Fake News in Poland. Challenges in Assessing Information Credibility

The second part of Deloitte`s study reveals that the primary sources of information for 56% of Poles are television and social media (each at 28%). The preference for these channels shifts with age—young people favor social media (52% vs. 13%), while older generations stick to television (17% vs. 39%). Deloitte experts suggest that younger generations are unlikely to switch to television as they age, predicting instead that social media`s influence will continue to grow with each subsequent generation.

Top methods Poles use to follow news and current events:

• 28% - television
• 28% - social media
• 18% - news websites or apps
• 8% - radio
• 10% - other
• 8% - not interested in following news

Given that over a quarter of consumers rely on sources with challenging credibility verification, fake news remains a serious problem. While 77% of respondents acknowledge the issue, 51% admit difficulty in assessing the truthfulness of information.


The high popularity of social media as an information source is concerning, as experts warn it provides an ideal environment for the rapid spread of unverified information. Moreover, fewer social media users find these platforms trustworthy compared to television (21% vs. 34%).

Source: Digital Consumer Trends 2021, Deloitte

Three-quarters of respondents claim to verify the origin of the information they receive.

- The highly effective spread of unfounded theories suggests that verification often happens within other social media channels sharing the same content, says Rafał Wojciechowski, senior manager at Deloitte. - One of the biggest challenges for media and regulators should be ensuring effective mechanisms to confirm the accuracy of information.

Social Media Less Popular

The overload of false information prompts only slightly more than one-fifth of Deloitte`s respondents to stop using social media. The most common reason, cited by a third of respondents, is boredom with the platform, especially among older users (39% in the 55-65 age group). One in four mentions spending too much time on social media as a reason to quit.

Interestingly, the youngest users are the most likely to temporarily or permanently quit at least one social media platform—43% of 18-24-year-olds, compared to just one in five in the 55-65 age group.

- The desire to spend time more meaningfully, distance oneself from polarizing discussions, and improve well-being also drives users away from social media, says Maciej Dakowicz, senior manager at Deloitte Digital. - This trend requires marketers to diversify communication channels to reach different target groups and create valuable content that positively impacts users.

Find the second part of the Digital Consumer Trends 2021 report at:
https://www2.deloitte.com/pl/pl/pages/technology-media-and-telecommunications/articles/Digital-Consumer-Trends-2021-part-2.html

Identifying Fake News

Artificial intelligence is increasingly used to create fake information. Software now exists to manipulate public speeches by politicians. For instance, a video of Barack Obama delivering the same speech at different ages was generated using specialized software. This technology means public appearances by any politician can now be fabricated.

A large-scale example of fake news manipulation was the 2018 Facebook scandal. Cambridge Analytica acquired data from over 50 million Facebook users to create personalized ads influencing voter decisions. This likely impacted the Brexit vote and the U.S. presidential election.

Fake News in Poland and Europe

Three-quarters of Poles encounter fake news or distorted information at least once a week. Only 14% believe this issue does not affect them, according to Kantar Public`s Eurobarometer survey.

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When asked, "Does the presence of distorted or false information pose a problem in your country?" 84% of Poles responded affirmatively:

• 49% - definitely yes
• 35% - somewhat yes
• 9% - somewhat no
• 3% - definitely no
• 4% - don`t know/no opinion

These results place Poland in line with the EU average (44% - definitely yes, 41% - somewhat yes).

Eurobarometer findings echo a Press Club Polska analysis on trust in media information, showing the highest trust in social news and the lowest in political news:

• social news: trust 68%, distrust 30%
• economic news: trust 57%, distrust 40%
• political news: trust 46%, distrust 49%

According to Press Club Polska, credibility in media is most influenced by presenting independent expert opinions, referencing scientific research, and citing diverse sources, rather than the neutrality of language or source popularity.