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A year or two ago, the term would be unfamiliar to most of us, but as a concept, 'fake' news has been around since humans began writing things down (and undoubtedly, even before that). Its ilk has been carved on temple walls, printed on coins and permeated the radio airwaves. Why then has this time around changed the entire conversation? What is fake news? It seems like a simple question, but actually, the first thing to know about fake news is that there's no one kind. Broadly speaking, there are three main types of fake news, and all need to be tackled in different ways, by society and business alike. It might be tempting to ignore fake news as a political problem in which the impacts are restricted to echelons higher than the world of business. As the fear of false information being spread online, particularly via online communities, has grown, so has the range of solutions implemented. Twitter now requires users to confirm their identity via email or phone number to fight the creation of false 'spam' accounts.6 Facebook is experimenting with shrinking the URLs of hoax sites7 and expanding its external fact-checking program that lowers the visibility of inaccurate stories in people's News Feeds.8 Messaging service WhatsApp is limiting the amount of groups that messages can be forwarded to in an attempt to curb false news proliferation leading to political disturbances.9 Business, like politics, will need to get comfortable with an uncertain and shifting 'news' landscape and remember that it could all change in tomorrow's edition. faux saint laurent bag