Misinformation Emerges as Top Global Risk as 2024 Election Season Approaches

Misinformation has been identified as the number one risk facing society over the next two years, according to a recent report from the World Economic Forum. With major elections scheduled across the globe in 2024, including in the United States and United Kingdom, experts anticipate an unprecedented surge in political misinformation campaigns.

The distribution channels for false information have evolved significantly. While some misinformation spreads through paid social media advertising—such as the recent AI-generated “deep fake” videos of British Prime Minister Rishi Sunak—research indicates that individual social media users play a crucial role in amplifying false content across platforms.

Political news sharing has become commonplace on social networks, and inevitably, some of this shared content contains falsehoods. Studies show approximately 20% of users report having inadvertently shared stories they later discovered were untrue. More concerning is that roughly 10% of people admit to knowingly sharing political misinformation.

This phenomenon raises important questions about user motivation. Are these individuals deliberately attempting to cause harm, or do they share false information because it aligns with their existing beliefs and “might as well be true”?

Recent research has uncovered various motivations behind the deliberate sharing of misinformation. Some users distribute false stories because they find them humorous or absurd. Others share misinformation specifically to highlight its falsity, ironically contributing to its wider dissemination. A third group minimizes the potential harm, viewing the sharing of fake news as relatively inconsequential.

“The scale of social media platforms means that even a minority of users sharing false information can cause fake stories to spread like wildfire,” said researchers who examined this behavior. “This makes it increasingly difficult for people to access trustworthy news sources and leads many to believe things that simply aren’t true.”

More troubling are users who deliberately share misinformation for antisocial purposes—attempting to manipulate others’ political views, support smear campaigns against politicians, or artificially boost a politician’s credibility. These individuals appear unconcerned about the veracity of the content they share, viewing news dissemination primarily as a tool for manipulation.

Conversely, some users distribute political news—whether accurate or not—with genuinely positive intentions. These individuals may see themselves as protecting others by alerting them to potential dangers, encouraging civic engagement, or promoting what they consider “right” action. Paradoxically, even those who share fake news specifically to debunk it may inadvertently increase its reach.

The emotional nature of misinformation further complicates the landscape. False stories often rely on negative sentiment and moral triggers to go viral. Content that provokes fear, outrage, or disgust typically spreads faster and farther than more measured, factual information.

This emotional component can strain personal relationships when users encounter friends or family members sharing known falsehoods. However, experts suggest considering that sharers may be unaware of the harm they cause or might even believe they’re providing a public service.

“When people expose others to misinformation in order to debunk it, they are potentially risking unintended political consequences,” noted one researcher. These consequences can include increasing cynicism toward election campaigns and political figures generally, potentially undermining democratic processes.

As the 2024 election season approaches, social media platforms and fact-checking organizations are implementing more sophisticated tools to identify and flag potential misinformation. However, individual users also play a critical role in combating the spread of false information.

Experts recommend following established guidelines for reporting false content on social platforms rather than amplifying it through sharing, even if the intention is to refute it. For those tempted to share questionable content—regardless of motivation—finding alternative ways to convey the underlying message without spreading potential misinformation is strongly advised.