TikTok now warns users before they post unverified content. New prompts let creators and viewers know which videos are flagged as unsubstantiated, and requires them to pause before sharing.
While the social network works with various fact checkers to confirm the accuracy of uploaded videos, some material can't be easily verified—particularly during unfolding events.
"In these cases, a video may become ineligible for recommendation into anyone's For You feed to limit the spread of potentially misleading information," product manager Gina Hernandez wrote in a blog announcement. Creators are notified that their clip was flagged, and viewers will see a banner at the top of a video if the content has been reviewed but cannot be conclusively validated. If someone still attempts to share said video, they'll be met with a prompt asking them to reconsider.
It seems to be working: During testing, TikTok saw a 24 percent drop in disbursement of unsubstantiated content, and a 7 percent decrease in the number of likes on those videos.
"We love that our community's creativity encourages people to share TikTok videos with others who might enjoy them—both within our platform and beyond—but we've designed this feature to help our users be mindful about what they share," according to Hernandez.
The feature is rolling out globally "over the coming weeks," launching first in the US and Canada. It is part of TikTok's ongoing campaign to advance media literacy, which includes the "Be Informed" educational series.
"People come to TikTok to be creative, find community, and have fun," the blog said. "Being authentic is valued by our community, and we take the responsibility of helping counter inauthentic, misleading, or false content to heart.