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The issue of the dissemination of fake news has been widely addressed in the literature, but the issue of the dissemination of fact checks to debunk fake news has not received sufficient attention. Fake news is tailored to reach a wide audience, a concern that, as this paper shows, does not seem to be present in fact checking. As a result, fact checking, no matter how good it is, fails in its goal of debunking fake news for the general public. This paper addresses this problem with the aim of increasing the effectiveness of the fact checking of online social media posts through the use of cognitive tools, yet grounded in ethical principles. The paper consists of a profile of the prevalence of fact checking in online social media (both from the literature and from field data) and an assessment of the extent to which engagement can be increased by using simple cognitive enhancements in the text of the post. The focus is on Snopes and X (formerly Twitter). [ABSTRACT FROM AUTHOR]