How to address mis- and disinformation

Details

1. Understanding misinformation

Some definitions

• Misinformation: False or inaccurate information that is shared inadvertently, without meaning to cause harm.
  
• Disinformation: False information deliberately intended to mislead. Intentionally misstating facts.
  
• Malinformation: True information that is incomplete or biased and shared with the intent to mislead.
  
• Myth: A widely held but false belief or misconception.
  
• Misconception: An incorrect idea, belief or opinion based on faulty thinking, inaccurate information, or flawed reasoning.
• Rumour: An unverified story or piece of information circulating quickly from person to person without concrete evidence.
• Conspiracy theory: A belief or explanation that attributes the cause of a significant event or situation to a secret, often hateful plot orchestrated by a powerful group.
• Satire: Humorous messages that are clearly false, but use humour to criticize foolishness, corruption, or flaws in society or institutions. It is intended to spark critical thinking, challenge authority, and promote positive change. Satire is not part of misinformation, but included here in case it is confused as misinformation.

For a broadcaster, it is not always necessary to determine the intent of the person sharing information. The priority is to assess the information’s reliability, its potential for harm, and the appropriate editorial response.

How and why does misinformation spread?
People are more likely to share misinformation when it aligns with their personal identity or social norms, when it's novel, and when it elicits strong emotions. Strong emotions can also affect the development of misinformation, as people misremember events or exaggerate information.

Misinformation can also be incomplete information. For example, if one farmer shares the steps for developing and applying an organic fertilizer, but misses a step or gives inaccurate information, his or her fellow farmer will be acting on misinformation.

For more information see: How and why does misinformation spread? American Psychological Association. 1 March 2024. https://www.apa.org/topics/journalism-facts/how-why-misinformation-spreads

And Silverman, Craig. Verification Handbook: An Ultimate Guideline on Digital Age Sourcing for Emergency Coverage. 2016. https://verificationhandbook.com/

People don't question information from a trusted and credible source, which can include traditional media, friends, family, neighbours, and even contacts on social media. Sharing information creates a sense of belonging, and so people can contribute to the spread of misinformation without realizing.

People do not need to believe misinformation in order to spread it. People may share information they know is false to signal their political affiliation, disparage perceived opponents, or accrue social rewards. This is part of disinformation.

Misinformation spreads differently on different platforms. Traditional media and mainstream media may have more robust safeguards in place, like editorial practices and policies, to prevent and correct false claims. The features of social media platforms, however, encourage sharing viral content with little oversight. Rapid publication and peer-to-peer sharing allows every user to distribute information quickly to large audiences. And social media algorithms select which content to show users in an effort to keep engagement high; in general, these algorithms favour content that spark negative emotions like anger and outrage.

Misinformation – rumours – can also spread through word-of-mouth, which may be a slower route but may result in fewer opportunities for the information to be questioned or fact-checked. Particularly since misinformation often spreads when it aligns with our personal identity and social norms.

Gender equality and inclusion

Misinformation and disinformation do not affect all groups equally. Women, youth, people with disabilities, older persons, minority language speakers, and marginalized rural groups often face unequal access to reliable information and barriers linked to literacy, language, technology, or mobility. They are also subject to social norms limiting their participation in public dialogue, and higher exposure to harmful rumors. Addressing misinformation and disinformation is a justice issue tied to rights, power, and equitable access to information.

2. How to identify and verify

We have published a BH2 about Fake news that has many great tips for spotting fake news. Key points:

• Check the quality. Excessive punctuation and strange formatting can be a tip-off that something is "fake news."
• Does the headline match the story? The headline might provoke an emotional response that the story content does not support.
• Have a critical mind. Think about whether someone has a motive for sharing certain information. At times opinion, political belief, and security updates might be confused. Use your best judgement of the source and context (which social media platform, is this in response to something, who is sharing it).
• Do you recognize the source? Read the About Us section of the site. What else have they published? Google the person sharing the post.
• Who else is reporting the story? Cross-check claims and news on social media. You can use platforms like TweetDeck to search and show posts from a variety of sources. This can help you identify breaking news, but verify with an authority before sharing it yourself. This can involve calling a source to confirm, rather than waiting for them to issue their own post or press release.
• Check the facts. Verify quotes and information with trusted sources, authorities, and even fact-checking sites like Africacheck.org and Snopes.com. Keep in mind that AI-generated content, including that from ChatGPT and programs like it, can be inaccurate and fake. It is always best to fact-check with a person, but if you are verifying facts online, find the websites of trusted sources like research centres, NGOs and INGOs, governments, etc. See the Africa Facts Network for more local fact-checking organizations: https://africacheck.org/africa-facts-network

  If you are reporting on quotes allegedly made by someone, perhaps a famous person, consider whether this aligns with statements they have made in the past. Try to find another reputable organization reporting this information.

• Check the dates, analyze the image. Sometimes people re-share old articles, videos, and photos – even pretending they are current. Some accounts online exist simply to "scrape" content from other accounts and share it as if it is theirs. This can include sharing video of one event but claiming it is from another. This can make it difficult to verify what has happened. But by looking at the types of content an account shares, it's often evident if this is in fact a (local) person who can be trusted, or a bot or spam account re-sharing content. You can also reverse image search to see when the image was first posted online, or analyze the photo or video for inconsistencies and clues as to the true location, date, people concerned, or context for the video or image.
• Whenever possible, ask for photo or video verification. More and more video is being filmed nowadays, and while eyewitness testimony can be unreliable, a video can help show the reality.
• Although it is important to note that photos and videos can be faked, including newscasts, and so communicators should turn to a few verification tools to ensure that AI or editing haven't altered reality.
  • Examine the video or image for watermarks identifying AI tools like Veo, Synthesia, and others. Look for awkward hands or hand movements, eyes or mouths as this is often harder for AI to fake. Text can also be a giveaway, as it's often gibberish in AI-generated content.
  • Try to trace the news outlet and the journalist to verify they are real.
  • Tools for identifying false images: https://gijn.org/resource/four-quick-ways-to-verify-images-on-a-smartphone/
  • Tools for identifying AI-generated images: www.zerogpt.com/ai-image-detector
    www.isthisai.com
• Use common sense. If a story sounds unbelievable, it probably is. So do more research, talk to more people, and try to find the full truth. Remember, just because a story fits well with your own perspective doesn't mean it's true.

For those without reliable access to the Internet, you can verify information with appropriate specialists, including government officials, health agency, agricultural services, research centres and academic institutions, other media and reliable correspondents, official documents, and reliable witnesses.

3. What to do

A) Avoid repeating misinformation without a correction

There may be times when you want to acknowledge to your audience that there is a rumour, myth, misconception, or misinformation circulating. It might be best to describe it in vague terms, rather than specific details or repeating the rumour. It is important to then follow up with accurate information. This can look like:

"Listeners, you may have heard rumours relating to ______. This is an important topic, and it's important you have the right information. I have heard from ____(state your source: an expert, scientific information, etc)___ and the reality is _____.

An exception might be for social media influencers debunking misinformation from a place of expertise. If you are an expert in a particular topic and this is your area of influence (for example, a nutritionist building a following offering good nutrition advice), perhaps you want to repost the original clip and "react" with the true information. You can do this by stopping and starting the original clip, inserting your commentary in between. Try to offer sources and explanations for your counter-information so the audience knows why they should trust you more than the original clip. For example, you can link to scientific studies and point out the size of population studied, funder of the study, and how conclusive the findings were. Or you can point out how the original poster is using strong emotions, like fear or anger, to connect with the audience, rather than facts or examples that prove their point.

There may be times you accidentally share a rumour, believing it to be true. This is particularly possible when conflict breaks out or in an emergency situation, when there is pressure to share information quickly since many are already receiving it via social media, but there is little verifiable information. Communicators should rely on good verification processes whenever possible, trying to gather information from multiple independent, trusted, verifiable sources before sharing. But it can still be inevitable that incorrect information is shared. Communicators should address the misinformation and correct it as soon as possible, apologizing to their audience in an effort to rebuild trust.

There may also be times that you accidentally share misinformation because a source gives incomplete information. For example, if an interviewee speaks about the steps of developing a homemade pesticide and indicates you can spray it on the leaves and eat them the next day – it's perfectly safe! It's always good to fact-check claims like these with agricultural experts. So if possible, it's best to talk to an expert before that information is aired. If that's not possible, verify after the fact and tell your audience if it's not true. If you discover something isn't safe or untrue after you've broadcast the information, you can have an expert on your program or channel for a separate interview to clarify this information and what steps would make it safe, or simply in your episode introduction correct the information shared in a previous episode. If you are publishing content online, update the web version and acknowledge that changes were made at the top or bottom of the article. For example, write "A previous version of the article stated that the pesticide was safe to consume. That information has been updated."

What to do if a rumour is shared in your WhatsApp group
WhatsApp groups can be a great tool to listen to your audience and respond to information shared. If dubious information is shared in the group, don't repeat it immediately. Follow these steps:

1. Do not pass on information immediately: Avoid contributing to its spread before verifying the content, even to "ask whether it's true."
2. Avoid emotional reactions: Saying "Who said this?" or "That's nonsense!" draws attention to the rumour without providing more information.
3. Precisely identify the claim: Determine exactly what is being asserted and what needs to be verified.
4. Ask for the source of the content if necessary: ​​When useful, ask the person who shared the information where it came from.
5. Verify the information: Consult reliable sources relevant to the topic.
6. Inform the group of the verification results: If the information is false, misleading, or unconfirmed—and warrants a response—provide a clear and understandable clarification.
7. Cite the source: Whenever possible, indicate the source used to verify the information so that members understand the basis for the clarification.
8. Do not humiliate the person who shared the information: Correct the information without attacking or ridiculing the individual; they may have shared the content in good faith.
9. Turn the issue into a program topic if necessary: ​​A rumor that sparks numerous questions or reveals a significant concern can serve as a starting point for a broadcast, an interview, or an awareness-raising segment.

By verifying information before it's shared, you will maintain your credibility and trust with your audience, while addressing rumours and helping your audience get the best information.

B) Consider how to address the misinformation, myths and rumours

If you know there is misinformation circulating in the community about a topic, you may want to address the situation. This can be common in times of emergency, when fear and uncertainty is high. Simply denouncing the content of the rumour or misinformation – or the people sharing it – might lead those groups to distrust you. It may be better to:

• Share accurate information.
• Point out elements of the rumour that oppose facts from reliable sources.
• Have a trusted source convey accurate information. This might be an authority or expert, or simply a local leader, social influencer, etc.
• Acknowledge the sources of fear and anger that might be fueling the distrust, and, with community leaders, attempt to rebuild trust.

You can check out the work of fact-checking organizations and share their sources and analysis. See the Africa Facts Network to learn who is active in your area: https://africacheck.org/africa-facts-network

It is a good idea to try to share as much accurate information as possible, so that people are exposed to good information.

People are more likely to believe and trust information if it comes from in-group sources rather than out-group ones: if it comes from people like them, their community, etc, rather than from strangers, foreign sources, or highly-academic texts. This is true for misinformation and for true information. People are more likely to believe false statements that appeal to negative emotions like fear and outrage, and that which paints opponents in a negative light. And the more often misinformation is repeated, the more it feels true. So share good information, and consider who presents this information in your media:

• Community influencers, such as religious or cultural leaders, are trusted sources and may be more convincing. For example, senior pastor Kambou Davila felt it was important to speak about the COVID-19 vaccine to protect those around him.
• Celebrities, including musicians, can be very influential, particularly with youth. For example, popular hip hop artist The Diktator made a great impact on mental health in his community in Malawi.
• Showing real people living the reality can also put things into context and create an emotional connection. For example, read this story of Ketema Wako, who was reluctant to get vaccinated for COVID-19 until he heard farmers speaking on the radio. Barza Wire published this story about a COVID-19 patient to encourage this type of understanding.

C) Build trust

If you feel the political sphere in your area is becoming overly divided, it may be a good idea to calm these tensions by finding commonalities between people. There are often more than it may seem. Many individuals will share similar core values, just perhaps some different prioritizations.

Build trust between groups and between people and institutions. Some myths persist because of distrust of certain institutions or actors. For example, a history of international involvement in the Democratic Republic of Congo, including exploitation, insecurity, and neglect, has helped to fuel distrust, misinformation, and reluctance to act in response to the Ebola outbreak in 2026 (4). Media and communicators can help to build trust in authorities and agencies by showcasing their efforts to support the community and having them speak to the motivations behind that support. Media and communicators can also have local leaders speak to their trust in these outside authorities. Showing the impact of the emergency on real people and speaking of the consequences of action or inaction can always help your audience see the reality and decide what actions to take.

Trust is an editorial asset. It is built through rigor, transparency, listening to the audience, acknowledging errors, and consistency in verification practices. A trustworthy media outlet or communicator must be able to say: "We made a mistake. Here is what we have since verified, and here is the correction."

(4) Shamasunder, Sriram, Ranu Dhillon, and Jean-Vivien Mombouli. "Ebola outbreak: A crisis of history, not misinformation." The New Humanitarian. 18 June 2026. https://www.thenewhumanitarian.org/opinion/2026/06/18/ebola-outbreak-crisis-history-not-misinformation

D) Allow people to question the information

Encourage your audience to question the information they have received. This will encourage better media and information literacy. Develop an interactive segment where audience members can share opinions, experiences, concerns, and advice regarding a subject. This will help to expose potential fake news or misinformation on a topic, and allow you or a subject-matter specialist to address the misinformation. This should be a conversation where everyone feels heard and encourages people to be open-minded. But it should also share good information, and perhaps help people identify what misinformation isThis can also be facilitated through a comment section for online and social media, so long as a follow-up article or post addresses the misinformation and shares good information.

Help your audience understand how they can tell if a claim is false. Share advice from our fake news Bh2 and invite guests in mis- and dis-information or fact-checking to speak on your program.

E) Collaborate to understand and reduce the spread of misinformation and disinformation.

On social media, most misinformation is spread by a small number of users. And social media "echo chambers" isolate people with similar beliefs into a community where falsehoods spread. It may be possible to report these individuals and communities to social media platforms to stop the spread of misinformation.

There are also often community groups tracking rumours and misinformation.Reach out to emergency response organizations working in your community to learn how your media can help with rumour tracking. This can also help you make connections that will be essential for accessing good information when an emergency arises.

Perhaps you can help to gather some rumours through listener engagement formats, like vox pops and call-in segments on the radio, or the comment section of blogs, websites, and social media. You can note any trends for emergency response organizations. But if you are re-sharing rumours, even as part of a gathering exercise, be sure you are clarifying that these are rumours. Try to share good information that is available, encourage people to question these rumours, and try to commit to investigating and clarifying these rumours.

F) Promote positive practices

Many people hold false beliefs because they are uninformed, rather than misinformed. So there's always a need for more good information. Offer well-researched content in your topic area and promote practices with benefits to your audience. This doesn't mean you only share the benefits of these practices; you should also discuss challenges and disadvantages to give your audience the full picture.Such transparency will help to build trust with your audience, which will help encourage them to believe the information you share rather than misinformation found on other platforms.

Be clear about where your information comes from. Make sure that the information you share is fact-based and based on good research. Talk to a variety of subject-matter specialists and consider their expertise, experience, and training, as well as that of the websites you use for research. Make sure their background aligns with the information being shared: If you are talking about nutrition, speak to a health or nutrition expert. This doesn't mean only relying on academics, as many people have lived experience that can bring great value. But fact-check and cross-check information to ensure that what you are sharing is correct and includes all the steps or necessary information for your audience.

When preparing a program or article, consider the variety of experiences of your community members and what questions they may have or information they may need. This includes women, youth, individuals with disabilities, and other marginalized groups who may have a different experience or expertise. Consider a variety of expert guests who can speak to these experiences and reflect the diversity of your audience.

For more information, see Altay, Sacha. Rethinking the problem of misinformation and its solutions. New Media & Society. 2026. https://journals.sagepub.com/doi/10.1177/14614448261428635

Conclusion

Trust is essential for media and communicators. It's important to build trust with your audience and work to keep that trust. In many places, particularly the Global North, trust in news media is declining. Sources producing mis- and dis-information often claim they are revealing truths that mainstream media won't acknowledge. Audiences are often skeptical that the media is partisan and only sharing part of the story. This mistrust means that audiences ignore or fail to act on good information.

It is important that media and communicators also help to build trust in democratic institutions. This will help foster an environment of trust, collaboration, and social cohesion – important qualities when in many places partisanship and distrust is dividing people. Since people trust information that aligns with their own perspective, identity, and social norms, a

more divided and distrusting society leaves more room for rumours mis- and disinformation, and even mal-information to grow, be shared, and be accepted.

By building trust with your audience, you will be able to grow your audience. You will also be able to grow the network of experts and sources willing to speak to you, and organizations and businesses looking to invest in your content. And by building trust in the institutions of your community and society, you will help contribute to a healthy and happy community.

Sources of information

1. 8 recommendations for countering misinformation. American Psychological Association. 1 March 2024. https://www.apa.org/topics/journalism-facts/misinformation-recommendations
2. Altay, Sacha. Rethinking the problem of misinformation and its solutions. New Media & Society. 2026.  https://journals.sagepub.com/doi/10.1177/14614448261428635
3. Fake news: How to identify it and what to do about it. Farm Radio International. 6 May 2020. https://training.farmradio.fm/fake-news-how-to-identify-it-and-what-to-do-about-it/
4. How and why does misinformation spread? American Psychological Association. 1 March 2024. https://www.apa.org/topics/journalism-facts/how-why-misinformation-spreads
5. Silverman, Craig. Verification Handbook: An Ultimate Guideline on Digital Age Sourcing for Emergency Coverage. 2016. https://verificationhandbook.com/
6. Silverman, Craig. Verification Handbook: For disinformation and media manipulation. European Journalism Centre. https://datajournalism.com/read/handbook/verification-3

More information

1. Media and Information Literacy: A Multimedia Toolkit for Media. UNESCO
https://www.unesco.org/en/media-information-literacy

2. Think Critically, Click Wisely: Media and Information Literacy in the next normal. UNESCO.
https://www.unesco.org/mil4teachers/en/moocs

3. DW Fact check: https://www.dw.com/en/fact-check/t-56584214

4. Google Fact Check Tools: https://toolbox.google.com/factcheck/explorer/search/list:recent;hl=en

5. Africa Check
https://africacheck.org/

6. Africa Facts Network
https://africacheck.org/africa-facts-network

7. Climate Action Against Disinformation
https://caad.info/

8. Global South Climate Database
https://interactive.carbonbrief.org/gscd/index.html