SOCIAL media is increasingly turning into a marketplace where sensationalism sells more than truth. In Pakistan, almost every day brings a new lie, a new rumour, and a fresh wave of propaganda. Sadly, many people not only consume such content, but also share it without verification.
One of the major reasons behind this alarming situation is the monetisation system of these platforms. When dollars are rewarded based on views, watch-time and engagement, the primary goal for many, especially partisan or party-affiliated journalists, shifts from truth to profit. For some, financial gain becomes more important than facts. Ethics, national interest and social harmony are pushed aside in the race for higher revenue.
There are numerous examples, both within Pakistan and among overseas Pakistanis aligned with specific political groups, where misleading narratives are deliberately promoted to attract attention. The objective is simple: maximise clicks and earnings, regardless of whether the content spreads misinformation or hatred.
This trend is becoming increasingly dangerous. Lies and propaganda may well generate temporary views, but their long-term consequences are quite severe.
They create distrust, polarisation and mental stress within society. Even social media accounts linked to major political and religious parties have often joined this race, damaging their own credibility in the process.
In my opinion, the time has come to introduce clear ethical standards into the monetisation system. Financial rewards should only be granted to content that is verified, authentic and fact-based. If a channel or page consistently spreads lies, rumours or fear, it should receive warnings, face demonetisation, and be placed under strict monitoring. A strong mechanism must ensure that earnings are linked not only to engagement metrics, but also to credibility and truthfulness.
Social media is a powerful tool. It can inspire positive change, but it can also fuel division and instability. The responsibility lies with platform owners, policymakers and society at large. If monetisation is aligned with ethics, truth and accounta-bility, these platforms can become instru-ments of reform. But if lies continue to be rewarded, the damage will not be limited to individuals; it will affect one and all.
Hayan Ahmed Khan
Islamabad
Published in Dawn, April 28th, 2026
