![Page 1: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/1.jpg)
Legal Issues in Counter Brand W
ork:
A Critical Update for Activists
Speakers:
Corynne McSherry, Electronic Frontier Foundation
Melissa Gough, Business Ethics Network, Facilitator
A Business Ethics Network Webinar
9 May 2013
For screen sharing, go to:
ben.glance.net
Session code: 1024
Call / Skype into the conference line:
1-218-548-0782
Pass-code: 298305#
If you have any questions please email them to:
This webinar will be recorded.
1
![Page 2: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/2.jpg)
Legal Issues In Brand Activism:
A Critical Update
2
![Page 3: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/3.jpg)
Copyright
Trademark
Publicity Rights
Defamation
3
![Page 4: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/4.jpg)
Copyright Basics
What is a copyright?
•Exclusive rights granted to auth
ors in
original expression:
–To reproduce a w
ork
–To create derivatives
–To distribute copies of the w
ork
–To publicly display or perform
the w
ork
How do you infringe a copyright?
•By doing any of th
e above w
ithout th
e
perm
ission of th
e copyright holder
4
![Page 5: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/5.jpg)
But there are limits, e.g., fair use
The Four Factors (17 U
.S.C
. §107):
1.
the purpose and character of the use, including
whether such use is of a commercial natu
re or
is for nonprofit educational purp
oses;
2.
the nature of the copyrighted work;
3.
the amount and substantiality of the portion
usedin relation to the original work
as a
whole; and
4.
the effect of the use upon the potential market
for the original work
(e.g. licensing).
Courts can consider other factors, esp. public
interest
5
![Page 6: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/6.jpg)
Challenge for Activists:
Online speech depends on
intermediaries
6
![Page 7: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/7.jpg)
7
![Page 8: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/8.jpg)
DMCA “Safe Harbors”
17 U
.S.C
. 512
Eliminate M
onetary D
amages
Lim
it Injunctions
8
![Page 9: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/9.jpg)
To stay in safe harbors, ISP must:
•Be the right kind of service provider
•“E
xpeditiously”take down m
aterial if
compliant notice
•Restore only after counter-notice and
•10-14 days to file suit
•(plus some other things)
9
![Page 10: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/10.jpg)
After Takedown: User Options
•Counter Notice (back up in 10-14 days)
•Sue under 17 U
.S.C
. 512(f):
“Any person w
ho knowingly m
aterially
misrepresents under this section (1) that
material or activity is infringing . . .shall be
liable for damages, including costs and
attorn
eys’fees, incurred by the alleged
infringer”
10
![Page 11: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/11.jpg)
Stephen
Colbert on Truthiness:
http://w
ww.youtube.co
m/w
atch
?v=
sNHqX27hlz8
11
![Page 12: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/12.jpg)
Trademark:
The Other Fair Use Front
•What is protected: word
s, symbols, colors, etc.
used in commerce to designate the source of
goods and services
•Infringement: using a m
ark
so as to cause
likelihood of confusion as to source
•Dilution: blurring or tarn
ishing nationally
famous m
ark
12
![Page 13: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/13.jpg)
Noncommercial Use
“[T]rademark
infringement law prevents only
unauthorized uses of a trademark
in connection
with a commercial transaction in w
hich the
trademark
is being use to confuse potential
customers”Bosely Med. Inst. v. Kremer
“The Lanham Act regulates only economic, not
ideological or political, competition...
Competition in the “mark
etplace of ideas”is
precisely w
hat the First Amendment is designed
to protect.”–Koch v. Does
“The Lanham Act . . .only regulates commercial
speech . . .”Taubman v. WebFeats
13
![Page 14: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/14.jpg)
Nominative Fair Use
•The m
ark
holder’s product or service in question
is not readily identifiable w
ithout use of the
trademark
;
•Only so m
uch of the m
ark
or mark
s w
as used
as w
as reasonably necessary to identify the
product or service; and
•The user did nothing that would, in conjunction
with the m
ark
, suggest sponsorship or
endorsement by the trademark
holder.
14
![Page 15: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/15.jpg)
First Amendment Balancing
•Lanham Act applies “to artistic w
ork
s only
where public interest in avoiding consumer
confusion outw
eighs public interest in free
expression.”
Mattel v. Walking Mountain Prods.
=>
•Trademark
relevant to m
essage?
•Misleading as to source or content of work
?
15
![Page 16: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/16.jpg)
16
![Page 17: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/17.jpg)
17
![Page 18: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/18.jpg)
For an O
SP,
Any trademark
claim
=
time + m
oney + risk
18
![Page 19: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/19.jpg)
19
![Page 20: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/20.jpg)
20
http://w
ww.nytimes-
se.com/nytse/wp-
content/upload
s/diamon
ds-ban
ner-336-
anim
ated
.gif
![Page 21: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/21.jpg)
Publicity Rights
•Potential violation if: you have used
someone’s name or likeness to
yourcommercial advantage,
without consent (broader in C
A)
•Defenses vary a bit, but basically
same as trademark
(e.g. First
Amendment, noncommercial)
21
![Page 22: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/22.jpg)
22
![Page 23: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/23.jpg)
Defamation
•Defamation: false and unprivileged
statement of fact that hurts
someone’s reputation, and is
published as a result of negligence
or malice.
•Trade Libel: intentional + direct
negative effect
•Libel is a w
ritten defamation;
slander is a spoken defamation
23
![Page 24: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/24.jpg)
If you are the speaker:
Principal defenses
•Tru
th
•Opinion/hyperb
ole
•Public Figure
•No $$ damage (trade libel)
24
![Page 25: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/25.jpg)
Not defamatory:
•Calling a political foe a "thief" and
"liar" in chance encounter
•Calling a TV show participant a
"local loser," "chicken butt" and "big
skank"
•Calling someone a "son of a bitch”
25
![Page 26: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/26.jpg)
Defamatory
•Charging someone w
ith being a
communist (in 1959)
•Calling an attorn
ey a "crook"
•Describing a w
oman as a call girl
•Accusing a m
inister of unethical
conduct
26
![Page 27: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/27.jpg)
But what if you don’t have a lawyer to
lay out your defense?
Some practical advice.
(Note: IAAL, but IANYL)
27
![Page 28: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/28.jpg)
•Be noncommercial.
•Don't use m
ark
alone in a domain
name.
•Have a prominent disclaim
er.
•Find a service provider with
backbone.
•Be ready w
ith altern
ative site
•Take only w
hat you need.
•Show your work
: link/cite sources
28
![Page 29: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/29.jpg)
And if that
doesn’t work
29
![Page 30: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/30.jpg)
Contact EFF!
30
![Page 32: Facilitator Legal Issues in Counter Brand Work: A Critical ...€¦ · Facilitator A Business Ethics Network Webinar 9 May 2013 For screen sharing, go to: ben.glance.net Session code:](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa6ef5a17f1c517d21803b6/html5/thumbnails/32.jpg)
Legal Issues in Counter Brand W
ork:
A Critical Update for Activists
Corynne McSherry, Electronic Frontier Foundation
Melissa Gough, Business Ethics Network, Facilitator
A Business Ethics Network W
ebinar
9 May 2013
www.businessethicsnetwork.org
32