{"id":8284,"date":"2019-10-24T08:58:28","date_gmt":"2019-10-24T12:58:28","guid":{"rendered":"https:\/\/www.cscdigitalbrand.services\/blog\/?p=8284"},"modified":"2019-10-24T08:58:29","modified_gmt":"2019-10-24T12:58:29","slug":"image-only-infringements","status":"publish","type":"post","link":"https:\/\/www.cscdbs.com\/blog\/image-only-infringements\/","title":{"rendered":"Image-Only Infringements"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\nIrene Oh<\/strong> | Subject Matter Expert \u2013 Marketplace Enforcement (China)\n
David Barnett<\/strong> | Brand Marketing Subject Matter Expert\n

<\/p><\/i> Share this post<\/strong> \n<\/a>\n<\/a>\n<\/a>

\n<\/span>\n\n\n\n\n

Introduction<\/strong><\/h3>\n\n\n\n

Often in the context of brand protection services, we encounter online\ncontent that does not include any text-based reference to a brand name, but\ninstead uses an image that\u2019s associated with the brand in question, or one of\nits products. This can be found on eCommerce sites, independent websites,\nsocial media posts or accounts, and is sometimes referred to as graphical\nbrand-specific content.<\/p>\n\n\n\n

Use of official images without authorization from the rights owner,\nwith or without the associated presence of a logo or a figurative trademark,\ncan be deemed an infringement. Infringing images can comprise a logo or a\nfigurative trademark (i.e., a registered trademark, or an image of a product\ncopied from the brand owner\u2019s official website or authorized store front,\nincluding a screenshot of a site taken from a mobile phone). <\/p>\n\n\n\n

Detection<\/strong><\/h3>\n\n\n\n

Detection of these types of results online can be difficult for the\nrights owner, particularly given the fact that the conventional way of searching\nfor infringing results is via the use of text-based keywords, which may not\neffective at detecting images. In cases where detection of images is a required\nfocus of the monitoring, it may instead be necessary to use generic product- or\nindustry-specific search terms expected to appear in conjunction with the\nimages of interest, though this approach can generate high volumes of\nnon-relevant results.<\/p>\n\n\n\n

Since image posting is becoming a more popular means for users to share\ninternet content, service providers are also being forced to up their game. Some\nof the most well-known online image-search tools have existed for some time now.\nHowever, some eCommerce sites, such as websites belonging to the Alibaba Group,\nhave been developing similar functions, and allow their users to perform image searches\nacross their websites.  <\/p>\n\n\n\n

However, as effective as these various image-search tools can be to\nbring back relevant results, there is still much scope for improvement. We\u2019ve\nseen that a slight modification to an image, such as the removal or addition of\na sentence within an image, can cause an \u201cun-matching\u201d of the result from the search,\nthereby causing potentially-relevant results to be missed. <\/p>\n\n\n\n

Enforcement actions: current\nstate-of-play<\/strong><\/h3>\n\n\n\n

Depending on the channel on which an image infringement is detected, we\nmay be able to file a copyright complaint to request its removal; eCommerce\nsites such as eBay\u00ae and the Alibaba Group do have procedures to report copyright\ninfringements, and the Chinese sites Tmall and Taobao have a tool called Bazai,\ndesigned to help their fashion sellers protect their pictures from being stolen\nby another seller.  <\/p>\n\n\n\n

U.S.-based sites, social media sites, and website hosting providers generally\nfollow complaint procedures based on the Digital Millennium Copyright Act (DMCA),\nalthough DMCA filling is also widely used by others outside of the U.S. <\/p>\n\n\n\n

The necessary requirements to start enforcement actions can vary,\ndepending on where the infringing images are found; however, providing the link\nto the original image is generally a must when filling complaints. <\/p>\n\n\n\n

Often, sites following DMCA processes, or those with any sort of\ncopyright complaint procedure, are compliant and quick to take action on behalf\nof a brand. Nonetheless, we have experienced challenges in some countries where\ntheir copyright law is slightly different. For example, Allegro\u2014a Polish eCommerce\nsite\u2014has had to adapt its policy to the Polish Copyright Act[1]<\/sup>:<\/p>\n\n\n\n

Copyright exception for out-of-commerce works<\/strong><\/em><\/p>\n\n\n\n

The amendment introduces a new form of exception based on the framework\nMemorandum of Understanding (MoU) on Key Principles on the Digitisation and\nMaking Available of Out-of-Commerce Works, which was discussed in the European\nCommission in 2011.<\/em><\/p>\n\n\n\n

An out-of-commerce work in the Polish Act means a work that is neither: available for customers in the course of trade with the consent of its copyright holder; nor placed on the market in the form of copies in number satisfying rational needs of customers; nor made available to the public in such a way that members of the public may access them from a place and at a time individually chosen by them. <\/em> <\/p>\n\n\n\n

In addition to copyright complaint, in cases where the image consists\nof a logo or registered figurative trademark, another option to have the image\nremoved is to file a trademark infringement complaint. Of course, the\nfeasibility of this option needs to be reviewed case-by-case. <\/p>\n\n\n\n

Despite these possible enforcement routes, rights owners should also\ntake note that some instances of image use may constitute fair use, in cases\nwhere education, parody, or reviews are involved. In these cases, there\u2019s a possibility\nthat attempted enforcement action can have an adverse effect on public relations.\nBeyond this, our experience in the brand protection industry suggests that many\ninternet users simply have virtually no knowledge of copyright law. <\/p>\n\n\n\n

Enforcement actions: future\ndevelopments<\/strong><\/h3>\n\n\n\n

While it appears that many countries have mature image copyright complaints\nprocedures in place, we\u2019ve become aware this year of approval of a new EU directive\non copyright, though this has not yet been implemented. Stay tuned for an\nupdate from CSC on how this new procedure may affect brand protection and\nenforcement activities.
<\/p>\n\n\n\n

\n\n\n\n

[1]<\/a>communia-association.org\/2015\/12\/17\/summary-of-2015-amendments-to-the-polish-copyright-act\/<\/a>\n<\/p>\n","protected":false},"excerpt":{"rendered":"

Irene Oh | Subject Matter Expert \u2013 Marketplace Enforcement (China) David Barnett | Brand Marketing Subject Matter Expert Share this post Introduction Often in the context of brand protection services, we encounter online content that does not include any text-based reference to a brand name, but instead uses an image that\u2019s associated with the brand […]<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9,171],"tags":[],"class_list":["post-8284","post","type-post","status-publish","format-standard","hentry","category-brands","category-cyber-security"],"acf":[],"yoast_head":"\nImage-Only Infringements | CSC<\/title>\n<meta name=\"description\" content=\"Irene Oh | Subject Matter Expert \u2013 Marketplace Enforcement (China) David Barnett | Brand Marketing Subject Matter Expert Share this post Introduction\" 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