PSSI's project “Business Model of Platforms Spreading Disinformation” concludes that promotion of hoaxes and conspiracy theories on online platforms has also a clear business element. Numerous online media outlets (and their owners) purposefully spread content loaded with hate and fear to attract audiences, whereby they secure the revenues from online advertisement. Fortunately, private companies and PR experts have started to take this matter seriously. They perceive such advertising as a potential reputational risk for represented companies.
The project maps online advertisement on platforms spreading disinformation among relevant stakeholders – activists, PR agencies and private companies. Based on these interviews, PSSI researchers craft recommendations that should help companies and PR professionals navigate the risks associated with such platforms and limit revenues of platforms spreading disinformation.
The project was supported by Open Information Partnership.