New research shows Danish concern over fake news in Denmark is declining, with only 43% of Danes expressing worry compared to higher levels elsewhere in the Nordic region. Trust in traditional media remains high, while influencers and foreign governments are seen as larger threats. The declining concern may be linked to Danes becoming more tech-savvy and navigating news online and on social media.
Danes Less Worried About Fake News in Denmark Than Their Nordic Neighbors
A new report from Roskilde University reveals that Danes are becoming less concerned about fake news online. According to the annual Digital News Report, only 43% of Danish respondents said they were worried about distinguishing between real and fake news in Denmark, a slight drop from 45% the year before. This marks the first time in several years that this number has fallen, suggesting a shift in public sentiment in a landscape marked by digital misinformation.
The trend stands in contrast to other Nordic countries. In Sweden, 54% of citizens expressed concern about fake news, while the numbers were even higher in Finland (58%) and Norway (47%). According to researchers, regional differences can be tied to external political conditions. For instance, Finland and Norway’s proximity to Russia may heighten sensitivity to misinformation campaigns, while political polarization in Sweden has opened space for alternative news sources with questionable credibility.
Digital Literacy Rising Among Danes
The declining concern may be linked to increasing digital literacy among Danes. As the public becomes more accustomed to navigating news online, individuals appear more confident in identifying credible sources. Schools and educational institutions have increasingly integrated media literacy training into their curricula, teaching students how to critically assess online content, verify sources, and recognize misinformation techniques.
Researchers attribute the shift to a growing awareness of how to verify online narratives and a general decline in panic over misleading information, especially after a sharp rise in concern last year. Between 2022 and 2023, concern spiked by 9 percentage points – from 36% to 45% – likely due to global political developments such as the U.S. presidential election, the war in Ukraine, and the rise in use of deepfake technologies.
Danes Trust Traditional News Media
Danish society continues to show strong trust in traditional media outlets and journalists. Only 20% of those surveyed consider established news organizations to be sources of misinformation. This represents one of the lowest skepticism rates toward mainstream media in Europe.
One major reason for this trust is Denmark’s relatively low level of political polarization. In countries with high political division, like the United States or the United Kingdom, media outlets are more frequently accused of bias, leading to widespread distrust. In contrast, the Danish media landscape maintains higher levels of editorial neutrality and is less likely to be influenced by extreme partisanship.
Influencers and Foreign Governments Viewed as Major Threats of Fake News in Denmark
While trust in traditional media remains strong, Danes are significantly more skeptical of other sources of information. Influencers and foreign powers are perceived as key threats when it comes to spreading fake news in Denmark.
A striking 61% of respondents identified social media influencers as a serious concern. Much of this skepticism stems from the commercial nature of influencer content, where brand partnerships and monetized messaging can blur the line between authentic opinion and paid promotion. Many Danes approach such content with caution, suspecting a hidden agenda behind seemingly personal messages.
In addition, 59% of Danes perceive foreign governments and political actors from abroad as serious sources of disinformation. This concern has intensified in recent years, particularly following high-profile campaigns involving foreign narratives about Danish policies or territories, such as Greenland. These events highlighted how international media can influence — and possibly distort — public perception through targeted messaging.
Continued Education May Reduce Concern Even Further
While the current data suggests a decline in fake news-related anxiety, researchers remain cautiously optimistic. The rise of educational initiatives focused on “news literacy” — the ability to decode and assess the accuracy of news content — may help push the concern level even lower in the years ahead.
These developments point to an encouraging trend: as awareness grows, so does the public’s resilience against manipulation and misinformation. Denmark’s focus on skepticism toward non-traditional sources and continued trust in professional journalism may serve as a model for tackling fake news across Europe and beyond.
