social media and the law - legacy.pli.edu€¦ · social media and the law soderquist on corporate...

SOCIAL MEDIAAND THE LAW

PLI's Complete Treatise Library (standard page size).fm Page i Friday, February 16, 2018 12:07 PM

PLI’S COMPLETE LIBRARY OF TREATISE TITLES

ART LAWArt Law: The Guide for Collectors, Investors, Dealers & Artists

BANKING & COMMERCIAL LAWAsset-Based Lending: A Practical Guide to Secured FinancingEquipment Leasing–Leveraged LeasingHillman on Commercial Loan DocumentationHillman on Documenting Secured Transactions: Effective Drafting and LitigationMaritime Law Answer Book

BANKRUPTCY LAWBankruptcy DeskbookPersonal Bankruptcy Answer Book

BUSINESS, CORPORATE & SECURITIES LAWAccountants’ LiabilityAnti-Money Laundering: A Practical Guide to Law and ComplianceAntitrust Law Answer BookBroker-Dealer RegulationConducting Due Diligence in a Securities OfferingConsumer Financial Services Answer BookCorporate Compliance Answer BookCorporate Legal Departments: Practicing Law in a CorporationCorporate Political Activities DeskbookCorporate Whistleblowing in the Sarbanes-Oxley/Dodd-Frank EraCovered Bonds HandbookCybersecurity: A Practical Guide to the Law of Cyber RiskDerivatives Deskbook: Close-Out Netting, Risk Mitigation, LitigationDeskbook on Internal Investigations, Corporate Compliance, and White Collar IssuesDirectors’ and Officers’ Liability: Current Law, Recent Developments, Emerging IssuesDoing Business Under the Foreign Corrupt Practices ActEPA Compliance and Enforcement Answer BookExempt and Hybrid Securities OfferingsFashion Law and Business: Brands & RetailersFinancial Institutions Answer Book: Law, Governance, ComplianceFinancial Product Fundamentals: Law, Business, ComplianceFinancial Services Mediation Answer BookFinancial Services Regulation DeskbookFinancially Distressed Companies Answer BookGlobal Business Fraud and the Law: Preventing and Remedying Fraud and CorruptionHedge Fund RegulationInitial Public Offerings: A Practical Guide to Going PublicInsider Trading Law and Compliance Answer BookInsurance and Investment Management M&A DeskbookInternational Corporate Practice: A Practitioner’s Guide to Global SuccessInvestment Adviser Regulation: A Step-by-Step Guide to Compliance and the LawLife at the Center: Reflections on Fifty Years of Securities RegulationMergers, Acquisitions and Tender Offers: Law and StrategiesMutual Funds and Exchange Traded Funds RegulationOutsourcing: A Practical Guide to Law and BusinessPrivacy Law Answer BookPrivate Equity Funds: Formation and OperationProskauer on Privacy: A Guide to Privacy and Data Security Law in the Information AgePublic Company Deskbook: Complying with Federal Governance & Disclosure

RequirementsSEC Compliance and Enforcement Answer BookSecurities Investigations: Internal, Civil and Criminal

PLI's Complete Treatise Library (standard page size).fm Page ii Friday, February 16, 2018 12:07 PM

Securities Law and Practice DeskbookThe Securities Law of Public FinanceSecurities Litigation: A Practitioner’s GuideSocial Media and the LawSoderquist on Corporate Law and PracticeSovereign Wealth Funds: A Legal, Tax and Economic PerspectiveA Starter Guide to Doing Business in the United StatesTechnology Transactions: A Practical Guide to Drafting and Negotiating Commercial

AgreementsVariable Annuities and Variable Life Insurance Regulation

COMMUNICATIONS LAWAdvertising and Commercial Speech: A First Amendment GuideSack on Defamation: Libel, Slander, and Related ProblemsTelecommunications Law Answer Book

EMPLOYMENT LAWEmployment Law YearbookERISA Benefits Litigation Answer BookLabor Management Law Answer Book

ESTATE PLANNING AND ELDER LAWBlattmachr on Income Taxation of Estates and TrustsEstate Planning & Chapter 14: Understanding the Special Valuation RulesInternational Tax & Estate Planning: A Practical Guide for Multinational InvestorsManning on Estate PlanningNew York Elder LawStocker on Drawing Wills and Trusts

HEALTH LAWFDA Deskbook: A Compliance and Enforcement GuideHealth Care Litigation and Risk Management Answer BookHealth Care Mergers and Acquisitions Answer BookMedical Devices Law and Regulation Answer BookPharmaceutical Compliance and Enforcement Answer Book

IMMIGRATION LAWFragomen on Immigration Fundamentals: A Guide to Law and Practice

INSURANCE LAWBusiness Liability Insurance Answer BookInsurance Regulation Answer BookReinsurance Law

INTELLECTUAL PROPERTY LAWCopyright Law: A Practitioner’s GuideFaber on Mechanics of Patent Claim DraftingFederal Circuit Yearbook: Patent Law Developments in the Federal CircuitHow to Write a Patent ApplicationIntellectual Property Law Answer BookKane on Trademark Law: A Practitioner’s GuideLikelihood of Confusion in Trademark LawPatent Claim Construction and Markman HearingsPatent Law: A Practitioner’s GuidePatent Licensing and Selling: Strategy, Negotiation, FormsPatent LitigationPharmaceutical and Biotech Patent LawPost-Grant Proceedings Before the Patent Trial and Appeal BoardSubstantial Similarity in Copyright LawTrade Secrets: A Practitioner’s Guide

PLI's Complete Treatise Library (standard page size).fm Page iii Friday, February 16, 2018 12:07 PM

LITIGATIONAmerican Arbitration: Principles and PracticeClass Actions and Mass Torts Answer BookElectronic Discovery DeskbookEssential Trial Evidence: Brought to Life by Famous Trials, Films, and FictionExpert Witness Answer BookEvidence in Negligence CasesFederal Bail and Detention HandbookHow to Handle an AppealMedical Malpractice: Discovery and TrialProduct Liability Litigation: Current Law, Strategies and Best PracticesSinclair on Federal Civil PracticeTrial Handbook

REAL ESTATE LAWCommercial Ground LeasesFriedman on Contracts and Conveyances of Real PropertyFriedman on LeasesHoltzschue on Real Estate Contracts and Closings: A Step-by-Step Guide to Buying and

Selling Real EstateNet Leases and Sale-Leasebacks

TAX LAWThe Circular 230 Deskbook: Related Penalties, Reportable Transactions, Working FormsThe Corporate Tax Practice Series: Strategies for Acquisitions, Dispositions, Spin-Offs, Joint

Ventures, Financings, Reorganizations & RestructuringsForeign Account Tax Compliance Act Answer BookInternal Revenue Service Practice and Procedure DeskbookInternational Tax & Estate Planning: A Practical Guide for Multinational InvestorsInternational Tax Controversies: A Practical GuideInternational Trade Law Answer Book: U.S. Customs Laws and RegulationsLanger on Practical International Tax PlanningThe Partnership Tax Practice Series: Planning for Domestic and Foreign Partnerships, LLCs,

Joint Ventures & Other Strategic Alliances Private Clients Legal & Tax Planning Answer BookTransfer Pricing Answer Book

GENERAL PRACTICE PAPERBACKSAnatomy of a Mediation: A Dealmaker’s Distinctive Approach to Resolving Dollar Disputes

and Other Commercial ConflictsAttorney-Client Privilege Answer BookDrafting for Corporate Finance: Concepts, Deals, and DocumentsPro Bono Service by In-House Counsel: Strategies and PerspectivesSmart Negotiating: How to Make Good Deals in the Real WorldThinking Like a Writer: A Lawyer’s Guide to Effective Writing & EditingWorking with Contracts: What Law School Doesn’t Teach You

Order now at www.pli.eduOr call (800) 260-4754 Mon.–Fri., 9 a.m.–6 p.m.

Practising Law Institute1177 Avenue of the Americas

New York, NY 10036

When ordering, please use Priority Code NWS9-X.

SOCIAL MEDIAAND THE LAW

Kathryn L. Ossian

Incorporating Release #5March 2018

#241236

Practising Law InstituteNew York City

#48876

This work is designed to provide practical and usefulinformation on the subject matter covered. However, it issold with the understanding that neither the publishernor the author is engaged in rendering legal, accounting,or other professional services. If legal advice or otherexpert assistance is required, the services of a competentprofessional should be sought.

QUESTIONS ABOUT THIS BOOK?

If you have questions about replacement pages, billingor shipments, or would like information on our otherproducts, please contact our customer service departmentat [email protected] or at (800) 260-4PLI.

For any other questions or suggestions about this book,contact PLI’s editorial department at: [email protected].

For general information about Practising Law Institute,please visit www.pli.edu.

Legal Editor: Lori Wood

Copyright © 2013, 2014, 2015, 2016, 2017, 2018 by Practising Law Institute.All rights reserved.

First softbound printing 2017.

Printed in the United States of America. No part of this publication may bereproduced, stored in a retrieval system, or transmitted in any form by anymeans, electronic, mechanical, photocopying, recording, or otherwise,without the prior written consent of Practising Law Institute.

LCCN: 2013217945

ISBN: 978-1-4024-2021-4 (compression binder)ISBN: 978-1-4024-3143-2 (softbound)

To Jim, Alicia, and Matthew, for all your love and support.

About the Editor

KATHRYN L. OSSIAN is founder and CEO of Ossian Law P.C., a firmfocused exclusively on information technology law. She is a certifiedadvanced facilitator at the University of Phoenix, teaching graduate-and undergraduate-level business law courses. Ms. Ossian was a seniorprincipal and chair of the Information Technology and Cyberlaw Sec-tion at Miller Canfield, where she practiced for twenty-seven years.She is listed in the Information Technology Law Section of The BestLawyers in America, as well as Michigan Super Lawyers, in the Infor-mation Technology/Outsourcing Section editions. She is a frequentspeaker and author on information technology law topics. She can bereached at [email protected].

ix(Social Media & Law, Rel. #5, 3/18)

About the Contributors

MATTHEW SAVAGE AIBEL is an associate in the Litigation and Employ-ment, Labor, and Workforce Management practice in the New Yorkoffice of Epstein Becker Green. He can be reached at [email protected].

KIMBERLY A. BERGER is a principal in the Litigation and DisputeResolution and Intellectual Property groups at Miller, Canfield, Paddock& Stone in its Detroit office. She specializes in domestic and inter-national trademark prosecution and intellectual property litigation,including domain name disputes, trade secrets, unfair competition, falseadvertising, and trademark and copyright infringement. She assists avariety of clients, from large international companies to small busi-nesses and individuals with protection of their intellectual propertyrights, including selection, clearance and prosecution of trademarks,e-commerce issues, domain name registration and disputes, and brandname protection. She is experienced in developing and managingdomestic and international trademark portfolios, trademark selection,clearance and prosecution, negotiating use and license agreements,opposition and cancellation proceedings before the U.S. Patent andTrademark Office, and intellectual property litigation in both stateand federal courts. Kim is a member of the American Bar Association(Intellectual Property Law and Litigation Sections), the Federal BarAssociation, the State Bar of Michigan (Intellectual Property Law andLitigation Sections), the Detroit Metropolitan Bar Association (DMBA),the International Trademark Association (INTA), and the AmericanIntellectual Property Law Association (AIPLA). She has also participatedin the DMBA Inn of Court and the Michigan IP American Inn of Courtprograms, as well as the Women’s Franchise Network of SoutheastMichigan, Automation Alley and Inforum. Kim has been named aMichigan Super Lawyers Rising Star in Intellectual Property Litigationin 2013 and 2014, and a DBusiness Top Lawyer for IntellectualProperty Litigation in 2014. She is a 1999 graduate of Wayne StateUniversity Law School, cum laude, and received her B.A. from theUniversity of Detroit Mercy, magna cum laude, in 1996.

ADAM S. FORMAN is a member in the Employment, Labor, andWorkforce Management practice of Epstein Becker Green in theChicago and Detroit (Metro) offices. Mr. Forman has deep knowledge

xi(Social Media & Law, Rel. #5, 3/18)

on issues related to technology in the workplace, such as social me-dia, Internet, and privacy issues facing employers. He can be reachedat [email protected].

MARY KATE GRIFFITH is an attorney with Ossian Law P.C., where shefocuses on all areas of information technology law. Mary Kate providesa wide range of services on behalf of clients, including advising ontechnology agreements, website terms and policies, privacy and regu-latory law compliance and protection, and protection and transfer ofintellectual property rights. Mary Kate was previously an associate atMiller Canfield, practicing corporate law and information technologylaw. She can be reached at [email protected].

SHAWNDRA G. JONES is a Senior Counsel in the Employment, Labor &Workforce Management practice in the New York office of EpsteinBecker Green. She has counseled employers on questions arising at theintersection of technology and the workplace and has spoken exten-sively on legal and ethical issues associated with social media andother digital platforms.

JOHN A. ROTHCHILD is an associate professor of law at Wayne StateUniversity Law School, where he teaches courses in copyright law,trademark law, electronic commerce law, constitutional law, and inter-national intellectual property law. He previously worked at the FederalTrade Commission’s Bureau of Consumer Protection, specializing inlaw enforcement efforts addressing Internet-based fraud and onlinecompliance issues. He is co-author of a casebook entitled InternetCommerce. He can be reached at [email protected].

xii

SOCIAL MEDIA AND THE LAW

Acknowledgments

Compiling and updating this treatise would not be possible withoutthe key contributions of the expert attorneys who agreed to be con-tributing authors to their respective chapters. I want to express myheartfelt appreciation to each one of them:

• Mary Kate Griffith, my colleague at Ossian Law P.C., with whomI have the distinct pleasure of working on a daily basis on newand exciting information technology law issues and solutions.

• Adam Forman, my former colleague, a frequent writer and pre-senter on the fascinating intersection between social mediaand employment law, as well as Adam’s new colleagues atEpstein Becker Green, Shawndra Jones and Matthew SavageAibel, who contributed to updating their respective chapters.

• Kimberly Berger, my former colleague at Miller Canfield, whohas graciously shared her trademark law expertise.

• My former colleagues, each of whom is now an invaluablemember of her respective corporation’s legal team—KristenSpano, trademark counsel at Chrysler Group LLC, and TamiraChapman, counsel at Ford Motor Company.

• Professor Thaddeus Hoffmeister and Professor John Rothchildfor their willingness to share their expertise and insight in thispublication.

Given that the subject matter we are addressing is the ever-evolving world of social media law, I know that I will be calling oneach of them again in the not-too-distant future to update this treatise.

I also want to acknowledge the contribution of another formercolleague, Thomas Cox, in providing some background for the discus-sion in chapter 7 of broker-dealers and financial institutions. Lastbut not least, I acknowledge with great appreciation the contributionsof my former administrative assistant, Michelle Lingenfelter, whocheerfully helped move this project along in ways too numerous to list.

KATHRYN L. OSSIAN

xiii(Social Media & Law, Rel. #5, 3/18)

Table of Chapters

Chapter 1 The Social Media Phenomenon

Chapter 2 Privacy

Chapter 3 Copyrights, Ownership, and Control of Content

Chapter 4 Trademarks and Brand Protection

Chapter 5 Defamation, Other Torts, and Related Cybercrimes

Chapter 6 Employment and Workplace Issues

Chapter 7 Compliance Considerations for Regulated Industries

Chapter 8 Advertising

Chapter 9 Crimes, Prosecution, and Evidence

Chapter 10 Civil Discovery Issues

(Social Media & Law, Rel. #5, 3/18) xv

Table of Contents

About the Editor ................................................................................ix

About the Contributors .....................................................................xi

Acknowledgments .......................................................................... xiii

Table of Chapters .............................................................................xv

Chapter 1 The Social Media PhenomenonKathryn L. Ossian

§ 1:1 Overview......................................................................... 1-2§ 1:2 Popular Forms of Social Media ....................................... 1-3

§ 1:2.1 Social Networking Sites ........................................... 1-3§ 1:2.2 Microblogs ............................................................... 1-4§ 1:2.3 Social News Sites ..................................................... 1-6§ 1:2.4 Social Bookmarking Sites......................................... 1-7§ 1:2.5 Photo Sharing Sites.................................................. 1-7§ 1:2.6 Video Sharing Sites .................................................. 1-8

§ 1:3 Specific Uses of Social Media ......................................... 1-9§ 1:3.1 Marketing and Public Relations ............................... 1-9

[A] Promoting Goods and Services ................................ 1-9[B] Market Research ...................................................... 1-9[C] Damage Control .................................................... 1-10

§ 1:3.2 Networking ............................................................ 1-10[A] Messaging .............................................................. 1-11[B] Job Searching and Recruiting ................................. 1-11

§ 1:3.3 Information Sharing and Gathering ...................... 1-12[A] Informal Investigations .......................................... 1-12[B] A Soapbox .............................................................. 1-12

§ 1:4 Identifying Legal Issues................................................. 1-13§ 1:4.1 Content Control and Ownership........................... 1-13§ 1:4.2 Privacy Considerations........................................... 1-16§ 1:4.3 Copyrights and Copyright Law .............................. 1-18§ 1:4.4 Brand Protection and Impersonation ..................... 1-20§ 1:4.5 Defamation and Other Torts.................................. 1-22

(Social Media & Law, Rel. #5, 3/18) xvii

§ 1:4.6 Employment and Workplace Issues ....................... 1-24§ 1:4.7 Risks for Regulated Industries ............................... 1-25§ 1:4.8 Advertising Issues .................................................. 1-27§ 1:4.9 Crimes and Litigation ............................................ 1-28

Chapter 2 PrivacyMary Kate Griffith and Kathryn L. Ossian

§ 2:1 Overview......................................................................... 2-2§ 2:2 Compliance with Privacy/Security Laws ......................... 2-3

§ 2:2.1 Domestic Laws......................................................... 2-3[A] Federal Laws............................................................. 2-3[A][1] Electronic Communications Privacy Act............... 2-3[A][2] Fair Credit Reporting Act ...................................... 2-5[A][3] Gramm-Leach-Bliley Act ....................................... 2-7[A][4] Children’s Online Privacy Protection Act ............. 2-8[A][5] Health Insurance Portability and

Accountability Act............................................... 2-11[A][6] Family Educational Rights and Privacy Act ........ 2-14[B] State Laws .............................................................. 2-15[B][1] Data Breach Laws................................................ 2-15[B][2] Internet/Online Privacy Laws.............................. 2-16[C] FTC Guidelines ..................................................... 2-17[D] Proposed Legislation............................................... 2-19

§ 2:2.2 Foreign Laws .......................................................... 2-22§ 2:3 User Information/Personal Data................................... 2-23

§ 2:3.1 Overview ................................................................ 2-23§ 2:3.2 Data Collection Methods....................................... 2-24

[A] Web Tracking ......................................................... 2-24[B] Flash Cookies......................................................... 2-25[C] Single Sign-On ....................................................... 2-27[D] GPS Location-Based Services ................................. 2-28[E] Tagging and Facial Recognition Software ............... 2-30[F] Other Methods....................................................... 2-32

§ 2:3.3 Third-Party Use of User Information .................... 2-32[A] Marketing and Behavioral Advertising ................... 2-32[B] Use of “Scraped” Data ........................................... 2-34[C] Use of Data by Decision Makers ........................... 2-36[D] Identity Fraud; Impersonation ............................... 2-38

§ 2:4 Protecting User Privacy................................................. 2-39§ 2:4.1 Social Media Privacy Policies ................................. 2-39

[A] Typical Policy Clauses ............................................ 2-39[B] Third-Party Applications and Websites .................. 2-41[C] FTC Enforcement of Social Media’s

Compliance with Privacy Policies .......................... 2-41


xviii

(Social Media & Law, Rel. #5, 3/18)

§ 2:4.2 Privacy Torts .......................................................... 2-43[A] Unreasonable Intrusion upon Another ’s

Seclusion ................................................................ 2-44[B] Appropriation......................................................... 2-44[C] Unreasonable Public Disclosure of Private

Facts ....................................................................... 2-45[D] False-Light Privacy Invasion................................... 2-45

§ 2:5 User-Driven Control..................................................... 2-45§ 2:5.1 Privacy Settings ...................................................... 2-46§ 2:5.2 Knowing Your “Friends” ........................................ 2-46§ 2:5.3 User Limitation on Disclosure of Information ...... 2-46

Appendix 2A State Data Breach Notification Laws ......... App. 2A-1

Chapter 3 Copyrights, Ownership, and Control of ContentMary Kate Griffith & Kathryn L. Ossian

§ 3:1 Overview......................................................................... 3-2§ 3:2 Copyright Law ................................................................ 3-3

§ 3:2.1 Subject Matter of Copyright..................................... 3-3[A] Protectable Works .................................................... 3-3[A][1] Originality ............................................................. 3-4[A][2] Fixation ................................................................. 3-4[B] Non-Protectable Works ............................................ 3-4[B][1] General Ideas or Facts........................................... 3-4[B][2] Merger Doctrine .................................................... 3-5[B][3] Derivative Works................................................... 3-5[B][4] Scènes à Faire........................................................ 3-5

§ 3:2.2 Ownership and Exclusive Rights.............................. 3-5[A] Who Owns the Copyright ........................................ 3-5[B] Registration of Copyright ......................................... 3-6[C] Bundle of Exclusive Rights....................................... 3-7

§ 3:2.3 “Fair Use” Limitation on Exclusive Rights .............. 3-7[A] Purpose and Character of Use ................................. 3-9[B] Nature of the Work.................................................. 3-9[C] Amount and Substantiality...................................... 3-9[D] Effect upon Potential Market ................................. 3-10

§ 3:2.4 Infringement .......................................................... 3-11[A] Direct Liability ....................................................... 3-11[B] Secondary Liability ................................................. 3-11[B][1] Contributory Infringement.................................. 3-12[B][2] Vicarious Infringement........................................ 3-13

§ 3:2.5 Remedies................................................................ 3-14[A] Monetary Remedies ............................................... 3-14[B] Injunctive Relief ..................................................... 3-14[C] Criminal Penalties ................................................. 3-15

Table of Contents

xix

§ 3:2.6 Digital Millennium Copyright Act ........................ 3-15[A] Generally................................................................ 3-15[B] Section 512(c) Safe Harbor..................................... 3-16[C] Service Provider Liability........................................ 3-17[D] Claims Against Takedown Requesters ................... 3-17

§ 3:3 Copyright Issues in the Social Media Context ............. 3-18§ 3:3.1 Social Media Sites’ Terms of Use........................... 3-19§ 3:3.2 “Fair Use” Doctrine ............................................... 3-22§ 3:3.3 Protectability of Short Works, Tweets .................... 3-23§ 3:3.4 Secondary Liability................................................. 3-24§ 3:3.5 Extraterritoriality.................................................... 3-25§ 3:3.6 Data Scraping......................................................... 3-26§ 3:3.7 DMCA Safe Harbor Protection and

Service Provider Liability........................................ 3-28§ 3:3.8 Protecting Copyright Ownership Rights ................ 3-32

[A] Registration of Copyrights ..................................... 3-32[B] Monitoring/Enforcement ........................................ 3-33[C] “Takedown” Notices............................................... 3-34[D] More Formal Actions ............................................. 3-37

§ 3:4 Ownership and Control of User-GeneratedSocial Media Content ................................................... 3-37

§ 3:4.1 Ownership of Posted Material................................ 3-37[A] Social Media Sites’ Terms of Use........................... 3-37[B] Social Media in the Employment/Workplace

Arena ..................................................................... 3-38§ 3:4.2 Use by Others of User Content ............................. 3-38

[A] Express and Implied Licenses ................................ 3-38[B] Use by Social Media Site ....................................... 3-39[C] Use by Third Parties .............................................. 3-40[D] Use After Content Is Deleted ................................ 3-41

§ 3:4.3 Ownership and Control of a Decedent’sAccounts/Content .................................................. 3-42

§ 3:4.4 Retrieving and Removing Content......................... 3-43

Chapter 4 Trademarks and Brand ProtectionKimberly A. Berger

§ 4:1 Overview......................................................................... 4-2§ 4:2 Trademarks ..................................................................... 4-3

§ 4:2.1 Basic Elements of a Trademark................................ 4-3§ 4:2.2 Purpose of Trademarks............................................. 4-4§ 4:2.3 Trademarks Versus Service Marks............................ 4-4§ 4:2.4 Protecting Trademarks ............................................. 4-5


xx

[A] Registering Trademarks ............................................ 4-5[B] Proper Use of Trademarks........................................ 4-5[C] Maintaining Registered Trademarks......................... 4-6

§ 4:2.5 Trademark Infringement .......................................... 4-6§ 4:2.6 Dilution ................................................................... 4-7§ 4:2.7 Fair Use and Other Defenses ................................... 4-8

§ 4:3 Trademark Issues in the Social Media Context .............. 4-8§ 4:3.1 Trademark Infringement .......................................... 4-9

[A] Twitter ’s Trademark Policy ...................................... 4-9[B] Facebook’s Intellectual Property Policy .................. 4-10[C] Pinterest’s Trademark Policy .................................. 4-10

§ 4:3.2 Impersonation/Confusion ...................................... 4-11[A] Twitter ’s Impersonation Policy .............................. 4-11[B] Facebook’s Impostor Policy .................................... 4-13

§ 4:3.3 Username/Handle Squatting .................................. 4-13[A] Twitter ’s Username Squatting Policy..................... 4-13[B] Facebook’s Username Squatting Policy .................. 4-14

§ 4:3.4 Commentary, Parody ............................................. 4-15[A] Twitter ’s Parody, Commentary, and

Fan Account Policy ................................................ 4-15[B] Facebook’s Pages Policy .......................................... 4-16

§ 4:4 Regulatory Framework .................................................. 4-16§ 4:4.1 Lanham Act ........................................................... 4-16§ 4:4.2 Uniform Domain-Name Dispute-Resolution

Policy...................................................................... 4-17§ 4:5 Practical Steps for Brand Owners ................................. 4-18

Chapter 5 Defamation, Other Torts, and Related CybercrimesMary Kate Griffith & Kathryn L. Ossian

§ 5:1 Overview......................................................................... 5-2§ 5:2 Defamation..................................................................... 5-2

§ 5:2.1 What Is Defamation?............................................... 5-2[A] Libel ......................................................................... 5-3[B] Slander ..................................................................... 5-3[C] Defamation Per Se ................................................... 5-3

§ 5:2.2 Applicable Law......................................................... 5-3[A] Communications Decency Act ................................ 5-3[B] First Amendment Considerations............................ 5-6[C] State Anti-SLAPP Laws ............................................ 5-6[D] “Anti-Disparagement Clause” Statutes .................... 5-7[E] Case Law.................................................................. 5-7


Table of Contents

xxi

§ 5:2.3 Defenses to Defamation ........................................ 5-14[A] Consent.................................................................. 5-14[B] Absolute Privileges ................................................. 5-14[C] Conditional Privileges ............................................ 5-15

§ 5:2.4 Remedies................................................................ 5-16[A] Retraction............................................................... 5-16[B] Cease-and-Desist Letters........................................ 5-17[C] Reputation Management........................................ 5-17[D] Injunctive Relief ..................................................... 5-18

§ 5:3 Other Tort Liability....................................................... 5-18§ 5:3.1 Intentional or Negligent Infliction of

Emotional Distress ................................................ 5-18§ 5:3.2 False Light Invasion of Privacy .............................. 5-18§ 5:3.3 Pokémon GO Tort Liability ................................... 5-19

§ 5:4 Other Crimes Related to Online Communication ....... 5-20§ 5:4.1 Cyberharassment ................................................... 5-20§ 5:4.2 Cyberbullying ......................................................... 5-21§ 5:4.3 Applicable Laws ..................................................... 5-22

[A] Federal and State Anti-Cyberstalking Statutes....... 5-22[B] Cyberharassment and Cyberbullying Statutes ....... 5-23

§ 5:4.4 Social Media Sites’ Policies and Standards ............ 5-23[A] Facebook ................................................................ 5-24[B] Twitter.................................................................... 5-24[C] YouTube ................................................................. 5-25[D] European Commission........................................... 5-27

§ 5:5 Best Practices ................................................................ 5-28§ 5:5.1 Social Media Policies.............................................. 5-28§ 5:5.2 Cyber Insurance and Media Liability Insurance .... 5-29

Appendix 5A Sample Cease-and-Desist Letter ............... App. 5A-1

Chapter 6 Employment and Workplace IssuesAdam S. Forman & Matthew Savage Aibel

§ 6:1 Introduction.................................................................... 6-3§ 6:2 Risks and Benefits of Social Media in the Workplace..... 6-4

§ 6:2.1 Risks and Costs ....................................................... 6-4§ 6:2.2 Benefits .................................................................... 6-6

§ 6:3 Social Media As a Tool in Hiring and Recruitment........ 6-7§ 6:3.1 Screening Job Applicant’s Social Media Presence/

Online Reputation ................................................... 6-7§ 6:3.2 Technologies for Sourcing and

Screening Candidates............................................... 6-9


xxii

§ 6:3.3 Considerations in Using Job Applicant’s SocialMedia Information................................................. 6-11

[A] Applicant’s “Protected Class” Status...................... 6-11[B] Employer ’s Affirmative Obligation to Search

All Publicly Available Information......................... 6-12[C] Discoverability of Information Collected ............... 6-13[D] Record-Keeping/Retention Requirements ............... 6-13[E] Additional Record-Keeping/Retention

Requirements for Federal Contractors.................... 6-13[F] Consumer Reporting Agencies/Background

Checks ................................................................... 6-14§ 6:3.4 Internet Searches and Social Media in

Recruitment ........................................................... 6-15§ 6:3.5 Password Protection Statutes ................................. 6-16

§ 6:4 Social Media in Employment/Workplace Actions ......... 6-19§ 6:4.1 Types of Claims ..................................................... 6-19

[A] Adverse Actions by Employer and SubsequentDiscrimination Claims by Employee ..................... 6-19

[B] Harassment/Hostile Work EnvironmentClaims.................................................................... 6-22

[C] Disability Discrimination ...................................... 6-27[D] Age Discrimination................................................ 6-28[E] Retaliation.............................................................. 6-28[F] Ownership of Employer-Sponsored Social

Media Accounts ..................................................... 6-32§ 6:4.2 Constitutional and Statutory Protections .............. 6-35

[A] Protection Under the U.S. Constitution ................ 6-35[A][1] First Amendment ................................................ 6-36[A][2] Fourth Amendment............................................. 6-43[A][3] Fifth Amendment................................................ 6-47[A][4] Ninth and Fourteenth Amendments................... 6-47[B] Protections Under Federal Statutes ........................ 6-49[B][1] Electronic Communications Privacy Act............. 6-49[B][1][a] Title I: “Federal Wiretap Act” ........................... 6-50[B][1][b] Title II: “Stored Communications Act”............ 6-51[B][1][c] Exceptions to ECPA.......................................... 6-55[B][2] National Labor Relations Act .............................. 6-56[B][2][a] Generally .......................................................... 6-56[B][2][b] NLRA and Social Media ................................... 6-60[B][2][b][i] Board Decisions ............................................ 6-64[B][2][b][ii] Other Guidance from the Board ................... 6-74[B][3] Hatch Act............................................................ 6-77[C] Protection Under State Constitutions.................... 6-78


Table of Contents

xxiii

[C][1] Constitutional Provisions.................................... 6-78[D] Protections Under State Statutes ........................... 6-80[D][1] Anti-Wiretapping and Monitoring Statutes......... 6-80[D][2] Off-Duty Conduct Statutes ................................. 6-82[D][3] Whistleblower Protection Statutes ...................... 6-84

§ 6:4.3 Common Law Torts ............................................... 6-85§ 6:4.4 FTC Regulations Regarding Endorsements............ 6-86§ 6:4.5 Attorney-Client Privilege for Communications

via Employer Technology ....................................... 6-88[A] ABA Guidance........................................................ 6-88[B] Guidance from Courts on Privilege Issues............. 6-89[B][1] Cases Finding Communications

Were Privileged.................................................... 6-89[B][2] Cases Finding Communications

Not Privileged...................................................... 6-92[C] Other Considerations............................................. 6-94

§ 6:4.6 Other Privilege for Communications viaEmployer Technology ............................................. 6-95

§ 6:4.7 Bring Your Own Device ......................................... 6-95[A] Control of Employer Data...................................... 6-96[A][1] Keeping Information Secure ................................ 6-96[A][2] Record-Keeping and Discovery Obligations......... 6-98[A][3] Bring Your Own Cloud........................................ 6-99[B] Compliance with Employment and

Labor Laws ........................................................... 6-100[B][1] Equal Employment Opportunity Laws .............. 6-100[B][2] Labor Laws ........................................................ 6-101[B][3] Wage-and-Hour Laws ........................................ 6-102[B][4] Other Laws........................................................ 6-105[C] Additional Considerations ................................... 6-106

§ 6:5 Best Practices for Employers ....................................... 6-106§ 6:5.1 Adopt a Comprehensive Social Media Policy....... 6-106§ 6:5.2 Hiring Best Practices............................................ 6-110§ 6:5.3 Recruitment and Searches Best Practices............. 6-110§ 6:5.4 Adverse Action Best Practices .............................. 6-111

Chapter 7 Compliance Considerations for RegulatedIndustriesKathryn L. Ossian

§ 7:1 Overview......................................................................... 7-2§ 7:2 Issues Raised by Social Media ........................................ 7-3

§ 7:2.1 Regulated Communications..................................... 7-3§ 7:2.2 Retention of Records ................................................ 7-3§ 7:2.3 Disclosure of Sensitive/Protected Data..................... 7-4


xxiv

§ 7:3 Specific Industries and Challenges ................................. 7-6§ 7:3.1 Publicly Traded Companies ..................................... 7-6

[A] Regulation FD (Fair Disclosure) ............................... 7-6[B] Market Monitoring and Manipulation..................... 7-9

§ 7:3.2 Broker-Dealers and Financial Institutions ............. 7-11[A] Public Communications ........................................ 7-11[B] Third-Party Postings on Social Media Sites ........... 7-12[C] FINRA Record-Retention Requirements................. 7-14[D] FINRA Suitability Rule .......................................... 7-17[E] Supervision Requirements...................................... 7-19[F] Crowdfunding ........................................................ 7-21[G] Debt Collection and Credit Report Activities ........ 7-22[H] Guidance on Social Media Use for Financial

Institutions ............................................................ 7-23§ 7:3.3 Healthcare and Pharmaceutical Industry............... 7-26

[A] Health Data Privacy and Security .......................... 7-27[B] Use of Social Media As Evidence ........................... 7-28[C] Advertising and Disclosures................................... 7-30[D] Online Communications and Third-Party

Postings.................................................................. 7-32[E] Requests for Off-Label Information........................ 7-34

§ 7:4 Future Outlook ............................................................. 7-36

Chapter 8 AdvertisingJohn A. Rothchild

§ 8:1 Overview......................................................................... 8-1§ 8:2 False and Misleading Advertising; Unfair Commercial

Practices.......................................................................... 8-2§ 8:2.1 Regulatory Framework ............................................. 8-2§ 8:2.2 Unfair/Deceptive Acts and Practices Defined........... 8-2§ 8:2.3 Federal Trade Commission Guidance ...................... 8-3

[A] Disclosures in Online Advertising ........................... 8-3[B] Native Advertising; Deceptively Formatted

Advertising ............................................................... 8-5§ 8:3 Endorsements and Testimonials ..................................... 8-7

§ 8:3.1 Federal Trade Commission Guidance ...................... 8-7§ 8:3.2 Determining When a Recommendation Is an

“Endorsement” ......................................................... 8-8§ 8:3.3 Truthfulness and Required Disclosures.................. 8-11

[A] Liability for False or MisleadingRepresentations ...................................................... 8-11

[B] Disclosures Required to Prevent Deception ........... 8-13[C] Disclosure of Non-Typical Results ......................... 8-21


Table of Contents

xxv

§ 8:4 Unsolicited Electronic Commercial Advertising ........... 8-22§ 8:4.1 Key Provisions of CAN-SPAM Act......................... 8-22§ 8:4.2 CAN-SPAM Act’s Applicability to Social

Media Communications ........................................ 8-23§ 8:4.3 Canada’s Anti-Spam Law....................................... 8-24

§ 8:5 Consumer Review Fairness Act .................................... 8-25

Chapter 9 Crimes, Prosecution, and EvidenceKathryn L. Ossian

§ 9:1 Overview......................................................................... 9-2§ 9:2 Social Media As a Vehicle for Crime .............................. 9-3

§ 9:2.1 Generally.................................................................. 9-3§ 9:2.2 Online Harassment.................................................. 9-4§ 9:2.3 Threats..................................................................... 9-7§ 9:2.4 Stalking .................................................................. 9-10§ 9:2.5 Identity Theft......................................................... 9-11§ 9:2.6 Online Impersonation............................................ 9-13§ 9:2.7 Flash Mobs and Other Coordinated Acts .............. 9-15§ 9:2.8 Revenge Porn.......................................................... 9-16§ 9:2.9 Performance Crimes .............................................. 9-17§ 9:2.10 Sex Trafficking ....................................................... 9-17

§ 9:3 Role of Social Media in Law Enforcement/CriminalInvestigations................................................................ 9-18

§ 9:3.1 Identifying Suspects ............................................... 9-19§ 9:3.2 Undercover/Sting Operations ................................. 9-20§ 9:3.3 Engaging the Community...................................... 9-20§ 9:3.4 Apprehending Fugitives.......................................... 9-20

§ 9:4 Role of Social Media at Trial ........................................ 9-21§ 9:4.1 Determining Bail ................................................... 9-22§ 9:4.2 Confirming an Alibi............................................... 9-22§ 9:4.3 Impeaching Witnesses/Testimony .......................... 9-23§ 9:4.4 Demonstrating Motive........................................... 9-24§ 9:4.5 Enhancing or Mitigating Sentencing...................... 9-25§ 9:4.6 Investigating Jurors ................................................ 9-26

§ 9:5 Collecting Social Media Information............................ 9-29§ 9:5.1 Independent Research ............................................ 9-29§ 9:5.2 Discovery ............................................................... 9-31§ 9:5.3 Subpoena................................................................ 9-32§ 9:5.4 Content Information ............................................. 9-33§ 9:5.5 Non-Content Information ..................................... 9-35

§ 9:6 Ethical Issues Arising from Social Media ..................... 9-36§ 9:6.1 Duty to Investigate ................................................ 9-36§ 9:6.2 Social Media Contact As Ethical Violation............ 9-37


xxvi

§ 9:6.3 Duty to Reveal ....................................................... 9-39§ 9:6.4 Duty to Preserve .................................................... 9-40

§ 9:7 Getting Information Derived from Social MediaAdmitted into Evidence ................................................ 9-41

§ 9:7.1 Relevance ............................................................... 9-42§ 9:7.2 Authentication ....................................................... 9-43§ 9:7.3 Hearsay .................................................................. 9-48§ 9:7.4 Best-Evidence Rule ................................................. 9-49§ 9:7.5 Unfair Prejudice ..................................................... 9-50

Appendix 9A Sample Preservation Request Letter(Law Enforcement).................................... App. 9A-1

Appendix 9B Sample Preservation Request Letter(Defense Counsel) .................................... App. 9B-1

Appendix 9C Subpoena Points of Contact .....................App. 9C-1

Appendix 9D Sample Consent to Examine SocialMedia Account .........................................App. 9D-1

Appendix 9E Consent and Authorization to ProduceLinkedIn Account Information................. App. 9E-1

Chapter 10 Civil Discovery IssuesAdam S. Forman & Shawndra G. Jones

§ 10:1 Overview....................................................................... 10-1§ 10:2 Discovery Strategies...................................................... 10-2§ 10:3 Discoverability of Social Media Information ................ 10-3

§ 10:3.1 Generally................................................................ 10-3§ 10:3.2 Authentication of Social Media Content ............... 10-5§ 10:3.3 Relevance of Social Media Content........................ 10-6

[A] EEOC v. Simply Storage Management, LLC......... 10-11[A][1] Privacy Concerns............................................... 10-12[A][2] Relevance to Claims for Emotional

Damages............................................................ 10-12[A][3] Breadth of Request (in Claims for

Emotional Damages) ......................................... 10-13[A][4] Requests for Social Media Pictures/

Photographs....................................................... 10-13[B] Mackelprang v. Fidelity National Title

Agency of Nevada, Inc. ........................................ 10-13§ 10:3.4 Privacy Objections................................................ 10-14

§ 10:4 Discovery via Subpoena .............................................. 10-16§ 10:5 Duty to Preserve ......................................................... 10-18

Index ................................................................................................. I-1


Table of Contents

xxvii