WFA: Disinformation 101: An exploration of the emerging risk area and how brands can protect themselves (27.2.2025)

Focus of this session: In Edelman’s 2024 Connected Crisis study, 8 in 10 executives said they are concerned about the negative impact disinformation could have on the reputation and ultimately the value of their business. Over a third said their company is not adequately prepared to anticipate, identify and manage these threats.

When left unchallenged, false narratives driven by malign actors can erode trust and damage brand equity. For those seeking to target your brand, bots, algorithmic manipulation and fake media are now the tools of the trade and generative AI lowers the barriers to entry for actors.