Tackling Online Misinformation: What a New Report Reveals About Public Challenges and Perceptions
In the face of an increasingly complex digital landscape, identifying misinformation and disinformation remains a growing challenge for many. A new report by Verian, commissioned by Ofcom, sheds light on the public’s struggles with navigating misleading content online — and highlights key insights that could shape future media literacy efforts.
Drawing on in-depth interviews, expert roundtables, and co-creative workshops, the study explored how people perceive online falsehoods, who they believe is most vulnerable, and what types of messaging and support might be most effective in helping users engage more critically with online information.
Perception vs. Reality: Who’s Vulnerable?
One striking finding from the research is that people often project susceptibility to misinformation onto other generations. Younger participants tended to believe that older generations were more easily misled online, while older individuals felt the same about youth. This perception gap suggests a mutual underestimation of each group’s media literacy skills and highlights the importance of cross-generational understanding.
A Maze of Challenges
Participants identified a wide range of barriers that hinder their ability to detect and challenge false information. These include the sheer volume of content online, mistrust in artificial intelligence, misleading data or statistics presented out of context, and language or cultural obstacles. Many also acknowledged that they lacked the skills or awareness to critically assess the reliability of online sources.
Additionally, some participants expressed concerns that stepping away from misinformed communities could lead to feelings of isolation, loss of identity, or difficulty finding credible alternatives. These emotional and social factors complicate efforts to break out of misinformation echo chambers.
Building Better Conversations
Importantly, the study found that participants preferred non-judgemental and inclusive discussions around misinformation. Confrontational messaging risks alienating audiences, whereas empathy and mutual respect foster openness and critical reflection.
Participants also emphasized the need for multi-channel communication strategies. Suggestions included leveraging person-to-person dialogue, community centers, social media, traditional media outlets like TV and radio, and even billboard campaigns to reach diverse audiences. Messaging should highlight accessible tools for verifying information and encourage engagement with multiple sources and perspectives.
Ofcom’s Expanding Role
Ofcom, the UK’s communications regulator, has a legal mandate to promote media literacy under the Communications Act 2003. This responsibility was expanded in 2023 with the Online Safety Act, which tasks Ofcom with increasing public understanding of misinformation and helping reduce exposure to harmful content online.
To support these goals, Ofcom has established an Online Information Advisory Committee and continues to run its Making Sense of Media programme. This includes funding grassroots community projects, commissioning further research, and developing initiatives to build resilience against disinformation across society.
As this new report shows, combating online misinformation is not just a matter of individual effort — it’s a collective challenge that requires understanding, empathy, and targeted support. For more information on Ofcom’s media literacy strategy, visit ofcom.org.uk.
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