Business leaders combat digital disinformation and reputation attacks

Experts and business leaders are addressing the growing threat of digital disinformation and coordinated attacks on corporate reputations. During a recent EFNI debate, specialists discussed how anonymity on social media fuels the spread of unverified information and hate, often acting as a catalyst for emotional crises. Experts noted that businesses must maintain composure during such crises, emphasizing that a single measured statement is often more effective than an emotional press conference.

Looking toward the future, concerns were raised regarding the role of AI agents in consumer purchasing, which could potentially distort market competition through manipulated reviews. There is also a call for increased platform accountability and the removal of online anonymity to mirror real-world legal responsibilities.

In a specific instance of these challenges, InPost CEO Rafał Brzoska has launched legal action and a media campaign against digital platforms, specifically targeting Meta. Brzoska is fighting a series of fraudulent advertisements that used his likeness to spread false claims, including fabricated reports of his arrest and threats against his family. These scams, often appearing as paid advertisements on platforms like Facebook, have been used to facilitate financial fraud.