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Contents
Executive summary..............................................................................................................IX
About the author................................................................................................................XI
Dedication........................................................................................................................XIII
Foreword...........................................................................................................................XV
Part One: Theory and practice
Chapter 1: The corporate communications landscape A brave new world......................... 3
Web 2.0 and social media..................................................................................................... 5
Whats next?......................................................................................................................... 7
Chapter 2: Social media Is it that important?.................................................................. 11
The Trafigura scandal........................................................................................................... 11
The Jan Moir outcry............................................................................................................. 13
Twitter becomes a respected journalistic medium................................................................. 15
Chapter 3: Opportunities and risks.................................................................................... 19
Doing business online.......................................................................................................... 19
The conversation thats happening without you................................................................... 20
Images on websites.............................................................................................................. 22
Part Two: Employee communications and the law
Chapter 4: E-mail Instant liability?.................................................................................. 27
E-mail versus hard copy versus conversation.......................................................................... 28
E-mail Legal risks.............................................................................................................. 28
Managing the risk Policies................................................................................................. 29
Summary............................................................................................................................. 32
Stop press Gosden v Lifeline Project Ltd ET/2802731/2009, 28 July 2010........................... 33
Chapter 5: Employee monitoring The control panel........................................................ 35
Introduction......................................................................................................................... 35
Data protection and monitoring............................................................................................ 36
III
Contents
Common law...................................................................................................................... 39
Electronic communications and monitoring policies................................................................ 41
Chapter 6: Employees and social media............................................................................ 43
Is it that much of a risk?....................................................................................................... 43
Pros and cons...................................................................................................................... 45
Legal issues......................................................................................................................... 48
Where do we go from here?................................................................................................. 56
Creating a social media policy Key considerations............................................................... 58
Part Three: External communications and the law
Chapter 7: The Advertising Standards Authority and the CAP Code................................... 65
The CAP Code Introduction............................................................................................... 67
What does the CAP Code cover?.......................................................................................... 68
What doesnt the CAP Code cover?...................................................................................... 68
The rules............................................................................................................................. 69
Status of the CAP Code and compliance............................................................................... 73
Sanctions............................................................................................................................ 73
Overview............................................................................................................................ 74
Case study: Ryanair............................................................................................................. 74
Conclusions........................................................................................................................ 76
Chapter 8: Other issues in advertising law........................................................................ 79
Business to consumer........................................................................................................... 79
Business to business............................................................................................................. 84
General legal considerations................................................................................................ 87
Internal policies, processes and guidelines............................................................................. 93
Clearance checklist.............................................................................................................. 94
Part Four: Social media, brands and reputation
Chapter 9: Brands and domains........................................................................................ 99
Introduction......................................................................................................................... 99
Brands and the law............................................................................................................ 101
Chapter 10: Unregistered trade marks and passing-off................................................. 103
Passing-off defined............................................................................................................. 103
Domain names Cybersquatting, typosquatting and gripe sites........................................... 106
How distinctive does a domain name have to be to be protectable under passing-off?........... 108
Domain name disputes...................................................................................................... 109
Domain names: A cautionary tale....................................................................................... 110
Damages.......................................................................................................................... 111
IV
Remedies.......................................................................................................................... 112
Passing-off on the World Wide Web where are we now?.................................................... 112
Chapter 11: Registered trade marks................................................................................ 115
Why register a trade mark?................................................................................................ 115
What is a registered trade mark?........................................................................................ 117
Grounds for refusing registration......................................................................................... 117
Comparative advertising..................................................................................................... 120
Chapter 12: Trade mark enforcement and infringement.................................................. 123
Infringement...................................................................................................................... 123
Who can be sued?............................................................................................................ 125
Defences to infringement.................................................................................................... 127
Remedies.......................................................................................................................... 129
How to avoid infringement................................................................................................. 129
Conclusion........................................................................................................................ 132
Chapter 13: Defamation................................................................................................. 133
Defamation nation?........................................................................................................... 133
Who can sue?................................................................................................................... 134
What a claimant must prove............................................................................................... 134
What is publication?........................................................................................................ 141
Reference to the claimant Identification............................................................................. 144
The difference between libel and slander............................................................................. 145
Limitation.......................................................................................................................... 145
Defences........................................................................................................................... 146
Contentious and tactical considerations............................................................................... 151
Remedies.......................................................................................................................... 153
Chapter 14: What makes internet libel so difficult to deal with? Practical points.............. 157
Identification...................................................................................................................... 157
Stop press Tweet in haste, repent at leisure........................................................................ 160
Stop press The Defamation Bill: A libel law for the 21st century?........................................ 161
Part Five: Copyright in the online environment
Chapter 15: Introduction to copyright.............................................................................. 167
Copyright defined.............................................................................................................. 168
Which works can be protected?.......................................................................................... 169
Copyright in context: Website and social network content..................................................... 180
Chapter 16: Authorship, ownership and duration............................................................ 181
Authorship and ownership.................................................................................................. 181
Who owns copyright?......................................................................................................... 181
Contents
VI
VII
Contents
VIII
Executive summary
Ill start by making an admission, and
one which I think is fairly obvious: Im not
a trained marketer, business developer or
communications professional. Those that
are may think differently, but my starting
point in sitting down to write this book was
to fall back on a clich which Ive come
across when working with professionals in
all of the aforementioned areas
stakeholders. Thinking that it might have
a more complicated meaning than the
natural and ordinary (concepts with which
libel lawyers are very familiar), I did the
honourable thing and ran for the dictionary:
A person or group that has an investment,
share or interest in something, as a business
or industry.1
Straightforward enough. From there I
looked into the concept in the context of
business and came upon the concepts of
primary and secondary stakeholders, i.e.
those without whom business cant exist
and those without whom it can. As part
of the ongoing struggle to stay on topic,
Ill focus on what I believe to be the most
important stakeholders in any business
audience (but not in any specific order
of importance):
Owners;
Managers;
Staff;
Customers;
The public;
Competitors; and
The government.
IX
Executive summary
XI
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