Observed Signal · Oct 26, 2026 · Research Publication · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Negative
Swiss Study: 53% See Media as Disinformation Source
A new Swiss media quality yearbook study reveals that 53% of the Swiss population considers journalistic media a source of disinformation. Daniel Vogler, co-director of the Research Center for the Public Sphere and Society, discusses the findings, noting that while trust in media is not in clear decline, a significant portion of the population is skeptical. The study also highlights high plausibility ratings for conspiracy theories, including antisemitic tropes and 5G health claims. Vogler argues that journalism should strengthen its role as a fact-checker and proposes a shared infrastructure for fact-checks and a neighboring rights law to ensure platforms and AI providers pay for journalistic content, thereby supporting journalism's fight against disinformation.
The article reports on a study about media trust and disinformation in Switzerland, which is relevant to AdTech only tangentially. It does not directly involve advertising technology, marketing technology, or platform economics.
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Key Takeaways & Evidence Grounding
- 53% of Swiss population considers journalistic media a source of disinformation.
- The study is the annual 'Jahrbuch Qualität der Medien' by the Research Center for the Public Sphere and Society.
- A third of respondents find it plausible that 5G causes serious health damage.
- Three quarters want government authorities to actively detect disinformation.
- Daniel Vogler is co-director of the Research Center for the Public Sphere and Society.
Related Market Signals & Shifts
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Digital News Report 2026: Switzerland Above Average
The Reuters Institute’s Digital News Report 2026, analysed for Switzerland by Fög (University of Zurich), finds global trust in journalism at a record low (37%) while platforms have overtaken news sites globally as the main access route to news. Switzerland performs relatively better: overall media trust is 42%, newssites remain the leading news source, and 20minuten.ch is the top online brand. About 10% of Swiss adults use AI chatbots (e.g., ChatGPT, Perplexity) for news; these bots supplement existing news habits but rank lowest in trust. Around 19% paid for online news in the past year, with younger cohorts showing higher willingness to pay. The report highlights declining news interest and growing platform dependence as structural risks for media houses.
Surveys: Swiss Public Sees SRG as Fact-Checker
Two recent surveys indicate that a majority of the Swiss population expects the SRG (Swiss Broadcasting Corporation) to actively counter misinformation online. A study commissioned by SRG and conducted by YouGov (spring, 1256 respondents) found that 88% consider it important for SRF, RTS, and RSI to act as reliable sources against false information, with 60% saying it's very important. Another study by the Research Center for Public and Society (Fög) at the University of Zurich (published in September) also identified fact-checking as the most supported new activity (68% important, 11% unimportant). However, the studies differ regarding the importance of SRG's online presence: 77% in the SRG-commissioned study find it important, while Fög reports only 47% for websites/apps and 35% for social media. They also disagree on generational differences, with Fög finding a gap, particularly regarding social media presence.
Study: 43% Trust Social Media Over Traditional News
A combined reading of reports in HORIZONT and MEEDIA on the Social‑Media‑Atlas 2026 shows 43% of internet users now trust social‑media posts more than editorial news. The representative study of about 3,600 internet users aged 16+, commissioned by PER Agency with IMWF and conducted via Toluna, finds trust in social media rose six percentage points year‑on‑year and is strongest among adults 20–49. Two‑thirds of respondents primarily rely on posts from private contacts; 35% frequently follow private recommendations (Generation Z 47%, Generation Y 46%). Most users are active on platforms and many report encountering misleading or untrue content. The coverage warns that AI‑generated fakes on social platforms pose a growing risk to voter information ahead of September state elections in Germany (Saxony‑Anhalt, Lower Saxony, Berlin, Mecklenburg‑Vorpommern).
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