Facebook Australia, First Draft launch misinformation campaign

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 23 September 2021

Facebook has partnered with misinformation prevention coalition First Draft to launch a campaign in Australia addressing the spread of misinformation by digital creators.

The campaign, Don’t be a Mis-Influencer, launches across Facebook and Instagram today.

The initiative provides creators, celebrities and other high-profile accounts with Protect Your Voice toolkits, offering tailored resources and instructive guides to help identify misinformation and prevent the spread.

“Our community has been spending more time online since the pandemic began, not only to connect with family and friends, but seeking entertainment and inspiration from creators,” says Facebook Australia head of public policy Josh Machin.

“We know people follow a range of information sources, and many rely on creators as one way to get to information. We’re consistently working to ensure credible information is promoted on our platforms, and creators can play a role in this too.

“That’s why we’ve created this toolkit in partnership with First Draft, giving creators the tools to prevent the spread of misinformation on their own accounts, and to help amplify that message to their followers.”

The resources are available now and will be targeted directly to Australian creators and their audiences, with Abbie Chatfield (@abbiechatfield) one of the first creators to share the campaign.

With the support of Facebook’s targeted advertising and extensive partner relationships, the resources will be shared directly with Australian creators to reference when posting content. Creators will also be invited to post top tips from the toolkit to encourage followers not to post misinformation and help educate them on how best to counter it.

“Audiences trust the messages of the influencers and creators they follow,” says Director of First Draft Australia Anne Kruger.

“It’s hard to make sense from the influx of online information - and mistakes can happen. Unfortunately, this means misinformation can be shared to thousands and sometimes millions of fans in just a moment. Influencers are also a prime target for those trying to spread disinformation in order to amplify their false stories.

“Social media celebrities can unwittingly be used as a powerful vector in promoting false information and conspiracy theories. In both scenarios we want celebrities to protect their voice and think about whether they may be unwittingly ‘mis-influencing’ their audiences.”

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