In communication security one can distinguish between securing the transport (i.e. TLS tunnel) or each message (i.e. Encrypted eMail). Since the web was born as a transport medium, transport level security is what we see deployed today: TLS tunnels and trusted certificates for servers everywhere. Giving some motivating examples I illustrate that todays applications on the web are in need of something else. Focussing on web content including text and in search of a broad applicability in the “sharing” web, I will motivate why I only look at authenticity and integrity. I will briefly touch why I think watermarking, DRM are not working here. In the second half I will talk about possible solutions for web content and possible enforcement mechanism without the need of DRM. One approach is to use a simple policy, digital signatures, and reuse existing infrastructures and technologies that have been build to support PKI.