Online influencers need ‘urgent’ fact-checking training, Unesco warns in its recent report 'Behind the Screens: Insight From Content Creators'.
A RECENT Unesco report revealed that two-thirds of social media content creators around the world do not verify whether the information they post is accurate. Furthermore, 73% of surveyed creators expressed a desire for training on fact-checking.
The report, “Behind the Screens: Insight From Content Creators”, published on Nov 26, surveyed 500 online content creators from 45 countries and territories through an online poll. Additionally, 20 creators were interviewed in-depth to understand their practices and challenges.
The findings show that they struggle to evaluate the credibility of the information they encounter online before sharing it. About 42% of respondents admitted they rely on the number of likes and shares a piece of content receives to determine its accuracy.
The survey also highlighted that 59% of creators are unfamiliar with legal frameworks and international digital regulations. Just over half said they were aware of training programmes on this topic, but only 13.9% expressed an interest in attending such sessions.
A lack of knowledge about fact-checking processes leaves some content creators vulnerable to legal uncertainties, potentially leading to sanctions or prosecution in some countries.
Of the respondents, 26% said they create content to share knowledge, 23.8% to earn income, and 23.4% for entertainment purposes.
Most of the shared content was based on personal experiences (58.1%), personal research (38.7%), and news sources (36%). Topics primarily revolved around lifestyle, beauty, travel, food and gaming. Instagram (34%), Facebook (25%), TikTok (16.4%), and YouTube (9%) were the most commonly used platforms.
Audrey Azoulay Unesco director-general, noted that digital content creators have acquired an important place in the information ecosystem, engaging millions of people with cultural, social or political news.
“But many are struggling in the face of disinformation and online hate speech and calling for more training. As part of its mandate for media and information literacy, Unesco will support them through the first-ever global training course,” she added.
Azoulay added that Unesco is committed to supporting those who seek training on verifying information before publishing it.
Unesco’s first global fact-checking training programme was launched this month, with 9,000 participants from 160 countries.
Cambodian case
Nop Vy, executive director of the Cambodian Journalists Alliance Association (CamboJA), noted that while there is no specific survey in Cambodia, Unesco’s findings reflect the situation locally.
He estimated that only 30% of Cambodians possess digital literacy, a low rate that raises concerns about the dissemination of unchecked or false information by content creators.
“Fact-checking is not easy, especially in Cambodia, where public access to verified information and news remains limited. Many content creators and social media influencers lack the capacity and tools to fact-check information,” Vy said.
He also observed that some creators focus on gaining fame without considering the potential consequences of their content.
Chhort Bunthang, a researcher specialising in culture, education and tourism, remarked that Cambodia produces a variety of content, including original and copied materials. While some content is educational and well-researched, others promote misinformation or incite immorality in society.
“There is some content that is outright fabricated, like eating cow dung or shoes, which holds no value for society,” he said.
He further highlighted content addressing societal and political issues, such as the CLV-DTA initiative and Koh Kut disputes, emphasising that such topics should be based on facts rather than nationalist sentiments or anger, which can destabilise society.
Ethical concerns
Bunthang also criticised content that sensationalises violence or sexual misconduct without addressing the consequences of such actions.
“Some videos merely show perpetrators committing acts of violence or harassment without educating viewers about the repercussions,” he said.
Bunthang noted that while some health-related content is beneficial, others lack credible sources, posing potential risks to users, particularly those with pre-existing conditions.
Tep Asnarith, spokesperson for Cambodia’s Information Ministry, remarked that digital tools are becoming increasingly integral to daily life in the country, demonstrating the nation’s full access to internet services.
However, he acknowledged that the rise of digital technology has also brought challenges, including the rapid spread of misinformation through social media platforms such as Facebook, TikTok and YouTube, with posts often faster than traditional, fact-checked media outlets.
“Unethical content on social media undermines trust in professional journalism and negatively impacts traditional media outlets,” Asnarith said.
He added that Cambodia now has about 13 million Facebook users and nearly 10 million TikTok accounts. Over 1,400 online media outlets are officially registered with the ministry, but the number of content creators exceeds this figure.
Asnarith urged online content creators and social media users to uphold societal ethics, public order and respect for individual rights and dignity, while preserving Cambodia’s cultural values.
“Social media users and content creators must adhere to professional and societal ethics in this digital media landscape. Unfortunately, some individuals, driven by personal gain or popularity, violate these principles,” he warned.
As an example, he mentioned the publication of violent or graphic images that invade privacy and dignity, potentially causing harm and unnecessary suffering.
