A stark new report from TikTok AUNZ has unveiled a concerning reality regarding the digital habits of New Zealanders, revealing that nearly four in ten (39%) admit to regularly sharing information online without verifying its accuracy first. As the digital landscape becomes increasingly saturated with sophisticated scams, AI-generated deepfakes, and intentionally misleading content, this lack of due diligence poses a significant risk to the integrity of online discourse. The study highlights that in our fast-paced scrolling culture, misinformation can spread with alarming speed, often outpacing the truth before the average user has even had a chance to double-check their sources.
Despite the prevalence of unverified sharing, there is evidence that the tide may be turning as users experience the consequences of misinformation firsthand. The research indicates that 46% of Kiwis have adopted a more cautious approach to their online activity after previously falling victim to false information. While 33% of respondents reported feeling significant embarrassment or frustration upon realizing they had shared something untrue, the follow-through remains a challenge; only 19% of those surveyed take the reactive step of correcting or deleting the misinformation after it has already entered the digital ecosystem.
To address the psychological roots of this behavior, experts suggest that our digital habits are heavily driven by instinct rather than intellect. Dr. Maree Davies, a senior lecturer at the University of Auckland and an expert in critical thinking, explains that the primary obstacle to digital literacy is our tendency to rely on emotional reactions. According to Dr. Davies, when we encounter a post or headline that triggers a visceral response, our immediate urge is to engage or share, rather than pause to evaluate. She emphasizes the necessity of shifting our mindset toward making “deliberate, ethical decisions” regarding how we contribute to the information environment.
In an effort to combat these impulsive habits, TikTok AUNZ has launched a creative campaign centered around a new mnemonic: “Catch, Check, Choose.” This initiative aims to instill a practical framework for online interaction, helping users build what Dr. Davies calls a “cognitive speed bump.” By training individuals to catch their initial emotional impulse, check the veracity of the claims, and consciously choose their next move, the platform hopes to reduce the spread of digital falsehoods. The campaign is a recognition that educational messaging needs to be as engaging and persuasive as the content it aims to regulate.
To bring this message to life, TikTok has collaborated with musician and creator Dom Littrich to produce a viral-style track that makes the “Catch, Check, Choose” framework easy to remember. Featuring AI-generated imagery and relatable scenarios involving suspicious “fake” messages, the video serves as a stylized mirror to the common pitfalls of the modern “doom scroll.” Littrich notes that the goal of the song is for the message to become lodged in the listener’s head, effectively turning an educational warning into a catchy hook that serves as a mental reminder during daily social media use.
Ultimately, the campaign serves as a timely call to action for internet users to prioritize digital responsibility. By bridging the gap between critical thinking theory and popular platform culture, the initiative encourages users to be more mindful of their footprint. As experts like Dr. Davies suggest, the simple act of slowing down before hitting the share button is a critical step in creating a more reliable digital society. Whether or not the rhythm of a song is enough to change ingrained habits remains to be seen, but the push to encourage “digital awareness” marks a necessary step toward holding ourselves accountable in an era of rapid information consumption.