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Just as the restaurant industry found during the tech boom of the late 1990s, the Internet continues to bring as much peril as it does promise.
While the current growth of social media has provided companies large and small with cheap, effective marketing, it also has exposed them to a new kind of fraud: “brandjacking.”
A company can be brandjacked if a scammer—or in some cases, a competitor—creates a false social-media profile on outlets such as Facebook and Twitter and misrepresents that company online, said Susan Neuberger Weller, a trademark attorney with the Washington, D.C., office of Mintz Levin.
In response to this new threat, many restaurant concepts have gotten tough with “brandjackers,” including seeking redress from the courts.