World ‘wild’ web needs sheriff

Your description of the online world as an “uncontrollable, inhospitable and bewildering” place for marketers raises a crucial question – how can you protect your brand across the worldwide web?

Brands often find themselves associated with damaging sites via third parties. And the 8.2 billion pages of the web are a vacuum
with no government or regulator able to impose its authority.

Ultimately, it is only those savvy brands that adopt a proactive, precautionary attitude with clauses written into advertising contracts articulating liability that see the benefit of a multi-channel presence.

Andy Churley, marketing director, NetNames

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