1. A computer program product, comprising a non-transitory computer usable medium having a computer readable program code embodied therein, the computer readable program code adapted to be executed to implement a method, the method comprising: identifying content stored by a first entity that is to be published by a data feed provided as a service by a second entity; determining by the second entity whether the content is at least potentially malicious, utilizing at least one predefined rule; and conditionally allowing access to the content via the data feed, based on the determination of whether the content is at least potentially malicious.