A concerning new study has revealed that one in three Australians frequently shares online content without verifying its authenticity, contributing to a rampant spread of misinformation that is increasingly difficult to contain. This widespread carelessness is being exacerbated by the surge of sophisticated artificial intelligence tools, which are being used to manufacture convincing frauds, deepfakes, and deceptive imagery. Experts warn that the speed at which users race to be the first to share content is creating a digital environment where falsehoods—ranging from dangerous health advice to malicious scams—can go viral before they can be disputed.
The scope of the problem is significant, with research conducted by TikTok indicating that nearly one in four Australians regularly reacts to content without checking its veracity. Perhaps more concerning is the lack of accountability; while one in four respondents expressed frustration or embarrassment after realizing they had shared false information, only 26% took the initiative to remove the post or issue a correction. Cyber Safety Solutions founder Susan McLean emphasizes that once information is shared, the original author effectively loses control of it, noting that even if a post is deleted, the content has likely already reached a wide, unwitting audience.
In response to these findings, TikTok has launched a major public education campaign titled “Catch, Check, Choose.” Developed in consultation with legal and digital safety experts, the initiative aims to encourage users to pause and evaluate the credibility of a video before hitting the share button. To ensure the message reaches a broad audience, the campaign utilizes a catchy, mnemonic song performed by Dom Littrich, accompanied by a bespoke dance created by renowned choreographer Stephen Tannos. The objective is to make media literacy feel accessible and engaging rather than burdensome.
The campaign has garnered significant support from major Australian institutions, including the Australian Medical Association, as well as several prominent banks and telecommunications companies. TikTok is also leveraging the reach of popular content creators—such as Dr. Mustafa, wildlife photographer Mitchell Burns, and pop culture expert Aicha Robertson—to share personal experiences and model responsible online behavior. By integrating these influencers into the campaign, the platform hopes to normalize the practice of fact-checking as a standard part of the social media experience.
This initiative follows a sobering report from DIGI regarding the state of online integrity throughout 2025. The report detailed the immense volume of content moderation required across various platforms to combat deceptive practices, noting that YouTube removed nearly 900 videos for misinformation or spam, while LinkedIn blocked almost 1,000 misleading posts. TikTok’s own data revealed a staggering figure, with more than 127,000 ads removed from the platform during the year solely due to their misleading or false nature, highlighting the sheer scale of the disinformation battleground.
Ultimately, the goal of these collaborative efforts is to shift the culture of online interaction from one of instant reaction to one of cautious consideration. While platforms maintain a responsibility to bolster their moderation efforts and provide users with the tools for a safer experience, experts urge that individual action remains the most effective defense. By fostering a collective habit of verifying information before sharing, stakeholders hope to curb the tide of misinformation and prevent the further erosion of digital trust in the Australian public.