According to recent Ofcom research, a significant proportion of UK adults have come across misinformation or deepfake content in the past four weeks. This finding highlights the importance of being vigilant in the digital age and understanding how to deal with such information.

Uncovering the Truth: Ofcom's Misinformation Study

Encountering Misinformation

In the previous four weeks, a remarkable four in ten UK adults reported having encountered misinformation or deepfake content. This widespread occurrence is not limited to a specific medium. Among those who have faced false or misleading information, an astonishing seven in ten (71 per cent) stated that they saw it online. Additionally, four in ten (43 per cent) said they encountered misinformation on TV, and one in five (21 per cent) through print newspapers or their associated websites/apps. Different groups within society are more likely to come across misinformation. Men, young adults, those from higher socio-economic backgrounds, minority ethnic and LGB+ groups, as well as those with mental health conditions are particularly at risk.During the week before the General Election, the research found that respondents were most likely to have seen false or misleading information about UK politics, including the General Election (39 per cent), followed by international politics and current affairs (33 per cent), and health and medical information (25 per cent). This shows the pervasiveness of misinformation across various topics.

Dealing with Misinformation

Over three quarters of UK adults (77 per cent) recognize the importance of checking different sources for news. They understand that online information is often a mix of reliable and unreliable posts. Almost half of people (45 per cent) feel confident in judging the truthfulness of information sources. However, only 30 per cent believe they can accurately determine if an image, audio, or video has been generated by AI.When it comes to practical ways of dealing with misinformation, nearly half (47 per cent) choose to ignore the content and move on. A quarter (26 per cent) use a search engine to find a more authoritative source, and a similar proportion (24 per cent) check the information on a trusted news website. These strategies show that people are taking steps to address the issue.

Confidence in News Production

Despite the efforts to provide reliable news, a significant number of people are sceptical of conventional news production processes. Some 44 per cent agree that the more a story is edited, the less likely it is to be true. A similar proportion thinks that important stories are deliberately covered up by traditional news sources (42 per cent). Additionally, 32 per cent believe that journalists follow codes of practice.This mistrust is also reflected in other beliefs. When asked to determine the truth of statements about current affairs, three in ten UK adults believe that there is a single group of people who secretly control the world together (29 per cent), and a similar figure think there is significant evidence of large-scale election fraud (30 per cent).

Ofcom's Response

Ofcom already has a responsibility to promote media literacy. The Online Safety Act has added more specific duties to build awareness of how people, especially those most at risk of harm, can protect themselves and others online. It also encourages the use of technologies and systems by services to empower them to do so.Under the Online Safety Act, Ofcom is required to establish and maintain an advisory committee on misinformation and disinformation. Lord Richard Allan, already a non-Executive Member of Ofcom's Board, has been appointed as Chair. Applicants must submit their CV and an accompanying covering letter outlining how they meet the key competencies by January 12th 2025. The interview panel will include Lord Allan of Hallam, Jessica Zucker, Ofcom's Online Safety Policy Development Director, and Libby Watkins, an Independent Panel Member. Lord Allan emphasized the importance of the new committee in drawing on research and expertise to provide the best advice to Ofcom and other stakeholders.