How brands can use NewsGuard to protect themselves from the onslaught of AI-produced misinformation websites
AI-produced misinformation websites are now proliferating online. Here’s how advertisers and brands can keep themselves protected from harmful adjacencies using NewsGuard’s meticulous, transparent site credibility ratings.
Brands that advertise online face a number of challenges to brand safety, including content unsuitable for their audiences, harmful content like violence or extremism, and the constant threat of misinformation about topics like health, election integrity, politics and war.
The “advent” of generative AI has now drastically exacerbated that misinformation risk.
NewsGuard’s analysts have already tracked 125 “news” sites that appear to be almost entirely written by artificial intelligence software and can carry misinformation claims. That’s more than double the number tracked earlier in May. So, this appears to be the beginning of an avalanche of what NewsGuard has dubbed “Unreliable AI-Generated News” sites, or “UAINs,” most of which appeared to have been launched to attract programmatic advertising.
These websites often produce false or unsubstantiated claims about health, elections, and world affairs.
Why is this a problem?
Our analysts have found that these sites use innocuous, legitimate-sounding names, like “Daily Times Update.” This means that your programmatic ad partners will likely gloss over them or mis-categorize them as reliable news. Indeed, NewsGuard’s analysts have discovered that brands are already unintentionally funding these AI misinformation spreaders with their ad spend – putting their good names at risk and helping sustain these harmful sources of misleading information.
Again, that’s why most of these sites appear to have been created: to attract programmatic, algorithmically placed advertising from top brands.
Licensing NewsGuard’s transparent, humanly generated, and constantly updated ratings and catalog of false narratives can help advertisers, agencies, and ad-tech companies mitigate these risks.
Tracking “newsbot” domains by the numbers
As of May 19, 2023, NewsGuard analysts have identified a total of 125 news sites in 10 languages: up from 49 news and information sites in seven languages cataloged at the start of the month. As it turns out, that number has been growing for years.