Fact-checking in marketing: less emotions – more facts

The speed of response to information and the audience’s reaction are playing an increasingly important role, but with this dynamic comes the risk of public distrust – of brands, of content, of statements. That’s why fact-checking is becoming a key topic for marketing strategies. In this article, we’ll look at what fact-checking is in marketing, why it’s important for business, how to implement it in the content creation process, and what features should be taken into account when working with different types of content, using information verification services, and content created by artificial intelligence (AI).

What is fact-checking?

Fact-checking is the process of verifying the accuracy of statements, information, data in texts, publications, or other types of content. For example, whether the statistics cited in an article are in line with the original source, whether a quote belongs to the person to whom it is attributed, or whether an image used is not manipulated or taken from another context.

In the context of marketing, fact-checking means that before publishing a statement («our product reduces processing time by 50%», «we are leaders in the industry»), you need to check the reliability of the data, its relevance to reality, correct interpretation, and the absence of exaggeration or manipulation.

Why fact-checking is important for business

There are several key benefits for businesses to incorporating fact-checking into their marketing strategy.

1. Increasing audience trust. If brand content contains only reliable data, clear links to sources, and no false statements, it creates a reputation as a reliable partner. In today’s world, where consumers are cautious with information, this is of great importance.
2. Reducing reputational risks. Errors in numbers, manipulated statements, or false claims can lead to negative publicity, loss of customers, and legal or regulatory claims, especially in high-profile industries such as finance, healthcare, and technology.
3. Improve SEO and visibility. Search engine algorithms evaluate not only the relevance, but also the trust and authority of the content (for example, through the E-E-A-T principles). If the content contains inaccuracies, it may be downgraded.
4. Optimization of marketing costs. Content created without proper verification may require reprinting, corrections, and disputes with the audience, which ultimately increases costs. The use of fact-checking helps to avoid this.
5. Differentiation and competitive advantage. In most cases, competitors continue to work using the old approaches. A brand that systematically applies fact-checking has the additional advantage of looking efficient, responsible, and modern.

Thus, fact-checking is not just an additional step in the workflow, but a strategic tool that supports the quality, trust, and effectiveness of brand communication.

How fact-checking works

For fact-checking to become a sustainable part of the content process, it is important to have not just a checklist, but a clear algorithm of actions. The verification process is based on a sequence of steps, each of which has its own logic, responsible persons, and quality criteria. Let’s look at the fact-checking algorithm.

Identifying statements that need to be verified

While working with the material, the author or editor carefully reads the text and marks all potentially critical facts: statistics, figures, quotes, comparisons with competitors, technical parameters, any data that may affect the audience’s trust. For convenience, statements should be categorized by risk level – from low (general statements) to high (legally significant or financial indicators).

Search for primary sources

This is the key stage that distinguishes fact-checking from superficial verification. Only those sources that publish data with a clearly described methodology are considered reliable. These are official reports, government databases, scientific publications, statistical archives, or internal company documents. If the primary source is unavailable, it is necessary to find confirmation from two independent, reputable sources to avoid distortion of information.

Check the interpretation of data

Even a reliable figure can be misleading if it is taken out of context. Therefore, it is necessary to check how the data was formulated in the source and whether the meaning has changed during the adaptation. For example, a percentage increase should be accompanied by an explanation of the period over which it occurred and the basis for calculating it. And if in doubt, the statement should be reworded or clarified.

Assessing the relevance and credibility of sources

You should check the date of publication, the author’s reputation, and whether it has been peer-reviewed or independently audited. In dynamic industries, such as technology or marketing, information older than three years often needs to be updated or contextualized. When data is time-sensitive, it should be explicitly stated in the text to avoid giving the false impression that it is up-to-date.

Cross-check with independent sources

Every important statement should be confirmed by at least two independent sources. If the results differ, it is worth noting this in the material, for example, by presenting different estimates or noting that alternative data exist. This helps to maintain transparency and not look biased.

Analyze possible manipulations and risks

This includes checking how the information is presented – whether visual or linguistic techniques are used that distort perception (e.g., shortened axes of graphs or generalizations based on isolated cases). It is also necessary to assess legal risks: copyright infringement, the possibility of accusations of false advertising or discrediting competitors. If a statement has potential legal implications, it should be approved by a lawyer before publication.

Documenting the results of the audit

Each allegation is marked with a status:

• confirmed;
• partially confirmed;
• not confirmed;
• requires clarification.

The source, date of access, comment, and name of the person responsible are added to the record. This creates a verification log that provides transparency and can be used in the event of an internal audit or external request.

Correction of wording and final verification

All inaccuracies are corrected, and the final version goes through an additional round of verification. For important publications, it is useful to use peer review – a mutual verification of content by two independent editors or specialists.

Publishing material with links to sources

Transparency is the basis of trust, so it is worth clearly stating where the data comes from, when it was published, and under what conditions it is used. If certain information is based on assumptions or incomplete data, it is better to explicitly state this in a note. This approach does not reduce the credibility, but rather demonstrates honesty and professional responsibility.

Monitoring after publication

The team should monitor audience reactions, comments, and data updates. If new information becomes available that changes the context or refutes certain facts, it is necessary to promptly update the material and record the changes. To do this, it is advisable to set internal standards for the speed of response, for example, correcting critical errors within 24-72 hours.

A detailed fact-checking algorithm is not just a bureaucratic procedure, but the basis of trust between a brand and its audience.

Fact-checking in different types of content

Different content formats require different approaches to verification. Let’s consider the main ones.

• Blog articles. It is necessary to check statistics, quotes, statements about impact or results, as well as the dates of publication of sources.
• Infographics and visuals. You need to make sure that the graphs do not exaggerate the data, that visual permutations do not create a false impression that all the figures correspond to the sources.
• Social media. Content spreads quickly, so verification should be quick. Pay special attention to whether the image is not used in a different context, whether the information is not outdated, and whether the link leads to a reliable source.
• E-mail newsletters and landing pages. They often contain statements about «the best result» or «growth in %». Here, you need to clearly check whether there is a study, whether this result is typical, and whether the conditions are specified.
• Content created with the help of AI. It may contain facts that have been «constructed» without sources. In such cases, it is necessary to check the accuracy and relevance of the data separately.

In all formats, it is important to adapt the verification to the type of content to avoid mistakes that can devalue the brand.

Services for verifying information

There are a number of services and tools that can greatly facilitate fact-checking:

• Google Fact Check Explorer – allows you to check whether a similar statement has already been checked before.
• TinEye or Google Images – checking images for relevance or context.
• Whois, DomainTools – domain analysis, checking its history and authority.
• Plagiarism Checker (e.g., Copyscape) – checking the uniqueness of the text and the origin of quotes.
• Archive.org, Web Archive – checking historical versions of web pages or sources.
• Statista, OECD Data – authoritative databases for statistics.
• Fact-checking platforms (e.g., independent media organizations) – to compare and confirm statements.

The use of these services should not remain an isolated practice – it is the instrumental basis of systemic fact-checking. Combining automated checks (e.g., image search and quick fact-checking indexes) with in-depth work with primary sources (archives, official databases, reports) gives the best result: speed without loss of accuracy. This approach reduces the time for routine verification while reducing the likelihood of human error in data interpretation.

How to verify AI-generated content

Content created using artificial intelligence (AI) opens up new challenges: although it is generated quickly, it may contain false statements, outdated data, or fictitious quotes. To verify it, you need to perform a step-by-step content check.

This approach allows you to control the risks of using an automated content generator and maintain a high level of reliability.

Fact-checking in marketing is not a trendy additional practice, it is a necessary component of modern communication that helps brands build trust, avoid risks, and create content that really matters. And while no algorithm guarantees absolute accuracy, a systematic approach and fact-checking make the content created stronger, better, and more responsible.

Pavlo Vlasiuk

CMO

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