SOPA have any implications for marketers?

Many people would probably agree that the internet and its close cousin the World Wide Web are two of the greatest things to ever be invented. Aside from providing instant access to a wealth of information, they have made it possible for consumers and brands to conduct business in a digital world that most of us could only envision in a virtual fantasy just a few short years ago. Unfortunately, all the freedoms and opportunities the interwebs have to offer could be in jeopardy, and SOPA is a big part of the blame.

What is SOPA?

The Stop Online Piracy Act or SOPA, is a bill that is currently being reviewed by the United States House of Representatives. If the proposed legislation is passed, it would require various internet-based entities to play an active role in stopping piracy online. This includes search engines, advertising companies, financial institutions, and a host of other key players. While the act appears to have good, genuine intentions, it has sparked outrage from several critics and the internet community as a whole.

SOPA, which was introduced by a group of bipartisan lawmakers, was proposed as a law that would give the owners of intellectual property the power to stop privacy in its tracks by eliminating the essential resources of copyright violators. For example, if a musician found out that a website was illegally sharing their music library through digital files, they could take actions to have its links removed from the search results, its advertising revenue cut off, and payment processing privileges terminated. With these resources taken away, the average internet-driven business would crumble.

Why it Matters to Marketers

Although SOPA supporters say the act would focus on sites involved in illegal streaming, selling counterfeit products, and other activities that infringe on ownership rights, its language is rather broad and vague to say the least. This, coupled with the fact that legislation seeks to provide lawmakers with more power has led critics to wonder if the latest collection of internet-related bills is part of a government-led initiative designed to sensor online activities. On the marketing front, one of the biggest conce
s is that SOPA could lead to unscrupulous companies leveraging the act to stamp out the competition.

If a competitor uses the act to accuse you of infringement, you have up to seven days to explain to the government why your services should not be terminated. These are serious instances, so if service providers find themselves dealing with hundreds or thousands of requests, you could find yourself out of luck for an unspecified amount of time. Throw in the cost of defending yourself through the courts and you have a potentially ugly situation.

SOPA and its related proposals have a lot of support, but from the looks of it, even more opponents. Google, Microsoft, and even quite a few lawmakers are on the opposing side of the fence. With would could equate to the fate of the internet on the line, it is easy to see why SOPA is tied to one of the most talked about stories in the digital news waves.