A recent report from the United Nations Educational, Scientific and Cultural Organization (Unesco) has highlighted a concerning trend among digital content creators: two-thirds of them fail to verify the accuracy of the information they share.
The report, titled ‘Behind the Screens’, is the first global study to analyze the motivations, practices, and challenges faced by digital content creators. Released on Tuesday, it was compiled with input from 500 influencers across 45 countries, in collaboration with researchers from Bowling Green State University in Ohio, USA.
According to the findings, 62% of surveyed digital content creators admitted to not fact-checking the information they share with their audience. Additionally, 33.5% of them revealed that they would share content simply because they trusted the source, without verifying its accuracy.
In contrast, over one-third of content creators (36.9%) reported taking the time to fact-check before sharing content. Some participants in the survey acknowledged the importance of ensuring accuracy and credibility, and the potential consequences of sharing unverified information.
Despite this, the report emphasized that fact-checking is not the standard practice, and many creators face challenges in determining how to assess the credibility of information online. Almost 42% of respondents stated that they rely on the number of ‘likes’ and ‘shares’ a post receives as an indicator of its reliability. Meanwhile, 21% of creators would share content if it had been forwarded to them by trusted friends, while 19% based their decisions on the reputation of the original author or publisher. Another 17% considered the supporting evidence or documentation before sharing content.
The report suggested that journalists could play a crucial role in helping digital content creators verify the trustworthiness of the information they share. However, the survey also noted that collaborations between content creators and journalists remain rare.
Mainstream news media was only the third most common source of information for content creators (36.9%), following their own personal experience and research.
Lack of Awareness Among Creators
The survey also revealed that many digital content creators are unaware of regulatory frameworks or global standards governing digital communications. About 59% of respondents were either unfamiliar with or had only heard of such regulations.
Furthermore, while 56.4% of respondents were aware of training programs available to them, only 13.9% had participated in any. This lack of awareness leaves many creators vulnerable to legal scrutiny and potential prosecution in certain countries.
In response to this, Unesco has launched a new training program specifically designed for digital content creators. This is the world’s first training course developed for and with influencers, aimed at empowering them to combat disinformation and online hate speech. The course also provides a foundation in global human rights standards related to freedom of expression and information.
Currently, over 9,000 participants from 160 countries are enrolled in the four-week program. Unesco Director-General Audrey Azoulay highlighted the significance of digital content creators in today’s information ecosystem, noting that they engage millions of people on cultural, social, and political issues.
She added, “But many creators are struggling with disinformation and online hate speech, and they are calling for more training. As part of its media and information literacy mandate, Unesco will support them through the first-ever global training course.”
