The UK public are struggling to identify mis-and-disinformation online thanks to the growing mass of AI generated content and the sheer volume of information available to them, according to a new report commissioned by Ofcom.

The regulator’s latest research, Co-creating Ways to Navigate and Mitigate Against Mis and Disinformation, found significant barriers stopping consumers from being able to recognise credible sources, including the manipulation of facts, data appearing out of context, a lack of awareness, and fears of becoming isolated from social connections.

Confirmation bias is also playing a significant role, as Ofcom found that study participants often looked for information that already aligned with their views, with participation in online communities and social media reinforcing echo chambers where disinformation can run rampant.

Ofcom found that while the general population tended to trust traditional media sources, individuals who were more sceptical of these outlets, particularly those who previously held minority viewpoints, were more likely to trust information they actively sought out online and on social media, creating fertile ground for the spread of disinformation.

Earlier research shows that this has already become a problem. Last year, Ofcom found that four in ten UK adults encountered misinformation or deepfake content on a regular basis in the run up to the General Election, while the Alan Turing Institute found that 94% of people in the UK have been confronted with misinformation on social media.

Health, Scams & Broken Trust

The rampant spread of misinformation is causing deep concerns about the real-world impact it might have. 

On a personal level, people reported being worried about risks to their physical and mental health, like the consequences of not taking vaccines, while there were also fears around scams, identity theft, and the emotional toll misinformation can take, such as broken relationships or losing touch with loved ones who’d fallen into extreme views. 

Some of those questioned even shared their fears that misinformation might fuel discrimination or radicalisation, leaving people feeling isolated or targeted.

More broadly, disinformation was also felt to threaten social cohesion, including worries it might deepen political and social divisions, and even influence the outcome of elections in harmful ways. 

Those from minority ethnic groups, in particular, highlighted concerns around discrimination and the way false or misleading information can drive wedges between communities. As one person put it, “The spreading of misinformation only divides instead of creating a sense of unity.”

Rather than admitting defeat, however, many people are making active efforts to find credible sources of information. 

Study participants described engaging with information in both proactive and passive ways, from actively searching for and sharing content on specific topics, to encountering information through social media, community groups, or conversations with peers, family, and friends. 

When assessing credibility, participants often relied on techniques like triangulating information across multiple sources, validating the origin of content, and checking for quality and consistency. 

While those kind of techniques might help people avoid misinformation in the first instance, the research also the key reasons those already holding minority views are able to move on.

According to Ofcom, one of the biggest shifts in mindset happens when individuals have direct, personal experiences that clash with their beliefs, for example catching COVID after downplaying its risks, while others said they simply hit a breaking point, where the views or content they were exposed to started to feel too extreme or out of touch, prompting them to reconsider.

Others were found to question their views after coming across new or conflicting information from sources they saw as more credible, or after hearing different opinions from friends, family, or respected figures. For many, this wasn’t just one moment, it was the gradual build-up of evidence over time that eventually tipped the scales.

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Breaking the Bubble

Building public understanding of what misinformation looks like, and how to spot it, was seen as an important first step in tackling the problem. 

Ofcom’s study suggests that more visibility for fact-checking organisations or simple messages that explain how misinformation spreads could help the public identify its sources, with validation markers like confidence scoring and warnings a good way to judge the credibility of social media content. 

Some participants thought that these strategies should be further bolstered by more regulation of social media and online platforms to prevent mis-and disinformation.

Other methods highlighted to tackle disinformation included upskilling or training to find and recognise credible sources, the creation of new ‘safe’ spaces online for interaction between different viewpoints, and the use of trusted, high-profile individuals to promote messaging.

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