Book excerpt: Word matters and is the foundation for dialogue and democracy and so is trust. Thus, the phenomenon “Fake News” understood as propaganda, lies, disinformation and fake factory stories are serious threats to our democracies. The Nordic Council of Ministers urges for finding ways to meet this challenge and is launching a booklet to create a debate on how to counter fakes and build trust in words and facts. The booklet is based upon results from a meeting in September 2017 of a high-level group of key experts on the topic and in particular from four experts contributing by focusing on media and information literacy, ethical standards and quality journalism to be among the best tools to counter fakes. This booklet will be launched at the UNESCO World Press Freedom Day 2018 in Accra asking for international feedback on its recommendations.