The internet has become a powerful presence in our lives,
especially in how we use it to communicate. Social media in the form of social
networking is now included in millions of Americans’ daily activities, is
integral to how most of us now search for and obtain jobs, and even influences
how we conduct business. Consequently, it has become commonplace for businesses
to use various social media platforms to conduct polls, contests or sweepstakes
among employees, interact with customers and potential customers, and spread
brand awareness. Users can and do copy and paste pictures, songs, videos,
documents, or even links to webpages onto a business’s profile to share via
social media.
Different social medial platforms are available to help companies
manage these various online activities, making them both simple and quick to organize
for any company’s marketing department. Furthermore, social media marketing is
an easy, cost-effective and wide-ranging way for businesses to reach new
customers.
However, intentionally or unintentionally associating your
business with the intellectual property of another may bring about liability
for trademark, copyright, and other types of intellectual property infringement.
Below is a guide to intellectual property issues businesses should consider.
What constitutes
intellectual property infringement on a social media platform?
Several types of infringement can result from associating
your business with the intellectual property of another. There can be trademark
infringement if a company requests user-generated content from their employees which
includes photos or videos and those photos or videos contain third-party
trademarks in the background, on signage, or on clothing (i.e., the Nike logo).
This can arguably lead to a false association claim by suggesting that the trademark
owner supports the company-sponsored event. If a trademark is used in a way
that tarnishes the reputation of the trademark owner (i.e., being associated
with drugs, pornography and other illegal actions), there could be potential
liability for trademark dilution. (This explains why clothing logos are
sometimes blurred out on TV shows.)
Copyright laws can also be infringed upon if user-generated
content contains copyrighted material such as art, music, photos, or quotes
without proper referencing. Unless the user creates their content, obtains
permission from the copyright owner, or their content is in the public domain,
direct copyright infringement may result. Although a company might successfully
argue that any unauthorized content was either “de minimis” (small or brief
enough so as to be insignificant) or “fair use” (the promotion of freedom of
expression by permitting the unlicensed use of copyright-protected works in
certain circumstances), it is far easier for a company to simply prevent any
claims of infringement altogether.
The right of publicity can also be violated when social
media accounts tied to a particular business publish the name or likeness of a
person for commercial purposes, without obtaining their permission. This can
become relevant if a video or photo contest submission features individuals
other than the employee who entered the contest. Depending on the nature of the
social media site, an argument can be made that the submission was not being
used for commercial purposes; however, a sponsor or business may have liability
if the video or photo is used in an advertising campaign, on television, or in
a print ad.
What can your
business do to mitigate liability for intellectual property infringement?
Staying up to date on intellectual property laws is
extremely important in this era of social media. Intellectual property law and
social media is an intersection of emerging concern for lawmakers, lawyers,
business owners, and consumers alike, because the existing laws were written
prior to the mainstream use of social media. Therefore, staying abreast of all
current developments is vital in making sure your business remains compliant
with the law.
There are also some specific ways your business can avoid
potential intellectual property liability. All online contests, sweepstakes,
and polls must contain official entry rules detailing: the exact nature of the
relationship between business, social media platform and entrants; eligibility
for entry; the steps that need to be taken to enter; and the prizes available
to be won. This creates a limited “contract” and specifies that any videos or
pictures will not be used for commercial purposes. Furthermore, clear content submission
guidelines should be provided which include general prohibition of using
third-party materials, or depicting any activity which would violate the law,
is obscene, lewd, vulgar or defamatory, involves violence, drugs or alcohol, is
dangerous, is disparaging to competitors, or is in any other way inappropriate.
(This list is not exhaustive; if your business is promoting a contest or
sweepstakes, please contact us to discuss the official rules to avoid running
afoul of gambling laws, which vary by state.)
If a business wishes to use social media submissions in an
advertising campaign, the rules for entry submission should clearly state what
would violate copyright and trademark laws or the company should obtain
copyright ownership interest, prior permission or a perpetual license for use. The
company should also examine the submitted social media content prior to any
advertising, promotional or other commercial use for any images or videos that
may contain third-party celebrities, famous logos, quotations not in the public
domain, or anything else which might require consent and release to use.
Due to the present gray areas in intellectual property law,
and with market competition requiring businesses to protect their brand image,
companies should be vigilant toward any potential trademark, copyright, patent,
right of publicity or privacy, or trade secrets infringements, and be careful
not to infringe on the rights of others, especially on social media platforms. For
your specific intellectual property concerns, please contact our office.