For nearly two decades, the World Economic Forum (WEF) has published its Global Risks Report, offering insights from global leaders across business, government, and academia. Time and again, its forecasts about pandemics, cyber threats, and economic instability —have proven eerily accurate. 

In its 2025 report, the WEF names misinformation (factually incorrect or misleading content spread without intent to deceive) as the top global risk for the next two years. This marks the second consecutive year that information integrity has been a leading concern. 

For marketers, this isn’t just a data point; it’s a moment to lead.  
We are no longer just tasked with reaching audiences—–but expected to do so responsibly. That means earning trust every step of the way, especially because the truth itself is under pressure.  

Marketing and Misinformation: A Modern-Day Dilemma 

Creator-driven platforms like YouTube, TikTok, and Instagram are set to surpass traditional media in both revenue and attention in 2025. These platforms are where audiences live—but they’re also where misinformation thrives. 

The 4As (American Association of Advertising Agencies) advises brands to support publishers that actively combat misinformation. Yet, when Meta removed its fact-checking program, ad revenue remained unaffected. Add generative AI to the mix, and misinformation becomes exponentially harder to detect and easier to spread. 

This creates a paradox: marketers value brand safety, yet invest in platforms known to amplify falsehoods because that’s where their audience is. The result? A growing trust gap. In fact, 70% of internet users distrust at least half of the online ads they see, citing misinformation as a key reason. 

Misinformation can have real consequences for brands: customer loss, boycotts and financial fallout, to name a few. 

The Power in Proactivity 

To protect your brand and provide trustworthy content for your audience, proactivity is key. Here are three scalable strategies your team can implement: 

1. Maximize Tech With Human Oversight 

• Use fact-checking workflows to verify all marketing content before it goes live. 

• Implement social listening tools to monitor misinformation trends in real time. 

• Leverage brand safety platforms to ensure your ads appear in trusted environments. 

• Pair these tools with human review to catch nuance and context that AI might miss. 

2. Strengthen Your Brand’s Crisis Response Strategy 

• You don’t need a massive task force—just a cross-functional group from marketing, PR, legal, and leadership. 

• Create response templates for common misinformation scenarios. 

• Define clear escalation paths and ensure your legal team is briefed on relevant advertising and defamation laws. 

3. Communicate Quickly and Transparently 

• Use your owned channels (website, email, verified social accounts) to correct false narratives. 

• Activate brand advocates—loyal customers, employees, or influencers—to help clarify the truth. 

• After any incident, conduct a reflection session to refine your approach and strengthen your defenses. 

Misinformation isn’t going away, but your brand’s credibility doesn’t have to suffer because of it. By staying alert, acting early, and communicating clearly, your team can lead with integrity and build lasting trust in a noisy digital world. 

In search of a partner who can help you navigate connection through the trends? Hiebing can help. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.