7.2 Scaling up effective interventions While progress has been made, MIL initiatives remain fragmented and underfunded. To build a more resilient society, stakeholders should: –Integrate MIL into AI governance: Regulate synthetic media by requiring clear labelling of AIGC and introducing platform- level friction (e.g. interstitial warnings or slowed sharing). Example: An individual platform’s new policies on AI content labelling should serve as an initial step, but standards should be harmonized across platforms. –Embed MIL in everyday digital experiences: Users should encounter MIL nudges – such as credibility warnings, source reminders or contextual explanations – during routine engagement online. Example: X’s community notes allow users to collaboratively add context to misleading tweets, crowd-sourcing fact-checking in a way that encourages active participation and reflection. –Educate users on the why and the how: While users often learn how to fact-check or spot bias, they are rarely taught why they see certain content. AI-driven algorithms in combination with user preferences, platform features and supply-and-demand dynamics amplify content that captures attention.58 Example: Integrate teachings on the political economy of social media along with other MIL teachings. –Support lifelong-learning initiatives: Expand MIL access beyond schools by incorporating modules into workforce development, civic education programmes and digital onboarding. Example: BC4D includes MIL training for adult employees, not just students. –Incentivize private-sector participation: While technology companies have now taken steps to support MIL, there is a need to build on and scale these efforts across all industries. For these companies not doing it, encourage them to co-create with educators, fact-checkers and civil society MIL experiences beyond content moderation. Example: TikTok’s election hubs that direct users to authoritative information (for example, national election commission sites) demonstrate how platforms can embed media literacy interventions at scale.59 –Enhance evaluation mechanisms: Impact measurement is essential for scaling what works. Invest in independent, longitudinal evaluations that track behavioural change across populations and platforms. Example: The UK’s Ofcom regulator conducts regular Digital Literacy Tracker surveys on attitudes of adults.60 –Promote long-term investment strategies: Shift from one-off grants to sustained, multi-year support for MIL ecosystems. This ensures consistency, local ownership and better adaptation to new threats. Example: Multi-year and long-term investments in national MIL strategies and infrastructure by organizations. –Develop “pre-bunking” initiatives: Rather than only correcting misinformation after exposure, invest in pre-bunking strategies that teach people to recognize common disinformation tactics. Example: Google and Jigsaw’s YouTube ads based on inoculation theory – which teach users about disinformation techniques such as scapegoating – have shown measurable improvements in users’ resistance to manipulation.61 –Adapt to emerging threats: Disinformation evolves with technology, especially with GenAI, deepfakes and algorithmic manipulation. MIL must remain agile and incorporate the latest insights on digital deception. Example: Initiatives can equip journalists, educators and others with tools to identify AIGC and teach others to do the same. Rethinking Media Literacy: A New Ecosystem Model for Information Integrity 36

Rethinking Media Literacy 2025