How much misinformation do people encounter online in the UK? Are deepfakes becoming a problem, and can people spot them? We analyzed the latest Ofcom data to answer the questions about misinformation in Britain.
Misinformation Encounters
How Common Is Misinformation in the UK? (2025)
Misinformation is the most-encountered potential harm at 41% of internet users. 73% have high concern about misinformation.
29% encountered political or electoral misinformation, up from 26% in June 2024. 25% encountered misinformation related to conflicts and wars, up from 16% in June 2024.
36% of those aged 55 and over reported encountering misinformation, up from 30% in June 2023.
Sources: Ofcom Online Nations Report 2025, Ofcom Online Experiences Tracker 2025
Where Does Misinformation Come From? (2025)
43% said misinformation came from someone they did not know, typically a stranger on social media.
Only 22% who saw misinformation reported being really bothered by it, the lowest impact rating of any harm type. Despite being common, misinformation has a lower emotional impact than other harms.
Sources: Ofcom Online Experiences Tracker 2025
Deepfakes
How Many People Have Seen Deepfakes? (2024)
43% of UK internet users aged 16 and over believed they encountered a deepfake in the first half of 2024.
59% of 16-24 year olds believed they encountered a deepfake, the highest of any age group. Only 22% of those aged 65 and over believed they encountered one.
Men are more likely than women to report encountering deepfakes, at 47% versus 38%.
Sources: Ofcom Deepfakes Survey 2024
Can People Identify Deepfakes? (2024)
29% are confident they could identify a deepfake. 30% are not confident. 41% are neither confident nor unconfident.
Men are more confident than women at 35% versus 24%. 16-24 year olds are most confident at 36%. Those aged 65 and over are least confident at 21%.
Sources: Ofcom Deepfakes Survey 2024
Where Do People Encounter Deepfakes? (2024)
78% of those who encountered deepfakes saw them on social media. 45% saw them on video-sharing platforms.
29% saw deepfakes on messaging apps. 24% saw deepfakes on news websites.
73% of deepfakes encountered were video content. 68% were still images. 42% were audio content.
Sources: Ofcom Deepfakes Survey 2024
Who Appears in Deepfakes? (2024)
62% of encountered deepfakes featured celebrities. 53% featured politicians. 27% featured other public figures.
Only 11% of encountered deepfakes featured ordinary people.
Sources: Ofcom Deepfakes Survey 2024
Deepfake Concerns
What Concerns Do People Have About Deepfakes? (2024)
67% are concerned about deepfakes being used for scams. 63% are concerned about deepfakes spreading misinformation.
56% are concerned about political manipulation. 50% are concerned about harassment.
Women are more concerned than men about deepfakes being used for scams, at 72% versus 62%.
Sources: Ofcom Deepfakes Survey 2024
Do People Want Deepfake Labeling? (2024)
77% support requiring clear labeling of AI-generated content. 69% support platforms taking responsibility for removing deepfakes.
63% support laws making creation of harmful deepfakes illegal.
Sources: Ofcom Deepfakes Survey 2024
Fake Content
Are Fake Images and Videos Increasing? (2025)
Fake or deceptive images and videos are now the sixth-most experienced harm at 22%, up from 18% in 2024.
32% of 18-34 year olds encountered fake or deceptive images or videos. 25% of male internet users encountered such content.
69% who encountered fake content saw it on social media. 53% saw it while scrolling their recommended feed.
Sources: Ofcom Online Nations Report 2025, Ofcom Online Experiences Tracker 2025
Are People Concerned About Fake Content? (2025)
74% are concerned about fake or deceptive images and videos, up from 67% in 2023.
80% of women are concerned about deepfakes, compared to 68% of men.
47% of adults have never seen tools or labels to identify AI-generated content. 85% feel it is important for platforms to indicate AI-generated content.
Sources: Ofcom Online Experiences Tracker 2025
AI and Trust
Do People Trust AI-Generated Information? (2024)
18% of UK generative AI users aged 16 and over trust AI information as reliable.
34% of generative AI users aged 8-15 trust AI information as reliable. Children are more trusting of AI than adults.
48% used generative AI to find information or content.
Sources: Ofcom Online Nations Report 2024
- [Ofcom Online Nations Report 2025](https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/online-research/online-nation/2025/online-nations-report-2025.pdf)
- [Ofcom Online Nations Report 2024](https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/online-research/online-nation/2024/online-nation-2024-report.pdf)
- Ofcom Online Experiences Tracker 2025
- Ofcom Deepfakes Survey 2024