from the platforms-shouldn't-just-be-takedown-remailers dept
Automattic, the company behind blogging platform Wordpress, continues to prove that just because the issuing of DMCA takedown notices has largely been handed over to automated processes, the response doesn't need to be similarly robotic.
Its latest transparency report shows it has rejected 43% of the DMCA notices it has received as either incomplete or abusive. Contrast this to almost any other platform where the initial response is to take down content/links first and work backwards from there. (Contrast this further to services like YouTube and Soundcloud, where content is subjected to automated pre-screening that seems to result in just as many illegitimate "removals.")
Automattic's DMCA process is anything but.
We carefully review each notice to ensure it’s formally complete, and includes all information required by the DMCA, before taking action. Notices that don’t meet the requirements of the statute are included in ‘notices rejected as incomplete.’In an effort to keep the worst abusers "honest" (or at least warn others performing the same intermediary functions), Automattic continues to maintain a "Hall of Shame" highlighting issuers of bogus takedown notices.
We also may decline to remove content if a notice is abusive. “Abusive” notices may be formally complete, but are directed at fair use of content, material that isn’t copyrightable, or content the complaining party misrepresents ownership of a copyright.
So, there's at least one major platform that has its users' backs -- something it has taken as far as the filing of lawsuits against serial abusers. And it's one of the few that will actually try to determine whether or not the usage of the disputed content falls under fair use. Automattic seems to have learned from its past mistakes, and now it's attempting to hold rightsholders and their representatives to the same standard it applies to itself. If content is going to be removed, the person(s) making these demands need to hold up their end of the bargain.
DMCA abuse isn't likely to stop anytime soon. The process to issue notices continues to become more streamlined, which puts even more non-infringing content at risk. On top of that, the automated processes used to compile lists of "infringing" URLs continues to be error-prone. This wouldn't be an issue if the companies providing these services to rightsholders spent a little (or any) time giving the notices a once-over before sending them out. The failure to do so not only has the potential to remove non-infringing content, but also to screw the same people they're supposed to be protecting -- not just in terms of reputation, but also financially.
A brief perusal of DMCA notices issued to Google finds multiple examples of non-infringing content being targeted by flaky automated processes. It also shows rightsholders are being billed for largely useless takedown requests filled with URLs covered in previous requests by the same company.
This recent request by IFPI Latin America contains 237 URLs --- 236 of which were already delisted in response to earlier requests.
This is far from uncommon and pretty much amounts to double billing. Even in cases where rightsholders pay a monthly or yearly fee rather than per DMCA takedown, it's still wasted money. While it's obviously easier to let machines do the work and humans to collect the paychecks, nothing about an automated copyright takedown notice process contributes anything towards healthier respect for the idea itself, or the creations protected by it.
Automattic, on the other hand, will continue to gather respect from its users and potential customers around the world simply by refusing to lay out a WELCOME mat for our new DMCA robot overlords.