On 7 August, a post appeared on Ieva Bruņeniece's profile on the social network Facebook claiming that on 5 August, "a brown bear was allegedly shot in Ipiķi, on Latvian territory, and as can be seen in the photos of our Estonian colleagues, it was a very large specimen. The hunter has been identified, but does not live in Ipiķi."

Reading this particular post raises several questions. Firstly, why was the text about a "bear allegedly shot in Ipiķi" written at all, and why was the help and investigation of the Nature Conservation Agency requested, if the post itself contained information that the bear had been legally hunted in Estonia, where hunting these animals is permitted? If so, the post should be viewed as sensationalism and defamation, as well as the dissemination of deliberately false information. On her profile, Ieva Bruņeniece describes herself as a "climate and environment expert" and a photographer. If a person is truly an expert, they express sound and fact-based information, not news from the "heard it through the grapevine" category or assumptions.

It is also interesting why Ipiķi was specifically chosen as the location of the alleged event, as it is separated from the bear's hunting site by almost 250 kilometres. Is it because it is a small parish on the Latvia–Estonia border, or does the story have some ulterior motives? That can be left to the conscience of the author of the post.