Lessons learned: Extend the power of a fact-check with accuracy prompts
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9 in 10 U.S. adults regularly see news they think is false, and half say they struggle to know what is true. In that kind of environment, fact-checks matter. But an important question remains: how long does the power of a fact-check actually last? For communicators responding to high-stakes situations like public health emergencies, the answer matters. A correction that only lasts a few days may not be enough when the same false claims keep spreading. A recent study published in the Journal of Communication looked at this question through two large experiments involving nearly 7,000 U.S. adults.
In the first study, researchers showed participants real political claims about politicians like Adam Schiff and Nikki Haley that had been fact-checked by PolitiFact. Some claims were true and some were false. Researchers measured how much people believed the claims right away and then again two weeks later.
In the second study, researchers focused on two misleading political claims: that Donald Trump planned to cut Medicare and that Kamala Harris wanted to defund the police. Participants first saw fact-checks correcting those claims. Then, instead of repeatedly showing the full fact-check again, researchers randomly assigned some participants to receive reminders that asked them to keep thinking about whether the claims were accurate.
What they learned: Fact-checks work, but their effects fade over time. Researchers found that the effects of seeing a fact-check weaken after about five to seven days. However, people who are reminded to think about whether claims are accurate are more likely to hold onto the correction for up to two weeks.
Why it matters: People often see the same false claims over and over, which means communicators need ways to reinforce accurate information over time. This study suggests that even small reminders that encourage people to think about accuracy can help fact-checks stay effective longer.
➡️ Idea worth stealing: If you want a fact-check to stay effective longer than a few days, plan ways to reinforce it over time. That does not mean repeating the entire fact-check. Simply asking people to think again about whether a claim is accurate may help the correction stick.
What to watch: How communicators use simple reminders like these in social posts, newsletters, and other content.
