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An article by legal firm Corrs Chambers Westgarth emphasises the issues faced in the modern world when potentially defamatory material becomes linked to a searchable item.

Often what ruins a person's reputation is not the original publication. It is the accessibility of that publication, and the prominence it is given on websites such as Google. Publications go viral in a matter of minutes. They can be accessed throughout the world and become a prominent hyperlink when your name is searched.

Duffy v Google is the most recent development of the law responding to these evolving forms of social interaction. (Williams and Yap, What potential liability of Google for defamation means, when protecting your reputation)

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