The Telegraph:

In an impassioned plea, Mr Cook, boss of the world’s largest company, says that the epidemic of false reports “is a big problem in a lot of the world” and necessitates a crackdown by the authorities and technology firms.

In an exclusive interview with The Daily Telegraph, he calls for a campaign similar to those that changed attitudes on the environment to educate the public on the threat posed by fabricated online stories.

And:

“It has to be ingrained in the schools, it has to be ingrained in the public,” said Mr Cook. “There has to be a massive campaign. We have to think through every demographic.

“We need the modern version of a public-service announcement campaign. It can be done quickly if there is a will.”

Read the post, watch the embedded video, which shows Tim being asked some pointed political questions, handling each with some truly deft diplomacy.