An alarming two-thirds of digital content creators are publishing unverified information to millions of followers, a landmark survey by UN educational and cultural agency UNESCO revealed on Wednesday.
The findings come at a time when social media influencers have become primary sources of news and cultural information for global audiences, yet 62 percent seem to lack basic fact-checking practices.
“Digital content creators have acquired an important place in the information ecosystem, engaging millions of people with cultural, social or political news. But many are struggling in the face of disinformation and online hate speech and calling for more training,” said UNESCO Director-General Audrey Azoulay.
The UNESCO ‘Behind the screens’ survey examined 500 influencers across 45 countries, exposing critical gaps in content verification practices.
The study found that a great majority of influencers lack rigorous fact-checking protocols, despite their significant impact on public discourse.
The survey uncovered trends in how creators assess information credibility including 42 per cent who use social media metrics like “likes” and “shares” as primary credibility markers, while 21 per cent of respondents share content based solely on “trust in friends” who shared it.
Traditional news media, despite its expertise, ranks low as a resource, with only 36.9 per cent of creators utilising mainstream journalism for verification, the survey indicated.
UNESCO pointed out that the digital rights landscape presented another challenge. Nearly 60 per cent of creators operate without understanding basic regulatory frameworks and international standards, leaving them vulnerable to legal risks and online harassment.
While one-third report experiencing hate speech, only 20.4 per cent know how to properly report these incidents to the appropriate platforms.
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