Perhaps OP means that the term itself is confusing and emotionally laden. It was popularized by liars baselessly accusing the mainstream media that their stories were made up.
Does "fake news" refer to news stories that are complete made up? Contain mistakes? Or that are true but that you simply don't like?
Or does "fake news" refer to the act of baselessly accusing a reasonably researched story that in fact is probably accurate?
One of Trump's greatest successes has been to co-opt the term away from it's first popularized meaning: fabricated articles created (e.g. by a teenager in Macedonia) for the primary purpose of capturing views and add clicks.
Any institution small or large is capable of fake news or lying by omission. Many of the large institutions are at the will of their corporate sponsors or the political leaning of their consumers/subscribers. The bottom line is all that matters.
Does "fake news" refer to news stories that are complete made up? Contain mistakes? Or that are true but that you simply don't like? Or does "fake news" refer to the act of baselessly accusing a reasonably researched story that in fact is probably accurate?