The constitutional system in Poland covers one of the most important values which is freedom of speech. Due to the regulatory dualism treating the media market also as an important element of the creative industry, freedom of economic activity becomes important in this area. Currently, the implementation of both of these values is influenced by the development of new technologies, which determine the need to adapt legal regulations to them. The basis for the operation of the media is the freedom of speech referred to in the Art. 14 and 54 of the Constitution of the Republic of Poland3. The exercise of these freedoms may be limited in strictly defined situations and must be provided for by law (Art. 31 (3) of the Polish Constitution). Therefore, one cannot speak of an unhampered freedom of action by the media. However, is this rule relevant to the challenges of the changing world and developing virtual reality? In view of modern changes in the principles of creating and using information, the existing rules of media functioning should be verified, without excluding legal instruments which task is to ensure a balance in the relationship between the use of freedom of speech and the protection of its beneficiaries against unauthorized actions. The article presents the issue of the application of the legal instrument of the press title register on the example of a blog4.