In defamation cases where the plaintiff is not named in the publication, the plaintiff must prove that at least one person linked the publication to the plaintiff (not merely to the plaintiff's business). However, knowledge of the plaintiff's actual corporate name is not required — it suffices that the person knew who the owners or operators were. Direct evidence of identification is not essential; it may be proved indirectly through evidence of general notoriety, contact from persons responding to the publication, or talk among viewers. Evidence from co-plaintiff directors identifying a corporate plaintiff is valid and does not fall foul of the Currabubula principle regarding intra-company communications. A television broadcast reporting on criminal activity at a business is not capable of conveying an imputation that the business's management were themselves criminal suppliers where the broadcast only refers to 'several staff' being arrested.
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