60% of social media users say platforms must verify user identities as fears of election-year misinformation grow; 62% endorse legal accountability
A survey by Media.com underscores a strong public preference for the identities of social media users to be verified as a way to curb misinformation, especially leading up to the 2024 election.
The Media.com study indicates that 60% of social media users advocate for mandatory user identity verification to deter the spread of fake news by imposters and automated bots. Additionally, 67% are more likely to trust platforms that require proof of identity for verified users.
“Although some social media companies such as X (formerly Twitter) offer a form of profile verification for users who pay for it, many people want a more stringent level of identity verification,” comments Media.com founder and CEO James Mawhinney.
“We believe that one way to protect and empower our users in the age of misinformation is to disallow fake profiles.”
Majority of Social Media Users Say Identity Verification Boosts Content Integrity
Social media users are advocating for various strategies to address misinformation risks, including universal fact-checking (57%), mandatory user identity verification (55%), and stringent penalties for spreading falsehoods (42%), stemming from public concerns regarding safety and credibility on social platforms, with a notable distrust towards content from unverified sources; 76% are hesitant to engage with such information, and in alignment with these concerns, Media.com is committed to fostering integrity and accountability among its users through fast and simple identity checks aligned with KYC (Know Your Customer) and KYB (Know Your Business) verification standards.
“It’s not just about having a tick or badge next to your name; it’s about restoring public trust in information,” explains Mawhinney.
Impact of Misinformation and Call for Safeguards
The study finds that misinformation is not only prevalent, with 40% encountering it occasionally and 11% frequently, but also significantly impacts user perception and behavior.
Further, a substantial number call for government regulation (51%) and legal responsibility (62%) for platforms hosting misleading content.
Media.com aims to answer the public’s call by fostering a verified digital community, asserting that full profile verification is useful for maintaining integrity and trust in online communication.
The survey, conducted by NSRC Market Research and involving 1,005 active U.S. multi-social media users aged 18 and above, underscores the critical need for platforms to adopt more rigorous measures against misinformation.
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