Fake news is a common buzzword used among many since the election cycle. Security of brands seems to be the persistent problem that is created by fake news. Security of brands is the recent problem with ensuring that ads for companies will not be portrayed in a way that would affect the advertisers brand unfavorably. Most US marketers hold publishers and media companies accountable for the issue itself as well as the solution to what has been labeled “fake news on advertising”. A survey was conducted to define fake news and respondents considered it to be information that is absent of reliable sources with outrageous titles to increase the viewing and sharing of the information. In the survey, 73 percent of those surveyed considered social media to the culprits of sharing fake news. In addition, the results also revealed that 42 percent of marketers were not aware of where their ads were running and that a significant number of marketers are disassociated with the placement of their ads. The issue of fake news is also blamed on the digital partner being used. According to the survey, more than half of the survey takers held them partially accountable as well. The results from a poll taken in North America indicated that more than half of the respondents plan to demand that the tech partners develop a system to filter out the inaccurate news source content in order to address the issue of Brand Safety.
Marketing impacts many aspects inside and outside of business. When someone starts a business, they typically aim to create an image for their company like having high quality and trustworthy products. This is the stage before there is any real brand loyalty. The company at this point uses a planning strategy to ensure that their research and plans for implementation will effectively impact their identified target market. After this point, they measure and assess the outcome to see if their marketing efforts were successful. Building a brand is a lengthy process that doesn’t happen overnight. It requires research and SWOT analysis to identify potential strengths, weaknesses, threats and opportunities. When this is in jeopardy, the business itself is on the line. We’ve already talk about this prevalent issue of “Brand Safety”. With the current rise of fake news, some brands are being illustrated in a way that cause negative impacts on that business. If association is causing damage to a brand and business, then serious actions need to be taken in order to prevent this. In a society built upon capitalism, this could severely impact our economy when false advertising is causing product aversion. Obviously, the internet is hard to regulate but it is better to try and tackle this problem now before it becomes even more complex. As technological advancement will only continue to add new avenues that could pose a threat to “Brand Safety”. There are laws, at least in the US, that prevent defamation of brand. Therefore, it wouldn’t be too far of a stretch to have the same protection for association with something harmful to a brands image like fake news.