Reporters Without Borders ad fights fake news on World Press Freedom Day

Reporters Without Borders (RSF) is commemorating World Press Freedom Day with a striking campaign attacking fake news and disinformation.

A TV spot called 'FightFakeNews' from BETC Paris takes viewers through how counterfeit items like industrial or pharmaceutical products cause harm - and how fake news is no different. It argues that fake news in actual fact undermines the foundations of democracy.

Christophe Deloire, secretary-general of RSF, said: “Content that is produced in a rigorous and honest manner is increasingly being subjected to unfair competition from sponsored content, propaganda and rumors,” said. "As surveys have shown, fake news circulates more easily that trustworthy news because of a cognitive bias in human beings.

"We cannot remain passive in the face of this threat to the honesty of the public debate and, by extension, to democracy. RSF is taking concrete steps to promote journalistic freedom, independence and pluralism.”

Check out the ad below in The Drum's Creative Works.

The New York Times is also marking the occasion with the following print ad.

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