Navigating the world of the internet can be tricky. Often times it is difficult to tell where information came from, who created what, and what belongs to whom. The confusion is made even worse when you begin to look at the newer sites that were created for users to share fun and interesting things they found online.
Pinterest is a perfect example. If you haven’t heard of Pinterest, you will know about it soon. It is now the third most popular social network after Facebook and Twitter. According to the online publication, TechCrunch, Pinterest has 10 million monthly unique U.S. visitors faster and reached that milestone faster than any other site in the history of the web.
To see the ERC’s Pinterest page, please click here.
How does it work? Users can “pin” pictures and links to different pin boards they have created, and share these “pins” with their followers. All too often, though, the content being shared is not being properly linked back to the person or website that created it. Within the site’s page on “Pin Etiquette,” it was suggested that users avoid pinning purely for self-promotion. This seemed to counter another rule, stating users must have license to what they pin. Paired with the lack of appropriate tools to report pins infringing on copyrights, this lack of clarity has gotten internet users a little worked up.
The Pinterest Terms of Service have also caused scrutiny among site users, and many people have taken the time to point out certain terms that they deemed worrying. One of the most troubling is within this paragraph, taken directly from the current Pinterest Terms of Service: “By making available any Member Content through the Site, Application or Services, you hereby grant to Cold Brew Labs a worldwide, irrevocable, perpetual, non-exclusive, transferable, royalty-free license, with the right to sublicense, to use, copy, adapt, modify, distribute, license, sell, transfer, publicly display, publicly perform, transmit, stream, broadcast, access, view, and otherwise exploit such Member Content only on, through or by means of the Site, Application or Services.” Users who intended to pin their own original ideas, art or other material were particularly bothered by the fact that Pinterest would be able to sell the content they pinned.
The interesting thing about this situation is that Pinterest has just decided to update their Terms of Service, not long after the slew of blog posts and articles called them out. The new terms no longer claim that Pinterest has the right to sell user content, and they have “released simpler tools for anyone to report alleged copyright or trademark infringements.” These new Terms of Service went into effect on April 6, 2012. Pinterest has updated the “Pin Etiquette” section - no longer requesting that users avoid self-promotion. It is difficult to say if these changes will make a significant difference in how users share information with each other. We can hope, though, that it will lead to a more ethical use of content sharing, where more users begin to get permission to pin what interests them.
Perhaps just as important, the creative minds operating Pinterest see that users want more than just ways to safely report wrongdoing when they see it. Pinterest is a building their brand by giving its users a forum from which to rave about the products they like and support. They know better than anyone the power of the strong brand, and what can happen when a product disappoints its base. For more on that, please read our Fellows paper, Building a Corporate Reputation of Integrity, to see how some product reputation managers deal with questions from the public about a company’s ethics and how that can affect the bottom line.