Publicity rights and image : exploitation and legal control / Gillian Black.
2011
K3263 .B57 2011 (Map It)
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Details
Author
Title
Publicity rights and image : exploitation and legal control / Gillian Black.
Published
Oxford ; Portland, Or. : Hart, 2011.
Call Number
K3263 .B57 2011
ISBN
9781849460545 (hbk.)
184946054X (hbk.)
184946054X (hbk.)
Description
xx, 223 pages ; 24 cm
System Control No.
(OCoLC)704082956
Bibliography, etc. Note
Includes bibliographical references and index.
Record Appears in
Table of Contents
Acknowledgements
vii
A Note on URLs
viii
A Note on Case Citations
viii
List of Journal Abbreviations
xiii
Table of Cases
xv
Table of Legislation
xix
1.
The Power of Image: Introducing Publicity Rights
1
I.
Introduction
1
II.
Tracing the Development of Publicity Practice
2
III.
The Scope of this Project
5
pt. I
Understanding Publicity: Theory and Practice
9
2.
The Theory of Image and Publicity Rights
11
I.
The Legal Landscape
11
II.
The ̀Publicity as Property' Approach
12
III.
Publicity as a Subset of Personality Rights
16
IV.
Appropriation of Personality
19
A.
Appropriation of Personality
19
B.
Character Merchandising
22
V.
A Fourth Way. Privacy and Publicity
25
VI.
Cross-Overs and Conclusions
27
3.
The Exploitation of Image and Publicity
30
I.
Introduction
30
II.
The Dual Classification Part 1: The Use Approach
32
A.
Examining Publicity Uses
32
B.
The Tripartite Classification of Uses
35
C.
The Paradigm Publicity Use Cases
39
D.
Authorised and Unauthorised Use
42
III.
The Dual Classification Part 2: The Subject Matter Approach
44
A.
Identifying the Subject Matter
44
B.
The Underlying Element: Reputation
48
IV.
Analysis of Contracts for Publicity Exploitation
53
V.
Conclusion
58
4.
Privacy as a Basis for Protecting Publicity Rights
60
I.
Introduction
60
II.
The Right to Privacy in the UK
61
A.
Introduction
61
B.
Breach of Confidence
63
C.
A Reasonable Expectation of Privacy
64
D.
Freedom of Expression
69
E.
Summary
71
III.
Publicity as a Privacy Right
72
A.
Introduction
72
B.
The Need for a Confidential Relationship or a Reasonable Expectation of Privacy
73
C.
Private Information: Invasion versus Dissemination
73
D.
Defences to Privacy Infringements
75
E.
Positive Exploitation
76
i.
Waiving the Right to Privacy
76
F.
Exploiting Publicity by Licensing a Privacy Right: Douglas v Hello!
78
IV.
Conclusion
81
pt. II
Justifying Publicity Rights
83
5.
Justifying Publicity Rights: Setting the Scene
85
I.
Introduction
85
II.
Benefits and Harms: Identifying the Interests at Stake
87
A.
The Dual Interests in Publicity Literature
88
B.
The Dual Interests in Publicity Practice
92
C.
The Economic and Dignitarian Interests in Other Areas of Law
94
D.
Dignitarian and Economic Interests: Mutually Exclusive or Mutually Compatible?
95
III.
Accepting Three Rebuttals of Publicity Rights
96
6.
Order, Autonomy and Efficiency: Justifying a Right of Publicity
102
I.
Advancing Justifications for Publicity Rights
102
II.
Ordering the Chaos
103
III.
The Dignitarian Rationale for Publicity
107
A.
Autonomy and Dignity
107
B.
The Significance of Image for Autonomy
109
C.
Autonomy and Dignity in the Context of Publicity
110
D.
Denial of Autonomy and Dignity in Publicity
112
E.
Autonomy and Dignity in the Economic Interest
116
F.
Waiver of Autonomy and Dignity in Persona?
117
G.
Summary
118
IV.
The Economic Rationale for Publicity
119
A.
Economic Efficiency
119
B.
Identifying the Social Asset
120
C.
Over-Consumption of Persona Leading to Tragedy?
121
D.
Allowing Net Positive Externalities
124
E.
Maximising Efficiency through a Balance of Rights
125
F.
Summary
126
V.
Two Further Objections Considered
127
A.
The Argument from Free-Riding
127
B.
The Argument from Wealth Distribution
129
VI.
The Alternative Question
131
VII.
Conclusion
133
7.
The Competing Interests
134
I.
Introduction
134
II.
Freedom of Expression
134
III.
Creative and Communicative Use
138
IV.
Conclusion
141
8.
The Nature of Publicity Rights
142
I.
Introduction
142
II.
Identifying the Individual
142
III.
Inalienability and the Property Status of Publicity
145
IV.
Publicity as a Monopoly
147
V.
The Likelihood of Legislation
150
VI.
Conclusion
151
pt. III
Shaping Publicity Rights
153
9.
The Scope of Publicity Rights: Formation, Duration and Transfer
155
I.
Introduction
155
II.
Formalities
156
A.
Labour or Creativity
156
B.
Registration
157
III.
Duration
160
A.
Introduction
160
B.
Duration in Life
161
C.
Post Mortem Duration
162
IV.
Transmission and Transferability
167
A.
Transfer of the Right in Life: Assignation and Licensing
168
B.
Transmission of the Right Post Mortem
170
10.
The Permitted Uses of Persona
171
I.
Introduction
171
II.
Private Use
171
III.
Freedom of Expression
171
IV.
Public Policy
172
V.
Public Interest
173
VI.
Fair Dealing
177
VII.
Parody
178
VIII.
Other Possible Permitted Uses
180
11.
Remedies for Breach of Publicity Rights
182
I.
Introduction
182
II.
Preventing Unauthorised Use
182
III.
Redressing Unauthorised Use: Damages
184
A.
Introduction
184
B.
The Notional Licence Fee
185
C.
Additional Damages
190
D.
Account of Profits
190
E.
The Calculation of the Award
191
F.
Windfalls
192
IV.
Other Disposals
193
V.
Remedies for Authorised Users
194
12.
Conclusion
196
Appendix 1
199
Bibliography
200
Index
215