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How can brands move away from the tag of being opportunistic this Paralympics?

As brands look to stage a resurgence after being tarred with the recent calls of being exploitative and opportunistic during Paris 2024, the Paralympics presents an ‘opportunity’ to ethically navigate moment marketing. Experts discuss the implications of sharing media related to an athlete without requisite authorisation–and how to benefit in the long run by adopting ethical practices.

By Harshal Thakur