6. Managing the Legal Risks of User-Generated Content

Unlike paid media, user-generated content (UGC), also known as consumer-generated media (CGM), describes a wide range of digital media created and shared by consumers. UGC consists of materials that users post to a website for public consumption, and is often inspired by product or service experiences. UGC can take on a wide variety of forms, including reviews, feedback, testimonials, ratings, Twitter tweets, Facebook postings, photos, comments, and videos posted on social networks, blogs, forums, clubs, groups, wikis, review sites and e-commerce sites (such as Amazon.com, which hosts a number of customer product reviews).

UGC can be a key driver of website traffic, thereby increasing the ...

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