Government plans to combat fake news ‘do not go far enough’
Government plans to crack down on fake news will not do enough to restore public trust in social media platforms and shore up digital marketing, according to a new report.
The Chartered Institute of Marketing (CIM) warned fake news was leading to a decline in trust in social media posts, which in turn could prompt brands to withdraw their advertising dollars from popular platforms.
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The research showed 85 per cent of people believe social media firms have a responsibility to remove fake news, while 79 per cent believe the companies should be actively monitoring their platforms for disinformation.
Yet the government’s proposed regulation, laid out earlier this year in a white paper, will not require internet firms to monitor and remove fake news unless it is causing a specific harm.
As a result, fake news may continue “unchecked” even after the introduction of regulation, the report warned.
“We are concerned about the damage fake content has upon public trust,” said Chris Daly, CIM chief executive.
“Our professional members and the marketing industry as a whole needs confidence they are spending their marketing budgets wisely.”
The report also cast doubt on the proposed exemption for private messaging platforms such as Whatsapp, which has faced scrutiny over its role in spreading false information.
It comes amid a tussle between tech companies and the government over who bears responsibility for policing social media platforms.
Read more: Marketers threaten to cut social media spend unless tech giants crack down on online harms
Facebook vice-president Sir Nick Clegg last week insisted that while there was a “pressing need” for new regulation, it was not an issue companies should have to address on their own.
The CIM’s findings formed part of its submission to a consultation on the government’s white paper, which closes today.