Potential liability of Facebook for copyright infringement when providing mass publication of content in relation to copyright material and when applying GIF button on its messenger will be explored in depth below. The first section issues the explaination of what a GIF is and how it is created. The second section looks at the legal risks for Facebook associated with allowing UGC to share copyrighted content. To begin with, Facebook liability will be examined under § 512 of the United States Digital Millenium Copyright Act (DMCA). This section also canvasses the issue by looking at Article 12 to 15 of the Europe E-Commerce Directive (ECD). The third part concerns about the ability of GIFs to infringe copyright. The matter will be analysed 1) under the Fair use inquiry of the US as well as 2) under the Directive 2001/29/EC of the European Parliament and of the Council of 22 may 2001 on the harmonisation of certain aspects of copyright and related rights in the information society (the Copyright Directive).