A young woman reading a burning newspaper, symbolizing fake news and the unreliability of information
Posted on by tya

[Marketing Seed 138: URL and IRL ⑤]

A young woman reading a burning newspaper, symbolizing fake news and the unreliability of information

— The Role of “Real” in Supporting Information Reliability —

Through URLs, we can access a massive amount of information every day. With over 2 billion websites in the world (as of 2023), we live in an era where anyone can freely broadcast information. The convenience of getting an instant answer just by searching is truly a blessing of our digital society.

However, to judge whether that information is truly accurate and reliable, a perspective from IRL (In Real Life) is indispensable. Especially in recent years, fake news and misinformation spread easily, and situations where it is difficult to discern the truth solely by relying on URLs are on the rise.

The Risks of Misinformation

For example, let’s say a certain food product becomes a hot topic online for being “good for your health.” It spreads rapidly through social media and curation sites, and if you follow the URLs, related information pops up one after another. However, whether it is actually effective is an entirely different matter.

In reality, it is important to consider the experiences of people who have actually tried it and the opinions of experts. If you rely solely on URLs, you might believe false information, which can even lead to health hazards or misunderstandings. 😰

Verification in IRL Fosters Trust

What is crucial here is verification and dialogue in IRL. For example:

  • Public lectures by doctors and researchers

  • Tasting and experience events at physical stores

  • Real-world exchange of opinions among users

The existence of such real-life experiences and dialogues greatly enhances the reliability of information. In other words, the “information” indicated by a URL only holds half its value; it only turns into genuine trust when backed by IRL.

Challenges for Companies and Media

To prevent this problem, companies and the media are also required to secure transparency in real-world settings, rather than relying solely on digital platforms.

  • Real-world events such as product briefings and tasting sessions

  • Careful, face-to-face dialogue by staff at stores

  • Open discussions through public debates and symposiums

These are all initiatives to substantiate the accuracy of the information found on the URL.

Reference Article: World Economic Forum “Global Risks Report 2025: Conflict, Environment and Disinformation Top Threats”

Summary While enjoying the convenience of URLs, emphasizing reliable experiences in IRL will become increasingly vital in the future information society. The URL is the gateway to information; the IRL is the foundation of trust. Being conscious of these two wheels is an indispensable perspective for marketing in the digital age. 😊 (To be continued) 👉

From the Marketing Seed Series: How about this article too? → Can Designers Really Design Anything? (Part 2) ~ Seeds of Marketing 47