The rise of fake news is one of the most significant challenges of the digital age for brands and marketers, who will have to make greater efforts than ever before to foster a trustworthy communication environment.

Social media is considered the least trusted news source in the world, yet more than 50% of internet users rely on these platforms to stay up to date. At the same time, almost a quarter of Gen Z and Millennial news consumers have shared fake news over social media. Fortunately, more people are aware of the risk of reading fake news online than in the past, with an Oxford study finding that 71% of respondents were worried about encountering disinformation, harassment, or fraud online.

Joe Hamman, the founder and director of local media monitoring company Novus Group, says distinguishing between fact and fiction is becoming increasingly challenging. This is a risk to companies and brands, as the effects of false information can at best divert attention from critical issues, and at worst have a damaging impact on the brand.

"The information age is double-edged," says Hamman. "While we have unprecedented access to global data, the risk of misinformation is equally high. We’re increasingly being asked by our clients to act as a de facto gatekeeper, validating information from different sources and providing the most accurate and credible news."

Critical thinking, fact-checking, and analysing the source and content of news have become essential elements in modern communications. However, this can be time-consuming and tedious.

Thanks to their ability to combine advanced technologies and human expertise, media monitoring companies are able to ensure the credibility of information and provide clients with accurate and timely insights. Media monitoring also adds a layer of sentiment analysis, understanding the tone and emotion behind the news. This provides an additional filter for fake news, which often carries strong, emotionally-charged sentiments intended to provoke specific reactions.

“As we journey further into the digital age, the partnership between technology and human expertise will become even more crucial. In the face of an evolving media landscape and the growing scourge of AI-generated content, media monitoring is emerging as a valuable tool to pick up on, and combat, misinformation,” says Hamman.