Rotolight makes photography lighting systems; Den Lennie discusses and reviews them. Den Lennie posted a video review of a Rotolight product on Vimeo. Rotolight thought it was misleading and unfair. So Rotolight left comments explaining their point of view and posted a rebuttal on their website and publicized it through social media.
No, wait. That's the way a rational and honest company would handle it. No, Rotolight got the review taken down with a fraudulent DMCA copyright violation notice, as discussed here and here and here and here. Den Lennie got the takedown notice. When Lennie wrote about it, Rotolight showed up to, in effect, confess that it had made a bogus DMCA demand because it thought the review was unfair, and to assert a very stupid trademark argument:
The DMCA notice was utterly, preposterously bogus for many reasons others smarter than I have already pointed out. The DMCA doesn't even apply to trademarks (as opposed to copyright), and even if it did, a product review can name the product without violating its trademark.
Rotolight is now experiencing the Streisand Effect, and has posted a statement on its website. The statement is part apology, part justification, and part evasion. Rotolight complains that the review was inaccurate because it depicted a unit that had since been repaired to correct a problem. They apologize for a "breakdown in communication," offer to give Den Lennie's F-Stop Academy a very expensive free device, and make many of the right corporate-rehabilitation-tour noises.
But Rotolight's explanation for what happened falls far short. It claims:
In this specific case, the video was not removed for copyright infringement reasons as has been widely reported. Rotolight received external advice with respect to this particular video that it was potentially misleading and unrepresentative. This advice resulted in the only request the company has made to have a video removed from any video sharing website in the last 3 years.
This makes no sense. Is Rotolight saying that they didn't send a DMCA notice, and Vimeo is lying? If so, why don't they say so, and release what they actually sent? Otherwise, if it wasn't a copyright issue, why did Rotolight use the DMCA? If Rotolight had an objection to a review being "misleading and unrepresentative," why did they use a mechanism that required them to assert copyright infringement and affirm a statement that said "I swear, under penalty of perjury, that the information in the notification is accurate and that I am the copyright owner or am authorized to act on behalf of the owner of an exclusive right that is allegedly infringed"? You say that you got "external advice" that the video was misleading, but carefully avoid saying you got advice to use the DMCA as a mechanism to attack it — did you or didn't you? If so, who gave you that idiotic advice? Oh — and if this was about an inaccurate review, why did Rotolight leave a comment on Den Lennie's post making a fatuous trademark argument?
Rotolight pleads with its detractors to think of its employees, saying that a bad review can hurt:
It is important to understand the damage that can be caused not just to our business, but to its hard working employees and their families, and also to the numerous other SME’s in our UK supply chain, whom we make a conscious effort to source components from in order to support our local business community, which is why we felt we needed to act.
Here's the thing, Rotolight. With all respect to Den Lennie, one review he posts on Vimeo is going to have a minor impact on your sales, particularly if you use your speech to rebut and correct it. By acting like a dishonest censorious douche, you have done greater harm to your reputation by — conservatively — three to four orders of magnitude. If your hard working employees and their families are angry, tell them to look to the Rotolight executives who made this decision and ask them: what the hell were you thinking? Why did you trash our company's reputation?
Edited to add: Commenter "guess who" provides evidence evidence casting substantial doubt on any assertion that Rotolight was ignorant of DMCA requirements.
Edited again to add: Vimeo has put the video back up. Want an idea of how awful Rotolight's judgment was? A source informs me that, prior to the takedown, the video had only 150 hits since March. This blog post alone — to say nothing of Techdirt, BoingBoing, or the others — has had 1500 so far today. That doesn't count people reading it on their feed. And it doesn't take into account the impact on Rotolight's Google results.
Third edit: I'm now allowed to mention that when I heard about this I offered Den Lennie to try to find pro bono counsel in case he needed it. Looks like he won't — Rotolight is in full retreat — but I want to thank Jason Sweet and Dan Booth of Booth Sweet LLP for stepping up and backing Den. Your rights depend on lawyers like that willing to step into the breach.
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