In the lead-up to the upcoming general election in the UK, TikTok emerges as the latest battleground for political content, particularly among young voters. A BBC investigation has revealed a troubling trend where misleading and abusive content targeting key political figures, notably Sir Keir Starmer and Rishi Sunak, is frequently promoted through the social media platform’s algorithms. This trend includes fake AI-generated videos, misinformation, and potentially dangerous satirical content, engaging a demographic that relies heavily on TikTok for news. The content is proliferated by a diverse range of users, including students, comedians, and anonymous accounts, making it challenging to decipher fact from fiction.
According to the BBC’s project, “Undercover Voters,” which deployed fictional profiles across major social media platforms, TikTok’s vibrant engagement stands out, particularly within the youth demographic. Among these fictional profiles, accounts reflective of younger voters in battleground constituencies reveal exposure to videos amplifying unfounded rumors and contentious narratives. Videos have suggested that an impending scandal influenced Sunak’s decision to call for an early election and baseless claims surrounding Starmer’s involvement in the non-prosecution of serial paedophile Jimmy Savile. Such misleading content risks shaping public perceptions and electoral outcomes based on inaccuracies and derision.
A variety of AI-generated satirical clips add to the confusion, with exaggerated statements supposedly from Sunak creating a caricature that blurs the line between humor and misinformation. Though some classifications identify these videos as satire, the online comments exhibit significant user uncertainty regarding their authenticity, underscoring the challenges TikTok faces in mitigating misinformation. Acknowledging this issue, TikTok has stated its intent to invest more heavily in countering misinformation through enhanced fact-checking efforts and improved AI systems, particularly in the context of the UK general election.
The “Undercover Voters” initiative has unearthed an array of content on TikTok, as fictional accounts in key constituencies reveal a considerable volume of political discourse. One account belonging to a politically indifferent young woman predominantly features memes and humorous posts from various parties, including official content from the Conservatives and Labour. Among the posts, some even raise conspiratorial claims about Sunak’s motivations, proving that TikTok is playing a substantial role in crafting narratives within this youthful voter base, often devoid of factual grounding.
Responses from the creators of popular content highlight a common sentiment among young TikTok users who see the platform as a vital outlet for political expression. Many creators, although politically inclined, report no official ties to any party or financial incentives for their videos. The motivations vary, with some individuals genuinely hoping to engage and educate peers while others create satirical content, fully aware that it might mislead some viewers. This blend of sincerity and satire complicates the discourse surrounding political engagement and the responsibilities of young users sharing political commentary.
Despite TikTok’s acknowledgment of the issues within its platform, the effectiveness of its methods to curtail misinformation remains uncertain, given the high volume of content shared daily. As the election approaches, it becomes imperative to not only recognize the power of social media in shaping political views but also understand the inherent risks of misleading information. The true impact of TikTok’s content on young voters could be decisive in determining the outcome of the forthcoming election, presenting an imperative for both platforms and users to foster a more informed political discourse.