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The very reason i watermark my original content is because i know for sure it will be copied and placed elsewhere. Some will cover the watermark with their own but there's not a lot you can do about that.
There is something you can do if your original content is copied & placed elsewhere [with or without a watermark]
For those of you posting original content and watermarking it WITH the expectation of having it reposted & are OK with it being reposted, you can still do this if someone removes / changes your watermark.
For those of you posting original content and you do not want others to repost it, you can have it removed.
As the creator of original content, you are the copyright owner.
One of the rights granted to copyright owners is the exclusive right to publicly display your own content. This means that other users can not post your work without your permission. [It doesn't matter if they give you credit, keep your watermark on the image or anything else*]
You can only do this IF you own the original content and the rights to use all of the elements you used to create your work. [If you 'edit' another person's photo and didn't have permission to use their photo or edit it - YOU CAN NOT do this.]
If someone else posts your original content to their social media account, you can file a DMCA Takedown request with the service provider. [You can also sue them if you have an attorney - but most of the time a takedown is OK]. Use google to search for "<
servicename> DMCA" [For example Instagram DMCA]. You fill out the form. It basically states you are the copyright owner and didn't give permission to the other person to post your original content, you provide a link to their post, your content and information. Your content doesn't have to be on the same service, you don't even need an account on that service and in some instances, if you've remove the work from all of your website, you can explain that you've 'unpublished your work' however are willing to email a copy to the service provider if required to show it is your work.
The service provider will immediately remove the content from the other account
. In most cases if the same account is served with multiple DMCA notices within a period of time, their account will be suspended.
DO NOT go through this process if you are not the content owner and do not own [or have the rights to use] 100% of the elements in your photo/art/post. The form itself is a legal requirement and there are criminal penalties for filing it under false circumstances. The person whose work is removed can file a counter notice to your claim, however their doing so holds the same penalties.
While all of this is defined specifically in the US, if the service provider the work is being reposted on is located within the US [twitter, IG etc] the infringement is occurring in the US and thus subject to US law [you don't need to live in the US to file the DMCA claim if the service provider is a US company]. If your work is posted to a major blog platform, you can do the same thing. If you work is posted to someone's website and you located it via google, you can file a DMCA with google to have the content removed from their search engine.
On the DMCA forms, there's a place for you to put a link to your content. It doesn't have to be on the same service as the person who copied your photo. If you have your content on your own website, you should always use those links. [For example, if someone posts your work on IG, when you file the IG DMCA, you provide a link to the copied work on the IG servers, but in the section where you post a link to your work - you can use a link the work on your own website].
Some companies [not all] send a record of the DMCA takedown notice to a [google indexed] database. Google maintains its own database of takedown requests AND sends the notice to this other indexed database. If you use a link to your own website when reporting the account posting your work, you may end up generating backlinks to your site [from VERY REPUTABLE sources] if the DMCA notice is filed on one of these databases. [The reported site doesn't benefit from this and can be negatively impacted].
It's understandable that in some cases many of you feel there is a benefit when others repost your original content. As the copyright owner of that content - it's totally up to you to decide. If it benefits you - great, let others repost. If the person reposting your work removes or covers up your watermark - you can decide to file a DMCA against those accounts only. [This removes the image from the account that posted it without your watermark - so don't repost it from them. ].
Even if you file a DMCA Takedown to have your work removed from another person's account - YOU STILL have the right to sue them [for license fees and additional damages if you watermarked the image and the watermark was removed] for the time in which your work was available on their account. You have up to two years to file a civil suit against the person that infringed on your rights.
You DO NOT need to watermark your images in order to assert your rights as the copyright owner. A watermark is only there as a 'reminder' to others that the work is protected by US copyright law. For those of you that are OK with other posting your work, the watermark serves to identify you as the source/owner of the work.
*There's a few exceptions where someone would have a legal right to use your work without requesting permission first. This is highly unlikely [especially when posting to social media accounts]. Most people misunderstand the legal definitions of the terms of copyright law and might try to claim they're allowed to use your work - they probably aren't. It doesn't matter if they were profiting from the use of your work or not, copyright law protects the copyright owner from having their work 'copied'.
Note: This information is available on numerous websites [none of which are mine]. If source information is needed, I can provide however the best advice is to look for a site or resource which was written by a copyright attorney. A lot of people write their own opinions on what they think is or isn't ok when it comes to copyright, however the sites where an attorney is providing the information - it's based on actual copyright law.