Does Article 17 impact social media marketing?

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Susan Wojcicki, CEO of YouTube, said that Article 17 "...could create serious limitations on what YouTube creators can upload. This risks reducing the revenue that record labels and traditional media outlets earn from YouTube and potentially devastating the many European creators who have built their businesses on YouTube."

In response, citizens launched a campaign called #SaveYourInternet, raising list of georgia consumer email awareness of the impact of Article 17 on creators, users, and small companies. As of July 24, 2019, the Change.org petition to block this article had over 5 million signatures. Wojcicki was among its supporters.

The most important question we need to ask ourselves as social content creators is: what implications does this have for our work? European Union member states have until 2021 to implement the Directive into their local legislation. The most important thing to consider is that if you work with a global brand or in multiple EU markets, you need to remember that the implementation of Article 17 is not universal and that, therefore, many steps may be ambiguous.