Website User-Generated Content: Avoiding the Pitfalls

With the availability and popularity of Web 2.0 functionality, corporations are increasingly encouraging their website visitors to participate in the overall web experience by uploading user-generated content (UGC). UGC exists in a variety of forms, such as photographs, videos, podcasts, articles and blogs. Through UGC, users can provide their input and express their creativity in a number of exciting ways.

The incorporation of UGC into corporate websites can produce many benefits to its hosts (e.g., boosting website traffic, attracting new customers, generating brand awareness and increasing customer loyalty). At the same time, companies seeking to use UGC should be aware of the potential risks associated with such activities and take all the necessary steps to limit their exposure. These risks include loss of brand image; claims of false advertising; and liability for infringement of intellectual