ABSTRACT
This chapter explains the experience and response to mis and disinformation by British Broadcasting Corporation (BBC) Media Action, the BBC's international media support charity. Misinformation is complex and multi-faceted, and effective responses are likely to involve a mix of strategies. The evidence base supporting the efficacy of different strategies to address misinformation is, we believe, weak. This applies globally but is especially the case in low-income settings. The chapter outlines some of the strategies and approaches that BBC Media Action is taking to respond to misinformation and disinformation, but at the outset, some of the principles and foundational components that inform our approach should be spelled out. Disinformation around the efficacy of vaccines – part of a sustained narrative over time and multiple geographies and often linked to populist politics – is an example of chronic disinformation. The chapter suggests better ways through which learning and evidence can draw on practitioner experience.
