Sir Martin Sorrell is wrong. Reputation is not built through volume and reach — it is built through trust, judgement and behaviour over time. The argument that leadership communications needs.

When Lavazza and Dualit advertised their coffee pods as “compostable,” the ASA ruled the claims misleading, highlighting the risks of unclear green messaging. I look at the ruling and highlight what went wrong and how brands can avoid similar pitfalls in ESG communications.

Mark Zuckerberg is ending fact-checking and content on Meta’s platforms, aligning his company with the values of the incoming Trump administration. This move increases the reputational risk to US and global companies that want to advertise on Facebook and Instagram. His view of freedom of speech has a price, will it be worth it?