This paper argues that Michael Polányi’s account of how science, as an institution, establishes knowledge can provide a structure for a future institution capable of countering misinformation, or fake news, and deepfakes. I argue that only an institutional approach can adequately take up the challenge against the corresponding institution of fake news. The fact of filtering news and information may be bothering. It is the threat of censorship and free speech limitation. Instead, I propose that we should indicate reliable information (...) with a trademark and news signing-approved information and brand equity. I offer a method of creating a standard for online news that people can rely on (similar to high-quality shopping products). (shrink)