There's absolutely nothing in the Act that would be 'damaging' to digital PR, or affect viral campaigns at all.
How on earth would brands be 'scared away from operating in the UK', as Ged Carroll surmises, when the Act protects brands?
It makes the UK a much more attractive market as there are measures to tackle online piracy.
And it's amusing to see Stephen Waddington suggest that the Act is 'bad news' because the digital PR industry will now have to ensure it actually complies with copyright law - what a nightmare.
The truth is that the creative industries in the UK that benefit from the Act account for ten per cent of UK GDP. They also employ a lot of in-house and agency PR people.
A stronger creative sector can only be a good thing for PR professionals and the industry in general.
Adam Liversage, director of communications, BPI