I recently shared the concept of developing data portability policies, standards, and best practices as a potential project for New Media Rights' Drumbeat San Diego event, and as project that could fit within Mozilla's larger Drumbeat initiative fostering projects that celebrate and ensure and open web.

This project begins with the concept that user choice, and user control over their experience, should remain a distinguishing feature of the open internet.

To maintain a healthy competition amongst online services heavily reliant on user-submitted data, it will become increasingly important to make sure user data is easily portable. This will help ensure that popular services make changes according to the interests of their users, and that new services can compete on the basis of their merits and usability, without artificial barriers to competition. Keeping data in the hands of users, rather than allowing confusing legal and technological techniques to lock upconsumer data, will help ensure an open and competitive internet.

On June 23, Viacom's claim for $1 billion in damages was shot down when the District Court for the Southern District of New York found YouTube and its owner Google not liable for copyright infringement in a much-anticipated decision. The two corporate giants have been at it since 2007, when Viacom joined with other plaintiffs including Paramount Pictures and sued YouTube, claiming that the online video service was legally responsible for copyright infringement when users posted clips of copyrighted material, including The Daily Show and The Colbert Report, owned by plaintiffs.

On the morning of July 16, my bros on Twitter noticed something totally un-chill: BrosIcingBros.com, the epicenter of the icing phenomenon, had been taken down. Instead of user-submitted photos of young brosephs and bro-ettes, on their knees drinking bottles of Smirnoff Ice, the website displayed an unceremonious, one-sentence farewell: "We had a good run Bros..."

At NewMediaRights, our pro-bono IP attorney Art Neill regularly deals with individuals being bullied by large copyright/trademark owners into taking down their sites, even when those sites don't actually violate copyright and trademark law. To bring this practice to light, we wanted to publicly discuss how strong/weak Smirnoff's legal arguments to take down BrosIcingBros.com really are, and whether Smirnoff had good faith when chose to take the site down.

By the end of our analysis, we’ll conclude that

(A) Smirnoff’s arguments for both copyright and trademark infringement are weak at best;

(B) Even though Smirnoff did have good faith to send a cease and desist letter to BrosIcingBros for some instances of infringement, it was not within reason for Smirnoff to require that the entire site to get taken down.

(C) If BrosIcingBros was, in fact, taken down because of legal problems with Smirnoff, then this is a classic example of a large brand’s legal department overreaching with cease and desist letters and bullying individuals into compliance without sufficient legal arguments to back their claims up.