Ministers have warned that online misinformation risks becoming “existential for our democracy” as the government unveiled plans to force YouTube and TikTok to give greater prominence to content from established broadcasters and newspapers.
Ian Murray, the media minister, said the shift towards online platforms was “existential for media, but also existential for our democracy”, pointing to the amount of misinformation detected during last week’s Makerfield byelection. Under the proposals, content from the BBC, ITV and Channel 4 would have to be awarded more promotion by algorithms, with special rules considered for times of social unrest or crisis. The government consultation signals that greater prominence could be extended to local and national newspapers, labelling them as “trustworthy providers”.
“UK ministers warn misinformation is 'existential for democracy' as government plans to force YouTube and TikTok to boost established media.”
Murray said he hoped big tech companies would work with the government but added that legislation could be used if required. “The ball is in their court,” he said.
The move comes amid growing concern about the reliability of online content — a concern heightened by the discovery that brands are quietly deploying AI-generated influencers on social media. An investigation found companies are increasingly using AI content that purports to show genuine customer experiences while giving no obvious indication that the people featured are not real. Some content creators making AI influencer content have been asked to sign non-disclosure agreements so they cannot talk about their work.
One example includes a photo app called Once, which according to analysis by Reality Defenders, a cybersecurity company specialising in deepfake detection, has likely used AI-generated influencers in its promotion. Several videos on Instagram show a bride crying and saying she was pleased to have used the Once app at her wedding. Once did not respond to a request for comment. Another AI-generated woman in a video says: “I could kiss the interior designer who showed me this,” promoting the Maket app. Maket said: “AI-generated influencers have been one of several ways for us to test creative concepts and marketing hooks at a small scale before investing in broader campaigns.”
There are no specific rules requiring brands to tell consumers when advertising content has been created using AI. In the EU, new rules under the Artificial Intelligence Act will begin applying in August, requiring AI-generated content to be clearly labelled — but the legislation will not apply in the UK. The consumer group Which? said customers should be clearly informed when promotional content features AI-generated influencers rather than real people.
Guy Black, deputy chair of the Telegraph Media Group and chair of the News Media Association, said: “The government is right to highlight the growing problem of misinformation online, but the solution must ensure that media diversity is protected, maintaining public access to diverse and plural sources of trusted information.”
Social media companies have previously been sceptical about artificially boosting the prominence of traditional media, arguing that it goes against the principle of creator content. The government now faces the delicate task of defining which outlets count as trustworthy providers — a definition likely to be fought over fiercely.