Misinformation

Misinformation is false or inaccurate information and can take the form of a social media post, a real or edited picture, a video clip, a meme or news story. Misinformation can be shared inadvertently without realising that the information is false or inaccurate.

Disinformation takes the same form as misinformation but it is deliberately created to deceive, mislead and influence. This could be for personal, political or economic purposes. Disinformation can threaten our values and principles undermining our safety, security, communities and trust.

'Fake news' is used to describe inaccurate or misleading content that is often sensational or emotive. It may include misinformation, disinformation or both. 

Clickbait is content such as a headline designed to attract your attention and encourage you to click on a link taking you to other online content, for example, an article, image or video. Instead of presenting objective facts, clickbait appeals to your emotions and curiosity. 

A ‘deepfake’ refers to a photo or video that has been digitally altered using artificial intelligence (AI). Creating fake images in this way can produce very genuine-looking results that appear to show someone saying something or doing something they never really said or did.

Malinformation is the deliberate publication of private information for personal or private interest, as well as the deliberate manipulation of genuine content. While this information may not be false in nature, it covers information that is disseminated to cause harm.

Misinformation and its spread has the potential to cause online and offline harm. It is particularly concerning when people base their decisions on what can be false or misleading information, for example, health choices. In Ofcom's discussion paper ‘Understanding online false information in the UK’ examples of harm include:   

• encouraging people to make decisions that could damage their health or that of others  
• prompting people to make damaging economic or financial decisions
• undermining respect and tolerance towards other people or even driving discrimination or hate 
• harming people’s mental state or health (for example by causing anxiety or stress) 
• damaging trust or undermining participation in social or democratic institutions and processes (such as elections) 
• undermining public confidence and trust in news and information sources  
• otherwise generating confusion, uncertainty or doubt about historical, current or future events or trends, leading to damaging decisions or actions