Corporations now only need to have made a "diligent search" to find the owner of the content before use. From the article: 'The Act contains changes to UK copyright law which permit the commercial exploitation of images where information identifying the owner is missing, so-called "orphan works", by placing the work into what's known as "extended collective licensing" schemes. Since most digital images on the internet today are orphans - the metadata is missing or has been stripped by a large organization - millions of photographs and illustrations are swept into such schemes.

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