A computer implemented method, apparatus, and computer usable program product for protecting sensitive content. In response to receiving a selection of content, the process determines whether the content is of a sensitive content type based on a policy. The process then designates the content as the sensitive content in response to the content being of a sensitive content type. Thereafter, the process generates a sensitive content reference for publication and stores the sensitive content in a data structure, wherein the data structure associates the sensitive content with the sensitive content reference. Subsequently, in response to receiving a request from a requester for the sensitive content reference, the process obfuscates the sensitive content using a selected obfuscation algorithm to form obfuscated content, and returns the obfuscated content to the requester.