The Global Disinformation Index is a UK‑based not‑for‑profit organization that rates websites with a domain‑level score indicating how likely they are to publish disinformation.
Advertisers, platforms and researchers use the index to filter out low‑trust content when deciding where to place ads or curate information.
External context
If you manage a website, a high GDI risk score could lead ad networks or platforms to block or de‑prioritise your content, so maintaining accurate sourcing and fact‑checking is essential. Understanding how the rating is calculated helps you avoid being flagged and preserves your site's credibility. Keep in mind that the index has been criticized for possible political bias, so supplement its assessment with additional verification when possible.
Global Disinformation Index Wikipedia contributors, “Global Disinformation Index”, en.wikipedia.orgLicence01What it is and how it works
GDI assigns each domain a numeric rating based on a proprietary algorithm that scans the site’s history, content patterns, and external signals such as fact‑checking outcomes. The algorithm looks for repeated false claims, coordinated inauthentic behavior, and links to known disinformation networks. The result is a score from 0 (high risk) to 100 (low risk). Brands can pull the score via an API or a lookup table and use it to decide whether to place ads on that site.
GDI is a score that tells you if a website often shares false information.
02What to do about it this week
Take these concrete steps to protect your brand:
- Add GDI score checks to your ad‑tech platform’s whitelist/blacklist rules.
- Run a quick audit of your top 20 referral domains and flag any with a score below 30.
- Set up an alert in your analytics dashboard for any traffic surge from low‑scoring sites.
- Document the decision process so your compliance team can review it later.
03How it is measured or noticed
The index is calculated by the GDI team, not by Google or OpenAI. You’ll see the score appear in the provider’s API response, often labeled gdi_score. In a typical SEO or paid‑media dashboard, the score shows up as a column next to the domain name. A sudden drop in the score—say from 78 to 22—signals that the site has been flagged for new disinformation activity.
How the record puts it
Global Disinformation Index (GDI) is a not-for-profit organisation based in the United Kingdom, which aims to mitigate the spread of disinformation on the internet.
04Common mistakes
- Assuming a high GDI score guarantees brand safety for all content on the site.
- Relying on a single snapshot of the score instead of monitoring it over time.
- Treating GDI as a legal verdict rather than a risk indicator.
05Limits and confusion
GDI only covers domains, not individual pages or social‑media posts. It does not measure other trust factors such as malware, privacy violations, or brand‑safety categories like adult content. Do not confuse GDI with Google’s PageRank or with the “E‑E‑A‑T” guidelines in the Search Quality Rater Guidelines; those focus on expertise and authoritativeness, while GDI focuses on disinformation risk.
06Worked example
"We checked the GDI score for news.example.com before launching our campaign. The score was 18, so we excluded the domain and redirected the budget to a higher‑scoring partner, avoiding a potential brand‑safety issue."
The entry above is written by GetLoopLoop. What follows is what independent catalogues hold about the same term — none of it is the source of this page.
- Also called
- GDI
- Introduced
- 2018
- Kind of thing
- nonprofit organization
The same term on Wikipedia
Catalogued in 1 languages07Frequently asked questions
How does the Global Disinformation Index differ from Google SafeSearch?
No, they are not the same tool. GDI provides a domain‑level risk score based on disinformation patterns, while Google SafeSearch filters explicit content and does not assess misinformation. They serve different purposes in brand safety.
Should we start using GDI scores to block sites for our advertising campaigns this week?
It depends on your brand‑safety policy and risk tolerance. If you need an immediate filter for high‑risk domains, applying GDI thresholds can help, but you should also review exceptions and monitor impact. Implement a pilot before a full rollout.
Who calculates the Global Disinformation Index and how is it derived?
Usually the GDI team generates the scores using a proprietary algorithm. The system scans a site’s publishing history, content patterns, and external signals such as fact‑checking outcomes, then assigns a numeric rating. It is not calculated by Google, OpenAI, or any third‑party platform.
Does the Global Disinformation Index still work for brand‑new domains?
Usually a new domain will not have an immediate GDI rating because the algorithm needs historical data. Scores appear after the site has accumulated enough content and signals, which can take several weeks. Until then, treat the domain as unscored and apply other vetting methods.
What are the risks of ignoring a low GDI rating for a partner site?
Yes, ignoring a low rating can expose your brand to disinformation and reputational damage. Advertisers may see their ads placed alongside false or misleading content, which can erode consumer trust. Monitoring GDI alerts helps you catch problems before they affect campaigns.
How long does it take for a change in a site’s content to be reflected in its GDI score?
It usually takes a few weeks for the GDI system to re‑evaluate a site after significant content changes. The algorithm updates scores on a regular cycle, so you may see the new rating after the next refresh. During that window, keep an eye on the site manually if you have concerns.
08Asked out loud
The same term in the words somebody uses speaking to an assistant rather than typing into a box — written from the situation, which is why each one carries the situation it came from.
Yes, you can look up the domain’s GDI rating on the Global Disinformation Index website or via its API. If the score is high risk, choose an alternative source to avoid associating your brand with false content.
Usually you can check the partner’s domain on the GDI portal without any extra software. A low‑trust rating indicates the site is likely to publish disinformation, so you may want to pause the partnership until you verify further.
It means the source has been flagged by the Global Disinformation Index as likely to spread disinformation. You should consider replacing it with a higher‑trust source to maintain credibility with the client.