News: Brands Falling Foul of OnLine Laws


  • 81% rate their knowledge of social media marketing law as limited or non-existent
  • BBC, NHS Choices, Gumtree and FutureGov unite to share best practice

London, February 25th 2010:

Dominic Sparkes, MD, Tempero

Research from moderation company Tempero, shows 81% of brands rate knowledge of laws regulating their social media marketing as limited to non-existent. The number one reason cited for low knowledge was that company activity was limited to external platforms like Facebook and Twitter, but a UK solicitor cautioned against this misconception.

Danvers Baillieu, solicitor at Winston & Strawn, who specialises in representing web based companies such as Huddle and Zoombu , and runs Bootlaw, clarified:

“If you edit or run a group or community, even if you’re not responsible for the hosting of content (such as a Flickr group), then choosing not to exercise control and ignoring requests to remove defamatory or illegal content would not be a defence to any claims brought against you.”

10 year UGC veterans Tempero, which says it  protects more blue chip brands online than any other moderation company, is pro-actively tackling brand confusion on legitimate social marketing with the launch of a free eBook called ‘UGC and the law’.

Link to e-book: Law: user generated content

The eBook brings together basic explanation of laws applicable to user-generated content, alongside commentary from Tempero clients like the BBC, NHS Choices, and Gumtree.

Dominic Sparkes, Managing Director of Tempero, said:

Companies are so focused working out how to make their social media activity successful they can overlook basic issues like Data Protection, Defamation, and Child Safety.

The book flags common violations such as:

–       Collection and mis-use of data

–       Moderators working with youth communities online without CRB checks

–       Astroturfing and other unfair marketing practices

There’s a wealth of disparate guidance out there, but this is the first time someone’s pulled it all together into one eGuide,” said Sparkes, adding “We’ve always been happy to spend 10 minutes on the phone advising a non-client for free, rather than see the industry impacted by damaging lawsuits resulting from poor self-regulation.“


Notes to editors:

About the Research

Research conducted Jan 2010 across over 200 senior-level employees in both the public and private sector.

Response to question “How would you rate your organisation’s knowledge of the law relating to user-generated content in social media

  • No knowledge 20%
  • Some knowledge 61%
  • Extensive knowledge 19%

About the eBook

The eBook will be available to download for free from and includes contributions from the likes of FutureGov Consultancy, NHS Choices, WOM U

The book will be launched at a Central London event on Wednesday 24th February and feature talks from Tempero clients like the BBC and Gumtree.

About Tempero

For over ten years Tempero has been moderating user-submitted content on interactive environments such as message boards, blogs and social networks. They now protect more blue chip brands online than any other moderation company and have a client list featuring Unilever, M&S, Benetton, Channel 4, Sainsbury’s and British Airways, as well as working within the public sector for the BBC, NHS and COI.

About Danvers Baillieau

Danvers is a solicitor at Winston & Strawn in London who specialises in representing web based companies such as Huddle, Tweetminster, Specle, Zoombu and SecretSales. In particular, he advises on web content, licence and affiliate agreements, venture funding deals and commercial disputes. Together with his colleague, Barry Vitou, Danvers runs Bootlaw (, a free monthly meet up where web and emerging technology companies can learn more about legal issues relevant to their business.

Press contact:

Darika Ahrens

darika.ahrens [at]

Office: +44 (0)20 7636 1200

Mobile: +44 (0)7960 528 480

Note: Waves PR media resouces:

1 Comment

Other Links to this Post

RSS feed for comments on this post. TrackBack URI

Leave a comment

Site Map Freelance PR consultancy in the UK by © WavesPR 2010

%d bloggers like this: