40% of adults in the UK come across false information

A recent Ofcom study reveals that 40% of UK adults reported encountering misleading or fake content in the last month.

Of those who came across such content, 71% found it online, while 43% saw it on television, and 21% encountered it through print newspapers or their related websites/apps.

Certain groups, such as men, younger individuals, those from higher socio-economic backgrounds, ethnic minorities, LGB+ individuals, and people with mental health conditions, are more likely to report encountering misinformation.

The study, conducted just before the General Election, found that respondents most frequently saw false or misleading information related to UK politics (39%), followed by international politics (33%) and health (25%).

In related news, Ofcom has appointed Lord Richard Allan, a current non-Executive Board Member, to chair a new Misinformation and Disinformation Advisory Committee. The organization has also launched a search to recruit additional members with expertise in this area.

Combatting Misinformation The survey shows that 77% of UK adults believe it’s important to verify news through multiple sources, and 71% recognize that online content will often be a mix of both trustworthy and unreliable posts.

Almost half (45%) feel confident in their ability to assess the credibility of information sources, but only 30% are sure they can determine whether AI-generated content such as images, audio, or videos is authentic.

When dealing with misinformation, nearly half (47%) ignore the content, 26% use search engines to find more reliable sources, and 24% verify the information on trusted news sites.

Skepticism Toward News Production A large portion of the public is doubtful about traditional news production. About 44% believe that the more a story is edited, the less likely it is to be accurate, and 42% think major stories are intentionally hidden by mainstream media. Similarly, only 32% trust that journalists adhere to professional codes of ethics.

This distrust extends to broader beliefs. When questioned about current events, 29% of UK adults believe a secretive group controls the world, and 30% think there is substantial evidence of widespread election fraud.

As part of its ongoing role in promoting media literacy, Ofcom is tasked with helping people, especially those at risk, protect themselves online. This includes fostering the use of tools and technologies that assist in identifying misinformation. 

Misinformation and Disinformation Advisory Committee Under the Online Safety Act, Ofcom must establish an advisory committee on misinformation and disinformation. This committee will advise Ofcom on how regulated services should address these issues, how transparency powers should be used to gather relevant information from these services, and how Ofcom can further its media literacy goals in combating misinformation.

Lord Richard Allan, already serving as an Ofcom Board Member, will lead this committee, and Ofcom is now recruiting experts in this field to join it, with the goal of finalizing appointments by early 2025.

Candidates must submit their CVs and a cover letter by 12 January 2025. The selection panel will include Lord Allan, Ofcom’s Online Safety Policy Director Jessica Zucker, and Independent Panel Member Libby Watkins.

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