Welcome to the latest edition of Faqcheck Insights!

In today’s fast-paced digital world, staying ahead of emerging trends and potential reputational risks is crucial for businesses. 

At Faqcheck Insights, we're committed to equipping companies with the knowledge they need to protect their brands from the evolving threats of misinformation.

Our biweekly blog offers in-depth analysis for both local and international businesses operating in Malaysia, guiding them through the intricate online landscape. We help identify and counter misinformation and disinformation that could undermine their reputation.

In this edition, we’re exploring how emotions drive narratives and along with its ramifications. We’ll take a look at lessons that companies can learn to stay ahead of disinformation and misinformation threats.

Social media - the court of public opinion 

Islamic firm Global Ikhwan Services and Business (GISB) made headlines recently after Malaysian authorities conducted large-scale raids at 20 children homes and shelters linked to GISB in Selangor and Negeri Sembilan. This operation, dubbed "Ops Global," resulted in the rescue of 402 children, aged between one and 17, who were believed to have suffered various forms of mistreatment, including neglect and sexual abuse. Over 170 individuals, including caretakers and educators, were arrested during these raids.

Allegations of sodomy and other physical abuse by caretakers as well as amongst the children were made against GISB. This was initially firmly denied by the organisation, who claimed that the accusations of sexual assault and exploitation are false.

As a well-known brand with a network of restaurants, bakeries and shopping marts in 17 countries, GISB’s reputation faced a roasting on various social media platforms where supporters and detractors used a multitude of formats and content styles to push their points across. 

To counter angry comments, GISB’s videos like this are amongst attempts to regain control of the narrative by accusing others of driving smear campaigns against the organisation.  But comments reflect confusion, remarking that GISB were bold enough to downplay the allegations despite evidence presented by authorities. Interactions like this could potentially expose them to greater disinformation threats as their detractors could use this to fuel their arguments.

And despite other GISB statements, which admit to sodomy within homes but downplaying the current allegations it was facing, and TikTok videos urging the public to judge them based on the law and not in the court of public opinion, accusations don’t slow down. 

Online chatter grows with calls for boycott of GISB’s products and services linked to the brand and more content is shared, such as this one alleging the deplorable state of GISB’s shelters, escalating online disputes driven by fear and anger. 

Added to that, groups on Facebook alleged certain rituals involved GISB’s affiliate company’s products, fuelling fresh rounds of anger against the organisation. What has also resurfaced is GISB’s history and its alleged links to banned religious movement Al-Arqam and that its commercial investments are a way to repair past reputational damage. 

Community sensitivities 

Issues linked to religion and children’s welfare are close to people’s hearts, and such news could cause personal attacks or inflammatory rhetoric, pushing the conversation away from constructive dialogue and towards conflict.

We know that the nature of the internet fuels fiery debate, with parties throwing accusations and counter claims. These disputes often result in collateral damage affecting unrelated businesses, and as shown by this video where a similarly named brand had to issue a denial of any links to GISB.

In another example, religious topics are debated again with Malaysia's Department of Islamic Development (JAKIM) recently declaring that several well-known restaurant chains do not hold official halal certification despite not serving pork or alcohol but source their ingredients from halal-certified suppliers. However, the department said these restaurants have yet to obtain the full halal certification from JAKIM.  

Almost immediately after JAKIM’s news, a series of clarifications and public statements  from these food operators were issued to reassure their Muslim customers. JAKIM too, made a media statement to stem any erosion of public confidence amongst Muslim consumers about these eateries.

JAKIM’s halal certification is internationally recognised, especially in regions like the Middle East and Southeast Asia, where halal consumption is widespread. Restaurants with this certification attract Muslim travelers and customers who prioritise religious compliance in their food choices​. In this context, it was vital for the affected restaurants to get ahead of the narrative, before it spirals into negative territory, particularly when the public could easily lodge online complaints with JAKIM about halal certifications.

And, for the average Muslim consumer, halal certification is important as the process involves rigorous checks, including the sourcing of ingredients, preparation methods, and hygiene standards, meeting Islamic dietary laws. On an emotional front, eating at halal-certified restaurants allows for positive social and communal dining experiences without concerns over the permissibility of the food. 

Navigating the emotional content landscape

Emotional content about religion, halal status and certifications, and children’s welfare, could reveal vulnerabilities that could be exploited. Agents of disinformation may use emotional triggers to provoke outrage, distract from important issues, or manipulate opinions for political or financial gain. For example, reactions from this public statement leaned onto issues of race and divisiveness, while this one points to the political motivation driving the definitions of halal or activities deemed illegal based on Islamic teachings. So when politics is tied to discussions about its validity and ease of gaining this certification, it drives a series of polarising comments that muddies the situation. 

A crucial reminder - emotional content is more likely to go viral than fact-based information. This makes it easier for false or misleading content to spread, as users may share posts without verifying their accuracy, driven by how the content makes them feel rather than its truthfulness.

What’s key to note is that emotional conversations often lead to more extreme views, as people may react impulsively, reinforcing their existing biases. This can create echo chambers where participants only engage with others who share their emotional stance, deepening divisions in opinions. 

In this context, companies involved or have any affiliation towards affected parties embroiled in controversy must stay calm, evaluate evidence, question sources, or consider alternative viewpoints and avoid shallow discussions that don’t contribute to deeper understanding.

Essentially, companies involved in a space of hot topics should read the room before responding. Monitoring tools as well as conducting audits of a brand’s presence for any negative content are some of the tactics to stop fake news from spreading. Additionally, these audits should make it easier to spot defamatory statements or false reviews.

Companies are encouraged to use reliable counter-disinformation organisations like Faqcheck who provide tailored solutions to help your organisation monitor, counter and mitigate threats to your organisation and brand’s reputation.   

Let’s talk about how we can safeguard your brand—reach out to us on LinkedIn, Instagram or email liyana@faqcheck.org to start the conversation.

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