Canada’s 20th Media Literacy Week Focuses on Combating AI Misinformation

In an era of rapidly evolving digital media, deepfakes and AI-generated misinformation have become increasingly prevalent across online platforms, according to MediaSmarts, which launched its 20th annual Media Literacy Week on Monday.

A recent report from the organization reveals that two-thirds of Canadians encountered AI-generated misinformation multiple times over the past year. The study also found that one-third of Canadians are now using generative AI tools themselves—more than double the levels recorded in 2024. Perhaps most telling is that 74 percent of respondents expressed concern about misinformation created through these technologies.

Running from October 27 to 31, the national campaign aims to strengthen digital media literacy skills through a variety of free classroom and community resources. This year’s campaign centers on the theme “Wait… What?”, encouraging Canadians to pause and critically evaluate online content, particularly material created using artificial intelligence.

“From the inception of social media to viral hoaxes powered by rapidly advancing AI tools, online content has changed dramatically since we began Media Literacy Week 20 years ago,” said Kathryn Ann Hill, executive director of MediaSmarts. “This year, our goal is to help empower Canadians of all ages to verify content, look for biases and think before they share information.”

The timing of the campaign coincides with growing concerns about the impact of AI-generated content on public discourse and information integrity. As generative AI technologies become more sophisticated and accessible, distinguishing between authentic and artificially created content presents increasing challenges for everyday users.

Last year’s Media Literacy Week generated considerable engagement, with MediaSmarts reporting 88.5 million online impressions and participation from 175 partner organizations across Canada. This level of engagement underscores the widespread recognition of digital literacy as an essential skill in contemporary society.

The campaign will also feature the fourth annual Digital Citizen Day on Wednesday, October 29. Educational institutions across Canada, including the Alberta Teachers’ Association, have partnered with MediaSmarts to support these initiatives and integrate media literacy into classroom curricula.

The Honourable Steven Guilbeault, Minister of Canadian Identity and Culture, emphasized the broader societal importance of these efforts, stating that building skills to critically assess media is “essential to safeguarding the very foundations of our society.”

Media literacy experts point out that the proliferation of AI tools presents both opportunities and challenges. While generative AI can enhance creativity and productivity, it also lowers the barrier for creating convincing misinformation. This technological evolution makes traditional verification methods increasingly inadequate.

The campaign comes at a crucial moment for Canadian media consumption habits. Recent studies suggest that social media has surpassed traditional news sources as the primary information channel for many Canadians, particularly younger demographics. This shift has coincided with declining trust in media institutions and rising concerns about the integrity of online information.

Educational initiatives like Media Literacy Week address these challenges by providing Canadians with practical tools to navigate the complex media landscape. Resources offered through the campaign include lesson plans for teachers, family activities, and interactive workshops designed to build critical thinking skills applicable to various media formats.

As AI technology continues to advance and reshape the information ecosystem, MediaSmarts and its partners aim to ensure that Canadians of all ages develop the necessary skills to distinguish reliable information from misleading content, regardless of how sophisticated the technology behind it becomes.