Disinformation is no longer just a problem for politics and the media—it is increasingly becoming a powerful tool in the world of business. Global reports estimate that disinformation-related costs, including stock value drops, crisis management expenses, and lost contracts, amount to billions of dollars annually. In Poland, the issue remains largely unrecognized, even though 70% of organizations acknowledge that disinformation undermines trust in their company, according to recent research.
Dr. Katarzyna Bąkowicz, media scholar from SWPS University and author of “Creators or Victims? Disinformation and Business Polarization in Poland”, explains how fake news operates in the economy.
“Disinformation in business is rarely discussed, but 31% of disinformation content targets specific companies. This puts the scale of attacks on business on par with those in politics and the media,” Bąkowicz notes. “In the U.S., 59% of companies fear market manipulation through disinformation. The situation in Europe is comparable—awareness is growing.”
A Global Threat with Local Blind Spots
According to the World Economic Forum, disinformation is one of the greatest threats to the global economy. No industry can consider itself immune, as the damage extends beyond individual firms to society at large.
“Unfortunately, there’s real money in disinformation, and that makes it a global challenge. According to the Global Disinformation Index, websites spreading fake content earn $235 million annually from ads,” says Bąkowicz.
Creators or Victims?
In the business context, disinformation operates within what Bąkowicz calls a “transactional model”—where creators and victims often come from the same sector. Today’s perpetrator could become tomorrow’s target.
- Creators are companies that knowingly produce and spread misleading information to gain image or financial advantages.
- Victims are businesses targeted by others, often via dishonest competitive practices. These companies may lack the tools or capacity to respond effectively.
The Manipulation Arsenal
The number of disinformation tactics in business is growing. Common forms include various types of “washing”, such as:
- Greenwashing – Misleading claims about environmental friendliness. A 2021 study found over 40% of green product claims were false or misleading.
- Pinkwashing – Pretending to support breast cancer awareness without genuine commitment.
- Sportwashing – Investing in sports to distract from unethical practices.
- Ethicwashing – Faking charitable engagement to build reputation.
Other common tactics include:
- Product disinformation – Presenting products or services in deceptive ways.
- Black PR – Spreading false information to damage competitors.
Businesses can also fall victim to:
- Trolling – Deliberate online attacks that harm reputation.
- Fake reviews – Falsified ratings that distort public perception.
- False-flag operations – Coordinated actions between governments and businesses against specific targets.
- Phishing – Cyber fraud exploiting disinformation to steal data.
Poland’s Perspective: Awareness Rising, Action Lagging
Despite being increasingly affected by disinformation, Polish businesses rarely address it systematically.
“My book presents the results of the first-ever research into disinformation in Polish enterprises. It shows a clear gap between awareness and practical response,” says Bąkowicz. “Organizations understand the problem but struggle to detect it.”
Key findings:
- 70% of companies recognize that disinformation damages trust.
- 49% see businesses as victims, while 35% see them as creators.
Most common unethical tactics:
- Misleading contracts
- Manipulative marketing
- Unfair advertising
- Discrediting competitors (black PR)
Communication professionals are the most aware of disinformation risks but often feel misunderstood by their executives. They support the introduction of national-level and sector-specific regulations. Meanwhile, many CEOs view disinformation as a “normal” tool in the competitive environment and, although they agree on the need for education, they rarely take action themselves. Alarmingly, 40% of companies admit to taking no anti-disinformation measures at all.
The Cost of Disinformation: Not Just Financial
The financial losses linked to disinformation are staggering:
- $17 billion annually from financial disinformation
- $9 billion from health-related fake news
- $9 billion from reputation-damaging false content
But the non-financial impacts are equally troubling:
- Declining public trust
- Consumer polarization (90% of consumers say communication quality affects purchasing decisions)
- Fear of innovation
- Economic slowdown
“Disinformation’s consequences are far-reaching and long-lasting. That’s why building business resilience to fake news is essential,” concludes Dr. Bąkowicz.
A Call to Action
Building resistance to disinformation requires:
- Stronger government–business cooperation
- A culture of transparent communication
- Educational tools for verifying information
- Increased cybersecurity investments
Dr. Katarzyna Bąkowicz’s book “Creators or Victims? Disinformation and Business Polarization in Poland” offers an in-depth look at how fake news affects the economy. It includes international report analyses and case studies, and presents the findings of four Polish studies—two based on representative surveys and two on in-depth interviews—supported by quantitative methods and case study research.
Sources:
- Katarzyna Bąkowicz, Twórcy czy ofiary? CeDeWu 2025
- iResearch Services Report (2022)
- Kroll Global Fraud and Risk Report 2019/20
- GDI 2022
- Which.co.uk (2021)
- ŽR. Baltezarević (2024)
Source: ManagerPlus.pl
