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Misinformation Risk Index: Brands
Aug 1st – Aug 7th 2022
How exposed are the world's most valuable brands to misinformation? Our index tracks the weekly frequency and reach of mentions on unreliable news and information sites, using Pulsar's Visibility scores and NewsGuard's Reliability Ratings.
Last updated on Aug 9, 2022
Rank
Brand
Misinfo Risk Scores
Weekly Trend (last 12 weeks)
Breakout
1
Tesla logo
Tesla
Misinfo Risk Scores
9.24
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
2
Disney logo
Disney
Misinfo Risk Scores
5.46
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
Breakout
5.3%
3
Google logo
Google
Misinfo Risk Scores
3.44
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
4
Apple logo
Apple
Misinfo Risk Scores
3.31
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
5
Amazon logo
Amazon
Misinfo Risk Scores
3.22
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
6
Microsoft logo
Microsoft
Misinfo Risk Scores
3.10
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
7
J.P. Morgan logo
J.P. Morgan
Misinfo Risk Scores
2.90
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
Breakout
319.2%
8
American Express logo
American Express
Misinfo Risk Scores
2.36
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
9
Facebook logo
Facebook
Misinfo Risk Scores
1.60
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
10
McDonald's logo
McDonald's
Misinfo Risk Scores
1.41
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
Breakout
220.8%
11
Nike logo
Nike
Misinfo Risk Scores
1.23
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
Breakout
702.9%
12
Coca-Cola logo
Coca-Cola
Misinfo Risk Scores
1.16
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
Breakout
27.0%
13
Mercedes-Benz logo
Mercedes-Benz
Misinfo Risk Scores
0.97
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
14
Youtube logo
Youtube
Misinfo Risk Scores
0.95
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
15
Hermès logo
Hermès
Misinfo Risk Scores
0.75
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
16
Ikea logo
Ikea
Misinfo Risk Scores
0.69
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
Breakout
143.9%
17
IBM logo
IBM
Misinfo Risk Scores
0.69
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
18
BMW logo
BMW
Misinfo Risk Scores
0.66
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
Breakout
258.9%
19
Samsung logo
Samsung
Misinfo Risk Scores
0.56
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
20
Louis Vuitton logo
Louis Vuitton
Misinfo Risk Scores
0.49
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
Breakout
217.6%
21
Instagram logo
Instagram
Misinfo Risk Scores
0.34
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
Breakout
30.5%
22
Chanel logo
Chanel
Misinfo Risk Scores
0.30
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
23
Toyota logo
Toyota
Misinfo Risk Scores
0.25
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
Breakout
950.2%
24
Pepsi logo
Pepsi
Misinfo Risk Scores
0.18
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
25
Honda logo
Honda
Misinfo Risk Scores
0.07
Weekly Trend (last 12 weeks)
Last 8 weeks
Last 4 weeks
Source: Pulsar TRAC/NewsGuard
Learn More
Blog post cover
Introducing NewsGuard on Pulsar: a new way to understand misinformation
Combining journalistic insight with Pulsar’s AI analysis to safeguard brand reputation.
Blog post cover
Introducing the Misinformation Risk Index for Brands
Pulsar & NewsGuard track how the world’s most valuable brands might be exposed to misinformation - and how you can ensure the safety of your own
Blog post cover
Pulsar and NewsGuard to help PR and Marketing professionals detect misinformation before it spreads
Audience intelligence platform Pulsar and NewsGuard, which rates the trustworthiness of news sources, are launching an integration to detect early signals of misinformation, measure the impact of those...
Methodology & FAQ
  • What is the Misinformation Risk Index?

    The Misinformation Risk Index (MRI) uses Pulsar's Visibility data and NewsGuard's Reliability Ratings data to evaluate brands' exposure to misinformation by quantifying each brand’s misinformation risk level on a weekly basis. It also visualizes how this risk has changed over the prior 12 weeks.

  • How is the Misinformation Risk Score measured?

    The Misinformation Risk Score is measured on a relative scale of 0-10.

    This is calculated on a weekly basis, in which the number of times a brand is mentioned across sites rated unreliable by NewsGuard is multiplied by the Visibility of the post or article in question. The brand with the highest exposure to misinformation is given a maximum score of 10, against which all other scores are normalized. The final Misinformation Risk Score is the average of the score over the last four weeks. A score of 0 equates to the lowest risk of brand exposure to misinformation amongst comparable brands, while a score of 10 indicates that the brand is most at risk of such exposure.

    The score integrates NewsGuard's Reliability Rating of a given website (which includes 9 standards of credibility and transparency, such as whether a publisher frequently publishes false content, discloses its ownership, and corrects any errors) and Pulsar's Visibility Score for a given piece of content (which accounts for audience size, engagement, and estimated reach) to determine each brand's risk of exposure to misinformation. The risk score does not claim that misinformation about the specific brand has necessarily been published, but instead evaluates the risk of a brand being associated with or appearing adjacent to misinformation content online.

  • How are the brands selected?

    The selection of 25 brands is based on Interbrand’s Best Global Brands 2021. Several brands within the Interbrand list (Cisco, Intel, SAP, UPS and Adobe) are excluded due to zero brand mentions taking place across NewsGuard Rated Red Sites.

Get in touch
Want to understand the context for your brand’s
Misinformation Risk Score? Get in touch.
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