TV ad: Reporters Without Borders: Fight Fake News

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To mark World Press FreedomDay (3 May), Reporters Without Borders (RSF) is launching a "#FightFakeNews" campaign, because combatting disinformation is now oneof the biggest challenges for journalism's defenders. The campaign’s key element is a TV spot entitled "FightFakeNews" that wasproduced for RSF by BETC Paris. It compares the harm to humans caused by counterfeit industrial orpharmaceutical products with the political harm resulting from counterfeit newsand information. Unlike the traditional type of fakes, whose impact on healthor the environment is visible and measurable, "fake news" undermines thefoundations of democracy in a more insidious way. Its launch comes a week after the publication of RSF's 2018 World Press FreedomIndex and a month after the formal launch of the JournalismTrust Initiative (JTI),a media self-regulatory initiative designed to promote real journalism in thenew information ecoystem. The JTI was launched jointly by RSF and its partnersAgence France-Presse (AFP), the European Broadcasting Union (EBU) and theGlobal Editors Network (GEN).