Furley Page: Blogging: The obvious and not so obvious consequences for businesses

The internet age has brought with it a mind blowing increase in the rate at which information can be disseminated. When used legitimately the web is a fantastic marketing, advertising and communication tool for businesses of all sizes, however the ease, speed and cheapness of this medium together with the added anonymity that it can bring to a situation can also be a menace to business.

The practice of 'blogging' is becoming a frequent source of complaint. For those not yet familiar with the term, a 'blog' is a website primarily set up and managed by one individual or company that is regularly added to and engineered to accept postings from those visiting the site. Very many take the form of online diaries or are set up with a view to sharing a common interest or experience. They provide a very public arena for the unrestricted posting of comments on all manner of topics.

Blogs can provide a fairly high profile outlet for those with an axe to grind be it an aggrieved and embittered ex-employee, former customer or competitor. A blog is a convenient, cheap (or free) and anonymous arena for the public posting of his or her grievances.

To the extent that adverse comment is based in truth, there is little that can be done to suppress it. However, if it is false it may well amount to defamation and, where malice or improper motive can be proved, malicious falsehood. Posting the information constitutes 'publication' in just the same way as circulating the information in written form.