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During the last European Communication Summit, Kantar Media presented the topic of Fake News, basing its analysis on two major Kantar studies, one carried with the European Commission (EB) and one with its media clients (Trust in News).
When addressing the topic of Fake News, it is worth remembering the starting point of the phenomenon, which according to Google Trends corresponds to the 2016 US Presidential campaign.
The concepts of Fake News and False News have since merged into one, designating at the same time false news with intent to harm a reputation, false news with no harmful intent, real news reported with a bias and strong reactions to real news being denied by one of their characters.
Despite this vast definition, the overall impact is clear: fake news spoil our confidence in the facts and grip the media machinery - legacy media channels and media labels showing the most resilience after impact.
This presentation uncovered the levels of awareness among the general public, the impact on trust towards media, and the consequences for all stakeholders in this society phenomenon.