Social media influencers urgently need better training in fact-checking to combat the spread of misinformation, warns a new report from Unesco.

The study, conducted by the United Nations’ educational, scientific, and cultural organization, reveals that two-thirds of content creators fail to verify the accuracy of their material before sharing it, leaving both influencers and their audiences vulnerable to misinformation.

“The low prevalence of fact-checking among influencers underscores their susceptibility to spreading misinformation, which can have serious implications for public discourse and trust in media,” the report states.

Survey Highlights Gaps in Verification Practices

Unesco’s findings, based on a survey of 500 content creators across 45 countries, paint a concerning picture:

• 60% of creators admitted they do not fact-check before posting.
• Influencers rarely rely on official sources such as government documents or credible websites, preferring personal experiences or conversations with knowledgeable individuals as their primary source of information.
• 40% of creators considered the popularity of an online source—measured by likes and views—as a key indicator of credibility.

Media Literacy and Fact-Checking Training Needed

To address this issue, Unesco has partnered with the Knight Center for Journalism in the Americas at the University of Texas to launch an online course titled How to Be a Trusted Voice Online. The free, month-long program covers topics such as fact-checking and responsible content creation, with 9,000 influencers already enrolled.

Adeline Hulin, a media literacy expert at Unesco, emphasized the gap in influencers’ understanding of their role in shaping public opinion. “Many influencers don’t see themselves as journalists and are surprised by the impact their content can have,” she said.

Influencers Struggle With Legal and Ethical Knowledge

The survey also highlighted a lack of understanding among influencers regarding laws and regulations:

• Nearly half admitted to having only partial knowledge of freedom of expression, defamation, and copyright laws in their country.
• Over 25% were unaware of any regulations governing their content.
• Only half of the creators disclosed sponsors or funding sources, despite legal requirements in countries like the US and UK to label sponsored content clearly.

A Call for Professionalism

French journalist and popular “news influencer” Salomé Saqué noted that many content creators lack familiarity with journalistic practices and underestimate the potential impact of their work. She urged professional journalists to use social media more effectively to disseminate credible information.

Who Are the Influencers?

The survey primarily focused on “nano-influencers” with up to 10,000 followers, predominantly using platforms like Instagram and Facebook. Around a quarter of respondents had up to 100,000 followers, with most under the age of 35 and based in Europe or Asia.

Unesco’s findings underline the urgent need to equip influencers with the tools and knowledge to ensure their content contributes to a more informed and responsible digital space.