The results of the Nordic Media Literacy Survey show that the Nordic populations are quite similar when it comes to media literacy. We also know this from the latest Reuters Digital News Reports (Newman et al., 2025), which point to several similarities, e.g., how people in the Nordics access news directly through news media, more so than in other countries, which is positive.
Both surveys also show that many people seek information and news through social media, especially young people. This highlights the known challenges for traditional editorial media, which are experiencing business related difficulties from the social media platforms and search engines dominating the ad market, as well as the use of newer information sources such as influencer channels, which many younger people use as their primary source for news and other content. Thus, news consumption is changing and we, as Media Councils and Authorities, need to continuously stay informed about the development in media and media usage to support media literacy initiatives. The Media Council does this e.g., through continuous analyses, consultations, partnerships and awareness projects.
On social media platforms, commercial and non-commercial content is mixed, and in general, respondents in the survey find it hard to determine whether content is commercial, which is a known challenge, especially among children who are even more vulnerable to commercial content and nudging. Equally, many struggle to understand why one product is presented above another in search results, which underlines the need for media literacy and knowledge about algorithms, editorial responsibilities and business models, not only among young people but also across the whole population.
The Nordic Media Literacy Survey shows that there seems to be a general confusion about editorial and non-editorial media and their responsibilities and financing. There’s differing trust in different media, and one in three Danish adults and half of the young people find it difficult to determine which media they can trust. Nearly half of the young Danish respondents also believe that generative AI makes it harder to figure out what is genuine and what is false online.
A keyway to improve trust is by enhancing media literacy through knowledge about how different media and information channels operate and on what terms and how new AI-technology affects trust in media and information. This is a priority in Denmark and also a particular focus during the Danish Presidency of the Council of the European Union.
Young people use social media platforms more than other media types to be informed about what is happening in Denmark and abroad. At the same time, nearly half of the Danish respondents think it is difficult to determine who is behind a social media account/profile. There is also a lack of knowledge about different media types, and their mandates and responsibilities. One in five adults believe that Facebook has an editor-in-chief, that can be held responsible for its content, which is not the case.
Thus, media literacy could be increased through initiatives that fosters knowledge about which media has an editor-in-chief, which media has a public service mandate, or about how different media are financed to help people navigate the different media and information sources.
The results of this analysis provide crucial knowledge about the Nordic populations’ media literacy. With the survey we gain insight into where there is a need for improvement. This can help guide initiatives going forward, that support building necessary media literacy skills in specific areas or within certain target groups.
We can learn from our neighbours when it comes to prioritising media literacy amongst the whole populations and to seeing media literacy as a tool for improving trust and resilience against mis- and disinformation and ultimately malign interference in our democracy.
One thing we know is that today all age groups need media literacy, and The Media Council for Children and Young People is certainly ready to stay on this important task going forward. This way, our society can sustain strong and necessary levels of media literacy in times, where it is particularly important to have the skills to be able to navigate the ever-changing media- and information landscapes.
Challenges regarding trustworthy information sources are exacerbated by digital communication, social media platforms and the spreading of content made with generative AI. Knowing this, strengthening media literacy and use of independent media sources is an obligation we need to act upon, to increase populations’ resilience and to support trust in and within our democracies.
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