Jindřich Oukropec is a PhD. candidate at Charles University in Prague. He has been working for 10 years in marketing and digital communication. In his research he focuses on brands' response to mis/disinformation. He is a co-founder of Brand Safety Academy. At Charles University in Prague Jindřich teaches digital marketing, marketing for non-profit organisations and a seminar for master students Managing a good reputation of a brand in the era of fake news.