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TikTok announced Monday the launch of its Public Service Announcement (PSA) titled #MatKarForward (Do not FOrward) to help raise awareness of the creation and sharing of misinformation on digital platforms.
“In today’s times, when misinformation and inaccurate news are rampant, as responsible netizens, we all need to be extremely careful about what we create and share online,” the company said in its official statement.
The video is directed by Anurag Basu and features Virat Kohli, Sara Ali Khan, Ayushmann Khurrana, and Kriti Sanon, among others.
The PSA urges Internet users to verify information from credible sources before sharing it across platforms with others.
Nikhil Gandhi, Director of India, TikTok said: “The dissemination of misinformation is an industry-wide concern and a shared responsibility. #MatKarForward is part of our ongoing initiatives to raise awareness about the spread of misinformation and maintain an environment safe and positive for our users. ”
The video-sharing platform has also taken some other initiatives to curb the spread of misinformation on its platform, including the revised Community Guidelines.
More recently, the platform introduced a ‘Misleading Information’ category along with a COVID-19 subcategory within the reporting feature in the app to flag false information circulating in the app.
Last year, the platform launched a similar awareness campaign called #WaitASecToReflect, urging users to pause and think before sharing anything online.
The new PSA was filmed by the cast and edited by the Director in their respective homes, following the Government of India’s social distancing guidelines and COVID-19 standards, TikTok said.
Users can also participate in the initiative by sharing videos with the #MatKarForward custom animated sticker in the app.
The spread of misinformation on social media platforms is increasingly becoming a cause for concern amid the global Covid-19 pandemic. Tech giants like Facebook, Twitter, and Google have also taken various steps in recent months to combat misinformation on their platforms.
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