Meta, the parent company of WhatsApp and Instagram, has launched an integrated safety campaign dubbed ‘Know What’s Real’ to tackle the pervasive issue of misinformation in the digital landscape. The initiative, spanning a duration of eight weeks, seeks to raise awareness about the importance of combating misinformation and empower users with the necessary tools to discern fact from fiction on these social media platforms.
Central to the campaign is the promotion of digital best practices and the highlighting of existing safety features available on WhatsApp and Instagram. Specifically, the campaign emphasises the utility of in-built product features such as block and report functionalities, as well as forward labels on WhatsApp, which aid users in identifying and halting the spread of misinformation.
Furthermore, ‘Know What’s Real’ encourages individuals to exercise caution when encountering suspicious or inaccurate information by advocating for verification through reputable fact-checking organisations accessible via WhatsApp Channels. By fostering a culture of critical thinking and responsible online behaviour, Meta aims to mitigate the harmful effects of misinformation and promote a safer digital environment for its users.
On Instagram, Meta teams up with a robust network of fact-checkers to verify information. If something false, like deepfakes, is found, they put warning labels in the app to tell people it’s not accurate. We also limit the reach of content that is labeled ‘False’ by our fact-checkers so less people can see it. Through the campaign, Meta is encouraging people to not forward or share any inauthentic content and instead report the same to the Grievance Officer or any of the independent fact-checking partners to verify the information.
“Meta is committed to fighting misinformation online. We have invested in industry-leading programmes like setting up a robust network of independent fact-checkers that work to debunk false claims and help citizens access reliable information, including collaborating with MCA to launch a WhatsApp tipline to curb AI-generated misinformation. The campaign is an extension of our ongoing efforts to prevent the spread of misinformation and serves as a simple safety guide to educate people on the role they can play to combat it,” Shivnath Thukral, Director, Public Policy India, Meta, said.
Meta’s fact-checking programmes in India includes partnerships with 11 independent fact-checking organisations which is one of the largest networks of fact-checking partners globally. These partners have the capabilities to fact-check content in 15 Indian languages and English – enabling people to identify, review, verify information, and help prevent the spread of misinformation on Meta platforms.
Just last week, the company announced the launch of a dedicated fact-checking helpline on WhatsApp in an effort to combat AI-Generated misinformation – particularly deepfakes, and help people connect with verified and credible information. Meta also supports the cross-industry and multi-stakeholder led Misinformation Combat Alliance’s (MCA) initiative to set up a self-regulatory organisation (SRO) for third-party fact checkers.