Protecting your brand in the age of digital misinformation

Article by Tom Anderson, Account Executive at Howden

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In today’s competitive market, trust and reputation are vital. Even the most exceptional products or services can suffer if a brand’s integrity is compromised. Cybersecurity breaches are one threat, but increasingly, businesses face reputational damage from misinformation and disinformation campaigns that spread beyond their digital perimeter.

These attacks often appear on social media or consumer platforms, taking the form of fake news, fabricated reviews, or misleading claims. While misinformation involves unintentionally false content, disinformation is deliberately deceptive and designed to harm. Both can erode customer trust and influence buying decisions, especially for smaller businesses or those with direct consumer engagement.

According to the World Economic Forum’s Global Risks Report 2025, misinformation and disinformation rank among the top risks facing organisations today. By 2027, experts predict these threats will surpass even cyber-espionage and warfare in severity.

The rise of Generative AI adds complexity, as it can amplify falsehoods with a veneer of credibility. Research from Cardiff and Stanford Universities shows that exposure to both direct and indirect misinformation, whether brand-related or not, can sway consumer behaviour and create confusion.

To counter this, businesses must look beyond traditional cybersecurity. Enter Disinformation Security, a new category of technology and strategy focused on verifying authenticity, preventing impersonation, and tracking harmful content. Gartner forecasts that by 2028, half of all enterprises will adopt tools to combat disinformation, up from just 5% in 2024.

Disinformation Security helps organisations proactively monitor their digital presence, strengthen communications, and build media literacy across teams. It’s not just a tech issue; it’s a strategic imperative.

Want to learn how your business can stay ahead of misinformation threats? 

Request a call back from Howden, who offer expert-led insurance and risk advisory solutions to help UK businesses protect their reputation and brand integrity.