Snapshot

Note the date, source, and URL. Take a quick screenshot.

M — Motive

State the claim in one sentence. Ask: What outcome are they pushing (click, share, donate, vote, rage, comfort)?

A — Audience

Who is being addressed (you/we/they)? Is it micro targeted? Check 'Why am I seeing this ad?'

G — Gimmick

Run the quick checklist:

• Selective clip or missing context
• False dichotomy or forced choice
• Truncated axes or unlabeled units on charts
• Whataboutism or shifting goalposts
• Firehose: many rapid claims, no sourcing
• Cheapfakes or deepfakes: odd lighting, lip sync, jump cuts
• Bot or amplification tells: identical phrasing, brand new accounts
• Recycled images or screenshots of screenshots

i — Incentive

Follow money or attention: donations, affiliates, merch, ad farm layout, political gain, status or reach.

C — Corroboration

Find the full transcript, filing, dataset, or vote record. Confirm with 2 or more independent outlets. If you cannot verify, do not share.