ISLAMABAD: A new report from the United Nations Educational, Scientific and Cultural Organization (UNESCO) has raised alarms about the reliability of digital content shared by influencers, revealing that nearly two-thirds of them do not fact-check the information they disseminate.
The report, titled Behind the Screens, is the first global study to assess the motivations, practices, and challenges of digital content creators.
Released on Tuesday, it draws on the experiences of 500 influencers across 45 countries and was conducted in collaboration with researchers from Bowling Green State University in Ohio, USA.
According to the findings, 62 percent of digital content creators admitted they do not verify the accuracy of information before sharing it with their audiences. Among them, 33.5 percent reported that they often share content without checking its source, relying instead on a general sense of trust. In contrast, 36.9 percent said they routinely check the content for accuracy before posting.
While the survey highlights the prevalence of unverified information, it also underscores the pressure creators face in an increasingly fast-paced digital environment. Some participants noted the critical role of accuracy and credibility in their work, acknowledging the potential dangers of spreading misinformation.
The report found that fact-checking is far from the norm in the world of digital content creation. Many creators struggle with determining reliable criteria for assessing the credibility of the information they encounter online.
Nearly 42 percent of respondents cited the number of “likes” and “shares” as their primary indicator of a post’s trustworthiness.
Another 21 percent said they shared content based on whether it had been passed along by trusted friends, while 19 percent depended on the reputation of the original content author.
Despite the challenges, the report suggests that journalists could play a critical role in helping influencers navigate the complex task of verifying information.
However, the study found that collaboration between journalists and digital creators remains rare, with traditional news media ranking as only the third most common source of information for influencers, after their own research and interviews.
The UNESCO survey also highlights a worrying lack of awareness about global standards and regulations governing digital communications. Some 59 percent of digital content creators reported being unfamiliar with or only vaguely aware of existing regulatory frameworks.
Even among those who had heard of training programs aimed at improving their practices, only 13.9 percent had participated in any of them.
This lack of awareness leaves many creators vulnerable to legal consequences, including prosecution in certain jurisdictions. To address this gap, UNESCO has launched a pioneering training program designed specifically for digital influencers.
The course, which focuses on combating disinformation and hate speech, also provides creators with a foundation in global human rights standards related to freedom of expression.
As of now, more than 9,000 people from 160 countries are enrolled in the program, which runs for four weeks.
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UNESCO Director-General Audrey Azoulay emphasized the importance of this initiative, noting that digital content creators now occupy a central role in the global information ecosystem, engaging millions with cultural, social, and political news.
“Many are struggling to combat disinformation and online hate speech,” Azoulay said. “UNESCO’s global training course is our response to these challenges, providing creators with the tools they need to navigate the complex digital landscape.”
With digital platforms becoming an increasingly dominant source of news and information, the findings underscore the urgent need for greater accountability and professional standards in the world of online content creation.
