In March 2025, a European political scandal reminded us that disinformation isn’t just a social issue—it’s a strategic weapon. When fake news can sway institutions and reshape policy, companies must learn to defend their own narrative before others write it for them.
1. Introduction: When the problem isn’t truth, but who controls it
In March 2025, Corporate Europe Observatory revealed a troubling trend: how far-right MEPs successfully pressured the European Commission into limiting funding for environmental NGOs based on unproven claims. Their tactic? A blend of fake news, manipulated headlines, and well-timed disinformation designed to undermine the legitimacy of critical voices.
What might seem like a niche political episode is in fact a warning sign of how disinformation has evolved into a strategic weapon. Today it’s being used against civil society — tomorrow, it could target a business, a brand, or a leader.
This is not just a political issue. The same playbook — coordinated attacks, narrative manipulation, reputational erosion — is already being used in the private sector. The question isn’t if it could happen to your company, but when, and whether you’re ready to respond.
2. Disinformation and democracy: a real threat (and not just to your reputation)
Once a false narrative gains traction, the truth struggles to catch up. In the European Commission’s case, fake claims led to real policy changes, impacting how civil society groups operate.
Now imagine this happening in your business environment:
- An influencer falsely accuses your brand of unethical practices.
- A competitor fuels misleading narratives.
- A headline twists facts into a PR crisis.
Suddenly, your business is forced to defend itself against a story that isn’t true — but has already gone viral. The damage isn’t just to your image; it can affect sales, investment, staff morale, and even regulation.
3. Transparency isn’t optional — it’s strategic defence
In an age of constant content, a lack of transparency is a breeding ground for disinformation. Brands and organisations that don’t communicate clearly, or do so defensively, leave a vacuum others will rush to fill.
Today, transparency is not just a compliance checkbox — it’s a protective layer for your narrative. Clear, proactive, consistent messaging makes it harder for others to twist your story.
What’s happening in Brussels — a clash over credibility, accountability and influence — is mirrored every time a company loses control over the story being told about it.
4. What companies can learn from this European crisis
The NGO case in Brussels holds powerful lessons for the business world. Here’s how companies can stay one step ahead:
1. Monitor the narrative (not just your brand mentions)
Narrative intelligence means understanding not only who’s talking about you, but what stories are gaining ground in your sector, among stakeholders, and on social media.
2. Respond with facts — but also with empathy
A cold, technical rebuttal won’t beat a viral, emotional claim. Winning the narrative requires a human voice, emotional awareness, and contextual framing.
3. Prepare before it happens
A crisis response plan is only useful if it’s based on likely narrative threats. Communication strategy is no longer reactive — it’s anticipatory.
4. Train spokespersons for narrative risk
Poorly prepared leaders often worsen crises. In today’s digital landscape, every mic is live, every quote is shareable, and every pause can go viral.
5. Build credibility before you need it
Trust is earned before the storm. Brands that have built strong relationships with their communities are better protected when disinformation strikes.
In an environment where disinformation spreads faster than facts, being right isn’t enough—you need to own your story. At Polaris, we help companies anticipate, understand and neutralise narrative risks before they become crises.
From rapid response strategies to trust-building campaigns, we turn communication into reputation resilience.
📩 If you don’t control your story, someone else will. Let’s talk.