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Social media presents unique perils for businesses because of its low barriers to entry and the way through which advertisements containing the business’s brands may be deployed across social media platforms. The outcome is a certain loss of control due to the content against which an advertisement may run. Whereas imitating franchised brands in a printed or brick and mortar store, for example, requires a significant outlay of capital, nearly anyone has the ability to impersonate that brand on a social media platform. And, when that brand advertises through social media, placement of its advertisement in terms of the content against which it runs raises additional issues. In this regard, there is the risk of unauthorized use of a brand, and negative repercussions associated with undesirable placement.

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