Fighting the Invisible Enemy: Why Communicators Must Lead the Charge Against Mis/Disinformation 

by Massimo Moriconi:

Whether in the media lounges of Cannes, the crisis briefings of the United Nations, or the streets of war-torn cities, misinformation and disinformation have become the uninvited guests in nearly every global conversation. 

At this year’s Cannes Lions, where creativity meets influence, communicators debated how fake news and manipulated narratives distort brand stories, mislead the public, and create trust deficits. At the UN, agencies grapple daily with information warfare that deepens geopolitical divides and delays humanitarian response. And in zones of conflict – from Gaza to Ukraine, from Israel to Iran – truth is often the first casualty, twisted across media channels to serve conflicting agendas. 

This isn’t theoretical. It’s personal. It’s professional. And it’s urgent. 

Our newly released 2025 ICCO Mis/Disinformation Survey, developed under the Media Information and Education Pledge, confirms what many of us experience daily: disinformation is not only rising-it is becoming more sophisticated, more targeted, and more destructive. 

We heard from 130 professionals in more than 20 countries-PR consultants, in-house comms directors, journalists, and fact-checkers. What unites them is a shared frustration with fragmented efforts and a call for collective, cross-sector action. 

From Cannes to Crisis Zones: The Real-World Stakes 

Let’s be clear-this isn’t about harmless internet hoaxes. Today, disinformation can sway elections, prolong conflicts, undermine public health, incite violence, and damage the reputation of responsible organizations overnight. According to our survey: 

• 65% of professionals observed an increase in disinformation in the past year. 
• 42% had to manage reputational or crisis comms in response to false or misleading narratives.
• Politics, armed conflict, climate change, and public health remain the most frequently targeted topics. 
• Healthcare, food & beverage, energy, and finance are the most vulnerable sectors. 

These findings echo what we hear in rooms where real decisions are made: communicators are being called not just to tell stories but to protect the truth. 

Building a United Front 

Respondents gave the highest priority (4.43/5) to alliances between trade bodies, media, fact-checkers, and tech platforms. This is a pivotal insight: the communication industry doesn’t want to go it alone, we want to build a network of trust and accountability. 

Equally crucial is the call for training and certification in content verification (4.22/5), signaling a need to professionalize our response, not just react to crises as they come. 

Yet despite this awareness, only 36% of national associations are currently undertaking such initiatives. The gap between concern and action is real and it’s closing in on us. 

The AI Crossroads 

Artificial Intelligence offers promise, but not without pitfalls. Confidence in AI’s role in combating disinformation actually declined from last year. In 2025, only 25% of respondents believe AI can play a significant role down from 42% in 2024. 

This shows growing skepticism amid deepfake threats, hallucinations, and biased algorithms. The key message here: we must use AI as a tool, not a substitute for human ethical judgment. As adoption grows, we need governance, not just innovation. 

Turning Insight Into Impact 

To help communicators move from awareness to action, ICCO and its partners launched the Global Digital Handbook on Tackling Mis/Disinformation this May. The handbook has already earned strong praise from across the global communications community for offering clear, accessible tools to verify content, engage ethically, and respond rapidly. 

It’s a start-but it’s not enough. 

That’s why we are now expanding the Pledge community, inviting more organizations to join a global movement committed to truth, transparency, and training. 

A Profession at the Crossroads

The credibility of our profession and the future of our societies depends on how we respond to this moment. As communicators, we are not just narrators of truth; we are defenders of it. In an age where falsehood travels faster than fact, our responsibility has never been greater. 

Let’s stop treating mis/disinformation as someone else’s problem. Let’s treat it for what it is: a shared challenge demanding shared solutions. 

Join Us 

If you are ready to work together – to strengthen standards, increase transparency, and defend truth, then join us. 

Let’s build the alliances, design the tools, and train the people who will lead the communications profession into a more trustworthy future. 

�� Contact us: 

Joulyn Kenny, Global Engagement Manager, ICCO — joulyn.kenny@iccopr.com Massimo Moriconi, Global VP, ICCO — massimo.moriconi@omnicomprgroup.com

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Massimo Moriconi is Global VP, ICCO & Chair, Mis/Disinformation Working Group 

Written by: Editor