...he calls for a campaign similar to those that changed attitudes on the environment to educate the public on the threat posed by fabricated online stories.
“It has to be ingrained in the schools, it has to be ingrained in the public”, said Mr Cook. “There has to be a massive campaign. We have to think through every demographic.
“All of us technology companies need to create some tools that help diminish the volume of fake news.
"We must try to squeeze this without stepping on freedom of speech and of the press, but we must also help the reader. Too many of us are just in the complain category right now and haven’t figured out what to do.”
He said that this crackdown would help providers of quality journalism and help drive out clickbait. “The outcome of that is that truthful, reliable, non-sensational, deep news outlets will win,” Mr Cook said.