Brand Abuse on Social Media: Fake Accounts and Unauthorised Use

Social media is where most brands encounter infringement first and are least prepared for it. A fake account messaging your customers with a bogus campaign link damages customer trust directly, not just reputation.

Three problems, three responses

• Impersonation accounts using your name, logo and content — handled through platform impersonation and IP reporting channels, usually the fastest route.
• Handle squatting, where an unrelated party holds your brand name — assessed by platforms on trademark grounds, with actual use of the account affecting the outcome.
• Unauthorised use of your images, videos or ad copy — where copyright sits alongside trademark rights.

What a report needs

Platforms base rights-holder claims on documents: your registration certificate, the offending URL with dated screenshots, an explanation of what is used without authorisation, and your own official account for comparison.

When reporting is not enough

Takedowns are fast but shallow — an account closed today can reappear tomorrow. Repeated, commercial-scale abuse calls for civil proceedings, and fraud committed through fake accounts brings criminal exposure. Identifying the person behind the account is usually the hardest part.

Prevention

• Reserve your brand as a handle on every major platform, even those you do not use.
• Open accounts in the company name with a company email — never on an employee or agency account.
• Apply for verification programmes.
• Search your brand name regularly; customers usually notice abuse before you do.
• Agree in writing who owns content produced with creators, and for how long it may be used.

See our article on infringement remedies, or contact us.

General information only, not legal advice.