Post by account_disabled on Mar 5, 2024 6:56:52 GMT
Let's close the triptych on what Visual Commerce is by digressing a bit on a burning topic: let's try to shed some light on the policies for managing the rights of others' images that we would like to share or use. We have seen in the two previous articles on Visual Commerce ( 3 trends for 2016 and the challenges for the content manager ) how visual contents are now dominating the digital world and their consequent importance. Today let's see what the correct attribution methods are and how to manage content created by others without running into problems. Premise. I'm not talking about photos from professional photographers who live on the sale of their images but about photos we find on Google or photos created by our users or partners. Let's take an example from history.
Duane Reade, a famous American health care chain Hong Kong Telegram Number Data with around 2 million fans on Twitter, retweets a photo of the actress Katherine Heigle (the blonde from the first series of Grey's Anatomy) leaving one of the chain's stores. The photo was taken from a fan page of the actress which states that the photo was taken without consent and therefore cannot be used. Taking it for granted that Duane Reade's tweets are practically all for commercial purposes, the blonde's lawyers set a $6 million lawsuit for illegal use of the actress's image. Now, 6 million may seem like a lot but let's count that, in addition to being a public and well-known figure, she lives on her own image and like all her testimonials she wants to be paid. Nothing bad I'd say. What is perhaps worth focusing on is the word "testimonial" just mentioned: what emerges from this lawsuit is that the company's tweets are treated in the same way as a television commercial or a billboard.
That is, in this case the formula is "social = pure advertising". from this perspective, the correct management of image rights is essential to avoid incurring fines (millions). The first rule that we can write from this little story is that most images, even if they are on social media or we find them on Google, are still covered by rights. In short, the fact that they are online does not mean that they are in the public domain. On the contrary. The dilemma of the marketing man of 2016 is therefore to find a balance between visual contents that are sufficiently attractive for his audience (and therefore difficult to download from standard image banks), the costs linked to the production of new materials and the correct management of rights to content produced by others. Let's see some little advice to better manage property rights: Choose a trusted source.
Duane Reade, a famous American health care chain Hong Kong Telegram Number Data with around 2 million fans on Twitter, retweets a photo of the actress Katherine Heigle (the blonde from the first series of Grey's Anatomy) leaving one of the chain's stores. The photo was taken from a fan page of the actress which states that the photo was taken without consent and therefore cannot be used. Taking it for granted that Duane Reade's tweets are practically all for commercial purposes, the blonde's lawyers set a $6 million lawsuit for illegal use of the actress's image. Now, 6 million may seem like a lot but let's count that, in addition to being a public and well-known figure, she lives on her own image and like all her testimonials she wants to be paid. Nothing bad I'd say. What is perhaps worth focusing on is the word "testimonial" just mentioned: what emerges from this lawsuit is that the company's tweets are treated in the same way as a television commercial or a billboard.
That is, in this case the formula is "social = pure advertising". from this perspective, the correct management of image rights is essential to avoid incurring fines (millions). The first rule that we can write from this little story is that most images, even if they are on social media or we find them on Google, are still covered by rights. In short, the fact that they are online does not mean that they are in the public domain. On the contrary. The dilemma of the marketing man of 2016 is therefore to find a balance between visual contents that are sufficiently attractive for his audience (and therefore difficult to download from standard image banks), the costs linked to the production of new materials and the correct management of rights to content produced by others. Let's see some little advice to better manage property rights: Choose a trusted source.