The Media.com study has unearthed a staggering revelation-a staggering 60 per cent of social media users are clamoring for mandatory user identity verification to quash the dissemination of fake news by imposters and automated bots. Moreover, a whopping 67 per cent are more inclined to trust platforms that demand proof of identity for verified users.

Media.com founder and CEO James Mawhinney said that although some social media companies, such as X (formerly Twitter), offer a form of profile verification for users who pay for it, many people are crying out for a more stringent level of identity verification.

"We believe that one way to protect and empower our users in the age of misinformation is to give fake profiles the boot."

Social media users are championing a range of strategies to combat misinformation risks, including universal fact-checking (57 per cent), mandatory user identity verification (55 per cent), and stringent penalties for spreading falsehoods (42 per cent).

This stems from public concerns about safety and credibility on social platforms, with a significant distrust towards content from unverified sources; 76 per cent are reluctant to interact with such information.

"It's not just about having a tick or badge next to your name; it’s about restoring public trust in information," explains Mawhinney.

The study finds that misinformation is not only rife, with 40 per cent encountering it occasionally and 11 per cent frequently, but also significantly impacts user perception and behaviour. Moreover, a substantial number call for government regulation (51 per cent) and legal responsibility (62 per cent) for platforms hosting misleading content.