Here are three simple steps to avoid being fooled on April Fools' Day and every day!
STOP
Ask yourself, “why should I believe this message?” (Do that everyday not only on April Fools’ Day)
TRACE
CHECK
STOP
Ask yourself, “why should I believe this message?” (Do that everyday not only on April Fools’ Day)
TRACE
Go to the link of the content creator’s page
where it was published. (Can’t find such a link? But you believe the content? Happy April Fools’ Day, again!)
CHECK
Is the website or social media handle that published it a credible source?
(April Fools don’t “Stop”, “Trace”, and “Check”.
Don’t be an April Fool)
Introducing “Trace-it” by Verité Research
Verité Research is adopting a new publishing standard for our digital content. If the content is ours, it will have a QR code that links back to where we have published it.
We believe that all credible publishers should do the same; because content that can’t be traced back is at high risk of being faked.
When you see content that can’t be traced back to the publisher, be cautious. Avoid the unhygienic behaviour of forwarding it to others.
Take the quiz to test your skills!
Question 1
Question 2
Question 3
Which post is real?
Option A
Option B
Quiz Complete!
Thank you for playing. Here's your final score:
Verité Research pioneers QR-based publisher traceability
‘Trace-it’ offers publisher authentication of digital content
Colombo, 31 March 2025
AI tools can now reproduce and distort any content with remarkable ease. That will accelerate today’s crisis of trust in shared content. How can audiences trust that what they are seeing is not a manipulated AI reproduction?
Verité Media, a division of Verité Research, has spearheaded a simple QR code-based publishing method called “Trace-it”. It is a digital fingerprint that enables media users to instantly verify the authenticity of content by accessing the original source (see diagram below).
Deepanjalie Abeywardana, Head of Verité Media Division, has explained that when reputable publishers adopt this method as a publishing standard, all reliable digital content will be traceable to credible content producers, and the spread of manipulated content will be revealed and reduced.
From April onwards all graphics and documentary content released digitally by Verité Research will include the digital fingerprint of the Trace-it QR code.
Verité Media encourages all reputed publishers to adopt this open source “Trace-it” standard. Rochel Canagasabey, Programme Lead at Verité Media confirmed that it will support credible publishers who request assistance in implementing this simple authentication method.
Verité Media also encourages users to be cautious with content that is not traceable to the pages of the publisher. Non traceable content have a higher probability of being manipulated or fake. Users are advised to avoid the unhygienic behaviour of forwarding such content.
Trace-it is a part of Verité Media’s broader commitment to promoting responsible sharing and verification of content. Verité Media is a division of Verité Research, a Sri Lanka based interdisciplinary think tank, that engages with knowledge to reshape the world.
For more information, email mediaservices@veriteresearch.org
