The Global Disinformation Index (GDI) is a not-for-profit organization based in the United Kingdom that rates websites to help reduce the spread of false information online.
Individuals concerned with digital advertising standards, content moderation, or media reliability often consult this index alongside platform policy guides and risk assessment tools.
External context
For those managing web pages, the GDI provides a public score (ranging from 0 to 100) that estimates how likely your site is to publish disinformation, a metric used by advertisers and platforms for content filtering. The organization also conducts investigations into internet advertising practices and alleged instances of misinformation on various topics, such as COVID-19. It should be noted that the group has faced criticism regarding allegations of political bias.
Global Disinformation Index Wikipedia contributors, “Global Disinformation Index”, en.wikipedia.orgLicence01What it is and how it works
GDI combines automated crawling, natural‑language analysis, and human fact‑checking to assign a risk score to each domain. The system first gathers a sample of recent articles, then runs algorithms that flag known misinformation patterns, such as repeated false claims or sensational headlines. A team of reviewers then validates the flags and adjusts the score. The final number reflects both the volume of flagged content and the severity of the claims.
GDI gives each website a number that says how much it probably spreads false information.
02What to do about it
1. Pull the latest GDI scores for every site in your media plan. 2. Set a maximum acceptable score (for example, 30) and exclude any domain above that threshold. 3. Add a weekly check in your ad‑ops dashboard so you catch score changes before new spend. 4. If a trusted partner’s score rises, reach out to ask for remediation steps before pausing the relationship.
03How it is measured or noticed
GDI publishes a public API and a badge that can be embedded on a site’s footer. Marketers can query https://api.globaldisinfoindex.org/score?domain=example.com to retrieve the current number. In platforms that integrate the badge, a red warning icon appears when the score exceeds the set limit. Monitoring tools can also flag sudden jumps, which often coincide with a viral false story.
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 low score means the site is always safe – scores can lag behind breaking news.
- Using GDI as the sole trust signal – combine it with brand safety lists and audience sentiment.
- Setting the threshold too low and cutting off legitimate niche publishers.
05Limits
GDI focuses on the source of content, not on individual articles. A site with a moderate score may still host a single highly damaging piece that your campaign needs to avoid. The index also does not cover deep‑fake video platforms, which require separate detection tools. Finally, GDI is often confused with SEO trust metrics; it measures misinformation risk, not search ranking quality.
06Worked example
"We pulled the GDI scores for all domains in our Q3 program, set a cut‑off at 25, and automatically paused any ad that landed on a site scoring 40 or higher. The change reduced brand‑safety complaints by 18% within two weeks."
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 languagesFrequently asked questions
How does the Global Disinformation Index differ from fact‑checking services that evaluate individual articles?
Usually, GDI assesses the overall risk of a domain rather than checking each piece of content. It looks at the site's history, publishing patterns, and source credibility, while article‑level fact‑checkers focus on specific claims. This means GDI gives a broader view of a site's propensity to spread disinformation.
Should we use GDI scores to decide whether to run ads on a website, and what factors should influence that decision?
It depends on your brand’s risk tolerance and advertising policies. A high GDI score suggests a greater likelihood of disinformation, which may be unacceptable for many brands, but you might also consider the site's audience relevance and any mitigation steps they take. Balancing score thresholds with contextual factors helps you make an informed choice.
How is a GDI risk score calculated and who performs the analysis?
The score is generated through a mix of automated crawling, natural‑language processing, and human fact‑checking. GDI’s own research team runs the algorithms and reviewers verify the outputs, combining these signals into a single numeric rating from 0 to 100.
Does the GDI score still reflect current content if a site updates its articles regularly?
No, the score reflects the site’s historical behavior and may lag behind rapid editorial changes. GDI updates its assessments periodically, so a newly cleaned‑up site might retain a higher score until the next crawl cycle captures the improvements.
What are the consequences of relying on an inaccurate GDI score for a brand’s ad placement?
Usually, using a wrong score can lead to misplaced trust or unnecessary avoidance. If a low‑risk site is mis‑rated as high risk, you might lose valuable inventory; if a high‑risk site is rated low, your ads could appear alongside disinformation, harming brand reputation. Monitoring performance and cross‑checking with other signals can mitigate these risks.
How long does it take for a new domain to receive a GDI score after it is first crawled?
Typically, it takes a few days to a couple of weeks for the initial assessment to be completed. The timeline depends on the site’s size, crawl frequency, and the time needed for human review. You can check the API for status updates during this period.
Asked out loud
spoken, not typedThe 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 check the GDI badge or query the public API to see the current score. A high score indicates higher risk, so you may want to pause or reconsider the placement.
Usually, a low rating means the domain has a low propensity to publish disinformation, based on its historical behavior. It suggests the site is generally trustworthy for brand safety purposes.
It depends on the badge level; a higher badge indicates a higher risk score. If the badge shows a significant increase, you might recommend pausing until you verify the site’s content.