Responsible Content Marketing: In times of fake news, do not do “fake advertising”

Inbound Marketing is the best tool to build reputation and strengthen your brand on the internet, respecting the rules of each market

The internet allows us to receive, daily, a lot of content. It also allows you to produce content. We pass from mere readers or passive information agents to reproducers of messages, news and opinions.

The social networking environment can be seen as a large virtual market, where people meet, discuss different subjects and do business. And it is in this online environment that many companies and professionals see the opportunity to win and retain new customers. And how do they do that? Through Content Marketing!

The professional attracts the attention of your target audience by producing relevant content and materials. This dynamic of producing rich content and making it available through communication channels such as email, website and social networks creates a movement that is the reverse of what traditional marketing has created – that of going after the customer.

In this case, it is the company and the professional liberal that will be found by the target audience. This strategy of feeding the future customer relevant information and making it look for the company is the essence of Inbound Marketing.

The internet is the environment in which Inbound grows every day. It helps thousands of companies and professionals to stand out in the market with the strategy of creating rich content. But it is also on the Internet that fake news proliferate, fake news that often surrounds brands and destroys reputations.

In this same wave of destruction comes “fake advertising”, which has among the victims the consumers cheated by a misleading advertisement. The production of fake content and its sharing have brought to light the importance of conducting responsible Content Marketing by companies, professionals and entrepreneurs.

Social Networking and fake advertising

The National Council for Self-Regulatory Advertising (Conar) is the body responsible for overseeing and prosecuting complaints of misleading and abusive advertising advertised on any vehicle. According to the institution, in 2017 300 ethical processes were initiated, of which 53.7% were from ads on the internet. Of these, 28% were on social networks.

These numbers show that the social network is still a fragile channel, which deserves attention when thinking about advertising campaigns.

And it does not matter if the company is in the segment education, engineering, consulting, software, industry, retail, real estate, HR, tourism or health; care must be taken not to produce misleading advertising on social networks.

When we guide business owners to using Inbound Marketing, we are showing them a methodology for attracting new customers. The Leads will only convert and become qualified opportunities or if the content they produce and disseminate on the Internet is relevant and true. Otherwise it is “fake advertising” and the consumer will sooner or later realize that he has been cheated.

As we know it takes time of years to build a reputation while it takes only five minutes to destroy it.” Therefore, the virtual environment must be used responsibly, since any slip can be catastrophic for the brand.

Inbound Marketing as a solution against “fake advertising” in the professional categories

And the professionals who use the social network as a showcase and bet on the production of content to build reputation, also need to respect ethical standards. Many categories such as dentistry, medicine, nutrition, psychology, law, accounting, social work, advertising, etc. follow strict rules when it comes to digital advertising.

Recent facts reported in the national press have shown that rules and limits on medical advertising have been violated when health professionals misused social networks to build authority.

As a result, patients became the victims of fake publicity for believing in promises of treatments and posts that actually violated the Code of Ethics of the category.

Did you know that the doctor may suffer penalties for showing photos on social networks before and after medical treatment? This action is vetoed by the category’s Code of Ethics.

So how should medical advertising be? The production of rich content is the solution to avoid problems with oversight agencies. Again, it is important to conduct responsible Content Marketing, that is, without hurting the current standard of the category.

Some actions you can take:

  • Produce informative texts about treatments;
  • Publish scientific articles on your specialty;
  • Do not use social networking for self-promotion.

In law it is also necessary to follow a standard that allows only informative advertising. And the siege is closing for pros who try to use fake advertising to get new customers.

Did you know that in Pernambuco lawyers cannot perform paid media on Facebook? That in Sao Paulo it is forbidden to put Whatsapp link on the websites of law firms for legal consultations?

So, how to conduct an advertising without hurting the Code of Ethics? With the Inbound Marketing strategy. Building a specialist image takes time, and Content Marketing is the only way to avoid sensational advertising on social networks.

Social media is not responsible for counseling’s the professional. Those who take the stand are the Councils and the class entities. Social networks are communication channels where you capture the audience and begin a relationship nurturing the target audience for truthful information and rich material.


Therefore, all sectors need to use common sense and, above all, do not deceive the consumer. After all, the use of fake advertising in the digital environment can destroy the reputation of your business.

You can use several efficient (and legal) ways to prospect customers, depending on your market. 

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