driven by the logic of like, the algorithm and perceived authority.