digital strategy and ipr questions

INFLUENCE OF INTELLECTUAL PROPERTY

ON DIGITAL STRATEGYJacquesFolonwww.folon.com

PartnerEdgeConsulting

MaîtredeconférencesUniversitédeLiègeChargédecoursICHECBrusselsProfesseurinvité

UniversitédeLorraineESCRennes

Some IPR Criticisms

3http://pyersedandridge.com/wp-content/uploads/2013/06/website-home-page-critique-550x322.jpg

80% of the French Internet Users do consider that Pyracy is not

theft

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COPYRIGHT LENGHT INCREASES

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IPR is outdatedBeaumarchais created

the first copyright society in 1777

FRANCE IS THE

« DROIT D’AUTEUR» COUNTRY

IS IPR a property like any other one?

• No, it is limited in time

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• No, it creates a temporary monopoly position

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IS IPR a property like any other one?

IPR limits research

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IPR limits art

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ILLEGAL ARTWORK

What is the purpose of IPR?

• It allows the possibility for an author to live

• It gives various type of protection

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Février 2008

IDEAS

Ideas are not protected works. They are not

subject to property and are free as far as they are not proposed in an

external way (CA Paris 12 sept

1989)

IPR

• Inventions – Patents – GMO – IT Chips

• Signs – Trade mark – Names – Geographical protection

• Esthetical objects & design – Design

• Copyright, droit d’auteur & neighboring rights

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« Droit d’auteur »

Original • « shows the personality of the author » • Plagiarism is not original

Concretization • Ideas are not protected • A minimum of concretization is enough

• two criteria needed

Source: Lionel Maurel http://www.slideshare.net/calimaq/droit-de-linternet-et-de-linformation-complet

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Questions to raise before using protected works

• Are these protected works? • Are we authorized to use them? • Do we have a written agreement?

=> what are the basic principles?

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Basic principles

•Exclusive right •70 Years after author’s death •Preliminary authorization • transfer of rights • forbidden by law !!

Crédit image: http://www.tetedequenelle.fr/2010/03/droit-dauteur-mal-tourne/

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Categories

« Droit d’auteur » « copyright system » creative commons assignment of rights Public domain

What is protected ?

TextConferences

theatrechoreography

circusmovie

paintingsmusicphotomaps

architecturesoftwaredesignfashion

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Membership of collective societies • SACD - SACEM - SAIF • SGAE - GEMA…

Authors assign their rights to • Publishers (books, press, etc.) • Producteurs (musique, cinéma)

Author’s keep some rights • Reproduction (xerox copy) • Representation

Contract

Trough mandate

they keep moral right

Source: Lionel Maurel http://www.slideshare.net/calimaq/droit-de-linternet-et-de-linformation-complet

Various assignments or representation

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Protection of the work

•Official declaration in the copyright system

•Nothing for « droit d’auteur »

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The Author Copyright system the producer

Droit d’auteur: the individual

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• The author has the exclusive right – to make a copy or accept reproduction – communication to the public – translation – adaptation – sales

• Duration in EU: 70 years after the author’s death

Crédit image: http://www.rtbf.be/culture/wp-content/uploads/2010/11/AFPgoncourt1.jpg

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Patrimonial rights Patrimonial rights could be assigned to a third party trout a contract, against payment or for free

reproduction

adaptation communication to the public

translation representation

Crédit image: http://www.moneyandfinanceblog.com/wp-content/uploads/2010/07/Money-transfer-sending-money.jpg

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reproduction right

•A copy of the work •Xerox copy •3D printing •Recording •copy of a film •etc.

• IFFRO and copy

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Contracts the author is the weak partystrict interpretationassignment of right clause

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The fact that one buys an object does not means that he/she automatically owns the copyrights

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Copyright protection does not vary following

•the nature of the work (music, sculpture, etc.)

•its form (digital, 3D or 2D, etc.) •Its beauty or its price

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Moral rightOnly in some countries end of the work could not be seazed Paternity respect destruction honor & reputation

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Exceptions

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Quotations legal licences reprography family news communication as minor element fair use public domain

Triple test

• Exceptions may apply: – only for limited cases – if they do not limit exploitation – if not against rightsowners

FAIR USE

– the usage of the work may be accepted depending on • the usage (education • the type of work • size and quantities of use • consequences on the market share

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PUBLIC DOMAIN

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Neighboring rights

categories that help the author or created specific rights

!performing artists !producers !broadcasters !database producers

!duration 70 years

Various type of remuneration • Proportionnal • Assignment of rights • Collective organisations • individual negociations • Employee • Legal licence

Which authorization for internet use?

• Reproduction rights

• Communication to the public • ! each use s/b authorized

• Do not forget moral right

• assignment of right s/b in writing

To whom may we ask the authorization?

• Author • Performing artists • Neighboring rights • Broadcasters • Rightsowners

• Collective organizations may help

Collective organizations

• Contracts with rights owners • Reciprocal agreements • Contracts with users

– internet – TV

• Documentation • Distribution

Assignment of rights (Droit d’auteur)

• in writing • Strict interpretation • S/B precise

– which right – remuneration – how long – for which territory

• Difference with the copyright system

Sub contractors (droit d’auteur)

• in writing • Strict interpretation • S:B precise

– which right – remuneration – how long – for which territory

• Difference with the copyright system

What if no assignment?

• The author keeps his rights • Negociation at the end of the contract • legal action from the author possible

What is not protected ?

• laws • political speeches (with exceptions) • some public documents

IPR and ICT

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Open source software

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Other licences

«What»

Noauthoriza.onneededasfarasyourespectthelicence

Acontractisneededforanaddi.onaluse(commercialbyinstance)

Example Creative Commons

4 criteria 6 liences

« free » licences

• origin; open source world • « copyleft »

• Philosophy : positive exploitation in order to authorize copy, distribution, re-use, modification, in order to increase share, creation and the creation of common goods

What is new

• individual rights management • Preliminary authorization • usage pre-defined

the most popular is CC invented by Lawrence Lessig philosophy oh the library of Alexandria Free as a free speech not as a free

beer

• 4 criteria : – atribute)

– no derivative

– Share-alike

– Non commercial (nc)

• Six licences : – By

– By-nd

– By-nc-nd

– By-nc

– By-nc-sa

– By-sa

• The licence follow the work

Now you know how to handle droit d’auteur, copyright &

neighboring rights

don’t forget it !

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TRADEMARKS

An image, a graphic design

a word, an image

useful to recognize products

forbid confusion with other products

Duration 10 years renewable

by country and for EU

CONDITIONSnot forbid by law

no confusion

new means nothing similar already protected

DISTINCTIVE <> GENERIC, USUAL OU DESCRIPTIVE

Third party could refuse (ex:Apple)

http://www.tuxboard.com/classement-des-marques-les-plus-puissantes-2013/

Trademarks, domain names & user names in social media

200 millions domain names 2 billions user names google search identifies user names

crédit image: http://www.them.pro/files/images/domain-names-extensions.jpg

No coordination =

CONFLIT source FREDERIC BOURGUET

http://www.slideshare.net/search/slideshow?searchfrom=header&q=noms+de+domaine

trademarks usernames

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Some conflicts

• pre-existing trademark (Milka)

• idem but reasons (armani)

• trademark created after a domain name

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Usernameseasy to obtain

no control

used by search engines

crédit image: http://www.saadkamal.com/social-media/change-facebook-username/

Trademark is important

• important since the beginning !

• Part of the e-reputation

• Allows to refuse other trademarks requests

• need to follow what happens on line

Design & models

Protects appearance if

it is new it is specific Duration 25 years

http://lyc-stpaulnotredame-72.ac-nantes.fr/IMG/jpg/Philippe_Starck_1949-_-_Presse-Agrume_1_.jpg

https://encrypted-tbn1.gstatic.com/images?q=tbn:ANd9GcRLU6-6-PHFcb9sXL9Vmx10ANW5L_gBg2a6RL2f79VbD5dxkQFlMg

Patents

Promotes research by giving during a limited time (20 years) a monopoly to a person or a company who invent a product a process that is new

In order to receive a patent 4 conditions :

– new technical effect

– industrial consequences

–new (unknow by the public) –Innovative (as expert decide)

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Why did Google bought Motorola ?

Right on his/her image

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Basic principles

• International treaties • privacy means also right to his image • principally no need for a damage • Preliminary authorization needed • duration 20 years after the individual’s death

How ?Prior authorization requested Exceptions: – person with a public status - even temporary (only during

public life) – consent for a shooting does not mean consent for usage the person needs be identified (>< crowd)

Remember authorization is also needed for

• Artwork • Buildings and monument (Eiffel tower) • Houses

• trademarks

• design • For pictures two authorizations needed

– photographer – subject (individual or not)

• discussion for journalists: right of information >< right of image

Internet: digital far west ?

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First court case

Legal questions on Internet ?

OPTE Project Map of the Internet – CC-BY

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•Peer to peer •drugs •counterfeits products •Diffamation

Virtual world– real world National law - internet

INTERNET LAW ?

•There is no internet law •digital is not different •new usages & international level •Digital influence the legal framework

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Digitalinfluence

82Source: http://www.slideshare.net/calimaq/ecriture-web-et-dimension-juridique

•Cut & paste •multimedia (voice, music, video, ) •co-working •immediate publication •re-use, re-create, re-publish •a work has an independent life

We are in a cut & paste civilisation

Will Lion. Copy Culture. CC-BY-NC-NC

Each use of a digital work implies a copy

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Big change

•Collaborative creation •Collective intelligence •Use of hyperlinks

Digital and the law

Laws do exist but are not respected New problems that are not covered by existing laws Who is responsible? (creator, hosted, telecom operator,…) Applicable law ?

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Google Book Search

•US law vs. French law • French stops Google •Finally agreements

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• more & more influence of the terms & conditions

Applicable law is a complex matter

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Did you read them ?

89http://static.freepik.com/free-photo/psd-social-icon-social-media-social-media-icons_29-30000199.jpg

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Is it legal ???

Is a tweet a protected work?

some examples

3D Printers

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Myth of 30 seconds

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Another myth

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How to suppress copyrights

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It’s quite confusing

• wording not really understood (copyright, free, free for use,…)

• many new laws and regulations

• and everything could be copied in one clic

Where is the limit?

• What happens after your death?

"emails

"social media ?

"virtual goods

"e-reputation

CC-BY-NC-ND Henning

99Source: Lionel Maurel http://www.slideshare.net/calimaq/droit-de-linternet-et-de-linformation-complet

Where is the limit ?

100Source: Lionel Maurel http://www.slideshare.net/calimaq/droit-de-linternet-et-de-linformation-complet

Theft in videogames ?

WHERE IS THE LIMIT?

ARE AVATARS BECOMING LEGAL ENTITIES ?

Sur Second Life

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CURATION : ILLEGAL ?

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http://www.scoop.it/t/any-need-for-reinventing-copyright-droit-d-auteur-intellectual-property-news

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AUTHOR ?

A few lines

Photo Share… legally?

Jacques Folon [email protected]

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Q & A

Crédit image: http://jillsbooks.wordpress.com/2010/09/15/hellooooo-anybody-out-there/raise-your-hand-2/

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