Executives blame Facebook and Google for allowing fake news to persist online

Some good news for news brands today: 85% of surveyed executives say that “fake news” has them wary of news shared on social media, whereas trust in news brands as legitimate sources of content is on the rise.

According to Reuters survey of 1,587 global executives, 66% agree that news consumption will continue to grow; however, just 24% trust the source of news stories shared on social media, down 4% from 2017.

Comparatively, 80% see news brands as a “mark of quality” on a story. 80% also claimed that they would turn to online news brands for opinions from respected journalists, with a further 8% turning to news brands for in-depth analysis.

Executives blame Facebook and Google for allowing “fake news” to persist online, Reuters reveals. According to 87% of those surveyed, the duopoly need to do more to control fake news; 81% also believe they should be held accountable for the content on their platforms.

Meanwhile, concerns about advertising next to content on social continues: 77% of executives agreed that advertising next to inappropriate content can damage the perception of a brand. Interestingly, 62% agreed that brands themselves have full control over where their advertising appears, handing considerable responsibility back to the advertisers themselves.

“Advertising agencies and tech companies alike are having to pay more attention to good governance and integrity,” said Munira Ibrahim, Reuters SVP for sales and content solutions.

“Executives are looking for factual and impartial content in a trusted environment and the findings of this research highlight the enduring importance of trusted brands in an era of fake news.”