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TikTok, a platform known for its short, engaging videos, has emerged as a significant arena for political parties vying for the attention of young voters. However, a recent investigation by the BBC has uncovered a disturbing trend: young voters in key election battlegrounds are being bombarded with misleading and divisive content, including AI-generated videos and misinformation.
TikTok’s influence has grown rapidly since the last election, becoming the fastest-growing source of news in the UK for two consecutive years. With its immense popularity among younger demographics, political parties have seized the opportunity to reach out to this audience through memes and other engaging content. According to Ofcom, 10% of adults and a significant portion of teenagers now rely on TikTok as a primary news source.
The BBC’s Undercover Voters project, which involved creating 24 fictional profiles based on data from the National Centre for Social Research, revealed that TikTok users are being exposed to a mix of satirical and misleading content. Videos containing unfounded rumors and false claims about political leaders have racked up hundreds of thousands of views. For instance, there are AI-generated clips of Prime Minister Rishi Sunak making outlandish statements and baseless accusations against opposition leader Sir Keir Starmer.
Some videos, though labeled as satire or parody, have caused confusion among users, many of whom struggle to discern fact from fiction. Comments on these videos often reflect this confusion, with users debating the veracity of the claims made in the content.
TikTok’s algorithm plays a significant role in promoting content to users. The Undercover Voters project found that younger profiles, especially those in key battleground constituencies like Bishop Auckland, were particularly targeted with political memes and misleading videos. The platform’s algorithm, designed to maximize engagement, often amplifies sensational and controversial content, thereby increasing the exposure of such misleading videos.
The investigation highlighted that misinformation is being spread by a diverse group of users, including students, political activists, comedians, and even anonymous bot-like accounts. For example, content promoted to a disaffected 31-year-old fictional voter included misrepresented remarks by Labour politicians and false allegations about Sir Keir Starmer’s involvement in the Jimmy Savile case. The comments section of these videos was rife with threats and racist remarks, creating a hostile and misleading online environment.
In response to these findings, TikTok has ramped up its efforts to combat misinformation. The platform has introduced a UK Election Centre, employed a fact-checking expert, and adopted AI labelling technology to flag misleading content. TikTok claims to have removed 97% of videos containing misinformation about elections and civic issues before they were viewed.
Interviews with some of the content creators revealed that many are young individuals passionate about engaging their peers in political discourse. However, they acknowledged the potential for their satirical videos to mislead viewers. A 16-year-old from southern England, who created a viral satirical video about national service, admitted that while her intent was to make a joke, the video’s rapid spread and the ensuing comments showed it could be taken seriously by some.
Other creators, like a politics student and a Reform UK supporter, expressed concerns about the unintentional spread of misinformation through their content. Despite not being officially affiliated with any political campaigns, these young creators recognize the significant impact their videos can have on public perception.
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