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The Intellectual Property StrategistFeaturesCopyrightsIntellectual Property

Recent Rulings on 'Embedding' Foreshadow Circuit Split: What Does That Mean For Content Use Now?

By Tamerlin Godley and Kiaura Clark
December 01, 2021

When and how can you display someone else's visual content on your website without running afoul of copyright law? When and how can someone else display your visual content? A recent ruling out of the Southern District of New York, Opinion & Order, Nicklen v. Sinclair Broadcast Group, Inc., No. 1:20-cv-10300 (S.D.N.Y. Jul. 30, 2021), may upend the current paradigm.

In Nicklen, a wildlife photographer and videographer posted original footage of a starving polar bear to his Instagram and Facebook accounts, highlighting the impact of global warming. The video went viral. Defendants, a news outlet and publishing group, posted the video in full on their websites. In posting the video, they did not copy the video and stream it from their servers. Instead, defendants posted Hyper Test Markup Language (HTML) that directed web browsers to retrieve the video from the social media servers for viewing on the defendants' websites. This is known as "embedding." It links to the original post without storing the work on a server or creating a copy of it. The video of the polar bear appeared within the body of the defendants' article even when a reader took no action to retrieve the video or navigate to Nicklen's social media accounts, and even when a reader did not have a Facebook or Instagram account. Nicklen brought suit claiming that this violated his exclusive reproduction, distribution and display rights under the Copyright Act.

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