PUBLICITY RIGHTS AND IMAGE EXPLOITATION AND LEGAL CONTROLPDF电子书下载

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

Part 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

Part 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

Part 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