Web 2.0 and legal risks

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I moderated a panel yesterday at the Promotion Marketing Association's Digital Summit Summit, and ended up listening closely to the panel that spoke right before mine, called "Unprotected in the safe harbour? Legal issues in the digital world -- what you need to know now." I was amazed at the legal maze of risks involved in social networking, blogging and user-generated content, everything from copyright and decency issues to dealing with minors. Lawyers from three of the top advertising law firms spoke -- Kenneth Florin, a partner from Loeb & Loeb; Alan Sutin, chairman of national technology and media at Greenberg Traurig; and Ronald Urbach, a partner at Davis & Gilbert. It sounds like marketers really need to watch their backs, and not assume that just because their tech people say something is okay to do that it actually is. In addition, it seems like these risks are only going to multiply, as more and more marketers get into the social media mix.

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