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The Growing Risks on Social Media
06 AUG 2020
Making the Internet better for businesses and their consumers
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The Growing Risks on Social Media 06 AUG 2020 Making the Internet - - PowerPoint PPT Presentation
The Growing Risks on Social Media 06 AUG 2020 Making the Internet - - PowerPoint PPT Presentation
The Growing Risks on Social Media 06 AUG 2020 Making the Internet better for businesses and their consumers Panellists Caroline Thompson Laura Dooley Manager of the Principal Analyst, Incopro Trademark, Domain and Infringement Group, ETS
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Part one The evolving threat landscape on social media
Staying ahead of evolving counterfeiting behavior webinar
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The Growing Threat of Social Media
Growing Risks on Social Media | 06 Aug 2020
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Socia ial l network usage ge is is projec ected ed t to i increa ease t e to 4.4 b billio illion by 2025
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Penetratio ion is is a als lso projecte ted to to s skyrocket t as le lesser d develo loped d digit igital l markets ts catc tch u up
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Socia ial l Media ia I IP in infrin inge gements giv give consumer mers a a false e im impressio ion o
- f a
authentic icit ity
Source: Statista 2020 Estimated number of people using Social Media Worldwide. Source: Statista 2020
3.6 billion
The number of fraudulent sponsored ads on Facebook reported by a single brand between February and July, 2020 Source: The Washington Post, July 22, 2020
1500
Estimated number of monthly active users on Facebook Source: Statista 2020
2.6 billion
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Part four Best practices on key platforms – Facebook & Instagram
Staying ahead of evolving counterfeiting behavior webinar
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Anatomy of Facebook/Instagram Sponsored Ads
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Social Media users will see Sponsored Ads as part of their regular feed on a Social Media platform. Sponsored ads target social media users based on interests, demographics, location and browsing history. Many sponsored ads are offers for counterfeit goods. Users can be directed to 3rd-party websites or redirected to Messaging Apps to complete a transaction.
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Anatomy of Facebook/Instagram Sponsored Ads
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Navigating to the page that is offering the sponsored ad on Facebook, the Brand Owner will often find that there is no infringing content on either the Facebook or Instagram page that is paying for the ad.
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Anatomy of Facebook/Instagram Sponsored Ads
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At first glance, it appears there is no violation to report to Facebook for takedown
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Anatomy of Facebook/Instagram Sponsored Ads
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Clicking on the link for the Ad Library will display all ads currently being
- ffered by the targeted page; the Ad
Library link and any relevant Ad IDs found on the page can be reported to Facebook in conjunction with the parent Facebook page Brand owners can apply to Facebook to obtain access to the Facebook Commerce and Ads IP tool, allowing brand owners to proactively search for sponsored ads targeting your brand https://www.facebook.com/help/contact/ 423912757973851
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Key Takeaways
Staying ahead of evolving counterfeiting behavior webinar
SLIDE 11 Facebook
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Key takeaways from the webinar
- Largest platform by # of users, also presents a large risk for infringing behavior
- Understanding the threat to the brand from all types of abuse
Understanding the landscape of threats specific to your brand is key
- Types of infringement
- Platforms with the highest volume of infringements
- Demographic information used to target Social Media users
Using internal business objectives, in conjunction with the above knowledge, allows for a crafting of a strategic response to infringers
- Targeting responses to provide the largest impact as quickly as possible
- Prioritization of issues to be tackled
- Identifying networks/clusters of infringers
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Making ng the I Int nterne rnet better f r for b r busine nesses a and nd their c r cons nsumers rs
Caroline Thompson, Manager of the Trademark, Domain and Infringement Group, ETS Laura Dooley, Principal Analyst, Incopro Leanne Fayter, Analyst, Incopro