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
