As fan footage is taken down from social media, an expert says copyright has failed to 'keep up' with technology.
Footage on social media of fans celebrating when Australia scored in the FIFA Women's World Cup has been taken down.A social media strategist says copyright has failed to keep up with how people are using technology.
Where the video should appear in the post, a message instead reads, "this video has been disabled in response to a report by the copyright owner." Social media strategist Meg Coffey said the regulations that see such videos removed from social media don't necessarily match the way that the content is consumed.“That is where we are as consumers today, we do video our lives and we do share on social."Source:However, she said it did come down to who owned aspects of what was in the footage.
“You almost can’t say the word Olympics when the Olympics are on because they want to be careful with the brand and who controls it," she said. In Australia, the Seven Network and Optus Sport have the broadcast rights to show Women's World Cup games.Coffey said copyright in such situations had failed to keep up with how people were using technology.
She said while she understood companies paid big amounts to have the right to broadcast these events, bodies such as FIFA may underestimate the potential for positive branding via organic fan posts.
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