Fake news continues to be a central concern for Brazilians. According to Hibou's research,70% believe that social networks should be held responsible for the dissemination of false information. 39% believe that platforms should assume full responsibility for the content posted.60% of Brazilians did not think it was a good idea for Meta to end its program to combat fake news and leave it in the hands of the community.
When it comes to pointing out the main vehicles associated with the dissemination of fake news, theFacebook leads with 45% of mentions, followed by WhatsApp (42%) and Instagram (39%). Other platforms, such as TikTok (35%) and X, formerly Twitter (34%),also appear in the ranking. These data reveal a consolidated public perception of the responsibility of large social networks in controlling the content circulating on their platforms, reinforcing the pressure for these companies to adopt more rigorous and effective measures to combat 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, media outlets and platforms work together to ensure a safer and more transparent digital environment,”evaluates Lígia Mello, CSO of Hibou.
Trust in the source of information is a critical factor in combating the spread of fake news in Brazil. According to the research,51% of Brazilians always check the source before sharing news on their social networks, demonstrating a preventive behavior to avoid the spread of false content. However,32% only check the source when something seems wrong, and there is still a worrying group:13% share news without checking its veracity, revealing the role of impulse and lack of fact-checking in perpetuating misinformation.
But what makes Brazilians distrust a news story? The identification of fake news is an increasingly common practice. People are more attentive to signs of news reliability. According to the research,56% of respondents check whether a news item appears on different websitesor social media before believing in it, indicating an active search for cross-validation. Furthermore,44% of participants avoid content with sensationalist titles, recognizing the exaggerated appeal as one of the main signs of falsehood.Another 38% rate the site's credibilitywhere they found the information, emphasizing the importance of reliable vehicles in combating misinformation. Meanwhile,only 7% trust content shared by influencersdigital, suggesting that the public is still skeptical about the legitimacy of the information disseminated by these public figures.
Fake news not only misinform but also directly affect perceptions of brands. According to the study,26% of consumers said they liked products advertised alongside fake news less, even recognizing that many times brands have no control over where their advertisements appear. Furthermore,32% of respondents believe that these companies help to indirectly finance fake news, reinforcing the need for a more careful advertising strategy in the digital environment.
