BBC Media Action wishes to clarify recent media coverage and public statements regarding the findings of the BBC Media Action research: “Samoa: Understanding Audiences and the Role of Media and Communication – 2025”.  

Recent media reports in Samoa have suggested that a BBC study found that specific media organisations were engaged in the spread of misinformation.

BBC Media Action wishes to clarify the findings of our research.  The research, conducted in Samoa in 2025 was designed to capture public understanding, access, information needs, and perception towards the media in Samoa. It included interviews with more than 1000 adults in Samoa who were asked their view on sources of false or misleading information.  The research found that while some audiences believe [the Samoa Observer] to be a source of false information, newspapers overall are largely regarded as a credible source of information and the Samoa Observer was seen by audiences as one of the more widely read news providers, both in print format and via its Facebook page.

Importantly, the survey shows that social media platforms and informal information networks, such as family and friends, are the most commonly identified sources of misinformation by audiences in Samoa. This finding mirrors regional and global trends and emphasize the importance of strengthening verification skills and media literacy across all sectors.

The BBC Media Action research in Samoa is part of a broader three-year initiative to strengthen the capacity of media and communication practitioners in Samoa. The initiative aims to support the development of high-quality, accurate, and inclusive public interest media that serves all communities.

BBC Media Action has been working with the media sector in Samoa since December 2024 and hopes the research data can be used as a baseline for development in the media sector. The findings directly inform our ongoing initiatives to support the Samoa media sector including regional and country-specific training focused on fact-checking and verification to help all media outlets address the challenges of mis/disinformation.

In addition, we are actively supporting the Journalists Association of Samoa (JAWS) with funding assistance, in their efforts to re-establish an independent Media Council. This council is intended to provide a formal, fair mechanism for dealing with grievances, and ensuring accountability while promoting a professional and independent media sector.

For the full Research Report go to: https://www.bbc.co.uk/mediaaction/documents/samoa-understanding-audiences-and-the-role-of-media-and-communication-v3.pdf