In the lead-up to the Makerfield by-election on Thursday, Andy Burnham appears to be on track for victory, yet a significant rise in hostile misinformation about him on local Facebook groups poses a serious challenge. A new report from the Social Market Foundation (SMF) highlights the alarming extent of this fake news, which could have ramifications not only for the constituency but also for the broader political landscape amid the growing influence of social media.
Alarming Increase in Fake News
The SMF’s study reveals that nearly 17% of news shared in local Facebook groups during the campaign was found to be false, marking a dramatic rise from just 4% before the election was announced. This analysis, which scrutinised over 1,800 posts within four distinct Facebook groups representing various towns in the Makerfield constituency—home to a collective 66,000 members—illustrates the troubling trend of misinformation targeting Burnham and the Labour Party.
The findings emerge just days before what has been described as the most significant by-election in a century, underscoring the urgent need for robust fact-checking mechanisms in the digital age. The rise in misleading information correlates with a shift in how people consume news: 46% of Britons now rely on social media for local news, a figure that surpasses all sources except television.
The Role of Engagement Algorithms
The SMF’s report also highlights how social media algorithms can exacerbate the spread of misinformation. In one local group, five out of the top ten posts were misleading, while another group featured eight out of the twenty-five top posts as false. Engagement—whether in the form of agreement or dissent—can amplify these posts, pushing them higher in users’ feeds and increasing their visibility.
This phenomenon demonstrates that the platforms are not merely passive conduits for information but active participants in shaping public discourse. The report’s findings are particularly concerning given the lack of editorial oversight typically associated with traditional media.
Calls for Stronger Regulation
Theo Bertram, director of the SMF, argues that the findings necessitate a more proactive response from Ofcom in addressing fake news on social media. “Voters in Makerfield are being subjected to harmful misinformation at a level that surpasses other regions in the UK,” Bertram stated. He emphasised the need for greater accountability from tech companies and advocated for increased investment in local journalism to combat this issue.
The SMF’s research is part of a broader investigation into the impact of social media on political processes. Earlier this month, the foundation revealed that the prevalence of fake news is three times higher in areas lacking proper local journalism, further highlighting the need for a renewed focus on trustworthy news sources.
The Changing Landscape of News Consumption
A recent report from the Reuters Institute corroborates the SMF’s findings, indicating that, for the first time, social media platforms and video networks have surpassed television as the preferred sources of news among the public. This shift raises questions about the reliability of information consumed by voters and the potential consequences for democratic processes.
As the campaign heats up, it is clear that the dynamics of news consumption are evolving rapidly, with social media at the forefront. While these platforms offer a means of engaging with the electorate, they also present dangers that could undermine electoral integrity.
Why it Matters
The rise of misinformation in Makerfield underscores a critical challenge facing contemporary politics: the need for effective regulation of social media to safeguard democratic processes. As voters increasingly turn to social media for their news, the unchecked spread of falsehoods threatens not only individual candidates like Andy Burnham but also the very fabric of informed democratic participation. The implications are far-reaching, calling for immediate action to ensure that the integrity of the electoral process is preserved in an age dominated by digital communication.
