The United Nations Educational, Scientific and Cultural Organization (UNESCO) warned that KOLs need “urgent” support in verifying information before posting and disseminating it to followers to reduce the spread of false information online.

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Many content creators and online influencers do not verify information before posting. Photo: PA

According to a UNESCO report, two-thirds of online content creators said they do not fact-check information, leaving both themselves and their followers exposed to misinformation. They also do not use official sources such as government documents and websites. These findings highlight the urgent need for fact-checking training for KOLs.

The most common source of information for KOLs is “personal experience/meeting”, followed by self-research or discussions with people knowledgeable about the topic, then official and unofficial sources.

UNESCO research found that four out of 10 creators cited the “popularity” of an online source – measured by likes and views – as a key indicator of whether it is trustworthy.

The fact that creators do not rigorously check information suggests there is a need to improve their information literacy skills, the report said.

UNESCO has partnered with the University of Texas at Austin’s Knight Center for American Journalism to offer a free, month-long course for KOLs to “become a trusted voice online.” In it, creators learn how to verify information and create content about elections or crises. 9,000 influencers have signed up for the course.

UNESCO media trainer Adeline Hulin said some KOLs were surprised to learn that their work could be viewed as news. Journalist and KOL Salomé Saqué said many creators are unfamiliar with journalistic practices and need to better understand the impact their work has on their audience. More journalists should use social media to amplify their work.

Nearly half of the creators contacted by UNESCO said they had only partial knowledge of the laws governing freedom of expression, defamation, and copyright in their country. More than a quarter of creators were unaware of the laws that apply to their work. Only half of creators explicitly disclose sponsors, donations, or crowdfunding to their audience. In the US and UK, creators are required to tell users if their posts are sponsored.

UNESCO’s conclusions are based on a survey of 500 content creators from 45 countries and territories, mostly in Asia and Europe. Most participants were under 35 and had up to 10,000 followers. They were mainly active on Instagram and Facebook. About a quarter of them had 100,000 or more followers.

(According to The Guardian)