The UN publishes code to combat fake news

“Such an opaque design can lead to advertising budgets inadvertently funding people, entities or ideas that advertisers may not have intended to support, which can constitute a material risk for brands,” it says.

Information integrity

In short, technology companies must prioritize “the integrity of information, not a business model to make more money,” and governments must regulate in a way that “respects human rights and freedom of expression and the protection of journalists,” Guterres summarized.

The document also asks advertising agencies to get involved, joining forces when necessary, to demand transparency from platforms regarding the ad publishing chain.

Regarding the risks posed by artificial intelligence, the document asks technology companies to clearly label all content generated or mediated by AI.

“Opaque algorithms push people into information bubbles and reinforce prejudices such as racism, misogyny and discrimination of all kinds. Women, refugees, immigrants and minorities are common targets,” Guterres recalled.

“The damage goes far beyond the digital sphere, affecting billions of people who are not connected to the internet,” as there are “lives at stake when lies about vaccines and other medical problems are spread,” he warned.