Why The Web Is Going Dark Over SOPA & PIPA

Major web sites have gone dark to protest the anti-piracy bills in the US Congress known as SOPA and PIPA. Internet companies fear they potentially could “break” the internet by giving out powers to broadly to ban or censor web sites.

Status Of The Bills

SOPA — the Stop Online Piracy Act — is the bill in the House of Representatives. It received much attention and debate in December. It’s planned to be reworked in February, and it seems unlikely to come up for a vote in the way that it was.

PIPA — the Preventing Real Online Threats to Economic Creativity and Theft of Intellectual Property Act — is the bill in the US Senate. It’s also known as PROTECT-IP. It comes up for a vote on January 24, which has sparked today’s actions. A related hearing on the bill planned for today was postponed.

CNN has a nice rundown of the current status of both bills, and the debate about them, in its SOPA explained: What it is and why it matters article. I also found this New York Times article and this CBS News article very good for background. Jason Harvey at Reddit has an interesting, quick-to-read-and-digest, FAQ-like review of provisions in both bills.

For a rundown on where various representatives stand on the two bills, ProPublica has three good pages, one for SOPA, one for PIPA and one for both combined.

For its part, the Obama administration said earlier this week that it will not support parts of either bill that “reduces freedom of expression, increases cybersecurity risk, or undermines the dynamic, innovative global Internet.”


If no bill is passed, the Digital Millenium Copyright Act – passed in 1998 — would remain the primary way for content owners to combat online piracy. It has takedown provisions used to remove listings from search engines like Google to infringing content. More about the DMCA can be found in the articles below:

An alternative to SOPA & PIPA has also been proposed called OPEN, the Online Protection and Enforcement of Digital Trade Act, which seems to offer more protection to publishers and site operators. The backers are also calling for public contributions to improve the proposed legislation. Google says it supports this alternative approach.

MPAA Calls Protests Irresponsible & Dangerous Gimmick

Former US Senator Chris Dodd, who now heads the Motion Picture Association Of America which supports the bills, has called the protests an “irresponsible response” and a “dangerous gimmick.” His full statement

Only days after the White House and chief sponsors of the legislation responded to the major concern expressed by opponents and then called for all parties to work cooperatively together, some technology business interests are resorting to stunts that punish their users or turn them into their corporate pawns, rather than coming to the table to find solutions to a problem that all now seem to agree is very real and damaging.

It is an irresponsible response and a disservice to people who rely on them for information and use their services. It is also an abuse of power given the freedoms these companies enjoy in the marketplace today. It’s a dangerous and troubling development when the platforms that serve as gateways to information intentionally skew the facts to incite their users in order to further their corporate interests.

A so-called “blackout” is yet another gimmick, albeit a dangerous one, designed to punish elected and administration officials who are working diligently to protect American jobs from foreign criminals. It is our hope that the White House and the Congress will call on those who intend to stage this “blackout” to stop the hyperbole and PR stunts and engage in meaningful efforts to combat piracy.

Really, MPAA?

Personally, I find it more troubling that the head of the MPAA thinks it can tell publishers what they can and can’t do with their own web sites. In particular, the “gateway” argument seems aimed at Google, as if Dodd believes Google’s role as a search engine doesn’t allow for it to also have a corporate opinion about proposed laws.

If that’s the case, I fear even more for any law that the MPAA gets behind. Make no mistake — I’d like to see some type of improved system that can indeed help stop sites that infringe copyright. I’ve found myself personally feeling powerless and frustrated with the crazy and time-consuming DMCA requirements that exist now.

Too often, I encounter sites that Google ought to ban from its search engine not because of some legal requirement but because the sites can so clearly and easily be seen to be engaging in wholesale copyright theft.

But if the MPAA finds a Google protest to its users as incompatible with its search engine mission, how else might the MPAA might want to limit Google’s freedom of speech with other regulations in the future?

For some further thoughts on all this, see some of my past articles below:

Censored: Google’s Logo

For its protest, Google is showing a blacked-out logo on its home page and search results pages:

Clicking on the logo leads to an information page where the company makes its case against the two bills and encourages people to sign an online petition against them:

Google also has a blog post up about its opposition here. Interestingly, Google-owned YouTube — a flashpoint of piracy debate for Hollywood — doesn’t appear to have any special protest or logo treatments running.

Search engines Yahoo and Bing haven’t taken any similar special actions.

Wikipedia’s Day Off

Wikipedia’s English-language site has effectively closed. Going there instead brings up, after a brief flash of whatever page you wanted to see, a dark screen encouraging people to contact their elected officials to protest the bills:

Entering your ZIP code brings up a page listing contact information for the area’s US Congressional and Senate representatives, along with information on why the bills should be opposed:

Actually, at least two English-language pages on Wikipedia have not been closed: the ones about SOPA and PIPA. Disabling JavaScript apparently also makes the pages available to those who want them. The mobile site remains open.

Craiglist Makes You Wait

Over at Craiglist, the company has taken a middle approach between Google and Wikipedia. There’s a big notice on its home page:

The notice promotes a link to “easy action items,” a page on Craigslist with information on how to voice opposition to the bills.

Below the notice, a small countdown starts when the page loads. After 10 seconds, a link appears allowing access to the Craigslist site you’re after (as the arrow shows above).

More Protests

Other sites have also taken protest actions, including:

Blog-creation service WordPress has a notice up with an informational video, links to further information, ways to email or call Congress plus how people can black-out their own sites. But the site also remains operational for those who use a “Continue” link at the bottom of the page.

Photo sharing service Flickr is allowing users to voluntarily “darken” their images and display a message about why, if they so choose. More information is provided in this Flickr blog post.

Mozilla, which produces the popular web browser Firefox, said it plans to black-out its page today. OpenDNS will continue resolving web sites, but error pages it delivers will have some text randomly blacked-out to illustrate censorship.

Other sites already taking various types of actions include Boing Boing (completely closed), the Electronic Frontier FoundationMetafilter and the Consumer Electronics Association. Popular sharing site Reddit will close.

For a further list, see the SOPA Strike site, which lists many sites that have pledged some type of action. Marketing Land executive news editor Matt McGee has begun collecting screenshots at Flickr and Pinterest. Also watch for more sites and related news here and here on Techmeme.

Here on Marketing Land, and on our sister-site Search Engine Land, we’ve changed to a dark background with a “Stop SOPA & PIPA” message at the top of our pages that leads to this article.

Related Stories

Related Topics: Channel: Industry | Features & Analysis | Legal | Legal: Copyright & Trademark | Top News


About The Author: is Founding Editor of Marketing Land. He’s a widely cited authority on search marketing and internet marketing issues, who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • Juan de Frías López

    Someone can tell if the number of Googlebot visits has decreased a lot during last hours?

  • http://www.facebook.com/people/Austin-Hoffman/100003169991141 Austin Hoffman

    This is just terrible….SOPA is the equivalent of curing a headache with a guillotine. It may stop piracy, but it would shut down our economy and unconstitutionally erode our most basic freedoms in the process.

    I just hope that everyone realizes how important this is and does their part to save the internet & our economy!

    here is a good video that explains the consequences of SOPA pretty well:

    1,000s of more websites have joined the force and went dark today, we need EVERYONES help!!!!

  • Anonymous

    Death to SOPA and death to PIPA! Our politicians have been selling out the American people’s liberty and interests for so long to their super rich and special interest campaign contributors, they don’t even feel ashamed to do it any longer!

  • http://www.facebook.com/people/Олег-Ильинов/100002870471201 Олег Ильинов

    good information for me. I think what its great. Thiis info help me for creating web sites.Thanks

  • http://twitter.com/iRoushan amit roushan

    the protest is to continue unless internet is set free http://bit.ly/wWlW0c

  • http://www.wefindyourproperty.ie/ properties for sale tenerife

    Hello Danny Sullivan,I like your writing style.Thanks

  • http://www.facebook.com/people/Олег-Ильинов/100002870471201 Олег Ильинов

    Hi, please help me… http://safetly-systems.ru

  • Anonymous

    Use social webs as much as you can.

    Social Networks

  • http://www.facebook.com/profile.php?id=1154280659 Matej Šišmanović


    action against the PIPA i SOPA U.S. law included the Croatian web pages. How the law is applied to the whole internet, we must not let it to be accepted. In an action in Croatia first joined ePušenje Web Shop, which is Croatian languale, although written in English condemned such a law. On the same web shop you can find ways to engage in anti PIPA i SOPA action!


    Actually Im the owner of that web shop. Support this wherever you can!

  • Dolphin Silverwolf

     As a CA resident, I e-mailed my senators and representative…and apparently they support SOPA and PIPA on the grounds that $180 billion are lost due to piracy.  But I’m in agreement with AustinHoffman here.  The recent iteration of the bill might stop piracy…but the measures have the effectiveness of “net nanny” or “At Ease:”
    1) They might stop the pirates, but the side-effects from corporate greed and legal weaseling lead to punishment of legitimate users in terms of increased usage fees by ISP’s and content providers, slowdowns of communication owing to implementation (and likely, over-implementation) of countermeasure software.  I’ve seen similar things happen in High School.  Teacher throws At Ease onto the computers, end result, nobody can get work done, or the more computer-savvy students have to break the countermeasures in order to simply do legitimate work!
    2) Data thieves aren’t going to play by the rules, obviously.  Whatever countermeasures you throw up, they will circumvent.  Increased penalties for crimes and broader jurisdiction won’t help if you can’t even FIND the bad guys in the first place.

    If the intention is to improve the economy, then they need to come up with a new SOPA.  It doesn’t help that some of the main advocates of SOPA and PIPA are the same people who endorsed this file sharing software and even abetted piracy to conduct an experiment.  Frankly, in the past ten years, I’ve yet to see more than a handful of movies and TV shows that are even WORTH protecting.  In the past two years, I could count maybe six or seven movies out of who knows how many that were worth the money.

    Furthermore, what is this going to do to help the consumer?  Let’s just say that these bills pass.  Let’s say that they actually do prevent the theft of intellectual property.  Let’s even go so far as to say that efficient countermeasures effectively stop piracy even for a day or two.  In this impossibly ideal state of affairs, the entertainment industry alone might save millions, or even billions of dollars.  Do you really think that any of those savings will be passed on to the consumer?

    Piracy also might have its inherent non-legal risks…the product itself becomes corrupted and quality degrades (as in the case of making a photocopy of a photocopy of a photocopy), and it can sometimes act as a trojan horse, carrying spyware and malware.  This hurts the recipient as well as the content producer.  (Think about that the next time you try to download a copy of Avatar…it might be a re-labeled copy of Twilight.)

    So, to Government…enforce the laws we already have!  If SOPA and PIPA are really necessary, check them with a fine-toothed comb and make sure they don’t contain fine print or riders that make them rife for abuse by the industries they were meant to protect!

    To the media industries…maybe you should take some lessons from Peter Jackson, Steven Spielberg, and James Cameron…and actually create something, I don’t know, good?  Something that people will want to see?  And stop killing off the stuff that’s actually good.  (I’m looking at you, 20th Century Fox.  Yes, you.  Remember Firefly?  Within the first 3 episodes it was developing into a genuine TV show, and you pulled the plug.)  That way, people might not feel so cheated for paying for movie tickets.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!