In the annual report Delade meningar from Insight Intelligence, zero percent of Swedes state that they have confidence in how AI companies handle personal information. The figure for how social media handle it is one percent, down from the previous year's notation of two percent.
Social media also stand out when Swedes are to rank who they have the lowest confidence in when it comes to handling personal information. 50 percent state that they have the lowest confidence in social media in that regard.
At Tiktok, it is very important that our users trust us and that we provide them with the information they need to have a rewarding experience, says Valiant Richey.
Content
The criticism in recent times against Tiktok and other social media has not only concerned how users' personal data is handled but also about the content on the platforms. Repeatedly, Swedish politicians have shone the spotlight on the platforms and pointed out that they do not do enough when it comes to stopping, for example, gang recruitment or similar criminal content.
We have a range of tools to aggressively remove that type of content before anyone sees it, says Valiant Richey.
Source criticism
On Thursday, another report, Källkritik i Sverige 2025 from the organization Internetstiftelsen, showed that a large proportion of Swedes have difficulty in assessing what is true and what is false on social media.
Three out of ten (28 percent) think it is difficult, while four out of ten (46 percent) think it is easy. Generally, older people find it harder to distinguish true from false than younger people do.
We know that people will use social media to try to influence and publish information that is not true, says Valiant Richey.
According to the survey, every fourth user of social media states that they have believed in information that later turned out to be false.
The report Delade meningar – Swedish people's attitudes towards digital integrity 2025 is made by the communications agency Insight Intelligence in collaboration with the Swedish Authority for Privacy Protection, Malmö University, and MAQS Law Firm. It is based on interviews conducted in January 2025 with 1,000 people from the Sifo panel. It is nationally representative.
The report Källkritik i Sverige 2025 is made on behalf of the organization Internetstiftelsen. It is based on 1,120 interviews from the Novus Sweden panel and was conducted in early October 2024. It is also nationally representative.
Source: Internetstiftelsen and Insight Intelligence
