Governance Institute of Australia’s 2025 Ethics Index reveals a sharp warning sign for the digital world, highlighting Australians’ growing mistrust in the authenticity of social media and online platforms.

While many sectors of society have remained steady or even improved their ethics scores, social media stands out as one of the most negatively viewed areas.

The media sector overall sits in negative territory in 2025, and social media platforms continue to attract strong criticism.

TikTok is overall seen as the least ethical platform, with Facebook and Twitter also viewed negatively.

Between one in four and one in five Australians now rate social media platforms as “very unethical,” placing them among the most distrusted parts of modern life.

Governance Institute’s Chair and President, Pauline Vamos, believes Australians are sending a clear message about the digital world’s ethical responsibilities.

"Australians are questioning not just what platforms do, but the impact they have on truth, trust, and social cohesion. Transparency, authenticity, and responsible use of technology are no longer optional, they are essential.

” Generational differences paint a nuanced picture. Gen Z stand out for some contrasting views: within this group, Facebook is the most positively viewed platform, while Twitter is rated the most negative. Despite higher levels of online engagement, TikTok is still perceived negatively by Gen Z and across all generations. Baby Boomers and Gen X remain the most critical of social platforms, often driving the strongest negative perceptions, while Millennials are less negative overall but still place TikTok at the bottom of their ratings.

These results highlight that Australians question not just how platforms operate, but how they influence society’s ethics.

Key findings from the 2025 Ethics Index

• Social platforms attract some of the strongest negative perceptions in the study, with one in four to one in five Australians rating them “very unethical.”

• Since COVID, sentiment toward Twitter has fallen to its lowest point recorded in the Index, while TikTok remains the least ethical platform.

• Baby Boomers and Gen X are the most critical, driving the strongest negative views of social media, while Millennials are less negative but still rate TikTok lowest.

• Gen Z show mixed attitudes: Facebook is the most positively viewed platform among this group, while Twitter is the most negative.

• AI and social media platforms, newly tracked in 2025, are among the most negatively viewed areas across the Index.

"Rebuilding trust online starts with leadership. Platforms and organisations must go beyond compliance to demonstrate integrity in action. That means clear disclosure, ethical oversight of technology, and a commitment to protecting truth in the digital age. Governance is no longer just about rules; it’s about accountability and transparency at every level." Ms Vamos said.