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Posted by on Jan 2, 2018 in Digital Industry News | 0 comments

Clickbait: You mean everything I read on the Internet isn’t true?

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Clickbait, Sensationalism & False News! We’ve all heard the sayings, but many of us aren’t aware of the widespread impact this misinformation has on our lives. Whether it comes in the form of an enticing headline or a seemingly trustworthy tidbit from your favorite online news source, the Internet is loaded with fabrications designed to cause confusion, waste your valuable time or convince you to spend your money. Even though we know to take things we hear or read on the Internet with a grain of salt, it’s becoming increasingly difficult to separate fact from fiction.

As a hotelier, digital marketing is becoming an increasingly integral component of your guest acquisition strategy. Although we want to get the attention of our guests where they live online, we need to be careful not to utilize content that could be considered spammy or misleading. There is a fine line between using a bold attention-grabbing email subject and perpetuating the use of clickbait. Once a potential guest feels that your marketing practices are questionable it throws doubt upon the entire book-stay experience.

To combat the ill effects of clickbait, many of the world’s digital giants have recently taken big steps to help ensure that their businesses are not contributing to the problem. In fact, Facebook and Google have declared clickbait enemy #1.


Google has recently partnered with the International Fact-Checking Network (IFCN) and is putting effort into two main areas of misinformation mitigation: increasing the number of verified fact checkers around the world and offering free fact-checking tools for use by mass consumers.

With the help of Google, several online sources now offer self-service fact checking databases so that digitally savvy news seekers can do their due diligence and avoid falling victim to false news stories. There is still a need for increased coverage, and for fact checkers to operate locally, in-language to cover regional news stories and sources. I encourage you to visit a site like, one of the most popular online fact checking sources, the next time you find yourself questioning the accuracy or plausibility of an online article.

In a bold move, making use of their powerful computing resources and globally available fact checking tools, Google has now added tags to searched news stories. The reader can easily view the Google tag at the bottom of the search result to determine if the news story has been properly vetted:

Google Fact Checking Example
(Image Source: Google Search Guide)


Mark Zuckerberg, Facebook’s CEO who once casually dismissed the online social media giant’s role in spreading misinformation has stated publicly that he regretted his early dismissive statement. Although adamant that they are a technology company and not a media outlet, today Facebook is proactively attempting to combat the ever-growing problem of false information and news. Unfortunately, clickbait is rapidly evolving and difficult to control despite their best efforts.

Facebook was an early leader in trying to combat clickbait and has implemented the use of AI to try and limit its appearance in its newsfeed. The Facebook Journalism Project was launched January 2017; part of that initiative involves better collaborating with media outlets, creating tools and training for journalists and launching education efforts for the general public. In March 2017, Facebook debuted their “Disputed” tag, which appears beneath news stories on the site that have been deemed inaccurate or fake. Stories flagged as fake by users will be reviewed by independent fact-checking organizations including and then receive the tag. Most recently Facebook launched “Trust Indicators” in partnership with the Trust Project, an international consortium of news and digital companies. This small icon on newsfeed articles is designed to allow users easy access to information so that they may determine if the publisher is a source they trust and if the story itself is credible.


When Snapchat first launched in 2011 it was essentially a messaging app, but since the platform’s evolution to include “Stories,” the Snapchat content feed, false stories have become more of a negative influence within the platform. In response, the product engineers at Snapchat have decided to unmerge social & media allowing for a content feed that is more customized based upon individual user actions. AI will be used to suggest this content and lessen the impact of misinformation.


Baidu, one of China’s three largest internet players, engages AI technology to spot potential clickbait articles and then relies on local agencies such as the Cyberspace Administration to verify information before the tech giant makes it available to the Chinese public. In addition, Baidu is putting together a network of 372 police agencies who will monitor and respond to false information, news and blog posts across the popular search engine. Baidu’s approach allows the Chinese government to intervene directly with misinformation.

While combating sensationalism is becoming increasingly difficult and the digital leaders continue to trial new solutions it will always remain the responsibility of the reader to proceed with caution. As a result, I’d like to leave you with a few tips for spotting fake news and misinformation.

  1. Consider the source or author.
  2. Read beyond the headline.
  3. Check the date.
  4. Check your biases.
  5. Consult the expert fact checking organizations.

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