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
New generations and the end of traditional news. Reuters Institute report
Krzysztof Fiedorek
Traditional news media are losing touch with the youngest generation of audiences, who grew up in a digital environment. Young people aged 18 to 24 spend time online continuously and expect publishers to take a fresh approach to presenting reality, according to a report by the Reuters Institute.
TVs in Europe, the USA and China. What and how we watch on them
Paweł Sobczak
The Living Room Study shows significant differences in video content consumption across different regions of the world. This is the result of diverse media ecosystems shaped by decades of local broadcasting, channel availability, and strong cultural factors.
Cinema in the era of algorithms and AI
Arkadiusz Murenia
Will artificial intelligence kill the creativity of filmmakers? The most honest answer is: no, AI is unlikely to kill the creativity of filmmakers, but it will very clearly change the place where this creativity manifests itself and, above all, how.
See articles on a similar topic:
Blogs in E-commerce. Report by Elephate and Senuto
KrzysztoF
The average number of indexed articles on e-commerce blogs is 565, with each post attracting 347 readers per month. The health industry generates the highest organic traffic per single article. The authors of the "E-commerce Blog Ranking" take a behind-the-scenes look at the commercial blogosphere.
Video content in Poland. What and how we watch
Paweł Sobczak
Video content is watched remotely, but streaming services are mainly enjoyed in the comfort of home. This is how the consumption of audiovisual content by Poles in 2025 can be summarized. This is the result of an analysis of a study conducted by SW Research and data from the company MEGOGO.
Fake News and Disinformation in Poland. Scale, Impact and Future
Bartłomiej Dwornik
Where do the sources of disinformation lie, and how large is the scale of this wave? Why are we so susceptible to false information, and what role do traditional media play in this puzzle? Let’s shed some light on these issues and face the question: can the battle against the flood of disinformation still be won?
How the Media Talk (or Stay Silent) About Climate. Reuters Institute Report
Krzysztof Fiedorek
Although climate change is becoming increasingly noticeable worldwide, the media have failed to maintain growing interest in the topic. The report "Climate Change and News Audiences 2024" shows that audience engagement with climate topics has remained almost unchanged for several years.
