Fake news continue to be a central concern for Brazilians. According to research by Hibou, 70% believe that social media should be held accountable for the spread of false information. 39% argue that platforms should take full responsibility for the content posted. 60% of Brazilians did not think it was a good idea for Meta to end its program to combat fake news and leave it in the hands of the community
When it comes to pointing out the main vehicles associated with the dissemination of fake news, theFacebook leads with 45% of mentions, followed by WhatsApp (42%) and Instagram (39%). Other platforms, like TikTok (35%) and X, old Twitter (34%)also appear in the ranking. These data reveal a consolidated public perception regarding the responsibility of large social networks in controlling the content that circulates on their platforms, reinforcing the pressure for these companies to adopt stricter and more effective measures in combating fake news
The impact of fake news goes beyond misinformation: it directly affects trust in brands, in institutions and even in the media. It is essential that companies, vehicles and platforms work together to ensure a safer and more transparent digital environmentevaluates Lígia Mello, CSO of Hibou
Trust in the source of information is a critical factor in combating the spread of fake news in Brazil. Згідно з дослідженням, 51% of Brazilians always check the source before sharing news on their social media, demonstrating a preventive behavior to avoid the spread of false content. However, 32% only check the source when something seems wrong, and there is still a concerning group13% share news without checking its veracity, revealing the role of impulse and lack of fact-checking in the perpetuation of misinformation
But what makes Brazilians distrust a news story? The identification of fake news is an increasingly common practice. People are more attentive to signs of news reliability. Згідно з дослідженням, 56% of respondents check if a news story appears on different sitesor social networks before believing in it, indicating an active search for cross-validation. Furthermore, 44% of participants avoid content with sensationalist titles, recognizing the exaggerated appeal as one of the main signs of falsehood. Another 38% assess the credibility of the sitein which they found the information, reinforcing the importance of reliable vehicles in combating misinformation. Meanwhile, only 7% trust content shared by influencersdigital, suggesting that the public is still skeptical about the legitimacy of the information disseminated by these public figures
Fake news not only misinform, but also directly affect the perception of brands. According to the study, 26% of consumers said they liked products less when advertised alongside fake news, even recognizing that often brands have no control over where their advertisements appear. Furthermore, 32% of respondents believe that these companies help to indirectly finance fake news, reinforcing the need for a more careful advertising strategy in the digital environment
