Several Japanese insurance providers have developed a product to cover the cost of managing a company 's reputation following the release of negative viral content . Whether originating from inside the company or externally , Sompo - Nipponkoa Plan pays out up to JPY10 m ( $ 900,000 ) to pay for the damage . Insurance premiums for the plan range from JPY500,000 to JPY1 m a year . Once content goes viral on the internet and generates online criticism, companies need to respond -- investigating the cause, preventing further spread of the problematic posts and publishing ads to apologize for the incident, among other measures. The number of online content which generated negative responses for companies has increased from 100 viral incidents in 2010 to 1,002 in 2015 , according to big data analysis firm Eltes .
Several Japanese insurance providers have developed a product to cover the cost of managing a company 's reputation following the release of negative viral content . Whether originating from inside the company or externally , Sompo - Nipponkoa Plan pays out up to JPY10 m ( $ 900,000 ) to pay for the damage . Insurance premiums for the plan range from JPY500,000 to JPY1 m a year . The number of online content which generated negative responses for companies has increased from 100 viral incidents in 2010 to 1,002 in 2015 , according to big data analysis firm Eltes .