As communicators grapple with the epidemic of fake news and how it destroys credibility, one organization has accepted blame for its active participation.
The studio recently apologized for launching a campaign that used fake news to promote its psychological thriller, “A Cure for Wellness.”
The mea culpa came after Buzzfeed published an investigative report on Tuesday:
At the core of the campaign is a network of five fake local news sites that are inserting promotional references to the film into hoaxes. The sites also host ads for the film and for a fake water brand that in at least one case directs people to a website directly linked to the film.