IP And Social Media: A Complicated Relationship

Social media has become entrenched in modern life, so it is only natural that it now plays a sizable role in marketing and sales. Promotional campaigns, brand awareness drives, endorsements and sponsorships can all be carried out on collaborative platforms. But unlike traditional and more regulated forms of media, the legal boundaries can be hazy.

When it comes to print, television, radio and proprietary websites, the protections offered by Intellectual Property (IP) rights such as copyrights and trademarks are familiar to most businesses. But it should not be forgotten that this framework also applies to material shared via social media - and that the IP system is always a two-way street.