An innovative, AI-driven application that helps users assess/action information pollution for social media content.

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Sway is a UK-based social media safety technology SME with a core project team of Mike Bennett (CEO and serial entrepreneur), Daniela Fernandez (CXO and entrepreneur) and Alan Simpson (CTO and digital transformation strategic advisor).Fake news, disinformation, propaganda and marketing create information pollution, which spreads 6x faster than real news and has been linked to eroding social and democratic trust. Social media users are constantly exposed to information pollution with serious mental and physical health impacts, particularly for children and young people who experience feelings of frustration, sadness, anger and fear. Few people have the tools to identify or control information pollution, and, as a result, 40% of adults share fake or misleading news, and almost half of children read disinformation daily. Only 2% of children have the critical literacy skills needed to identify real or fake news, and parents often lack the time or knowledge to address this problem.Sway is developing the first AI-driven, mobile/desktop, trust-checking plug-in and app that helps users evaluate information pollution for social media posts/content. It is the only educational tool to help users identify who and what to trust and share on social media. Sway can directly impact the well-being of whole families (from kids to grandparents) by reducing the sharing of disinformation by at least 10% and by helping children/parents have effective conversations on health impact that's relevant to their usage (from violence to body dysmorphia).