Approaches presented herein enable evaluating a multimedia item to be posted to a website (e.g., social networking site, forum, blog, etc.) to determine whether a censoring action needs to be performed on the multimedia item prior to posting the multimedia item. Specifically, in response to a request to post a multimedia item to a website, the multimedia item is analyzed to determine a context of the multimedia item. The context may be derived from specific elements depicted in the multimedia item. Also, an entity (e.g., a person, logo, trademark, brand) may be identified. The preferences related to the entity are retrieved. The context is compared against the preferences of the entity to determine whether a variance exists. When a variance is determined, a censoring action related to the multimedia item may be performed prior to posting the multimedia item.