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Sunday 27.05.2018 | Name days: Loreta, Dzidra, Gunita, Dzidris

Social networks abound in unauthorized use of brands

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Baltic news, News from Latvia, BNN-NEWS.COM, BNN-NEWS.RU

Alongside with growing popularity of social media in Latvia and the rest of the world, companies, institutions and famous persons face attempts to make use of their names to create accounts. Companies deal with this problem differently, the business portal Nozare.lv concluded after surveying several of the «victims».

Mostly companies choose to inform the administration of the social media about the fake profile in order it was deleted or taken over by themselves. However, in some cases existence of such a fake profile is considered to suggest the value of the brand.

Initially supermarket chain SIA Rimi Latvia was on Twitter with two profiles – brothers Rimanti, Svītrkods (Barcode) and Lāzeracs (Laser Eye). The company had planned to change the profile as soon as it introduces the loyalty programme Mans Rimi (My Rimi), however, someone was quicker than the supermarket and created the profile first, Rimi public relations and marketing manager Zane Eniņa says.

The fake profile communicated with customers and provided information that was not always correct, Enina says, adding that Rimi announced the profile was not real and also informed Twitter administrator. Twitter reviewed the issue in a week’s time and the company got hold of the account @mansrimi, also keeping the followers of one of the brothers Rimanti.

Similalry, also SEB bank discovered just recently a Twitter user had created a fake account of it. The bank also informed the administration of the social network, which blocked the profile, external communications project manager Sanda Purviņa indicates.

While Swedbank fake account @swedbank_lv still exists, with no recent activities, though. The information given in the profile – All you do not like about Swedbak – clearly proves the account was not created by the bank itself. Swedbank is not turning against this profile, saying that fake profiles only suggest the value of the original.


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