‘Social’ justice: Restaurants fight ‘brandjacking’ threat

‘Social’ justice: Restaurants fight ‘brandjacking’ threat

Just as the restaurant industry found during the tech boom of the late 1990s, the Internet continues to bring as much peril as it does promise.

While the current growth of social media has provided companies large and small with cheap, effective marketing, it also has exposed them to a new kind of fraud: “brandjacking.”

A company can be brandjacked if a scammer—or in some cases, a competitor—creates a false social-media profile and misrepresents that company online, said Susan Ne

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