Global Communications Professionals Sound Alarm on Rising Disinformation Threat, Call for Unified Action
London, Cannes, Mumbai – June 16, 2025 – A new international survey of communications professionals reveals a growing alarm over the escalating threat of misinformation and disinformation, coupled with a strong call for collaborative action to combat this "information pollution." The survey, conducted by the International Communications Consultancy Organisation (ICCO) under the Media Information and Education Pledge, paints a picture of an industry grappling with the increasing sophistication and pervasiveness of false narratives, and seeking stronger partnerships, enhanced training, and responsible technology deployment to address the challenge. These findings come as the World Economic Forum identifies misinformation and disinformation as the most significant short-term global risks in its 2025 Global Risks Report, underscoring the urgency of the situation.
The ICCO survey, developed in collaboration with key organizations including the Council of Europe, The Trust Project, and the European Association of Communication Directors (EACD), garnered responses from over 130 professionals across more than 20 countries. The respondents, representing a diverse range of expertise from public relations and communications agencies to journalists, fact-checkers, and in-house communications directors, provided valuable insights into the front-line realities of dealing with mis/disinformation. The survey highlights the need for industry leadership, emphasizing the critical role of associations in forging alliances with institutions, fact-checking bodies, and technology platforms. Respondents ranked this collaborative approach as the most effective measure against information pollution, followed closely by training and certification programs for professionals in content verification.
A resounding 81% of survey participants expressed strong opposition to recent decisions by some social media platforms to sever ties with independent fact-checkers, a move widely seen as weakening the integrity of online information. This finding underscores the critical role of independent verification in the fight against disinformation and highlights the growing concern over the power wielded by social media giants. While there is an understanding of the potential of artificial intelligence (AI) in combating misinformation, the survey reveals a more tempered view of its current capabilities. Compared to 2024, when 42% of respondents believed AI could play a significant role, only 25% hold that view in 2025, with an additional 22% adopting a "it depends" stance. This shift suggests a growing awareness of the limitations of current AI technologies and the need for further development and refinement.
The impact of mis/disinformation is increasingly felt in the daily work of communications professionals, with 65% reporting an increase in disinformation encounters over the past year. Furthermore, 42% have been directly involved in reputational or crisis communications projects stemming from mis/disinformation targeting their organizations or clients. These statistics underline the tangible consequences of false narratives and the growing burden placed on communications teams to manage and mitigate their impact. The survey also identifies the most vulnerable sectors and topics. Politics, elections, and armed conflicts top the list of topics susceptible to manipulation, followed by climate change. The healthcare and pharmaceutical, food and beverage, and energy sectors emerge as the most frequently targeted industries, with financial services also facing significant challenges.
Massimo Moriconi, ICCO Global VP and Chair of the Mis/Disinformation Working Group, emphasizes the urgent need for collective action: “Our 2025 survey shows an increase in disinformation according to respondents’ daily work experiences along with a moderate confidence in AI’s ability to combat mis/disinformation. In this context, professionals call for stronger alliances among different stakeholders of the information society. Collective collaboration frameworks will be more and more relevant to enable the sharing of best practices, training, and resources to fight disinformation." In response to this growing need, ICCO and its partners released "Tackling Mis/Disinformation – A Global Digital Handbook for Communicators" in May 2025. The handbook provides practical guidance and actionable tools for communications professionals navigating the complex landscape of mis/disinformation.
The Media Information and Education Pledge, under which the survey was conducted, is actively seeking to expand its network. Organizations are invited to align with its ten guiding principles, contribute resources, and join the collaborative effort to improve media literacy and uphold ethical standards in communications. This initiative represents a crucial step towards building a more resilient information ecosystem and empowering individuals and organizations to critically evaluate information and combat the spread of false narratives. The growing concern and call for action highlighted in the ICCO survey underscore the critical importance of this movement. The fight against disinformation requires a concerted effort from all stakeholders, and the Pledge offers a vital platform for collaboration and the sharing of best practices. As the threat of mis/disinformation continues to evolve, the need for unified action becomes increasingly urgent. The future of informed decision-making and trust in public discourse depends on the success of these collective efforts.
