From news articles to product reviews and social media posts, the internet has become a central source of knowledge. However, new data from the Survey Series on People and their Communities (SSPC) reveals a worrying trend: Canadians are struggling more than ever to distinguish fact from fiction online.
In 2023, 59% of Canadians reported being very concerned about misinformation on the internet. Moreover, 43% felt that it had become harder to discern truth from falsehood compared to three years prior according to Statistique Canada.
This growing challenge is not just about personal inconvenience—it threatens public well-being and erodes trust in vital institutions.
It’s time to take a closer look at why Canadians are so concerned, what factors influence this perception, and why adopting a cautious approach to online content is more important than ever.
Why Are Canadians Worried?
Misinformation refers to news or information that is verifiably false, inaccurate, or misleading. It spreads rapidly online, amplified through social media algorithms and the tendency of users to share content without fact-checking.
This phenomenon isn’t new, but the speed and volume at which it proliferates have accelerated significantly.
Misinformation has the potential to negatively impact Canadians’ well-being and confidence in public institutions.
Whether it’s false news about public health measures, misleading political claims, or deceptive product reviews, the damage can be profound and long-lasting.
The Role of AI in Spreading Misinformation
One of the newest and most concerning contributors to online misinformation is AI-generated content. With the rise of advanced language models and automated content creation tools, the internet is flooded with articles, reviews, and even fake news reports generated entirely by artificial intelligence.
How AI Is Making Misinformation Worse
AI-generated content can appear highly convincing, using natural-sounding language and professional structures that make it hard to detect as synthetic. Some of the most common problems with AI-driven misinformation include:
- High Volume Production: AI can generate thousands of misleading articles within seconds, making it difficult for fact-checkers to keep up.
- Personalization and Manipulation: AI algorithms can tailor content to fit the preferences and biases of specific audiences, reinforcing existing misconceptions.
- Lack of Accountability: Unlike human authors, AI lacks accountability, making it challenging to trace the origin of false claims.
Spotting AI-Generated Content
It can be difficult to detect AI-generated misinformation, as it often mimics the style of reputable sources. Look for content that feels overly generic, lacks personal insights, or contains unusual phrasing.
Also, be wary of articles that seem to lack an author or credible source attribution, also you can always use an AI checker.
As AI-generated misinformation becomes more sophisticated, Canadians need to be especially vigilant and develop skills to identify and critically assess such content. Being aware of how AI contributes to the misinformation problem is crucial in this new digital age.
Why Are Canadians Struggling to Separate Fact from Fiction?
A Growing Challenge
According to the latest SSPC data, 43% of Canadians find it harder to distinguish between true and false information compared to just three years ago.
Despite increasing awareness of misinformation, the digital landscape continues to overwhelm users with conflicting reports, unverified claims, and sensationalist content.
What’s even more concerning is that only 10% of Canadians feel that it has become easier to navigate online content, while 46% believe the situation has remained the same.
This indicates that for the majority, the challenge of sorting out reliable information is not improving.
Who Is Most Concerned About Misinformation?
Demographics Matter
The data shows that concern about misinformation varies significantly by age, education, and income. Women and men report equal levels of concern (both at 59%), but age makes a noticeable difference.
Young Canadians aged 15 to 19—the most prolific consumers of social media—are the least concerned, with only 41% feeling very worried. In contrast, this concern jumps to 60% by age 30 and rises further to 66% by age 55 according to recent data.
Education also plays a critical role. Canadians with higher levels of education express more worry about misinformation, with 66% of college-educated individuals reporting high levels of concern compared to 52% among those with a trade certificate or lower education.
Similarly, income influences perception: 67% of Canadians earning more than $60,000 a year are highly concerned, compared to 56% of those earning less than $30,000.
Why Are Older and More Educated Canadians More Concerned?
Higher levels of education often come with better media literacy skills, making individuals more aware of the potential for misinformation.
Older Canadians, who have seen the evolution of news media over decades, may also be more skeptical of the rapid, unverified content that floods social media and less reputable websites.
The Impact of Media Mistrust: A Double-Edged Sword
Trust Levels Are Low
A majority of Canadians—53%—reported low levels of trust in media in 2023. Interestingly, trust levels differ significantly between traditional media (like television and newspapers) and online content.
Canadians tend to place more trust in traditional outlets compared to digital platforms, where misinformation is perceived to be more prevalent.
Why Mistrust Leads to Fact-Checking
Ironically, those who distrust media are more likely to fact-check the information they consume. Among those with low media trust, 55% regularly verify online news, compared to 51% among those who still hold some trust in the media.
This suggests that skepticism, when directed responsibly, can encourage more diligent information verification.
Fact-Checking: A Habit Canadians Need to Cultivate
Despite widespread concerns about misinformation, 96% of Canadians have engaged in fact-checking at least once. Yet, only 17% always verify information, while 36% often do.
About 32% of Canadians only occasionally fact-check, leaving a significant portion vulnerable to false claims.
One troubling finding is that almost 1 in 10 Canadians admit they do not know how to fact-check. This highlights the urgent need for media literacy education that not only teaches people how to find information but also how to critically assess its credibility.
To learn more about this topic, visit our previous blog post for detailed insights.
Bottom Line
The rise of AI-generated content, manipulated algorithms, and pervasive misinformation demands a new level of vigilance and digital literacy. It’s not enough to simply consume content; we must actively question, verify, and critically evaluate everything we encounter online.
Building a more informed and resilient society means fostering a culture of skepticism—not cynicism—that encourages fact-checking and responsible information sharing.
Whether it’s news articles, social media posts, or product reviews, Canadians need to develop the skills to discern truth from falsehood and recognize the potential biases shaping online narratives.
