Deepfakes and other AI-generated misinformation are becoming increasingly common online, according to MediaSmarts, which launched its 20th annual Media Literacy Week on Monday, Oct. 27.

A recent MediaSmarts report found that two-thirds of Canadians were exposed multiple times to AI-generated misinformation in the past year, while one-third used generative AI—more than double 2024 levels—and 74 per cent said they are concerned about misinformation created by these tools.

Running October 27 to 31, the national campaign aims to strengthen Canadians’ digital media literacy skills through free classroom and community resources. This year’s theme, “Wait… What?”, encourages people to ask critical questions about online content generated by AI.

“From the inception of social media to viral hoaxes powered by rapidly advancing AI tools, online content has changed dramatically since we began Media Literacy Week 20 years ago,” said Kathryn Ann Hill, executive director of MediaSmarts. “This year, our goal is to help empower Canadians of all ages to verify content, look for biases and think before they share information.”

MediaSmarts said last year’s Media Literacy Week generated 88.5 million online impressions and involved 175 partner organizations across Canada.

The organization said the week also includes the fourth annual Digital Citizen Day on Wednesday, Oct. 29, and is supported by the Alberta Teachers’ Association, among other education partners.

The Honourable Steven Guilbeault, Minister of Canadian Identity and Culture, said building skills to critically assess media is “essential to safeguarding the very foundations of our society.”

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