TikTok to Downrank Unverified Claims | Fact Checker Impact

TikTok Introduces New Measures to Address Misinformation

TikTok announced a new feature today designed to limit the dissemination of false information on its platform. Beyond removing videos confirmed to contain inaccuracies by its fact-checking partners, the company will now also flag videos where verification remains inconclusive.

Initial Rollout and Global Expansion

This new functionality will initially be available to users in the United States and Canada. However, TikTok intends to expand its reach, making the feature accessible worldwide in the “coming weeks.”

Addressing Inconclusive Fact Checks

Fact checkers don't always possess the ability to definitively confirm the accuracy of information presented in user-generated videos. This can occur when a fact check is unable to reach a conclusion, or when events are still actively unfolding.

The storming of the U.S. Capitol serves as a recent example of an “unfolding event” that generated a large volume of social media content, much of which required time to accurately assess.

TikTok’s Fact-Checking Partnerships

TikTok collaborates with a network of partner organizations to identify videos containing misinformation. In the U.S., these partners include PolitiFact, Lead Stories, and SciVerify. Their focus is on evaluating content related to civic processes, health topics, and climate change, among other areas.

Globally, TikTok works with Agence France-Presse (AFP), Animal Político, Estadão Verifica, Lead Stories, Logically, Newtral, Pagella Politica, PolitiFact, SciVerify and Teyit.

The Fact-Checking Process

TikTok’s internal teams initially attempt to verify potentially misleading information using publicly available resources. If internal verification proves impossible, the video is then submitted to a fact-checking partner for review.

Content identified as false, disinformation, or manipulated media, and violating TikTok’s policies, will be removed from the platform.

Speed of Verification

TikTok reports that fact checks can be completed in as little as one hour, with the majority finalized within a 24-hour period.

Flagging Unverified Content

Going forward, videos whose accuracy cannot be confirmed by fact checkers will be flagged as containing unsubstantiated content.

User Notification and Sharing Prompts

Viewers encountering flagged videos will see a banner indicating the content’s accuracy remains unconfirmed. This banner will be prominently displayed across the top of the video screen, unlike previous banners.

Users attempting to share flagged videos will receive a prompt reminding them of the unverified status. They must then actively choose to “Share anyway” or “Cancel” their action.

Creator Awareness

The original creator of a flagged video will also be notified about the unverified status.

Initial Testing Results

TikTok tested this labeling system in the U.S. late last year. Results showed a 24% decrease in video shares and a 7% reduction in “likes” on unsubstantiated content.

Comparison to Other Platforms

This approach mirrors efforts by other social networks to reduce the spread of false information. Facebook labels misinformation after fact-checking and downranks it in users’ feeds. Twitter also employs a labeling system to discourage sharing.

However, TikTok’s system uniquely addresses the spread of unverified content, in addition to demonstrably false claims.

Content Visibility

Flagged videos will still be visible to users who follow the account that posted them, or by directly visiting the account profile.

Encouraging Mindful Sharing

TikTok believes this system will encourage users to exercise greater caution when sharing content.

The feature may also discourage the creation of sensationalized, unverified claims intended to attract views. Creators may be less inclined to post content without verifying its accuracy, knowing it could be downranked.

Collaboration with Behavioral Scientists

The new feature was developed and tested in collaboration with Irrational Labs, a behavioral science lab. This partnership leveraged the psychology of decision-making to promote positive user behavior changes.

This initiative is part of TikTok’s broader commitment to media literacy, including the creation of educational videos in partnership with the National Association of Media Literacy Education.

The banner will begin appearing in the U.S. and Canada today.