User-generated content (UGC), defined in its most simplistic terms as material produced by those that create and disseminate using online platforms, is a current bane of the copyright world. Digital tools facilitate the creation of material that have their origins, in whole or in part, in the works of others and the Internet provides a forum for their mass distribution. The opportunity to express ourselves visually, audibly and through the written word has been simplified and opened-up to even the most unimaginative and technophobic of us, allowing private individuals to instantaneously distribute their amateur efforts online. However, like the  rise of P2P file sharing in the 1990s,  the inadequacy of copyright law to quickly address the private use/public dissemination paradox that exists in the digital environment may have inadvertently encouraged and entrenched this new social and cultural phenomenon. In its current form, the law  makes the creation and dissemination of UGC socially, if not legally, acceptable behaviour. Yet, any civilised society aims to ensure legal compliance, so how is this to be achieved? This presentation will consider whether EU/UK law should follow Canada’s lead and legitimise such activity by expressly adopting a copyright exception for non-commercial UGC. However, it will suggest that such an approach is flawed. Online business models, which value creativity from the perspective of both the original and follow on creator, and that maintain wide public access to UGC, are currently being developed. These models equitably allocate the benefits and profits associated with the creation and dissemination of UGC and thus preserve the incentive effect of the copyright system. This development could be severely hampered if a copyright exception for UGC were to be more widely introduced.