Fact Checking is About What we Change not Just Who we Reach

This article explores how the UK’s fact‐checking organisation Full Fact has sought to tackle misinformation since its inception in 2010. Full Fact describes itself as a ‘second generation’ fact‐checking organisation with dual aims of seeking to stop the spread of specific pieces of inaccurate information and using the evidence base from fact checking to secure systemic changes that help make misinformation rarer and less harmful. Ultimately, we are pursuing culture change. We are trying to create institutions in societies that can help anchor public debate to reality and to challenge the casual acceptance of deceptive and misleading behaviour.