po polsku
ilustracja: DALL-EUser Generated Content, or UGC, is changing the way news is created. It offers quick access to information from places traditional journalists often cannot reach. However, the report “The Importance of UGC Verification in Building Trust in News” by Reuters Institute makes it clear: without rigorous UGC verification, media risk losing audience trust.
We fear false information
Audiences are less likely to visit newspaper websites directly or use news apps. Reuters Institute data shows that in 2024 only 20% of users still choose traditional news access channels as a main and first source. Most seek information on TikTok, WhatsApp, or YouTube.
In the same study, 59% of respondents admitted they worry about the truthfulness of online content. Fear of disinformation is growing, and audiences are witnessing more false news.
| Topic | Percentage |
|---|---|
| Politics | 36% |
| COVID-19 | 30% |
| Cost of living crisis | 28% |
| Israeli-Palestinian conflict | 27% |
| War in Ukraine | 24% |
| Climate and environment | 23% |
| Migration | 21% |
It is important to note that the topics where false content appears most often are socially and politically emotional. Politics, the pandemic, wars, and the economic crisis - in these areas disinformation can lead to real social tensions.
Popularity over credibility
UNESCO research shows that 41.6% of internet users assess the truthfulness of content based on its popularity - the number of likes and views. This means that a large part of users trust what is "trending" rather than what is verified. In practice, this promotes the spread of unverified materials, which reach public awareness faster than verified news.
Reuters points out that media must work even faster and more accurately in this reality. Otherwise, they risk becoming a channel for disinformation.
The report recalls a loud example from 2020, when during the conflict on the India-Pakistan border, a video allegedly showing a military attack went viral. In reality, it was footage from the video game "Arma 2".
False information that quickly gained popularity fueled tensions between countries and showed how easily UGC can affect public opinion if media do not implement proper verification procedures.
Model verification: earthquake in Japan
Reuters cites an example of successful verification during the earthquake in Ishikawa, Japan, at the beginning of 2024. A video showing a landslide quickly appeared on social platforms. The Reuters Visual Verification Team immediately took action:
- checked the file`s metadata (date, location, device),
- contacted the author and obtained the original,
- compared the landscape with Google Street View images,
- confirmed the authenticity of the place with current satellite photos.
This multilayered approach allowed Reuters to quickly and confidently verify the footage. Direct contact with the author and thorough checking of spatial data prevented the spread of a false report.
The scale of the problem keeps growing
Reuters does not hide that the scale of challenges related to UGC is growing faster than the technological capabilities of newsrooms. UNESCO reported that 62% of digital creators admit to sharing content without checking its authenticity.
Additionally, the development of artificial intelligence means more realistic deepfakes are emerging. According to a Reuters Institute study, respondents fear that within five years artificially generated images and videos will be indistinguishable from real ones.
How newsrooms should act - specific recommendations and an example
Reuters proposes a set of specific actions that newsrooms should implement when working with UGC:
- Verify metadata: Every recording should be analyzed for date, place, and device type. Example: after the earthquake in Japan, metadata confirmed the video matched the time of the event.
- Check the event location: Use Google Street View, satellite images, and maps to compare the landscape with the recording. In Japan, the terrain matched the Google Maps topography.
- Contact the author of the recording: Obtain original files. Without talking to the author, there can be no certainty about the source`s authenticity.
- Combine technological analysis with journalistic work: Technology is a tool, but it is the journalist who draws the final conclusion about the credibility of the content.
- Create global verification teams: Reuters ensures 24/7 content checking thanks to teams in Beijing, Bangalore, Gdansk, London, Mexico City, and Singapore. This way, local events quickly reach verification.
Example of action: when an amateur video appeared after the earthquake in Japan, Reuters confirmed its authenticity within a few hours by combining a conversation with the author, metadata analysis, and comparisons with photographic documentation of the area. Such procedures should become standard wherever newsrooms work with user-generated materials.
* * *
The report “The Importance of UGC Verification in Building Trust in News” is based on data from the Reuters Institute Digital News Report 2024, UNESCO research, and case analysis of UGC verification. It uses specific examples and the experiences of the Reuters Visual Verification team. The full report is available for free at https://go.reuters.com/LP=84
COMMERCIAL BREAK
New articles in section Media industry
Advertising market 2025. Poland, Europe and the World
Marcin Grządka
The global advertising market is growing by 8.8% in 2025 and will reach a value of 1.14 trillion dollars. The industry result in Europe records slightly lower dynamics, at the level of 5.8%. In this comparison, Poland performs clearly above the average. We will record an increase of 8.9% this year and a value of 18.56 billion PLN - estimates WPP Media in the annual report "This Year Next Year".
The print media market 2025. Three global trends
Krzysztof Fiedorek
The market value is 359.53 billion dollars, yet the erosion is visible to the naked eye. The decline for newspapers will amount to -2.3 percent. Despite this, print retains strength: it generates 76 percent of subscription revenues and enjoys 82 percent consumer trust. The future of the industry is defined by hybrid strategies and niche specialization.
Journalism in the age of AI. Why people prefer humans over machines
Krzysztof Fiedorek
Only 12% of people accept news created solely by AI, while 62% prefer those written by humans. At the same time, only 19% notice labels indicating the use of artificial intelligence, while younger audiences ask AI to explain the content to them. These are the findings of the Reuters Institute report on artificial intelligence in media.
See articles on a similar topic:
The Future of Journalism and Media. Predictions by Reuters Institute
KFi
74% of publishers fear a decline in search traffic. Paid subscribers are no longer growing as they used to, and relationships with tech giants are becoming increasingly complex. The report "Journalism, Media, and Technology Trends and Predictions 2025" forecasts what lies ahead for the media world in 2025.
Models of Journalistic Organizations
Zenon Kuczera
An overview, operational principles, and characteristics of journalistic organizations operating in Belgium, Canada, Switzerland, and the United States.
Reading Industry Magazines in Poland 2024: PBC Report
Sylwia Markowska
76% of readers of industry magazines are responsible for purchasing decisions in their workplace. To deepen the understanding of the role of industry press and how it is read, PBC surveyed 2051 respondents from 5 different sectors, gaining the latest insights into the reading habits of this segment of the press in Poland.
Can a Robot Be Good Boss? Researchers from SWPS Look for Answers
SWPS
A robot giving orders at work is no longer a science fiction scenario - it's a research topic. Scientists from SWPS University in Poland set out to find out whether a robot can effectively manage human workers.
