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8/8/2019 Advertising Lien
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WIPO-NIFT
³TRAINING THE TRAINERS´ WORKSHOP
ON INTELLECTUAL PROPERTY RIGHTS
New Delhi, June 20 to 24, 2005
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Intellectual Propertyand
Advertising
Lien VerbauwhedeConsultant, SMEs Division
World Intellectual Property Organization (WIPO)
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Today: bussinesses beckon customers
with all types of advertising tools
± Business signs
± Pamphlets, door drops
± Brochures
± Billboards
± Radio & TV communications
± Telephone solicitations
± Commercial text messages
± Email advertisements
± Banners
± Pop-ups
± Rich media advertisements
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Internet and digital technologies
Traditional role: support for good/service
Innovative digital advertising techniquesin online environment:
± Expand role of advertising (receipt from
advertising often main source of income)
±Potential problems because of ease and speedwith which advertising can be assembled,
reshaped and distributed worldwide
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Challenge
Advertising has become race for unique,cutting-edge, enticing way of ... ± passing on information to customers
± facilitate and positively influence their buying
decisions
Difficult to keep content true to facts ± Human tendency to exaggerate benefits of
product ± Easy to cross thin line demarcating puffery from
misleading, deceptive or false advertisement
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This presentation
IP issues in the process of advertising
Protect your IPRs in
your advertising
Dangers inviolating IPRs of
others
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2.
HOW TO PROTECT YOUR IPRIGHTS IN ADVERTISING
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(a) What types of IPRs are involved
in advertising?
± Creative contentp copyright
± Slogans, soundsp copyright/trademarks
±Business names, logos, domain names
p
trademarks
± GIsp unfair competition, consumer protection,certification marks, special laws on GIs
± Graphic symbols, screen displays, graphic user interfaces, web pages p industrial design/copyright
± Software (to create digital ads, e.g. computer generated imagery) p trade secrets + copyrightand/or patent
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± Advertising techniques or means of
doing businessp patent (not in India)
± Website designp copyright
± Distinctive packagingp trademark,
industrial design, trade dress ± Person¶s identityp publicity or privacy
rights
± Databasesp copyright/sui generis
± Unfair advertising methodsp unfair
competition laws, tort
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(b) How to protect your creativeadvertising?
Cfr. presentation on Website
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(c) Do you own the rights in your
advertisement?
You pay freelance advertising designer tocreate advertising campaign for you on the
occasion of fashion exhibition.
Year later : you want to use some text andgraphic illustrations in your catalogue...
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3.
DANGERS
IN VIOLATING THE IPRs OF
OTHERS
WHILE CREATING OR USING
ADVERTISING CONTENT
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(a) Can you use material owned by
others in your advertising?
Technocal tools and
software
Copyright works
Photographs
Freeware
Material in public domain
Cfr presentation
Website
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(b) Use of others¶ likeness
Tennis star Sania Mirza
promoting Tata Indicom
mobile phone
Nicole Kidman is the new
face of Chanel No 5
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In many countries: name, face, image, voice,
other likeness of individual
protected by privacy and publicity rights
Right of publicity
-Person¶s image has
economic value
-Presumed to be result of
person¶s own effort
-Gives person right to
exploit own image
Right of privacy
Person has right to
protect image formcertain uses by others
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Fashion brewery sells
calendar with unknown
persons driving car withrefreshing pint in their
hands
- without permission...
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Textile company sells
catalogue with SaniaMirza wearing its cloths
- without permission...
(ficticious example)
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(c) Can you use a competitor¶s trademark inyour advertising?
Trademark is exclusive right
(right to exclude others from using the mark)
BUT:
No monopoly on the word, phrase, shape or color
as such
Only commercial use of the trademark for the
relevant classes of goods/services can berestricted
Non-commercial use cannot be prevented, except
if use affects distinctiveness of trademark
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Therefore:
Use of competitor¶s trademark in advertising is
not an infringement, so long as ...
Use is in accordance with honest practices in
industrial or commercial matters
Use does not take unfair advantage of, or is
detrimental to, the distinctive character or reputation of the mark
India: Section 29(5) and 30 (1) Trademark Act
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How to use competitor¶s trademark in advertising?
1. Do not alter competitor¶s trademark,
especially if it is a logo (size, color, spelling)
p trademark dilution and infringement
2. If it contains graphic elements (logo, label,
design, 3D figure) authorization
copyright
3. Be careful when using competitor¶s trademark in
metatags, linking, framing, domain names
trademark infringement, unfair competition
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4. Key word triggering
Ficticious example:
- I search µNIFT¶ banner of other university on top of search results
- I click on banner get directed to other university
Search engine sells keyword to business
p trademark dilution and infringement
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5. Primary meaning of your advertising should be to
inform the consumer, not to discredit or unfairly
attack competitors
6. Mark competitor¶s trademark with trademark
symbol
7. Avoid using competitor¶s trademark in way that
suggests competitor endorses or sponsors your
advertising product E.g. Prominently featuring logo of competitor
8. Do not take unfair advantage of reputation of
competitor¶s to promote your own business
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(d) Comparative advertising
± Coca-Cola tastes better than Pepsi
± Cadillac Seville outperforms BMW 540 in
slalom course
= Direct (competitor named)
± NIFT has the best postgraduate programmes
for the textile, garment and allied industries ± We manufacture the nicest sarees in India
= Indirect (competitor not named)
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Can you compare qualities of your
products with those of competitors?
Some countries:
Truthful comparisons areinformational for
competition
Beneficial to competition
Some countries:
Only allowed if specific
requirements fulfilled
Some countries:
ForbiddenSome countries:
Forbidden for
certain products
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Cable&Wireless PLC v British
Telecommunications (U
K,1998
)
Telephone company compares prices of
its telephone service with those of competitor
± Accurate and not intended to mislead the
public
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Reckitt & Colman of India Ltd. v. Kiwi
T.T.K. Ltd. (India)
Advertisement on electronic media
shows a bottle of µKIWI¶ which does not
drip as against another bottle described
as µOTHERS¶ which drips and is shownas µBrand X¶.
Brand X looks similar to the plaintiff¶s
Cherry Blossom. There is a red blob onµBrand X¶ which represents µCHERRY¶
and appears on plaintiff¶s product also.
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Court
:
± Comparative advertisement permissible but
should not to be intended to disparage or
defame the competitor¶s product.
± Kiwi ad disparaging to Reckit & Colman¶s
product and does not hinder freedom of
speech
± Kiwi restrained from advertising its products in
a disparaging manner.
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Hindustan Lever v. Colgate Palmolive
(India)
Hindustan Lever introduced new toothpaste calledN ew Pepsodent , claiming to be ³102% better than theleading toothpaste´.
Advertisement showed N ew Pepsodent superior inkilling germs than any other toothpaste.
Lip movement in the ad indicated ³Colgate´ as theother toothpaste referred, although voice muted.
Also, same jingle as used in the Colgate ad is played.
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Court:
± Direct reference about inferiority need not
be shown ± reference amounted to
disparagement
± Ad likely to leave doubt in minds of viewers
that Pepsodent was being compared with
Colgate.
± Injunction
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Comparative advertising in India
In principle allowed:
± Tradesman entitled to declare his goods to be the
best in the world
± Can also say that his goods are better than his
competitors¶ ± Can even compare advantages if his goods over
products of competitor
HOWEVER ± Cannot, while saying that his goods are better than
his competitors¶, say that his competitors¶ goods
are bad.
± Slander/defamation is not permissible.
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(e) Sensitive products
Special controls or prohibitions on advertising
Medicines
Tobacco
Food
Toys
Pornography
Credits
Slimming products
Casino games
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(f) Advertising and children
E.g. Glamorize violence in advertisingdirected to children
E.g. Use of children in advertising
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(g) Marketing practices
Direct marketing: via mail, fax,
door-to-door, email, sms,
Unsolicited emails (spam)
Free gifts, discounts
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4.
CONCLUSIONS
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Do not use competitor¶s mark in such way
that it harms competitor in unfair way
Your claims must be true and accurate
No comparisons that are likely to cause
confusion
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Lien Verbauwhede
WIPO, SMEs Division: www.wipo.int/sme/