Why advertisers should avoid clickbait in the post-truth era

‘Post truth’ is a term that has become synonymous with 2016. From politics and the rise of real-time fact-checking sites to verify claims made in the US presidential election, to social media and clickbait culture that lures people in without always having the goods to back it up.
Digital Spy editor-in-chief Julian Linley believes this shift towards post truth poses a significant problem for brands.
Speaking at the Festival of Marketing, which took place on 5 to 6 October, he said: &