A Web without links is no Web at all
Like to link? Watch out. Big business is questioning the very practice of hyperlinking as we know it.

By Molly Wood
Associate editor, CNET Reviews
(7/19/02)

It's been a long time since I thought of the Web as a new technology. But when we start talking about deep linking, I realize that some folks just don't grok the way the Web is supposed to work.

What's deep linking? The topic sounds vaguely naughty and has, indeed, spawned a series of dirty battles. The term refers to the practice of linking to interior pages within a Web site rather than to the home page. So, for example, if I want to refer to a story about deep linking from Wired News, I'd use this link rather than www.wired.com. Seems obvious enough, right? And I'd be seriously understating the case if I called deep linking common. Rather, the ability to deep link actually creates the digital strands that spun the World Wide Web itself.

Deep-six the deep links
But those strands might turn out to be more fragile than you think. A growing number of commercial Web sites object to deep linking. They say that it robs them of advertising opportunities, tricks consumers who might not realize that they've been taken to a new page, and even violates copyright laws by potentially allowing linkers to reproduce copy on their Web sites.

Unbelievably, they're not alone. In the first decision to uphold those arguments, a Danish court ruled earlier this month that a site called Newsbooster, which collects news from around the Web, can no longer link to interior Web site pages from its own site or newsletter. Bloggers and Web commentators rushed to predict the end of the Web as we know it if similar rulings were to spread to U.S. courts and beyond. Frankly, I'm not sure whether their doomsday scenarios are far off.

The long arm of the law
So, should American Webmasters feel nervous? I think so. After all, the deep-linking controversy has its roots in American online commerce.

The Danish court ruling certainly opens the door for some frightening developments.
Here's how it all got started. In 1997, Ticketmaster sued Microsoft over deep links from Microsoft's now-defunct Sidewalk Web guides. The companies settled in 1999 with no legal verdict, but Ticketmaster wasn't finished yet. In 1999, it sued rival service Tickets.com, claiming that the second company's deep links interfered with Ticketmaster's advertising and its business relationship with customers, among other things. (See this article for the full legal history.)

In 2000, a federal district judge, Harry L. Hupp, dismissed four of Ticketmaster's counts, including some that involved deep linking. He issued what appeared to be a clear victory for deep linkers, saying that the act itself does not violate copyright law because no copying exists. He also argued that linking itself "is analagous to using a library's card index to get reference to particular items." Exactly, I thought. He gets it.

However, many Web site purveyors don't agree, and Hupp did not preclude sites from posting a contract that forbids deep linking. Still, corporate Web sites continued to protest. Later that year, the Albuquerque Journal tried unsuccessfully to charge $50 for the right to deep link to its articles. The Dallas Morning News, in May 2002, demanded that a Texas news site immediately remove all deep links. The newspaper claimed copyright infringement, customer confusion, and interference with advertising.

The antilinking frenzy hasn't stopped at purely commercial ventures, either. The online community went wild this spring when National Public Radio (NPR) introduced a remarkably strict linking policy that forbade any link to any part of its site without written permission. Web heads were horrified--this was National Public Radio, after all, funded with a few tax dollars and our hard-won donations, and long had it been considered a self-proclaimed bastion of journalistic freedom and noncommercialism.

Within days and after incredible online outcry, NPR recanted. The public radio network replaced its draconian link request form with a terms of use page (which, presumably, I can link to without fear). The new page reserves the right to withdraw linking permission for what it deems inappropriate use, but it now "encourages and permits links to content on NPR Web sites."

Be very, very afraid
No one knows how the deep-linking controversy will end, but the Danish court ruling opens the door for some frightening developments. For the Web-minded among us, the entire conversation makes little sense--most of us see links as an industry loss leader, if you will. If correctly placed, links to a specific article or topic within a Web site can spark an influx of interest, which may eventually lead to traffic, sales, donations, or purchases.

Nevertheless, the attempts to stop the practice keep coming. The legal landscape in the United States, at least, has thus far favored the RIAA and laws such as the Digital Millennium Copyright Act. It seems frightfully clear that current copyright law is either ill-equipped or not inclined to help out the deep linkers among us. The Internet presents so many options for copy disbursement that it's harder than ever to control or even define the terms of infringement. And what's the Web without links? Nothing but empty cyberspace.


Net Effect archive



Molly Wood, a senior associate editor of software coverage for CNET Reviews, is terrified of the ocean, but she can't get enough of the virtual surf. Have a question for her? We'll pass it on!

 Next steps



Related Info
Kill annoying pop-up ads
From CNET Reviews 
Four firewalls reviewed
From CNET Reviews 
Top 5 security apps
From CNET Reviews 
Inside @ccess archive
From CNET Reviews 

DSL Internet access    
 
Cable Internet access    
 

Sign up for CNET Newsletters and Special Offers
Click on a title below to learn more about it.
Software Weekly  
Internet Services Weekly Newsletter  
Download.com Dispatch for PC  
CNET TechSpecials  
Special Offers from our partners
Software Developers
Computer Software
IT Professionals
Small Office, Home Office

Manage My Newsletters