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Introduction
In the recent years role of electronic media has been questioned at
several forum. Easy accessibility and lack of self regulation in
electronic media is leading to raise several complex issues of junk
information, false news circulation, and fabrication of news for
commercial benefits. There has been a sharp increase in the growth
of SEO (Search Engine Optimization Company). However, this growth
has an ill face as well. Some of these companies are resorting to
unethical means for news and content generation of electronic media
for the sole purpose of commercial benefits. Indeed it is true that
they have got the right to freedom of speech and expression. But
this freedom should not be at the cost of turning information
superhighway into a junkyard. Let us discuss some of the issues and
how to get rid of them to save and clean up image of electronic
media.
Growing importance of electronic media
Internet is emerging as one of the most powerful and quickest mode
of communication and its uses have surpassed all previous records of
print media and journalism. Recent movement of India against
Corruption lead by Sri. Anna Hazare is a glowing example of
successful integration of mass movement through internet. Most of
the Indian Facebook and twitter users wall were flooded with anti
corruption slogans and messages. Social media and blogs played vital
role in communicating between team Anna and common men at road.
Public were made aware of every little development by using
electronic media. This is really a nice attribute and we must
respect media for its role. However, at the other hand, same media
has got an ugly face as well.
Irresponsible journalism
Well after discussing the good side of media let us delve upon its
ugly face as well. Presently, there are thousands of websites and
blogs which offer you instant publication and press release.
However, there is no mean to find out the veracity of information
posted over such blogs. You should not be surprised if you come
across an article titled “online assignment help” but talking about
mobile phone promotion. Publishing such rubbish and junk information
has been made a matter of click by these unregulated sites and blogs.
Please do not mistake me as an opponent of free speech but at the
same time these online publishers should deploy a method to check
the veracity of such information. I believe no one would disagree
upon veracity verification or at least relevance of content being
posted on such instant medium. It is expected from an online editor
to first verify the relevance of content being posted on their blogs.
Recent incident of some websites reporting Pakistani singer Atif
Aslam as dead goes on to show how serious consequences can arise if
media goes on publishing false information in an unbridled fashion.
This may have serious repercussions in evidentiary value of facts
being used in the court of law.
Unethical SEO and junk information
Now coming to the question of relation between unethical SEO and
junk information, I would like to say that some of the SEO companies
are publishing lot of information solely for the purpose of taking
back links so that their website ranking gets improved in search
engines. They are not bothered about quality and relevance of
information they are publishing and to facilitate this there are
thousands of blogs and online directories where you can any
information published instantly. If this activity of unverified
publication in electronic media continues then the information
superhighway which we are currently proud of will turn into a
junkyard.
SEO and trademark infringement
Cases of trademark infringement are no more rare in digital
marketing business. For our readers I would like to clarify that
digital marketing includes internet promotional activity like
keyword advertisement campaign, banner advertisement, pop up and pop
under advertisement. Recent case of trademark dispute between
Bharatmatrimony.com and Shaadi.com is a testimony to the above
statement.
In the case of Consim Info Pvt. Ltd. (earlier Bharat Matrimony.com
Pvt. Ltd.) v. Google India Pvt. Ltd and others, plaintiff claimed to
be the owner of trademark TAMILMATRIMONY, GUJARATIMATRIMONY,
KERALAMATRIMONY, BENGALIMATRIMONY etc. They further alleged that
shaadi.com is infringing upon their trademark rights by using these
keywords in Google AdWord campaign to attract more visitors on their
website. Indeed High Court didn’t give any decision on the merits of
case but this goes on to show the potential of SEO in IP
infringement matters. Imagine a situation had plaintiff been the
bonafide owner of these trademarks would not it lead to serious
confusion in the mind of users if the ads do not reveal its sources.
Since I have already elaborated on the issue of Trademark
infringement in SEO therefore, no need to repeat it here.
Recommendations
I would recommend that all the stakeholders of electronic media
should promote self regulation and ensure its proper compliance in
strict sense. I would also recommend that electronic media should
discourage instant publication of irrelevant information. This
should not be a difficult task as there are lot of software
available which can determine the relevance of content on the basis
of keyword filtering from its title and body. Blog editors should
also ensure pre and post veracity check to inhibit publication of
junk information. Owners can also initiate regular cleanup action on
their webpage to ensure quality information in public domain.
Conclusion
Unethical SEO and junk information over internet is a matter of
serious concern. Especially electronic media should be more
conscious while freely allowing public to post information over
blogs, online directories and press release sites. There are lot of
wrong information being posted over thousands of web pages without
any remedial measures. Again I would appeal from electronic media to
promote self regulation and ensure its proper compliance in strict
sense otherwise government will be left with no other option but to
start censorship. Media should recall that they are not just an
ordinary business entity but the fourth pillar of democracy hence,
they should maintain their integrity, neutrality and impeccable
character before it becomes too late and lose public trust.
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Article by Aseem Kumar
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