The Dubai Public Prosecution has directed the Dubai Police to initiate criminal proceedings against five people, for spreading false information about Kalyan Jewellers.
All the five accused are of Indian origin and face charges of cyber crime and abuse using the internet or social media platform. The action was initiated based on a complaint filed by the company in November last year, following a series of posts online, that attacked the brand.
The action comes in the wake of several false social media posts that claimed that the gold sold by the jewellery brand was fake. One version of the post claimed that owners of Kalyan Jewellers in Dubai, was arrested for selling fake gold ornaments.
According to Kalyan Jewellers, one of the five people under the scanner, has during the course of the investigation, admitted that he had logged in and slandered the company.
Even as Dubai police started investigation on the complaint, recently, more fake posts were circulated on social media, especially on WhatsApp. A latest post that is being widely circulated along with an invoice of purchase accused the jeweller of mixing wax in huge proportion in antique jewellery.
Brands must take social media slandering seriously
Speaking to TNM, Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers, said that the brand takes social media slandering seriously and was particular that they would respond through a legal channel.
"The first thing which we did when the social media attack started was to counter it on our own accounts and post the truth there. Then we complained to the police and we were waiting for the end result. Today, we have got a confirmation from the Dubai police," he said.
Saying that when it comes to purchasing gold, customers are always concerned about what they buy, Ramesh said:
"Customers spend time in ensuring that the gold they purchase is pure. With regard to antique jewellery, people are well aware that a certain quantity of wax is used and this is mentioned in the invoice. But even so, when such a fake message questioning the purity of the jewellery is shared online, fear is created. That is not only going to affect the brand, but also the industry. That's why we reacted fast in India," he said.
Saying that it is extremely important for brands to clear the air as soon as possible when false information about the brand begins to circulate, Ramesh said, "Unfortunately, brands can clear the air only in their own official social media pages. But that does not get shared as much as a post meant to defame the brand. People should exercise caution when they receive these kind of posts," he said.
Commenting on the development, Chairman and Managing Director of Kalyan Jewellers TS Kalyanaraman said:
“It is very reassuring to see the steps taken by the Dubai Police to contain social media abusers. Perpetrators should know that social media slandering will not be taken lightly. A brand’s reputation is built over years by the contribution and hard work of many people. Such instances of fake propaganda by a few irresponsible individuals, is an attempt to tarnish the
image and reputation of brands. These acts have deep impact on the emotions of all those associated with the brand and the company. I thank the UAE’s legal system and the Dubai Police for taking strict measures in preventing cybercrimes and establishing the truth in such situations.”