WhatsApp took out full-page advertisements in Indian newspapers Tuesday offering “easy tips” to identify fact from fiction after a slew of recent murders spurred by hoaxes shared on its platform. The Facebook-owned messaging service has been under immense pressure to curb the spread of misinformation in India after the lynching of more than 20 people accused of child abduction in the last two months. Most recently a mob surrounded and killed five men in Maharashtra state denounced as child kidnappers, a pernicious rumour blamed for similar murders in at least 11 Indian states. WhatsApp said it was “horrified” by the violence and promised swift action but Indian authorities have accused the social media giant of acting irresponsibly in its largest market. The slick adverts in leading English and Hindi language newspapers, entitled “together we can fight false information”, listed 10 tips for users seeking to sort truth from rumour. “Do not pay attention to the number of times you receive the message. Just because a message is shared many times, does not make it true,” offer one of the tidbits of advice. Published in Daily Times, July 11th 2018.