Disinformation Crisis: Advertisers Urged to Hold Social Media Giants Accountable
The looming threat of disinformation continues to cast a long shadow over the global landscape, ranking as the most significant short-term risk to society for the second consecutive year, according to the World Economic Forum’s 2025 Global Risks Report. This persistent danger, amplified by the rapid advancement of artificial intelligence, has prompted Reporters Without Borders (RSF) to issue a clarion call to advertisers, urging them to leverage their financial clout to compel social media platforms to take more decisive action against the spread of false and misleading information.
RSF emphasizes the critical role advertisers play in shaping the policies of online giants like Meta and X (formerly Twitter), whose financial viability hinges on advertising revenue. With Meta commanding a staggering 63% of global social media advertising spending in 2024, according to marketing agency WARC, the organization wields immense power over the information ecosystem. RSF points to Meta’s recent policy changes, which they argue further erode the public’s access to quality, reliable information, as a prime example of the need for advertiser intervention. The organization contends that platforms’ dependence on advertising revenue gives advertisers significant leverage to push for more responsible practices.
Vincent Berthier, Head of RSF’s Technology and Journalism Desk, underscores the responsibility that comes with this financial influence: "Online platforms owe their immense power to advertisers’ budgets; advertisers have a responsibility to push for ethical practices that protect public access to reliable information." This call to action resonates with the growing concern over the unchecked development of generative AI by these same platforms, which utilize the vast troves of user-generated content to train AI systems that then produce new content, potentially exacerbating the disinformation problem.
A central concern highlighted by RSF is the indiscriminate amplification of content from unverified sources alongside credible journalistic outlets. The organization advocates for algorithmic prioritization of content from media outlets adhering to rigorous journalistic standards, such as those defined by the Journalism Trust Initiative (JTI). Furthermore, they stress the need for clear distinctions between professional journalists and influencers, arguing for a specific code of conduct for influencers that mandates greater transparency and accountability to their audiences and clients. This, they believe, is crucial for preventing the blurring of lines between credible journalism and potentially biased or misleading information disseminated by influencers.
RSF’s plea for advertiser intervention underscores the urgent need for a multi-pronged approach to combating disinformation. The organization envisions a collaborative effort involving advertisers, regulators, and civil society to address the complex interplay of disinformation and the ethical implications of AI in shaping the future of digital communication. This collaborative approach recognizes that tackling this pervasive issue requires a collective commitment to holding social media platforms accountable for the content they host and amplify.
The escalating disinformation crisis, fueled by the rapid advancements in AI technologies, demands immediate and decisive action. By leveraging their financial influence, advertisers have the potential to play a pivotal role in shaping a more responsible and ethical digital landscape. The call by RSF represents a crucial step towards fostering a more informed and resilient society, one where credible information prevails over the insidious spread of disinformation. The future of online discourse hinges on the collective responsibility of all stakeholders, including advertisers, to champion a more transparent and accountable digital environment.