Conflict of laws and jurisdiction stemming from reputation infringement of the Internet

Kao „višak vrednosti“ generisan u uzajamnim interakcijama, svakako već od samih začetaka ljudske zajednice, reputacija predstavlja svojevrsnu nematerijalnu imovinu koja direktno utiče na čitav niz ličnih svojstava, prava i dobara. Sa milenijumskim nasleđem iz običajnih prava različitih kultura u čitavom svetu, razvojem sve složenijih društvenih odnosa, aspekti reputacije vremenom su stekli svoje mesto u pozitivnom pravu evropskih jurisdikcija odakle se, kroz kolonijalni uticaj, odgovarajuća pravna praksa širila na druge kontinente. Tokom Novog veka utemeljene su neke od osnovnih razlika u pristupu reputaciji dva dominantna pravna sistema, kontinentalnog i angloameričkog, no oba čuvaju ključni smisao i kontekst ovog značajnog regulatornog mehanizma društva. Iako je reč o apstraktnom pojmu, reputacija čini sastavni deo identiteta i lično dobro a podložna je kvalifikovanju i kvantifikaciji, pri čemu se preklapa sa nekim od najvažnijih javnih interesa poput slobodnog informisanja, odnosno ljudskih prava na slobodno izražavanje i pristup informacijama od javnog značaja. Po sličnim zakonitostima, u društvenom okviru generiše se i reputacija poslovnih i drugih organizacija, proizvoda i usluga koja takođe predstavlja predmet pravne zaštite.As a „surplus value“ generated in mutual interactions, certainly from the very beginnings of primordial human communities, reputation presents a certain immaterial asset which directly influences a wide range of personal traits, rights and goods. With a millennium old heritage in customary laws of various cultures throughout the world, due to the ever more complex social relations, aspects of reputation gained their place in European jurisdictions' positive law, spreading through colonial influence pertinent legal practices on other continents. Historical modernity saw setting up of some of the basic differences in treating reputation among the two dominant legal systems, civil and common laws, while both kept essential purpose and context of this vital regulatory social mechanism. Although it is an abstract concept, reputation makes an integral part of identity and is a personal good, while being qualifiable and quantifiable, overlapping some of the most important issues of public interest like freedom of information, i.e. human rights to free expression and access to information of public importance. Under similar rules within societal framework, reputation of commercial and other organisations, products and services is generated, and is also subject to legal protection. Personal and commercial reputation have their source in a “reputational lake” which is, seemingly uncontrollable, filled with relevant information relating to the reputation holder, their background, features, decisions and actions, that are valuated against prevailing social norms and possible changes in socially acceptable behaviour, as well as against prognoses of probable actions given a future opportunity or crisis