FUD

FUD stands for “Fear, Uncertainty, and Doubt.” It is a strategy used to influence perception by disseminating negative or misleading information about a competitor or a product. The aim is to create fear or uncertainty in the minds of consumers or Stakeholders, leading them to doubt the quality or reLiability of the target product or service.

For example, in the tech industry, a company might spread rumors about the security vulnerabilities of a competitor’s software to deter potential customers. This can manifest through misleading advertisements, negative reviews, or biased comparisons that highlight potential risks without substantial evidence.

A historical case involved the rivalry between Microsoft and IBM in the 1990s, where Microsoft used FUD tactics to undermine IBM’s OS/2 operating system, suggesting it was less reliable and more prone to failure compared to Windows.

Another example can be seen in the pharmaceutical industry, where a company might imply that a rival’s drug has dangerous side effects, despite lacking scientific backing, to steer doctors and patients towards their own product.