It might look like you can embed this Telegraph video on your blog:

But no: please take note of the last part.

As both Journalism.co.uk and Fred Hatman, a journalist in South Africa found out, embed codes are only for ‘personal use’. That didn’t include Hatman (@fredhatman) even though he is a lone blogger.

Instead, we had to feature the story of the Telegraph journalist who was attacked by a lion after willingly entering its enclosure (mauling received surprisingly cheerfully) without the accompanying video. We got permission to link though!

Syndication@telegraph.co.uk informs us:

“I’m afraid at this time we can’t grant permission for you to host the video, but you are welcome to link to it.”

So we asked them why they supplied the code? And how could we fulfil the requirements for a licence? They replied:

“My understanding is that this function is for personal use only, not for commercial use, as per our terms and conditions.  Often we are able to issue a licence for the content, but on this occasion Telegraph.co.uk are not offering this video for web syndication.”

Journalism.co.uk wonders how Telegraph.co.uk will monitor and police misuse of the videos – if abuse was extensive. Or how they decide who is commercial and who is not? If, as the Syndication people tell us, ‘on this occasion Telegraph.co.uk are not offering this video for web syndication’ why bother supplying it at all? Isn’t that just asking for trouble?