social-media advertising: the legal challenges of ... · 8/20/2014 · social-media advertising:...
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Social-Media Advertising: The Legal Challenges of Marketing in a #HASHTAG World
August 20, 2014
Webinar
Speakers: Jennifer MacDougall, Jack in the Box Inc.Lisa M. Martens, Fish & Richardson P.C.Erin M. Hickey, Fish & Richardson P.C.
Moderator: Nancy Ly, Fish & Richardson P.C.
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Speakers
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Jennifer MacDougall
Vice President, Senior
Counsel & Assistant
Secretary
Jack in the Box Inc.
Lisa M. Martens
Principal
Fish & Richardson P.C.
Erin M. Hickey
Principal
Fish & Richardson P.C.
Nancy Ly
Staff Attorney
Fish & Richardson P.C.
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Overview
• Housekeeping
• CLE Contact: [email protected]
• Questions
• Materials post-webinar
• Next webinar – October 1
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Why Is Social Media Important to Advertising?
• In 2013:
• $6.2 billion spent on social-media advertising
• 13.9% of all online advertising
• Benefits Include:
• Low Cost
• Many social-media platforms are still free
• Broad Reach and Targeted Focus
• Easy and Instantaneous Sharing
• Your ad is given “new life” when it is shared
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Issues That Brand Owners Face
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The Juggling Act
• Right of Publicity
• Could your ad be using, without authorization, a celebrity’s name, photo, and/or likeness?
• Trademark
• Could your ad be infringing on somebody else’s mark or would it be protected by fair use?
• Can you register a hashtag, and should you?
• Copyright
• Could your ad be infringing somebody else’s copyright or would it be protected by fair use?
• FTC Regulations
• Could your ad or online-marketing promotion be running afoul of FTC regulations?
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Right of Publicity
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Right of Publicity
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What if the celebrity “starts” the conversation?
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Right of Publicity
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Re-Tweeting vs. Re-Gramming
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Trademark: Can You Register a Hashtag?
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You Can, But What’s the Value?
• Over 130 pending applications with the U.S.P.T.O.
• Examples of Registrations:• #THECODE (Reg. No. 4,581,939)
• #HELMETSARECOOL (Reg. No. 4,563,601)
• #JUGLIFE (Reg. No. 4,575,811)
• #MYLONDON (Reg. No. 4,468,955)
• #SHOWINGMYSUPPORT & Design (Reg. No. 4,516,704)
• #9RGNG (Reg. No. 4,537,669)
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A Hashtag as a Trademark Should Look Like …
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And Not Like …
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“Trending” Hashtags: Fair Use?
Would this be a
problem?
“It’s #sharkweek,
GET OUT OF THE
WATER!!! ...and into
a #jackinthebox”
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… But, What If It’s a Competitor?
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Taco John’s TACO TUESDAY
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… Or a Customer?
• Is this In-N-Out Burger’s Official Twitter Page?
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Copyright: This Time Getty Got in Trouble!
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Copyright Infringement?
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… Yes!
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Contests & the FTC: Follow the Rules!
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Contests & the FTC
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“Viral” Marketing Campaigns
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Success Stories
• WestJet Airlines & Its Christmas Miracle
• Over 36 million views on YouTube!
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“Viral” Marketing Campaigns
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Cautionary Tales
NYPD’s “Tweet” a Photo with Your Neighborhood Officer
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Takeaways
• Check Terms of Use
• Follow “Traditional” Law
• Assess Risks
• Consider Backlash
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Thank you!
Questions
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Contact Information
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Jennifer MacDougall
Jack in the Box Inc.
Lisa M. Martens
Fish & Richardson P.C.
858-678-4729
Nancy Ly
Fish & Richardson P.C.
858-678-4780
Erin M. Hickey
Fish & Richardson P.C.
858-678-4327
Please send your NY CLE forms or questions about the webinar to Ellen at [email protected].
A replay of the webinar will be available for viewing at www.fr.com
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Thank you!
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