Comment of the Day: “Unethical Business Practices: Online Reputation Services”

For those offended by the fact that this is the second Comment of the Day, I can only note that I haven’t posted a COTD for a while, so they can consider this one as making up for say, September 9.

Tgt has some uncomfortable truths about the practicalities of taking principled stands, in the context of my discussing the dishonest and bullying tactics of so-called online reputation protection services without specifically naming any one company.

There are gradients of this dilemma, which I’m not sure the author sufficiently acknowledges. For example, in the recent Defense of Marriage Act controversy in which law firm King & Spalding arguably dumped an unpopular representation because of inappropriate but no less threatening warnings from its biggest client, there are core professional values involved: once a lawyer ( or firm) accepts a representation, he or she may not, consistent with professional norms, drop the new client because of fear that the representation will have unpleasant consequences. There is no ethical obligation, however, to engage in a protest or civil disobedience when one objects to an abuse of official power. There is an obligation to do something, and it is ethically legitimate to choose a course that addresses the wrong without causing unnecessary harm to oneself or others. One not  cowardly by not being foolhardy.

Unless I accept John Adams’ rather perverse conviction that the only way one knows one is doing the right thing is when he is certain that the consequences will be personally ruinous, I don’t agree that I have failed an ethical obligation by choosing to flag unethical conduct without specifically inciting a company whose business it is to intimidate websites.

Besides, as I noted in my response to this comment, I am not through with these guys. Not by a longshot. But here is tgt’s Comment of the Day to my opening volley: Continue reading

Unethical Business Practices: Online Reputation Services

Consider this just a polite request to remove that accurate but ucomplimentary post about my client.

The web has created some new business niches, and one that fascinated me was the emergence of online reputation defenders, who purport to make sure that Google searches and web research about individuals and businesses do not turn up negative information that can harm business prospects, career advancement, or reputations generally.

While I can see the appeal and potential profitability of such services, manipulating online content is an ethical gray area. It is as wrong to artificially make someone look good  on the internet as to artificially make them look bad. In general, anyone who has been out and about very long will find both positive and negative information about themselves on the web, of varying accuracy. People who have experience with web research understand this, so the impressions they get from checking out a potential employee or business partner will usually, though not always, be tempered with skepticism.

They can and should apply common sense: What is the source of the negative information? How old is it? Was this one incident or complaint that doesn’t seem representative of the individual or company as a whole? I would rather have all the information available, and be able to make my own decisions, rather than have the most favorable material elevated in visibility and the least favorable made difficult to find or removed altogether. These services promise to “bury” the negative material. Continue reading