Blockchain Center of Excellence
Case Study Series
Authenticating real news with ANSAcheck,a blockchain-enabled solution developed by ANSA and EY(BCoE 2020-02)
Seriesby Mary Lacity and Dan Conway
1Authenticating real news with ANSAcheck,a blockchain-enabled solution developed by ANSA and EYMary Lacity
Walton College professor and director of the Blockchain Center of Excellence (BCoE)
Dan Conway
Clinical professor of information systems and associate director of the BCoE
Abstract: Digital platforms like social media have amplified the creation and distributionof fake news. Fake news threatens not only our trust in the press, but has wide-ranging
negative effects on politics, business, health, and society. We present an example ofauthenticating real news with a solution called ANSAcheck, developed by Agenzia
Nazionale Stampa Associata (ANSA)—Italy’s top news wire service—and Ernst & Young(EY)—one of the world’s largest professional services firms. ANSAcheck’s underlying
blockchain technology provides verifiable authentication as to source, updates, andreposting of legitimate news stories. This Blockchain Center of Excellence (BCoE) casestudy provides an overview of fake news, covers the development of the ANSAchecksolution thus far, and offers general lessons for this and other types of ecosystemsolutions.

Introduction
Fake news is the deliberate spread of verifiably false information under the disguise of being an authentic
news story.
There are many types of fake news, including news satires and parodies designed to entertain.1 This paper
focuses on fake news fabrication where there is no implicit understanding between the author and theaudience that the story is concocted.
We first cover the extent of fake news fabrication, why they are created, how they propagate, why somepeople believe them, and traditional solutions to combat the problem. Then we present a case study on
how Agenzia Nazionale Stampa Associata (ANSA)—Italy’s top Italian news wire service—and Ernst &Young (EY) prevent imposters, a type of fake news story that appears to be from a legitimate news
agency.2
According to an article in Science, imposters are “particularly pernicious in that it is parasitic on standard
news outlets, simultaneously benefiting from and undermining their credibility.” 3 The solution, called

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ANSAcheck, verifies that ANSA created the news story so that publishers and readers are guaranteed thatwhat they are reading came from ANSA. The solution uses blockchain technologies to create tamperresistant proofs of authenticity as to the news source and any updates.
Before describing ANSAcheck, we first briefly cover the purposes of, proliferation of, susceptibility to, andconsequences of fake news fabrication. This background information will help readers assess the efficacy
of potential interventions, including ANSAcheck.

Fabricating the news
Why is news fabricated? In short, the answer is to purposely misinform, often with a motive of financial
or political gain. The most common fabrications are political, aiming to spread false information about
politicians and public policies; scientific, aiming to spread false information on such subjects as vaccines,
diseases, cures, and nutrition; and economic, aiming to manipulate markets, stock prices, and to sell
fraudulent products. 4
The problem of fake news is not new. In the first century, Octavian became Emperor of the Roman Empire,in part because he created fake news about his rival, Mark Anthony. Octavian portrayed Anthony as
Cleopatra’s puppet and published a false document that claimed Anthony’s last will requested that he beburied with the Ptolemaic pharaohs.5 In Ancient Rome, the dissemination of fake news would require
handmade copies of documents and the use of “praecones” (town criers).
How is fake news disseminated? In today’s digital world, humans quickly propagate fake news via
Internet searches, comments on posed content, and clicks on “likes” and “shares.” Additionally, AI-based
software automatically creates content (including fake news) and reposts content on social media basedon machine learning algorithms.6
Consider the massive dissemination of fake news stories during the 2016 US presidential election. The
preponderance of these bogus stories were pro-Donald Trump and anti-Hillary Clinton.7 In one study byeconomic professors at New York University and Stanford University, 115 pro-Trump fake stories wereshared on Facebook 30 million times and 41 pro-Clinton fake stories were shared 7.6 million times. 8
Among the top fake stories were claims that Pope Frances endorsed Trump, which was shared orcommented on 960,000 times, and that WikiLeaks confirmed that Hillary Clinton sold weapons to ICIS,
with 789,000 shares.9 Both stories have since been removed.
BuzzFeed News reported that there were more fake news story engagements (8.7 million) on Facebook
than legitimate news story engagements (7.3 million) in the months leading to the 2016 US election.10
Another academic study found that 25 percent of the 171 million tweets on Twitter in the five months
prior to the 2016 election were fake or seriously erroneous news.11

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According to testimony presented to a US Senate Judiciary Committee, Russia successfully inserted fakenews on Facebook and Twitter during the 2016 U.S. election.12 Academic scholars have done post-election
surveys to determine whether voters were swayed by fake news, but a direct causal link from fake news
exposure to voting behavior is difficult to ascertain.13
Why do people believe fake news? According to a 2019 global survey of over 25,000 Internet users, 86
percent of people admitted to believing at least one fake news story.14 A number of academic studies
have sought to rigorously uncover the scope of the problem and reasons why some people believe thecontent of fake news to be true. Stanford University researchers conducted field experiments and surveys
with 7,804 US students from middle school, high school, and universities. The researchers found thatacross the board, the majority of students were not able to tell the difference between real and fake news.
Most high schoolers, for example, simply accepted the picture in Figure 1 as fact. More than 80 percentof middle schoolers believed that “sponsored content” was a real news story.15

Figure 1: Can you spot the fake news?
Many high school students in a Stanford University study could not.
Source: Wineburg, S., McGrew, S., Breakstone, J. and Ortega, T. (2016) 16

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Why do so many people believe what they see? While our coverage of the research here is far fromexhaustive, it highlights that human beings are generally poor at identifying false information and thatsome personality traits and demographic factors affect this propensity.
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Human biases. Over 50 years of research on human decision-making shows that human behavior
systematically deviates from what rational choice models predict.17 Instead, humans are highly
influenced by a number of cognitive biases. According to an article in Science, “researchdemonstrates that people prefer information that confirms their preexisting attitudes (selective
exposure), view information consistent with their preexisting beliefs as more persuasive thandissonant information (confirmation bias), and are inclined to accept information that pleases
them (desirability bias).”18 With so many news sites, such biases may prompt individuals to select“echo chambers,” that is, news sites that merely echo their ideologies.
One interesting twist on human biases is that many people recognize these biases in others but
underestimate their influences on themselves. Based on an academic survey of 1,299 people in
the US, researchers investigated individuals’ perceptions about the effect of fake news on others.
As predicted, individuals in this study thought that fake news had greater effects on out-groupmembers (those from a different political party) than in-group members.19•

Repetition. Another academic study shows that individuals are more likely to accept familiar
information as true, suggesting that the more a person is exposed to a fake news story, the morehe or she will believe its contents. 20 This makes the proliferation of fake news even moreworrying.

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Personality traits. While common vernacular would suggest that some people are more gullible
than others, some academics call this trait “reflexive open-mindedness.” Reflexive openmindedness is defined as “a tendance to unthinkingly accept incoming information as being valid
and true.” 21 In three studies with 1,606 participants, professors from the University of Regina andMIT examined the associations of an individual’s psychological profile with their perceptions of
the accuracy of fake news. Across the studies, individuals who had a general tendency of reflexive
open-mindedness tended to believe fake news regardless of the familiarity of the news source or
the presence or absence of the headline’s source.22•

Demographic factors. These studies illuminate the demographic factors of people who are betteror worse at identifying fake news. For example, a study by New York University and Stanford
professors presented both real and fake news stories about the 2016 US presidential election topeople after the election. Respondents were asked to judge whether the stories were true or
false. Respondents who spent more time consuming media, those with higher education, andolder people were better at discerning real and fake news.23

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What are the consequences of fabricated fake news? Fake news stories undermine the public’s
confidence in the free press, and moreover, when fake news is believed, it results in a misinformed
citizenry.24 According to a 2019 global survey of over 25,000 Internet users, 44 percent of people said that
their trust in media has declined as a consequence of fake news.25
It’s not just the trust of the press that is at stake; fake news inflames social conflict, results in poor healthoutcomes (like swallowing bleach in an attempt to avoid COVID19), gives rise to radicalism, undermines
the integrity of elections, manipulates markets, and so much more.26 In short, fake news threatens thesocial trust we have in our institutions and in each other.

Fake news solutions
No single solution can eradicate fake news. 27 All parties in the ecosystem, including governments,
journalists, publishers, social media platforms, and citizens have roles to play. The commonly usedsolutions today are deployed after-the-fact—they aim to detect fakes news that has already been created.
These include:•

Fact-checking websites. According to Duke University, there are over 100 non-partisan groups
worldwide that provide fact-checking services. 28 These include professional sites such as
FactCheck.org, Scopes.com, and BBC’s Reality Check.

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Artificial Intelligence. Social media platform providers argue that artificial intelligence tools canidentify and prevent the spread of fake news. Mark Zuckerberg, Facebook’s founder and CEO, forexample, mentioned AI as a solution to fake news more than 30 times during his testimony to the US
Congress after the 2016 presidential election. 29 So far, AI-driven solutions such as Facebook’s
Deeptext and Google’s Perspective software are better at tagging hate speech than they are at
detecting fake news.30•

Legal liability. The first amendment to the US Constitution guarantees freedom of the press in
America.31 A free press is a hallmark of any democracy, so government regulation to prevent fakenews is not generally welcome as a solution. Today, a defamation lawsuit by someone hurt by thestory is the main legal recourse against fake news. Defamation liability also extends to anyone who
republishes it.32 It is quite clear, however, that the threat of litigation is an inadequate deterrent.

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Education. As suggested by the demographic factors that contribute to a person’s propensity tobelieve fake news, an educated citizenry is a powerful tool to combat fake news. Teachers havecreated countless examples of lesson plans for people of all ages, and many are available online.
Readers can take action by fact checking stories themselves, unsubscribing to news from specificoutlets, changing the way they use social media, and flagging a story they suspect is made-up.33

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The ANSAcheck solution takes a different approach. Rather than responding to fake news after-the-fact,
this solution authenticates the source of a news story and guarantees “the story came from ANSA.”

The ANSAcheck solution“We were attacked in the past when fakes news were tagged as ANSA news. We
contributed to the problem because we cannot know who created and published fakenews. With ANSAcheck, imposters cannot do that anymore because if it doesn’t have an
ANSAcheck tag, we didn’t publish it.” — Stefano De Alessandri, CEO and managing
director, ANSA34
About ANSA. The Agenzia Nazionale Stampa Associata (ANSA) was founded as a not-for-profit news
cooperative in 1945 after WWII. ANSA was created to serve as an independent news agency, free fromthe control of the Italian government and private groups. Headquartered in Rome, today it has 36 Italianbased news organizations in the cooperative, with 78 offices around the world.35 According to the Reuters
Institute Digital News Report 2020, ANSA is Italy’s most trusted news source.36
On average, ANSA transmits 3,700 news stories, 1700 photos, and 60 videos each day to digital platforms,
including the Internet, TV broadcasts, and cellular networks.37 Ninety percent of ANSA’s activities arebusiness-to-business (B2B), providing original, professional-based information to the media industry. The
remaining 10 percent of its activities are business-to-consumer (B2C) on its website(https://www.ansa.it/), which displays a subset of the news it creates.
Giulio Anselmi is the president of ANSA, while Luigi Contu is the editor-in-chief, and Stefano De Alessandriis the CEO and managing director. De Alessandri, the leader of the ANSAcheck initiative, said ANSA isconcerned about fake news. “Fake news is one of the biggest challenges facing traditional media
organizations and social media platforms as it undermines the trust they have built with the public andadvertisers, undermining their strategic asset that is their reputation,” he said. “If we lose trust, we lose
everything.” 38
To protect ANSA’s reputation, De Alessandri wanted to find a way to prevent fake news from slipping into
publication outlets. As a first step, he was looking for a way to avoid imposters, that is, fake news stories
that appear to come from by ANSA.
In March 2020, for example, there were at least three imposter stories related to COVID-19. One falsely
reported Italy’s first death as that of a 24-year-old female. Another announced false homemade COVID19 cures.39 And a third falsely reported on the COVID-19 policies by the Italian government. The fakestories were distributed using the ANSA brand, format, and signature.40 Instances like these prompted
ANSA to launch the ANSAcheck project.

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The project started in 2019 as a co-created innovation with ANSA serving as the subject lead and EY serving
as the technology lead. Giuseppe Perrone, the leader of EY’s blockchain initiatives in the Mediterranean,served as EY’s leader. De Alessandri said of the collaboration, “We had the perfect combination ofknowledge of our media business and knowledge of the technology.” 41
The goal was to provide a guarantee for the origin of an ANSA-created story and for that story to be traced
through its entire history of updates and reposts. EY knew that blockchain technologies could provide thetamper-resistant authenticity of the story, provide traceability of the story over time, and allow readersor publishers to verify the story at any point in time. Moreover, EY has taken a unique position among
traditional enterprises by advocating for public blockchains that provide open access to all. For thatreason, ANSAcheck incorporated the use of the public blockchain platform Ethereum＊in its solution.

Phase 1: The MVP
Following the best practices for building blockchain-enabled solutions, ANSA and EY served as the minimal
viable ecosystem (MVE) to create and deploy a minimal viable product (MVP).42 The purposes of an MVP
are to test a product with minimal resources, accelerate learning through feedback from early adopters,
and start building a brand.43 ANSA, its customers, and readers would provide feedback to improve theproduct, such as proposing new features and functionality.
In Phase I, the ANSAcheck was just deployed on ANSA’s website.
From a process perspective, the ANSAcheck solution works by assigning a unique hash** ID to an ANSAcreated news story. If even one letter in the story is changed, the system will detect that it is not an
identical copy to the original story. Stories IDs are batched and posted every 15 to 30 minutes toEthereum, thereby creating a permanent record of the story on the public blockchain. The blockchain
creates a tamper-resistant record that includes the story ID, the transaction ID, the timestamp, and theblock number on Ethereum’s ledger where the transaction is stored.44
Each ANSA story that is secured on the blockchain is accompanied with an ANSAcheck sticker (see Figures
2 and 3) to signal its authenticity to readers. Users can click on the ANSACheck sticker to query theblockchain about the source of the story (see Figures 4 and 5). If ANSA updates the story, another entry isrecorded on the blockchain and linked back to the original entry to form a chain of provenance. The
solution is registering about 3,000 news stories per day.

Ethereum was launched as an open network in 2015. It is supported by Ethereum Foundation, a non-profit
organization based in Switzerland, as well as a vast global network of volunteer developers, validator node operators,
and users.
** A hash is an algorithm for transforming one input into a different output. Given a specific input, the identical
output will always be reproduced. A good hash algorithm makes it practically impossible to determine the input
value based on the output value, which is why hashes are called “‘one way”’ functions. ANSAcheck uses the MD5hashing algorithm, which always produces a 128-bit output.
＊

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Figure 2: ANSAcheck sticker
This sticker appears on all ANSA stories posted on ANSA’s website (https://www.ansa.it/)*Figure 3: ANSA Homepage with pointer to ANSAcheck description (August 11, 2020)
Source: https://www.ansa.it/ (Google translation to English)* ANSAcheck is language sensitive, so viewers who translate the website from Italian to another language will not
see the specific stickers adhered to each news story; English-translation users will just see an explanation of the
ANSAcheck solution as depicted in Figure 3.

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When users click on the ANSAcheck sticker, the console viewer displays the transaction details
stored on the blockchain. Each story gets a unique ID using MD5 cryptography. In this example,
the story headline is Johnson, I still have a fever, I am staying isolated and the unique story ID is
5b456347bf699bb9807b742e132c9120. This story was created on April 3, 2020 and the Block ID is
AC202004031330.

Source: With permission from EY

Figure 4: Story verification on the blockchain

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In this image, users can see where the story is stored on the Ethereum blockchain. The story
was added to Ethereum block number 9799299 on April 3, 2020 at 01:34:26 Coordinated
Universal Time (UTC). The unique transaction hash is:
0xadc600195857be4f138b1a15b400ee4adf799cae462e3d6abaf1ecca8c52928d. By pressing
the verify button on the console, the application performs a real-time verification of the story.

Source: With permission from EY

Figure 5: Query of the story on Ethereum via the console

EY manages the end-to-end service. Chen Zur, EY’s US blockchain practice leader, described the solution
as “Notarization as a Service.” EY manages the technical complexities of the solution, such as helping
clients manage their digital wallets. In a blockchain application, digital wallets serve as the interface to thesystem. Digital wallets must be safeguarded with best security practices because they store private keys
that authorize transactions. For the Ethereum blockchain, the digital wallets also need to maintain enough“ether,” the cryptocurrency used to pay small transaction fees for processing and storing a transaction.
EY makes sure that clients’ digital wallets are funded with enough ether so that there is no disruption ofservice.*
De Alessandri said Phase I is “not the definitive solution on fake news, but rather the first pass. ANSA is aserious company that employs professional journalists and checks everything that we publish. This firstpass does not guarantee the complete accuracy of the contents, rather it guarantees that this piece ofnews comes from ANSA, not from someone else.”45
The solution will be enhanced with new features as learning is incorporated from Phase I.

Solution Components
The ANSAcheck solution is comprised of three components: a JavaScript library, the notarization system,and the user interface (see Figure 6).
Each publisher on the platform maintains a private JavaScript library that contains its original news stories.
Using EY’s OpsChain Traceability solution, JavaScript libraries are connected to the notarization system.
The notarization system is responsible for posting the entry on the public Ethereum blockchain and also
has a backend system that offers publishers the ability to join the blockchain solution.
Each registered publisher obtains a digital wallet to store their private keys for writing to the Ethereum
blockchain. The user interface features a frontend dashboard for news distribution monitoring. Thissystem allows news wire services like ANSA to track reposted news, including third-party reposts.
EY manages the transactions for posting on Ethereum using a smart contract.** The smart contract
mitigates the risk of ether’s price volatility by postponing the processing of new stories if the current costof ether is too high. EY also keeps transaction costs low by batching multiple news stories within a single* As a public good, the Ethereum network is financed by users who pay a “gas” price to entice validator nodes (calledminers) to select their transactions for processing. Users pay the gas price with “ether”, which is Ethereum’s native
cryptocurrency. The price needed to entice miners depends on the computing intensity of the transaction—higher
fees are needed for complex transactions because they consume more computing resources than simple
transactions; the amount of traffic on the network—higher fees are needed during busier times; and the current
value of ether which can fluctuate considerably each day.
**Interested readers may view the smart contract
https://etherscan.io/address/0xdc6b769db419e69c5f163048e880a02986d30376

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transaction. Initially, EY was posting a batch of stories every 15 minutes, with an average cost per story of
6 cents. More recently, EY was batching roughly 500-600 new stories every six hours, so the cost pertransaction dropped to around 0.006 dollars per story. Ethereum costs drove the decision to reduce thetime of notarization. ANSA stories usually come in the news feed before they are launched on the website,
giving EY time to register them on the blockchain.
As of October 6, 2020, 532,727 ANSA news stories had been posted on the blockchain. Approximately 72
percent of readers had clicked on the ANSAcheck explanation tab to learn more about it; 38 percent ofpeople who viewed the article actually clicked on the sticker to perform the validation.

Figure 6: Solution Components
Source: With permission from EY

Phase II: Plans to expand the MVE and MVP
For Phase II, EY and ANSA are inviting other publishers to join the platform. As of September 2020, EY wasworking with three other Italian publishers who repost ANSA stories. The ANSAcheck solution is expanding
its reach not only throughout Italy, but also to other publishers and social media platforms in the US andEurope. Many enterprises, including Facebook, have seen demonstrations of the solution.
EY designed a three-step process to link ANSA with publishers in their ecosystem (see Figure 7). In the firsttwo steps, ANSA publishes and authorizes the story by posting it on Ethereum’s blockchain, which was
accomplished in Phase I. In the third step, other publishers who want to repost the story with the
ANSAcheck verification system will register to use the platform. Publishers then will trigger a transaction

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on the blockchain using their private key when they repost a story that has been notarized in the system.
In the future, publishers will be able to customize the ANSA sticker to their brand, so it would display, forexample, an Il Corriere della Sera-branded sticker on the Il Corriere della Sera website.
Once a community of ecosystem partners understands the value of Phase I, they next logically ask, “Whatelse can the solution do?” EY plans to add other services to the ANSAcheck solution. EY’s Perrone said,“The solution will become more sophisticated in terms of functionality and components, such as fact
checking functions, semantic language analysis, and picture data protection.”In the first generation of the solution, a story must be an identical copy of the original—a change to evena single letter will signal that the source is not the original. In the next generation, the solution will provide
a measure of overlap, similar to the plagiarism software familiar to many students. This way, publishers
who repost a story can add their own commentary while still verifying the original news source.
Tracking the creators of stories, pictures, and videos is another important potential service for recognizing
and complying with intellectual property laws. EY also plans to expand the service to authenticate images
and videos.

Figure 7: Three-step process for posting and reposting news
Source: With permission from EY

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Lessons Learned
The ANSAcheck solution offers a number of lessons for other companies seeking to build ecosystemsolutions using blockchains as an enabling technology.
1. Traditional enterprises can use public blockchains today.
As of Fall 2020, most traditional enterprises had built first-generation blockchain-enabled solutions on
private networks called permissioned platforms, where joining the network is by invitation-only andwhere only authorized members validate transactions. EY has been a unique voice, advocate, innovator,and early adopter of public networks, according to Paul Brody, head of EY’s Blockchain Technology.
“Blockchain technology holds tremendous promise to bring in a new era of transparency, accountability,and efficiency in business,” Brody said. “ I am working to make sure that happens and, in particular, toensure that open, decentralized and truly public blockchains are successful.”
EY foresees that today’s private blockchains will migrate to or will interoperate with public platforms once
the technologies, standards, regulations, and governance models mature. This view is supported byhistory. Just as traditional enterprises first adopted intranets before they were comfortable using theInternet, many traditional enterprises may prefer private blockchains until they are more comfortablewith public blockchain networks.
Brody and his team have developed a number of open-access innovations that allow private transactions
on public blockchains. In 2019, EY launched Nightfall on Github and Baseline, developed with ConsenSys,
in 2020.46 These are a set of protocols that generate confidential transactions on public Ethereum. In
essence, EY’s idea is a “virtual private blockchain” similar to a virtual private network (VPN) that isconnected to the public Internet, but data remains private from anyone not authorized to see thetransaction.
It’s worth noting that Ethereum—EY’s preferred public blockchain network—is undergoing a complete
architectural change called Ethereum 2.0. Ethereum 2.0 will be able to process more transactions per
second and will reduce electricity consumption, while maintaining or even increasing security. Technically,
this will be done by shifting from a proof-of-work to proof-of-stake consensus* algorithm and to allow
sharding.**
When asked if EY was nervous about such a huge change, Chen Zur, EY’s US blockchain practice leader,
replied, “We are not concerned, as I’m sure we will be able to quickly adapt; in my eyes, change is always
an opportunity.”* Proof-of-work makes validator nodes compete for the creation of the next block of transactions in the network,
which uses up a lot of electricity; proof-of-stake assigns a validator node based on the node’s stake in the work, so
it’s faster and consumes less electricity than proof-of-work.
** Sharding is division-of-labor protocol that segments the validation process for new transactions in a blockchain
network so that not every node validates every transaction. Its purpose is to improve system performance.

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2. Select an MVE with one or a few well-respected and well-connected partner(s).
At the Blockchain Center of Excellence, we have seen different approaches to forming a Minimal Viable
Ecosystem (MVE), i.e., the minimum number of ecosystem partners that are needed to successfully launcha minimal viable product. The common wisdom suggests that too many founding participants slow
development; too few and the solution won’t attract other ecosystem members who may fear thefounders optimized their own benefits and will hold too much power.
We’ve concluded that effective MVEs are more about who is selected than the number of founding
partners. Effective MVEs comprise founding member(s) with excellent reputations and with high network
centrality. Other potential members who trust the founding member(s) will be more likely to join theapplication.
For ANSAcheck, ANSA was selected as the MVE. By having a single organization in the MVE, the solution
was developed quickly. ANSA is connected to over 35 other publishers who trust and reply upon it.
Perrone said, “ANSA as a news agency can involve other partners, editors, publishers, and their social
networks to join the platform.” Other ecosystem members also understand that ANSAcheck’s value
increases as the network grows, as tracing a news story across media outlets can only occur when otherpublishers join the solution. Moreover, other publishers can rebrand the story, so the reputation benefits
do not only accrue for ANSA, but for all adopters.
3. Keep the MVP simple so potential adopters see the value without exposing them to a lot of risk.
Blockchains are a set of enabling technologies that can provide a variety of business benefits such as proof
that events occurred, automatic execution of agreements among trading partners, and redundant andsecure IT infrastructures that are tamper-resistant and always available. But the technology components
themselves can be intimidating—cryptography, distributed digital ledgers, native digital asserts, digitalwallets, and smart contracts. Enterprises with little experience with blockchain technologies feel more
comfortable with initial solutions that are simple to understand both in terms of value potential and risk
minimization. A successful minimal viable product (MVP) has enough functionality to attract early
adopters without confusing them with too many features and options. ANSAcheck’s MVP accomplishes
both.
The first version of the ANSAcheck solution is easy to understand—it simply verifies the source of a news
story. Any news publisher can understand the value, as all publishers fear the damage imposters can bringto their brand. EY reduces the risks of managing this new technology by offering services for clients sothey do not have to become proficient with blockchain technologies to use the service. EY also protects
their financial risks by clearing explaining the costs involved in the service.
ANSA chose to educate readers more on what blockchains enable rather than explaining the technicaldetails. Readers do not need to understand all aspects of blockchains, but they do need to understand thenotion of a digital notary.

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“Readers understand what notaries are in the real world,” said Perrone. “They are legal authorities thatverify that data are correct. Blockchains are just a digital version of a notary. Readers also need tounderstand that they can touch the authenticity of the product—they can go see for themselves thesource, whether that’s a news story, wine bottle, or other asset.”
4. Ensure that the solution creates business and social value for each participant type.
As Perrone points out, “It’s very important to have a clear understanding of the main benefits for eachactor.” ANSAcheck adds value to readers, ANSA, and ecosystem partners.
For readers, ANSAcheck will ensure the authenticity of the source of news. Readers can obtain the historyof the article by clicking on the verification sticker, which initiates a search on Ethereum to retrieve therecords. The solution performs a real-time story verification by hashing the content of the post andcomparing it to the hash stored on the blockchain. For now, the service is free for readers. In the future,publishers could bundle verification services in subscription fees.
For ANSA and other publishers who adopt the solution, the system protects its brand from imposters andwill allow, for the first time, a way to track reposts. According to Perrone,“ANSAcheck adds value to ANSA
by increasing the brand awareness and brand confidence and supporting the creation of a new businessmodel.” Additional services, such as tracking the number of reposts and other analytics, will help
publishers accurately price their subscriptions and advertising fees.
For ANSA’s ecosystem partners of publishers, it helps them become a quality provider of news because
they are guaranteed of the story’s source.
“This solution could help social media platforms to become reliable as a publisher in the future,” De
Alessandri said. “They can protect themselves from fake news and enhance their reputations.” 47

Conclusion: Preventing fake news will require many solutions
As of Fall 2020, ANSAcheck had been well received by readers and ecosystem partners, according to De
Alessandri.
“The reaction so far has been good,” De Alessandri said. “I have received a lot of compliments andinterest in this solution. In our country, we were the first to market. Clients appreciate that we arecertifying ourselves. We break news, and if we have to correct news, we rectify the news soon after. If
we change the news we provided, we register the rectification on the blockchain. We are now morereliable and cautious than we were in the past.”48
In addition to ANSAcheck, there are other blockchain-enabled solutions deployed or underway. Gartner
estimates by 2023, 30 percent of world news (including videos) will rely on blockchain technologies for17authentication.49 There will likely be multiple blockchain-enabled solutions that provide services such as
establishing content authenticity, tracking provenance of content over time, blacklisting imposters,
spotting “deepfakes” (content manipulated by artificial intelligence), and tying digital content to thephysical world, for example, by tagging the GPS location of a photo.50
Some of these blockchain-enabled solutions, such as Poex.io and Po.et, provide a simple “proof ofexistence” service on the Bitcoin blockchain.51 Creators of content can hash the content and post the hashon the Bitcoin blockchain to demonstrate when the content first existed. Other projects have more
ambitious aims. The DeepTrust Alliance (a 501(c)) is tackling “deepfakes.” Kathryn Harrison—the previous
director of global product management for IBM Blockchain Platform—started DeepTrust because she
believed a coalition of industry, civil society, and services is needed to “create the standards that verify
the origins of content to combat digital fakes.”52
Other solutions are tackling the provenance of visual content, such as the photos that accompany news
stories. For example, The New York Times is working with IBM as its technical partner on the News
Provenance Project (NPP) that aims to protect the authenticity of visual content. In 2019, the NPP
conducted interviews to determine how readers decide whether a photo is credible. This research helped
to identify several design principles, such as displaying multiple perspectives with their associated source(see Figure 8).53 Microsoft also launched a deepfake detector for videos and images in September 2020.54

Figure 8: New Provenance Project design principle of displaying sources
and comparing captions to assess photo credibility
Source: https://www.newsprovenanceproject.com/about-npp

De Alessandri welcomes such solutions. “We were the first in Italy, but we don’t want to be the only
adopter,” he said. “The value comes to readers, publishers, and journalists when everyone adopts asolution like this. Any tools to defend and enlarge professional information benefits democracy.”55

18About the Blockchain Center of Excellence (BCoE):
The BCoE is housed in the Information Systems Department of the Sam M. Walton College of Business at
the University of Arkansas. The BCoE was officially launched by US State Governor of Arkansas, theHonorable Asa Hutchinson, on August 1, 2018. The center’s vision is to make the Sam M. Walton Collegeof Business a premier academic leader of blockchain application research and education. The BCoE’s casestudy series is one activity toward achieving that vision.

Acknowledgements:
Thank you to EY and ANSA for their input on this case study. We also thank Stephen Caldwell, Chief Word
Architect at Worldbuilders, for his editing services.

Disclosure:
EY has been on the BCoE’s Executive Advisory Board since 2019 and is an active participant in the
University of Arkansas’s blockchain research and events.

19

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