Electronic word of mouth is the process of sharing suggestions, complaints, comments and reviews about a company on the internet. Today, eWOM is so trusted that majority of online buyers consider previous reviews and comments before making purchases on the internet. Although positive eWOM influences brand choice and encourages brand trial, fabricated comments, exaggerated claims, and fake reviews erode brand equity. Using secondary data, the paper examined deceptive eWOM and its effect on brand equity – brand awareness, brand association, perceived product quality and brand loyalty in the digital era. First, electronic word of mouth and falsehood on online media spaces were explored. In addition, the adverse impact of deceptive eWOM on brand equity was investigated. The example of some popular cases of deceptive eWOM were identified and discussed. The paper concludes that deceptive eWOM is not sustainable for brand management, hence marketers should develop a clear policy on online reputation management which emphasises the importance of authenticity and transparency. Organisations can further establish a social media monitoring plan to track online conversations in order to identify fake reviews and respond promptly.