Fake news remains a central concern for Brazilians. According to Hibou research, 70% believe that social networks should be held accountable for spreading false information. 39% argue that platforms should take full responsibility for posted content. 60% of Brazilians did not think it was a good idea for Meta to end its fake news combat program and leave it to the community.
When it comes to identifying the main outlets associated with spreading fake news, Facebook leads with 45% of mentions, followed by WhatsApp (42%) and Instagram (39%). Other platforms like TikTok (35%) and X, formerly Twitter (34%), also appear in the ranking. These data reveal a consolidated public perception about the responsibility of major social networks in controlling the content circulating 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, institutions, and even the media. It is essential that companies, outlets, and platforms work together to ensure a safer and more transparent digital environment,” assesses Lígia Mello, CSO of Hibou.
Trust in the origin of information is a critical factor in combating the spread of fake news in Brazil. According to the survey, 51% of Brazilians always check the source before sharing news on their social networks, demonstrating preventive behavior to avoid spreading false content. However, 32% only check the source when something seems wrong, and there is still a concerning group: 13% share news without verifying its accuracy, revealing the role of impulse and lack of fact-checking in perpetuating misinformation.
But what makes Brazilians distrust a news story? Identifying fake news is an increasingly common practice. People are more attentive to signs of news reliability. According to the survey, 56% of respondents check if a news story appears on different sites or social networks before believing it, indicating an active search for cross-validation. Additionally, 44% of participants avoid content with sensationalist headlines, recognizing exaggerated appeal as one of the main signs of falsehood. Another 38% assess the credibility of the site where they found the information, reinforcing the importance of reliable outlets in combating misinformation. However, only 7% trust content shared by influencers digital, suggesting that the public remains skeptical about the legitimacy of information disseminated by these public figures.
Fake news not only misinforms but also directly affects brand perception. According to the study, 26% of consumers said they liked products advertised alongside fake news less, even recognizing that brands often have no control over where their ads appear. Additionally, 32% of respondents believe these companies indirectly help finance fake news, reinforcing the need for a more careful advertising strategy in the digital environment.
