Almost 70pc of people are relying on journalists to lead the fight against misinformation on climate change, a poll has found.

A study has revealed the “vital role” news brands have to play on the issue, with 69pc of people revealing they look to UK news titles to tackle misleading information about the climate crisis on social media.

The OnePoll survey, commissioned by newspaper industry marketing body Newsworks to mark Journalism Matters Week, found 80pc of people believe established media titles are driving awareness of climate change more than environmental organisations, government and social media.

More than half of the 2,000 people polled said there was a worrying amount of misinformation about climate change on social media, although four out of 10 the climate emergency is only a moderate to minor threat.

Newsworks chief executive Jo Allan, pictured, said: “Human-caused climate change is one of the greatest threats facing the world today and news brands play a vital role in informing and educating the public about this problem and the potential solutions to it.

“With rigorous, professional and science-based journalism, the UK’s established media brands are leading the fight against the misinformation and fake news that cloud the debate.

“News brands have a unique relationship of trust with their consumers and that’s vital in helping to cut through the noise and create a reliable voice in this most important of discussions.”

News Media Association chief executive Owen Meredith added: “As world leaders meet in Glasgow for COP26, it is vital to acknowledge the importance of journalism in tackling climate change.

“News media is the perfect platform for the robust public debate and scrutiny required to find innovative solutions to the immense challenges that the climate crisis presents.”