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.org The meaninglessness of the .org domain

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Are today’s high school students, the ones we call “digital natives,” able to separate fact from fiction?

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Not according to a survey we released last month in which 3,446 high school students across the country evaluated the trustworthiness of different websites. One such site was co2science.org, a climate-change skeptic group that claims to “disseminate factual reports and sound commentary.” Students could go anywhere on the web to investigate the site. A quick search uncovers the group’s past ties to the fossil fuel industry. But 96% of students never uncovered this industry connection.

Too often students’ evaluations stalled at three letters: “This page is a reliable source to obtain information from,” one wrote, “you see in the URL that it ends in .org as opposed to .com.”

The kids are wrong. Dot-org symbolizes neither quality nor trustworthiness. It’s a marketing tool that relies on a widespread but false association with credibility.

Kids aren’t the only ones misinformed. A 2012 international study found that nearly half of Americans, and larger percentages in France, Brazil and India, believed that an organization must meet “some criteria” before it could register under .org.

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