Misinformation comes in direct and indirect forms. It can be direct (1) _________ it purposefully targets brands or their products. Examples of direct misinformation include negative fake customer reviews or fake news campaigns (2) _________ brands.

It was fake news (3) _________ led to the “pizzagate” scandal in 2016, for example. This involved unsubstantiated accusations (4) _________ child abuse against prominent individuals linked to a Washington DC pizzeria. While last year, the brand Target was (5) _________ accused of selling “Satanic” children’s clothes on social media.

The (6) _________ of direct misinformation can be far reaching, leading to (7) _________ breakdown in brand trust. This erosion is particularly pronounced when misinformation (8) _________ from seemingly trustworthy sources, forcing brands into crisis management mode.

For example, in late 2022, Eli Lilly’s stock price fell (9) _________ 4.37% after a fake Twitter account impersonating the pharmaceutical company falsely announced that insulin would be given away for free. Investors (10) _________ and the company was forced to issue multiple statements to regain their trust.

1. A. despite

B. that

C. so

D. when

2. A. targeting

B. targeted

C. target

D. to target

3. A. who

B. when

C. that

D. where

4. A. on

B. of

C. from

D. in

5. A. truly

B. falsely

C. lovely

D. worldly

6. A. causes

B. numbers

C. consequences

D. consumers

7. A. an

B. the

C. Ø (no article)

D. a

8. A. originates

B. affects

C. prevents

D. shadows

9. A. on

B. of

C. by

D. to

10. A. misled

B. mislead

C. are misled

D. were misled