Social media is increasingly turning into a marketplace where sensationalism sells more than truth. Particularly in Pakistan, almost every day brings a new lie, a new rumour and a fresh wave of propaganda. Sadly, many people not only consume such content blindly but also share it without verification.
One of the major reasons behind this alarming situation is the monetisation system of these platforms. When dollars are rewarded based on views, watch time and engagement, the primary goal for many, especially partisan or party-affiliated journalists, shifts from truth to profit.
This trend is becoming increasingly dangerous. Lies and propaganda create distrust, polarisation and mental unrest within society. Even social media accounts linked to major political and religious parties have often joined this race, damaging their own credibility in the process.
In my opinion, the time has come to introduce clear ethical standards into the monetisation system. Financial rewards should only be granted to content that is verified, authentic and fact-based. If a channel or page consistently spreads lies, rumours or fear, it should receive warnings, face demonetisation and be placed under strict monitoring. A strong AI-based mechanism must ensure that earnings are linked not only to engagement metrics but also to credibility and truthfulness.
At the same time, the State of Pakistan must also fulfil its responsibility. Schools, colleges and universities must promote media literacy so that citizens learn to critically evaluate information instead of accepting every viral video or post as truth.
Hayan Ahmed Khan
Islamabad
