Cyber Defamation: The Corporate Angle and Its Impact on Brand Reputation

This research investigates the growing issue of cyber defamation, and how threatening it has become to corporate brand reputation in the digital era. Toxic and false internet content, with its widespread and quick diffusion of reach across social media, search engines and news platforms, pose serious threats to corporate brands worldwide by damaging their public image and financial performance. The paper critically reviews the types of cyber defamation ranging from social media defamation, fake review defamation to malicious email campaigns, among others, that have become existential threats to corporations worldwide. The paper also critically examines the relevant legal provisions in India, beginning with jurisdictions arising from the Information Technology Act 2000 and the Indian Penal Code that relate to cyber defamation. The review incorporates significant case law that illustrates how judges have responded to this emerging social challenge. The paper also attempts to discuss possible strategic responses that a company can adopt to protect itself against the risk of online defamation through three horizontal methodologies like reputational risk management, litigation and policy advocacy.