Apple chief executive Tim Cook says fake news is "killing minds," and governments and tech firms must act to stop it.
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Cook told the Daily Telegraph newspaper that falsehoods are being spread by people who want "to get the most clicks, not tell the most truth. It's killing people's minds in a way."
Tech companies have been criticized for doing too little to weed out fake news. Cook says firms have a duty to "create some tools that help diminish the volume of fake news" without curbing free speech.
In an interview published Saturday he calls for a "massive" campaign to raise awareness of untrustworthy news stories.
Cook says "we need the modern version of the public service announcement campaign. It can be done quickly if there is a will."