We all just keep on talking about those Smart Tags » "Moral rights are a bundle of rights that remain with the author of a creative work even after she sells the copyright to it. The concept originated in France, where it is believed that a creative work necessarily incorporates the character of the author. Unlike copyrights, which are a property right that can be transferred, moral rights are intrinsinc to the author and her work. They cannot be transferred.
Smart tags, says Fraase, may well violate the moral right of integrity. This right prohibits the distortion of a work in a way that would damage the reputation of the author. Since smart tags could link to anything from advertising to extremist points of view, they are quite likely to damage the reputation of an author insomuch as the user associates those links with the original author of the page they appear on."