Majority of Social Media Influencers Fail to Fact-Check Content, Warns UNESCO
— November 28, 2024
UNITED NATIONS (AIA) Social media influencers must prioritise fact-checking to curb the spread of online misinformation, the United Nations Educational, Scientific and Cultural Organisation (UNESCO) has urged. A recent UNESCO report revealed that two-thirds of digital content creators fail to verify the accuracy of their posts, leaving millions of followers exposed to disinformation.
The findings, part of the “Behind the Screens” survey conducted in collaboration with Bowling Green State University, analysed the practices of 500 influencers from 45 countries. The report highlighted critical gaps, with 63% of influencers lacking robust fact-checking methods. Additionally, 42% of creators rely on social media metrics, such as likes and shares, to judge credibility, while 21% trust information based solely on friends’ recommendations.
UNESCO Director-General Audrey Azoulay stressed the urgency of addressing this issue, stating, “Digital content creators now hold a vital role in shaping public opinion, yet many struggle against the tide of misinformation and online hate speech. They are calling for more training to tackle these challenges effectively.”
The survey also underscored influencers’ limited understanding of digital rights and regulations, with nearly 60% unaware of legal frameworks governing online content. Among respondents, one-third reported facing hate speech, yet only 20% knew how to report incidents to platforms.
To address these challenges, UNESCO partnered with the Knight Centre for Journalism in the Americas to launch the first global training programme for digital content creators. The four-week course has already enrolled over 9,000 participants from 160 countries, offering training in fact-checking, source verification, and collaboration with traditional media.
UNESCO’s initiative aligns with its broader strategy to combat digital misinformation, including its 2023 Guide