E REPUTATION AND BENEFITS

We disassembled the mechanics of the new contract of insurance of Axa, supposed to protect the e-reputation of the good citizen. An offer that enjoys these days of high advertising exposure, more about surfing fears than on reality. And benefits all relating in tasks on your good reputation.

At a time where the "personal branding" resembles in some existential quest, sooner or later the market insurance should take notice.

Thus, the Axa Group launched last week a campaign of com' for his contract Protection family integr@le, including the risks associated with Internet, but especially the e-reputation, which one might have thought that it was a restricted public. With further risks more currents, which pass in the second plan in its pubs: Spoofing identity, fraudulent use of the means of payment, disputes with an e-trader following the purchase of moveable property, disputes with an e-trader following the purchase of a service.

Many restrictions

Last June, SwissLife had already put a foot on this market with a product focused exclusively on the e-reputation, a world novelty at the expensive price of 9.90 euro per month. AXA was the first to propose this pack, for a sum of 13 to 24 euros according to your profile (solo or family), or an additional 8 to 10 euros for this digital component.

However, as its Swiss competitor, Axa slips a run of restrictions in its general terms and conditions [pdf] (p 25 sqd). Certainly you will have legal and psychological assistance, your fees will be refunded and will be the household but under certain conditions.

Contentious content must not come from yourself. The problem today it is that many scandals, of violations of the e-reputation start to cause a video, an article posted by the insured himself, explains Me Murielle Cahen, specializing in the law of the Internet. But insurance remain useful in the case of infringement of its image by third parties, which is a non-negligible possibility especially today where the development of the Internet is very important and where the use of social networks is exponential.

They will not come "to participation in the administration or management of an association or a society civil or commercial", "paid or professional activity" or "political or trade union, an elective mandate activity". If Xavier Niel is not unmount on a forum for users of Free mobile, if a doctor is Thrasher in comments on a medical forum or the Member of the corner on a blog, so much the worse for them.

Another condition, the achievement should not be made by way of press. Not crazy Axa: "the press is more resistant when asked to remove a content", said Nicolas Benoit, lawyer in the e-reputation.

In addition, the search for an amicable arrangement is subject to a restriction of territoriality: "the author of prejudicial information, the Publisher or the host of the website" must be located in Europe, for short. This condition is not the most embarrassing.

Democratization

"It democratizes the financing of this risk, which has is itself democratic and it is a good thing, defends Sam Locker, e-reputation Hington Klarsey Agency." The first people affected were the captains of industry, stars, to hide, it was facts of exception. The same e-ecommerce sites were front line. The management of these problems has been streamlined, with products designed for them, which have been translated for individuals, to a certain extent. Some large issues are indeed expensive process in terms of technical and legal means.

Insurers now finance professional solutions. This type of product is a real necessity to address moral distress, which may become professional distress and financial troubles. "The Internet is useful and entertaining, people have other things to do than deal with these problems."

After listing the restrictions, Nicolas Benoit, lawyer in the e-reputation concludes: It is an interesting product for a good father who wants to protect her children, the protection of children is in fact. Advertising fits well with this target, even if it exaggerates a little.

However, he believes that Axa does not take many risks. "The e-reputation part may be interesting in exceptional cases Reputation.com." He cited the case of one of its clients: 14 year-old girl, put in issue on gossip sites. "The school and parents are overwhelmed in this case."

Gloubi boulga

And the installation of camera comes plaster more a sense of insecurity as a real insecurity, Axa appears to surf the fears created, among others, by various facts profile. Thus, in his sales pitch, the company announces: 82% Of you, the risks on the Internet are as strong as in everyday life.

Asked about the number of disputes related to the e-reputation that they expect to cover a year, Axa could not give us figures. They reported data on identity theft: third concern of the French according to a barometer and 210,000 identity theft identified each year. "We have the film on the e-reputation because it is a subject that concerns everyone especially teenagers, young people who will be on the labour market a day." "Employers have a reflex googliser candidates for a position."

Camille Alloing, e-reputation specialist, author of the blog CaddE-Reputation looking for anxiety-provoking communication without foundations: It is an epiphenomenon, Axa is opportunistic, the e-reputation is a term that monte. It is an abuse of the term e-reputation, a large gloubi-boulga which is fear. And why not insurance video games? What amazes me, is that we arrive at a definition of the e-reputation and we build an industry behind.

As "flooding", i.e. to the dilution of the embarrassing information "it makes me laugh." Already it is difficult to get from Facebook and Google that data disappear vraiment1 and reassembled by the search engines results are personalized now. What are noie dates. More what is the interest to hollow content? It must be defined as positive or negative for a person. "Finally, the voices on the Internet are only part of the echoes."

Drowned but not sunk

There still, Axa undertakes counted steps, specifying that "the obligation of Juridica and the claimant to proceed the deletion or the flooding of information harmful to the insured is an obligation of means and not of result." These means are EUR 5 000 per year and per issue.

"Information when the"buzz"has been covered by sites, which are then taken up by other site, the scope is so wide in some cases that a total cleaning of the canvas is unlikely, that is why an obligation of means is the only likely to impose obligation", analysis Me Murielle Cahen.

"It is a reasonable amount," said Nicolas Benoit. But ask the question: Is there need to be guaranteed for this risk? A lawyer made you it two three movements. Many amicable resolutions are easy. The host applies the law of confidence in the digital economy (LCEN) after notification. "Between accommodation at 10 euros per month and a trial, they have a financial interest to do so."

He said in passing that these hosting providers often ignore the three month prescription for defamation and still remove content that have exceeded this time.

"I am quite sceptical," said his colleague Olivier Iteanu. When it degenerates really, a lawyer is not so expensive, there is also a process of self-regulation, the e-reputation is a marketing package. "On the other hand the identity theft is a real problem, people are really lost."

Alberic Guigou, the Agency reputation Squad, partner of Axa companies2 product and already partner of SwissLife, defended his piece of fat to the recurrent criticism.

We receive 10 to 15 applications of individuals per day, it's several thousand per year. They are soon stopped by the cost of 200 to 3,000 euros. And it is a clich