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| Fake social media accounts have fueled boycott calls against prominent US brands ahead of November's presidential election |
U.S. Companies Face 'Brand Disinformation' Onslaught Amid Polarized Election Season
As the U.S. enters a highly charged election season, major companies like Google and Netflix find themselves at the center of internet-fueled boycott campaigns. These attacks, fueled by false claims about their political affiliations, highlight a growing threat researchers have dubbed "brand disinformation."
False Claims Spark Online Backlash
In the run-up to the November election, companies are increasingly vulnerable to politically charged misinformation. For instance, recent online campaigns have falsely accused both Google and Netflix of financially backing Democratic nominee Kamala Harris. These baseless allegations have led to widespread calls for boycotts, posing significant risks to the financial health and reputations of these companies.
Fake accounts on X, the social media platform owned by Elon Musk, have played a key role in spreading these falsehoods. Musk, who has publicly endorsed Donald Trump, wields considerable influence on the platform, which has become a hotbed of disinformation.
Netflix Targeted Over False Donation Claims
One particularly damaging claim circulating on platforms like TikTok, Instagram, and X accused Netflix of donating $7 million to Harris's campaign. According to AFP fact-checkers, this claim is false. While Reed Hastings, Netflix's co-founder, did make a personal donation to Harris, the company emphasized that this was entirely separate from its business activities.
Despite the clarification, the hashtag #CancelNetflix trended across social media, with users sharing screenshots of their canceled subscriptions in protest. Research by Cyabra, a disinformation security company, found that nearly a quarter of the boycott calls on X were generated by fake profiles, many of which had consistently supported Trump.
Google Faces Unfounded Boycott Calls
Google has also been caught in the crossfire. Unfounded allegations that the tech giant censors election-related content and manipulates search results in favor of Harris have led to similar boycott calls. Cyabra's analysis revealed hundreds of fake accounts on X, many with a history of pro-Trump content, promoting an alternative search engine and urging users to abandon Google.
Elon Musk, who has a history of criticizing Google, amplified these claims by tweeting in late July, "Wow, Google has a search ban on President Donald Trump! Election interference?" This tweet, despite lacking any evidence, further fueled the disinformation campaign.
The Impact of Disinformation on Brands
According to a recent survey by Sitejabber, 30% of respondents admitted to boycotting a brand over political reasons in the past year, while 41% expressed a preference for companies to keep their political views private. Michael Lai, CEO of Sitejabber, warned that "brands face a delicate balancing act this election year," noting that even neutrality can be perceived as taking a stance.
Further research by Certus Insights shows consumers are divided on whether corporations should engage in partisan politics, with more than half saying companies should avoid taking sides. However, disinformation campaigns can cause severe damage, prompting many advertisers to abandon X, particularly after Musk's acquisition and the platform's subsequent rollback of content moderation.
The Broader Consequences of Disinformation
The widespread impact of disinformation extends beyond corporate reputation. Claire Atkin, co-founder and CEO of the anti-disinformation watchdog Check My Ads, highlighted the chaos and distrust such campaigns create. "Disinformation creates chaos and distrust. Brands normally benefit from a well-informed society," Atkin said. Unfortunately, the current climate shows how unchecked disinformation can manipulate public opinion and harm businesses.
As the election season heats up, brands must stay vigilant against the growing tide of disinformation that threatens not only their image but also the broader marketplace.
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