MAM
UNESCO-Ipsos: Six in ten urban Indians find social media most misleading yet preferred for news
Mumbai: The UNESCO-Ipsos Survey on the impact of Online Disinformation and Hate Speech shows, that disinformation and fake news and hate speeches are a reality in India with 64 per cent blaming social media feeds as the biggest source of disinformation and fake news. Ironically, 1 in 2 urban Indians (56 per cent) claimed to turn to social media feeds as their top choice for news and information.
UNESCO and Ipsos decided to conduct a global survey on the impact of online disinformation and hate speech in 16 Countries where general elections are to be held in 2024 and posed questions specific to this context. Do they feel disinformation has already had an impact on political life in their country and is there concern about disinformation impacting the next campaign?
Sources of disinformation and fake news. And sources accessed for news and information
Urban Indians believe social media feeds is the widest source of disinformation and fake news (64 per cent), followed by large groups or communities or online messaging groups (42 per cent), media websites/ media mobile apps (23 per cent), television (17 per cent), in-person/ online discussions with family members, friends or colleagues (17 per cent), newspapers or news magazines (11 per cent) and radio (four per cent).
Interestingly, in spite of being aware of the pitfalls of turning to social media feeds, as it is perceived to be the widest purveyor of disinformation and fake news, paradoxically, one in two urban Indians (56 per cent) claimed to turn to social media feeds as a top choice for news and information. Followed by television (42 per cent), newspapers or news magazines (37 per cent), media websites or media mobile apps (24 per cent), large groups or communities on online messaging apps (17 per cent), in-person or online discussions with family members, friends or colleagues (seven per cent) and radio (six per cent).
Hate Speeches
At least 85 per cent of urban Indians polled claimed to have come across often, online content that seemed like hate speech. Across all 16 markets, Indians came across hate speech the most, followed by citizens of Bangladesh (84 per cent).
Hate speeches can be found on social networks, comment sections of articles, in instant messaging. And can target individuals or groups of people (ethnic, racial, religious minorities, LGBTQ+ and people with disabilities.
Biggest victims of hate speech on social media across 16 countries were LGBT+ people (33 per cent), ethnic/ racial minorities (28 per cent), women (18 per cent), religious minorities (17 per cent), the poorest members of society (17 per cent), overweight persons (13 per cent), people with mental health issues (12 per cent) etc.
Trust and safety measures on social media during elections
Broad approval (among citizens across 16 markets) for governments and regulators requring social media platforms to put in place trust and safety measures during election campaigns, to safeguard the sanctity of elections. 93 per cent of urban Indians polled endorse this view.
Summarizing on the findings of the survey, Ipsos India CEO Amit Adarkar said, “The UNESCO-Ipsos survey is pertinent as India is among the 16 markets that go into the general elections in 2024. Social Media Feeds while being accessed for breaking news and for information, is perceived to be fraught with disinformation and fake news believe majority of urban Indians polled. There is a strong case for guardrails and govt and regulators need to ensure social media platforms implement trust and safety measures during the general elections given the risk it poses for disinformation and fake news.”
“Social media is like a loose cannon, can cause immense damage to reputation and credibility especially during the elections. All the hate spewed is also unfettered,” added Adarkar.
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
