APRIL Launched in Tilburg as a Counterbalance to Fake News
Tilburg, vrijdag, 9 mei 2025.
In Tilburg, The Creative Family has established a new PR label named APRIL with the aim of telling authentic stories in an era dominated by fake news and AI content. Founder Stefan van Hulten emphasises that the demand for credible communication has never been greater. With over 50 years of experience in marketing and communication, APRIL provides a platform for genuine stories, addressing the need for reliability amidst fleeting and unreliable sources of information. This initiative marks an important step towards rebuilding trust in media by focusing on stories that are human and authentic.
The Role of AI in the Spread of Fake News
Artificial intelligence (AI) plays an increasingly significant role in the production and dissemination of fake news. With its advanced capabilities to generate visual and textual material, AI systems such as large language models can create credible but false reports in an immersive and scalable manner. This was confirmed by a recent study, which showed that AI models are about 68% more effective at detecting real news than human reviewers, but have a similar accuracy of only 60% in distinguishing fake news[8].
Combating Fake News with AI
However, not only the spread but also the fight against disinformation is fuelled by AI technologies. In Nigeria, an AI tool has been launched that uses real-time internet data to instantly verify claims, becoming a crucial weapon in the battle against disinformation[6]. Such initiatives highlight the importance of technology in promoting media literacy and truthful communication.
Implications for Media Literacy and Democracy
The impact of AI on media literacy is substantial. AI systems make the consumption of news both easier and more complex, as they can disseminate information quickly but also produce potentially misleading content abundantly. This has direct implications for democracy, where distrust in media can lead to polarisation, as demonstrated by the use of deepfakes in Canadian politics[7]. To more effectively deal with these changing media scenarios, stricter ethical guidelines and digital literacy programmes are necessary[9].
Practical Tips for the Reader
There are several practical steps readers can take to minimise the chances of being exposed to fake news. Firstly, it is essential to think critically and assess multiple sources before accepting a claim. Look at the sender of the news, see if the source is known for reliability and verify unusual claims with factual checking sources such as fact-checking websites[6][9]. Visual content can also be misleading; look for signs of photo editing and search for original sources of images and videos[10].