Media brands can’t rely on Facebook and Google to fight the reputational risks posed by fake news

There have been growing calls in recent weeks for Facebook and Google to tackle content published by fake news websites. This follows accusations that both provided a platform for the sharing and promotion of misinformation during the recent US election. What is being less discussed is the responsibility that major media companies have to stop such sites – specifically those that use the branding of popular news outlets as a way to add legitimacy to their hoax articles.