Handling Consumer-generated Content Without Getting Burned

e-Commerce Law Report

This article provides advice to companies considering the use of consumer-generated content, with specific focus on how to avoid infringing on third party intellectual property rights. It points to successes such as the Doritos® campaign in which consumers were invited to submit content for the chance to be featured in a Super Bowl commercial as an example of an effective campaign. However, the article is careful to warn that unless the necessary precautions are taken, companies could easily see themselves on the wrong side of a lawsuit.