The Evolving Landscape of Disinformation in the Digital Age

Falsehoods and fabrications have plagued societies for centuries, but today’s digital landscape has transformed how misinformation spreads and impacts communities worldwide. From medieval conspiracy theories blaming Jewish communities for the Black Death to Joseph Stalin’s manipulation of newspaper photographs in 1937, deliberate efforts to mislead the public have a long and troubling history.

What has changed dramatically is the democratization of information through social media platforms. Nearly anyone with internet access can now create and disseminate content to millions globally. This shift has opened doors not just for legitimate information sharing but also for bad actors to spread misleading content at unprecedented scale.

The rise of generative AI tools has further complicated matters, making it increasingly affordable and simple to create synthetic audio and visual content that can deceive audiences. This technological evolution has created what experts describe as a “more polluted information environment” with tangible real-world consequences.

Democratic institutions are particularly vulnerable to these information disorders. Research indicates that disinformation contributes to lower voter turnout and erodes public confidence in democratic processes. During natural disasters, false information can impede emergency responses, while in public health crises, it undermines trust in evidence-based medical advice.

BBC Research & Development’s Advisory team, which previously examined trends shaping social media’s future, has now turned its attention to understanding how misinformation and disinformation are evolving. Their goal extends beyond identifying technological drivers of these changes to determining public service media’s role in fostering a healthier information ecosystem.

The BBC has already made significant investments in this area. As a founding member of the Coalition for Content Provenance and Authenticity (C2PA), the organization recently tested content credentials with BBC Verify. They’ve also developed deepfake detection tools to help journalists determine if images or videos have been altered using AI. However, the research team emphasizes the importance of anticipating future challenges rather than simply addressing current issues.

Preliminary expert interviews conducted by the BBC team have revealed several concerning trends. First, there’s a growing “anti-anti disinformation” movement. Major social media platforms like Meta and X have disbanded their fact-checking operations, weakening the infrastructure that supports truth and accountability. While questions about fact-checking effectiveness are valid, these decisions are often framed as pro-free speech, resulting in diminished support for authentication activities.

Complicating matters further, some state-sponsored fact-checking initiatives mimic legitimate efforts while actually serving political agendas. This environment has politicized even basic efforts to address misinformation.

Another emerging challenge involves AI tools becoming the next generation of information gatekeepers. Smart TVs with AI capabilities and search engines with AI modes increasingly control what information users access. These systems often rely on a limited set of sources and demonstrate inconsistent quality, raising concerns about source provenance and bias. The researchers warn that in the near future, consumers may have little choice about where they get information, instead receiving what AI intermediaries determine is relevant.

Perhaps most concerning is the knowledge gap regarding misinformation’s real-world impact. Researchers lack complete access to social media platform data, and existing studies often focus on psychological rather than behavioral effects. Even less is known about how large language models might influence beliefs or behaviors, as these systems haven’t been thoroughly evaluated for potential harms.

The BBC team’s forthcoming report, expected in 2026, aims to address these challenges by identifying concrete steps public service media can take to strengthen the information ecosystem. Their work raises profound questions about reality, truth, and authenticity in an era where technological advancement outpaces our understanding of its consequences.