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But gathering facts, unearthing the truth, revealing sins of omission and countering false information makes for good, honest campaigns.
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West Midlands used social media "to counter false rumours from spreading" during last summer's riots.
With PR teams and big advertising budgets they can easily counter false claims or unfair criticism.
The urge to set the record straight, call out "fake news" and counter false information has not subsided since then.
A meaningful response to these misinformation campaigns must include a range of coordinated strategies that counter false content as it is produced and disseminated, Farrell said.
Facebook also said it would be "exploring" ways to counter false content, whenever users do come across it, with "educational information" about vaccines.
The group — which calls itself the "consortium of behavioral scientists," or COBS — provided ideas on how to counter false rumors, like one that President Obama is a Muslim.
Medieval historians like Dorothy Kim, David M. Perry, Sierra Lomuto and Sturtevant are part of a growing movement in the field to actively counter false histories of the Middle Ages spread by and to people like the alleged mosque shooter.
"We have encouraged the E.U. to redouble its efforts to counter false narratives in Russia and actively make its case that a more prosperous, European Ukraine will lift the whole neighborhood, both economically and in terms of democratic stability," she said.
Upon identification of such rumors, verified handles can quickly act to counter false information.
Informal surveillance can counter false positive and false negative formal disclosures, reducing the relative sanctions for disclosing an outbreak.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com