Where the social media disinformation has created innumerable challenges for the youth in particular and the society at large, it is the responsibility of both the social media companies and the governments in countering the spread of disinformation through creating such a transparent system, which will not only educate the social media users to fact-check before sharing any information, but also encourage them to become intelligent consumers of digital information.

Disinformation refers to the spread of false or deceptive information to create propaganda. Disinformation on social media is a growing concern that has the potential to harm individuals, communities and societies. Social media companies have a responsibility to create an online environment that is safe, trustworthy and respectful, while also promoting free exchange of ideas and information. However, public also has an important role to play in diminishing the spread of disinformation on social media. By fact-checking the information, being critical of sources, reporting suspicious or false information, educating themselves about disinformation, and promoting media literacy, public can help to develop a more informed and trustworthy social media environment. Moreover, public can also influence the social media companies in creating such content on their platforms, which advocates stronger regulations and pushes for greater transparency and accountability. Ultimately, the goal is to create a productive social media environment that is free from disinformation and supports ethical use of technology to promote the exchange of ideas and information.
Social media has rapidly become a basic part of our daily lives, providing an easy and accessible platform for people to connect, share information and engage in discussions. While the benefits of social media are numerous, it has also become a prime source of deception or propaganda campaigns. The ease with which false information can spread on social media, combined with the growing divergence and division in the society, has become an ever increasing problematic issue. Disinformation on social media can have serious consequences for public health and social trust, therefore, it is essential to understand and address the role of social media in dissemination. This article will explain disinformation on social media, factors that contribute to its spread, and steps being taken by social media companies and governments to address this issue. 
Disinformation on Social Media 
Disinformation spreads on the social media through various means, which includes creating and sharing fake news, bots, and other automated accounts that spread false information. In addition, the ease of access to information on social media platforms makes it difficult to determine the credibility of the information being shared. Disinformation can shape the opinions and beliefs of people, leading to misinformed decisions and actions. It can also fuel political division and undermine public trust in government and media institutions. Disinformation on social media is a complex issue that has many different dimensions. Following are some of the features of disinformation on social media that can be explored: 
▪  Health Disinformation. Health disinformation refers to the misleading information about health and medicine. This can include false cures, misleading health advice and conspiracy theories about health issues. Health disinformation can be particularly dangerous, as it can discourage people from seeking proper medical treatment, inculcating harmful ideas, and undermining the public trust in science and medicine. 
▪   Technological Challenges. Disinformation on the social media is made easier with the advancement in technology, such as deep fakes and synthetic media. Deep fakes are videos that have been manipulated to show people doing or saying things that never actually happened, while synthetic media refers to fake photos, videos, and audio generated by artificial intelligence. These technologies spread false information which is difficult to detect, leading to new challenges in fighting disinformation. 
▪   Automated Bots and Fake Accounts. Disinformation on the social media is often spread by automated bots and fake accounts that are designed to mimic the real users. These bots and fake accounts can amplify false information, create the illusion of support for false ideas and undermine the credibility of real users. Social media companies have been working to detect and remove bots and fake accounts, but this still remains a major challenge. 
▪  Impact on the Society. Disinformation on the social media can have a wide range of impacts on the society, from spreading fear and panic to damaging reputations and undermining the trust in institutions. Disinformation can also contribute to social and political polarization, as people become more entrenched in their beliefs and are less likely to engage with alternative perspectives.
Political Disinformation. Political disinformation refers to false or misleading information which is spread with the intention of influencing the political opinions or outcomes. This can include false news stories, manipulated videos, and targeted advertisements. Political disinformation is a major concern as it can distort the public opinion, undermine the trust in democracy and fuel political polarization.
The Role of Social Media Companies
Social media companies have a responsibility to prevent the spread of disinformation on their respective platforms. These companies have taken various steps to combat disinformation, including improving their algorithms to detect and remove the false information, partnering with fact checkers and implementing policies to limit the spread of false information. 
However, the limitations and challenges of the social media companies in fighting disinformation are significant. There is a fine line between suppressing false information and free speech, therefore, the social media companies must maintain a balance between these competing interests. Additionally, the sheer scale of social media platforms makes it further difficult to monitor and remove all instances of disinformation. However, social media companies can still play an important role in influencing the way people communicate, access information and share content. Some of the key responsibilities of social media companies are as follows:
▪  Providing a platform for users to connect and share information with others. 
▪  Ensuring the safety and security of user data, including the personal information and intellectual property. 
▪  Monitoring and removing illegal or harmful content, such as hate speech, fake news and misinformation. 
▪  Promoting digital and media literacy by providing educational resources to help the users in making informed decisions about the information they consume online. 
▪  Providing tools and algorithms to help the users discover content that is relevant to their interests. 
▪  Adhering to the laws and regulations that are related to data privacy, copyrights and freedom of speech.
Government Regulation
Government plays a vital role in regulating disinformation on social media, including enforcing such laws and regulations that prohibit the spread of false information. The speed at which disinformation can spread on social media makes it difficult for the government regulations to keep up, as there is also the potential for regulations to infringe on the free speech rights. However, governments around the world are increasingly recognizing the need to regulate disinformation on social media to safeguard the public interest. 
Necessary measures that can be taken in this regard are as follows: 
▪ Transparency and Accountability. Governments may assure the social media companies to be more transparent about their algorithms, user data and advertising practices. This can help to reduce the spread of disinformation and increase accountability for the content on their platforms. 
▪ Content Control. Governments may set standards for content control and require social media companies to remove illegal or harmful content, such as hate speech, fake news, and misinformation. 
▪ Data Privacy. Governments may implement laws and regulations to protect the privacy of user data, such as the European Union's General Data Protection Regulation (GDPR). 
▪ Countering Disinformation Campaigns. Governments may take steps to counteract disinformation campaigns by funding independent media organizations and providing educational resources to the public. 
▪  Legal Sanctions. Governments may impose legal sanctions on those individuals or organizations that spread disinformation, especially if it is intended to harm others or cause public disorder. 
Role of the Public
The public has a responsibility to verify information before sharing it and to develop media literacy and critical thinking skills. Individuals can use their voices and social media platforms to raise awareness about disinformation and advocate for solutions. Following are some ways through which the public can play an important role in reducing the spread of disinformation on social media:
▪  Fact-checking. Before sharing any information, it's important to verify its accuracy by checking the credible sources. It's important to consider the credibility of the source of the information, especially if it seems sensational or unbelievable. 
▪  Reporting. Users should report any suspicious or false information they come across on social media platforms to help those platforms take action. 
▪  Self-education. By learning about how disinformation is spread and the tactics used to deceive people, the public can become more intelligent consumers of information. 
▪  Encouraging Media Literacy. Encouraging others to also be critical of the information they see online and to fact-check before they share or believe information helps in creating a more informed and educated public. 
Recommendations. Following are some recommendations for reducing the spread of disinformation on social media: 
▪   Media Literacy Education. Encouraging media literacy education to help people understand how to identify and evaluate the credibility of the information online. 
▪ Content Control Policies. Establishing clear content control policies to outline which type of information is prohibited, thus, enforcing these policies consistently and transparently. 
▪   User Data Protection. Implementing measures to protect the user data and prevent it from being used for disinformation campaigns. 
▪   Countering Deep-fakes. Establishing clear regulations against deep-fakes and synthetic media to provide mechanisms for detecting and removing these types of content. 
▪   Reporting Disinformation. Providing ease of access to users in reporting the false information, and provide mechanisms for social media companies to respond quickly and effectively to these reports. 
▪   Legal Sanctions. Imposing legal sanctions against those individuals or organizations that spread false information with the intention of causing harm. 
▪   Transparency in Sponsored Content. Establish transparent sponsored content and make it clear when information is being paid for or influenced by an outside entity. 
▪   Fact-checking. Encourage fact-checking and critical thinking when evaluating information on the social media. 
▪   Encouraging Critical Evaluation. Teach people to evaluate the credibility of sources, including the credentials of authors, quality of the evidence, and the motivations behind the information being shared. 
▪   Algorithm Transparency. To increase transparency of the algorithms used by social media companies to promote content, and to ensure that these algorithms do not amplify false information. 
▪   Collaboration with Fact-checkers. Social media companies should collaborate with fact-checkers and other third-party organizations to identify and label false information. 
▪ Advertisement Transparency. Enhancing transparency in the funding and ownership of political advertisements, and establishing clear rules for the use of political advertising on social media. 
▪ Countering Disinformation Campaigns. Governments should work with social media companies to counter the disinformation campaigns by disrupting the funding and infrastructure development behind these campaigns. 
▪ Encouraging Responsible Use. Encouraging a responsible use of social media by promoting transparency, critical evaluation of information and responsible sharing practices. 
The role of social media in the dissemination of disinformation is a complex issue which demands attention and solutions from all the stakeholders involved, including the social media companies, government and public. The impact of disinformation on public opinion and decision-making is significant. Therefore, it is important that we address this issue in order to protect the integrity of information and public trust. In the future, it will be important for all parties to continue to work together to find effective solutions, combat disinformation and protect the public from its harmful effects.

The writer holds a Master's Degree in Information Security MS (IS).