The rise of social media in recent years has had a significant impact on people's private lives and an increasing number of companies are now using social media for business purposes. However, the opportunities and advantages offered by social media platforms also represent its greatest challenges. Companies often forget that such services do not exist in a legal vacuum – the normal legal framework is still applicable.

The rise of social media in recent years has had a significant impact on people's private lives. For instance, approximately every seventh citizen worldwide is a member of Facebook, the most well-known social media site. Other prominent social media platforms include Twitter and YouTube. These so-called 'Web 2.0' services have on thing in common - users themselves make content available and distribute it via the (almost unlimited) medium of the internet. 

It is therefore uninspiring that an increasing number of companies now use social media for business pirposes. Such use facilitates direct contact with potential or existing customers.