Countering “Fake News” Through Public Education and Advertisements: An Experimental Analysis

This paper examines whether proactive efforts to educate people about disinformation through advertisements can successfully increase skepticism towards false headlines or if such efforts do more harm than good by inadvertently increasing belief in false information. We analyze a survey experiment that employed three different advertisements that directly addressed “fake news.” We find that all advertisements were effective at increasing skepticism towards “fake news” headlines. We also find no evidence of backfire effects occurring. However, subsequent analysis using Bayesian additive regression trees (BART) finds significant heterogeneity within these treatment effects. While all advertisements were effective, each ad was effective in different ways despite common themes and content. This suggests a more complicated understanding of the counter-disinformation process and highlights BART’s utility in public opinion research.