Who can post what on the Internet is becoming an increasing issue. As users engaged more with the content, challenges and threats to freedom of expression, as well as other forms of potential abuse emerged. In order to cope with this, social media platforms in certain cases started removing content deemed not in accordance with their Terms of Service, often under vague provisions and with little transparency of these processes. The involvement of state actors in, for example, addressing hate speech and extremism online could affect users’ rights to freely impart and receive information online. Limitations of what we can write online or which photos and videos we can post could represent serious threat to freedom of expression if used contrary to the rules set out in international human rights documents. Since there are many issues surrounding online content regulation, what kind of approach should companies, states and other actors take when considering what is legal or illegal speech on the Internet?