How firms defend themselves against disinformation websites

Like all other media, websites that disseminate misinformation and manipulative content need funding to maintain their operations. For Czech websites known for disseminating misinformation, the most common sources of revenue are readers' contributions and advertising revenue. According to previous research by the Prague Security Studies Institute (PSSI), these websites can earn up to CZK 190,000 per month by renting advertising space. Dissemination of disinformation and conspiracy theories in the online space can thus be a financially profitable business in the Czech Republic.

This article aims to present the approach of private companies in the Czech Republic to the issue of misinformation and brand protection. Most private companies do not realize the role of advertising revenue in the ongoing disinformation websites. In addition, many brands advertise their products on disinformation sites by automating the purchase of online advertising space without their knowledge or being aware that they may affect where their online advertising appears. Businesses also often do not realize that even a small portion of their advertising budget that reaches problematic sites may be sufficient for those sites to continue to operate or profit from their activities.

That is why PSSI, in cooperation with the NELEŽ and Fair Advertising initiatives, has organized seminars for private companies on brand protection in the last two years. One of the seminars took place at the beginning of the year thanks to the involvement of the Confederation of Industry of the Czech Republic. The aim of these seminars was to acquaint the private sector with this issue and with how to prevent misinformation from damaging their brand. The aim of the above-mentioned organizations and initiatives is to make non-advertising on problematic sites an ethical standard of business. The conclusions of this paper are therefore based on the experience of PSSI, NELEŽ and Fair Advertising, discussions with representatives of private companies in seminars and data obtained through questionnaires filled out by seminar participants.

You can read detailed information about how Czech companies approach disinformation websites and the protection of their brand HERE.

If you want to get involved in a similar project in your company, you will find other interesting information HERE, HERE and HERE.