A new UNESCO survey reveals a concerning trend among digital content creators, with 62% admitting they don't fact-check information before sharing it with their followers.
The global study, which surveyed 500 influencers across 45 countries, found that many content creators rely on questionable methods to assess information credibility. About 42% of creators use social media metrics like "likes" and "shares" as their primary way to judge content reliability.
The research highlights concerning verification practices, with 21% of influencers saying they share content simply because trusted friends shared it first. Another 19% base their sharing decisions solely on the original publisher's reputation.
"Many creators are struggling in the face of disinformation and online hate speech," said UNESCO Director-General Audrey Auzolay. The study found most digital creators have limited knowledge of media regulations and standards, with 59% reporting unfamiliarity with digital communication frameworks.
In response to these findings, UNESCO partnered with the Knight Center for Journalism in the Americas to launch a global training course. Over 9,000 participants from 160 countries have registered to learn proper fact-checking techniques and information verification methods.
The month-long course aims to teach creators how to:
- Use diverse information sources
- Verify content quality
- Practice transparency in sourcing
- Identify and combat misinformation
- Work with traditional media outlets
The study also revealed a disconnect between influencers and journalism, with mainstream news ranking only third as a source for content creators, behind personal experience and independent research.
UNESCO plans to continue working with course participants after completion to promote information integrity and raise awareness about responsible content creation practices.
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