Best Practices for Linking to Online Content
Links are an everyday part of publishing content online, whether on social media, on your website or in email newsletters.
But not all links are risk-free. Recently, while performing an IP audit for a client, I noticed excessive third-party links raising concerns about permissions and potential copyright infringement. It was a reminder that linking legally isn’t just best practice—it’s essential for protecting our work and building trust.
Here are some of the types of problematic links we need to watch out for:
Deep Links: Deep links occur when we link directly to an internal page of a website (rather than the homepage). Deep links disrupt the site’s intended user experience, and some websites specifically prohibit this.
Embedded Links: Embedded links are images, such as photos or graphics, from the other site that serve as clickable links. If the images are copyrightable, the embedded link may infringe the rights of the owner if we don’t have permission.
Framing: Framing occurs when displaying content from another site within a window on our own site. Without permission, this is most likely copyright infringement.
During a recent LinkedIn Live session, the audience had some insightful questions about linking practices and their legal implications. Here are a few highlights:
Q: Are all images and media on the internet copyrighted, even if they don’t have a watermark or copyright notice?
A: Generally speaking, all original content—whether or not it has a watermark or copyright notice—is protected by copyright the moment it’s created. That means using or embedding images without permission may be a copyright infringement. Always seek permission or look for content labeled as free-to-use, like in Creative Commons or royalty-free sites.
Q: What’s the best way to link to a third-party article without infringing on the owner’s copyrights?
A: The best approach is to share the original link to the article directly without copying any text or media unless the site explicitly allows it in their terms. Linking to the homepage instead of internal pages can also help avoid violating specific site policies. Additionally, if you want to share an excerpt or image, get written permission from the publication.
Q: Are there any exceptions to using screenshots from other websites?
A: There are no exceptions for screenshots that display protected content. Check the site’s terms of use for any permissions on sharing screenshots, or contact the content owner directly for permission.
So, how can we link responsibly? Here are a few best practices:
Terms of Use: Always review the website’s terms of use. Many sites include specific guidelines around linking and content sharing.
Linking Agreements: Obtain written permission. Even a quick email confirmation goes a long way in covering ourselves legally.
Linking to Media: When sharing articles or professional content, check if the publication’s terms allow linking or reposting, especially on platforms like LinkedIn. Some companies have formal media kits or guidelines for this.
Linking legally not only safeguards our own content but also respects the work of others. By following these guidelines, we can continue sharing valuable information while avoiding potential pitfalls.
IP is Fuel 🚀
Erin