legal issues of corporate communicationonlineworldsummary
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Steve Kuncewicz
Legal Issues of Corporate
Communication in an Online World
in aSSociation withPubliShed by
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Legal Issues of Corporate Communication in an Online World
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STEVE KUNCEWICZ
Legal Issues of Corporate
Communication in an Online World
IN aSSoCIaTIoN WIThPUblIShEd by
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Contents
III
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 ad social media ....................................................................................................5
Whats ext? ........................................................................................................................ 7
Chapter 2: Social media Is it that important? ................................................................. 11
The Trafigura scadal .......................................................................................................... 11
The Ja Moir outcry ............................................................................................................ 13
Twitter becomes a respected jouralistic medium ................................................................15
Chapter 3: Opportunities and risks................................................................................... 19
Doig busiess olie .........................................................................................................19
The coersatio thats happeig without you ..................................................................20
Images o websites .............................................................................................................22
Part Two: Employee communications and the law
Chapter 4: E-mail Instant liability?................................................................................. 27
E-mail ersus hard copy ersus coersatio ......................................................................... 28
E-mail Legal risks .............................................................................................................28
Maagig 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
Itroductio ........................................................................................................................ 35
Data protectio ad moitorig ........................................................................................... 36
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Contents
IV
Commo law .....................................................................................................................39
Electroic commuicatios ad moitorig policies ............................................................... 41
Chapter 6: Employees and social media ........................................................................... 43
Is it that much of a risk? ...................................................................................................... 43
Pros ad cos ..................................................................................................................... 45
Legal issues ........................................................................................................................ 48
Where do we go from here? ................................................................................................56
Creatig a social media policy Key cosideratios ..............................................................58
Part Three: External communications and the law
Chapter 7: The Advertising Standards Authority and the CAP Code .................................. 65
The CAP Code Itroductio ..............................................................................................67
What does the CAP Code coer? ......................................................................................... 68What doest the CAP Code coer? .....................................................................................68
The rules ............................................................................................................................ 69
Status of the CAP Code ad compliace ..............................................................................73
Sactios ........................................................................................................................... 73
Oeriew ........................................................................................................................... 74
Case study: Ryaair ............................................................................................................74
Coclusios ....................................................................................................................... 76
Chapter 8: Other issues in advertising law ....................................................................... 79
Busiess to cosumer .......................................................................................................... 79
Busiess to busiess ............................................................................................................ 84Geeral legal cosideratios ...............................................................................................87
Iteral policies, processes ad guidelies ............................................................................93
Clearace checklist .............................................................................................................94
Part Four: Social media, brands and reputation
Chapter 9: Brands and domains ....................................................................................... 99
Itroductio ........................................................................................................................ 99
Brads ad the law ...........................................................................................................101
Chapter 10: Unregistered trade marks and passing-off ................................................ 103
Passig-off defied ............................................................................................................ 103
Domai ames Cybersquattig, typosquattig ad gripe sites .......................................... 106
How distictie does a domai ame hae to be to be protectable uder passig-off? ..........108
Domai ame disputes...................................................................................................... 109
Domai ames: A cautioary tale ......................................................................................110
Damages ......................................................................................................................... 111
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Legal Issues of Corporate Communication in an Online World
V
Remedies ......................................................................................................................... 112
Passig-off o the World Wide Web where are we ow? ................................................... 112
Chapter 11: Registered trade marks ............................................................................... 115
Why register a trade mark? ............................................................................................... 115
What is a registered trade mark? .......................................................................................117
Grouds for refusig registratio ........................................................................................ 117
Comparatie adertisig .................................................................................................... 120
Chapter 12: Trade mark enforcement and infringement ................................................. 123
Ifrigemet .....................................................................................................................123
Who ca be sued? ...........................................................................................................125
Defeces to ifrigemet ................................................................................................... 127
Remedies ......................................................................................................................... 129
How to aoid ifrigemet ................................................................................................ 129Coclusio ....................................................................................................................... 132
Chapter 13: Defamation ................................................................................................ 133
Defamatio atio? .......................................................................................................... 133
Who ca sue? .................................................................................................................. 134
What a claimat must proe ..............................................................................................134
What is publicatio? ....................................................................................................... 141
Referece to the claimat Idetificatio ............................................................................144
The differece betwee libel ad slader ............................................................................ 145
Limitatio ......................................................................................................................... 145
Defeces .......................................................................................................................... 146Cotetious ad tactical cosideratios ..............................................................................151
Remedies ......................................................................................................................... 153
Chapter 14: What makes internet libel so difficult to deal with? Practical points ............. 157
Idetificatio .....................................................................................................................157
Stop press Tweet i haste, repet at leisure ....................................................................... 160
Stop press The Defamatio Bill: A libel law for the 21st cetury? ....................................... 161
Part Five: Copyright in the online environment
Chapter 15: Introduction to copyright ............................................................................. 167
Copyright defied .............................................................................................................168
Which works ca be protected? .........................................................................................169
Copyright i cotext: Website ad social etwork cotet .................................................... 180
Chapter 16: Authorship, ownership and duration ........................................................... 181
Authorship ad owership ................................................................................................. 181
Who ows copyright? ........................................................................................................181
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Contents
VI
Duratio of copyright ........................................................................................................185
What are the rights of a copyright ower? .......................................................................... 185
Chapter 17: Copyright infringement ............................................................................... 187
Primary ifrigemet ......................................................................................................... 187
Checklist Primary ifrigemet: Is there a case? ...............................................................188
Likig, scrapig, framig ad other web-specific ifrigemets ...........................................192
Secodary ifrigemet ..................................................................................................... 194
Permitted acts ad defeces to ifrigemet ........................................................................ 195
Remedies for copyright ifrigemet ...................................................................................198
Damages What ca I get? ..............................................................................................199
Will iteret serice proiders pull the plug?........................................................................201
Chapter 18: Conclusions Where next? ......................................................................... 203
Part Six: Privacy, data protection and confidentiality
Chapter 19: Privacy ........................................................................................................ 209
Deelopmet of the law of protectio of persoal iformatio..............................................209
Whe ca a claimat brig actio for breach of priacy? .................................................... 211
Where do we go from here? ..............................................................................................212
Stop press Phoe hackig ...............................................................................................212
Stop press Priacy, super-ijuctios ad social media ...................................................... 215
Chapter 20: Data protection .......................................................................................... 221
Priacy issues i cotext .....................................................................................................221The Data Protectio Act 1998 ............................................................................................ 224
Persoal data ................................................................................................................... 225
How ca persoal data be processed? ...............................................................................228
Subject access requests ..................................................................................................... 234
Exceptios ........................................................................................................................ 237
Priacy policies ad collectig user data ............................................................................. 238
Data collectio oer the iteret ........................................................................................239
Sactios for breach of the 1998 Act .................................................................................240
Ciil remedies for breach of the 1998 Act .......................................................................... 242
Coclusios .....................................................................................................................242
Chapter 21: Confidentiality and the law ......................................................................... 243
What are the requiremets to brig a actio for breach of cofidece? ...............................243
Remedies for breach ......................................................................................................... 246
Defeces .......................................................................................................................... 246
Coclusio ....................................................................................................................... 247
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Legal Issues of Corporate Communication in an Online World
VII
Part Seven: Criminal content The online remit of criminal law
Chapter 22: Introduction ................................................................................................ 251
The offeces .....................................................................................................................254
Limits of liability ................................................................................................................ 254
Chapter 23: Harassment ................................................................................................ 257
What is harassmet? .........................................................................................................257
Pealties ........................................................................................................................... 258
Cautioary tales ...............................................................................................................258
Practical poits .................................................................................................................259
Chapter 24: Obscenity ................................................................................................... 261
What is obscee? ...........................................................................................................261
Who ca be liable? ..........................................................................................................261Pealties ........................................................................................................................... 261
Practical tips ..................................................................................................................... 263
Chapter 25: Incitement of racial hatred .......................................................................... 265
What is racial hatred? ..................................................................................................... 265
The offeces .....................................................................................................................265
Pealties ........................................................................................................................... 266
Practical tips ..................................................................................................................... 266
Cautioary tales ...............................................................................................................267
Chapter 26: Improper uses of public electronic communications networks ...................... 269What is improper use of a public electroic commuicatios etwork? ...............................269
Pealties ........................................................................................................................... 270
Cautioary tales ...............................................................................................................270
Practical tips ..................................................................................................................... 272
Chapter 27: Contempt of court ...................................................................................... 275
What is cotempt of court? ................................................................................................275
Cotet likely to gie rise to cotempt proceedigs ............................................................. 277
Whe are proceedigs actie? ......................................................................................... 278
Whe do proceedigs become iactie? .......................................................................... 279
Defeces .......................................................................................................................... 279
Practical poits .................................................................................................................280
Stop press Facebook juror jailed for cotempt of court ..................................................... 281
Chapter 28: Unfair commercial practices ........................................................................ 283
Pealties ........................................................................................................................... 284
Time limits ........................................................................................................................ 284
Practical poits .................................................................................................................284
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Contents
VIII
Chapter 29: Malicious communications .......................................................................... 285
What are malicious commuicatios? ................................................................................ 285
A cautioary tale ..............................................................................................................285
Applicatio of the Act ........................................................................................................ 286
Part Eight: Appendices
Appendix 1: Sample e-mail policy .................................................................................. 291
Appendix 2: Sample communications and social media policy ........................................ 295
Index ............................................................................................................................. 303
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IX
ILL START by makig a admissio, ad
oe which I thik is fairly obious: Im ot
a traied marketer, busiess deeloper or
commuicatios professioal. Those that
are may thik differetly, but my startig
poit i sittig dow to write this book was
to fall back o a clich which Ie comeacross whe workig with professioals i
all of the aforemetioed areas
stakeholders. Thikig that it might hae
a more complicated meaig tha the
atural ad ordiary (cocepts with which
libel lawyers are ery familiar), I did the
hoourable thig ad ra for the dictioary:
A perso or group that has a iestmet,
share or iterest i somethig, as a busiess
or idustry.1
Straightforward eough. From there Ilooked ito the cocept i the cotext of
busiess ad came upo the cocepts of
primary ad secodary stakeholders, i.e.
those without whom busiess cat exist
ad those without whom it ca. As part
of the ogoig struggle to stay o topic,
Ill focus o what I beliee to be the most
importat stakeholders i ay busiess
audiece (but ot i ay specific order
of importace):
Owers;
Maagers;
Staff;
Customers;
The public;
Competitors; ad
The goermet.
Yes, this is based o stakeholder marketig
ad a marketig professioal may argue that
there are plety of other ad better cocepts
aroud which to structure my argumets.
Howeer, it suits my purposes particularly
well ad helped to gie me the structure for
this etire project. What Im cocered withis how a busiess commuicates with eery
stakeholder o my list ad the legal issues
that arise as a result.
To add some more structure, Ie split
the book itself ito seeral parts: the first is
a oeriew ad map of the ladscape i
which corporate commuicatio takes place
i 2011; the secod cocetrates o relatios
with iteral stakeholders (ad their relatios
with each other); ad the third sectio
owards deals with exteral stakeholders.If Ie lied up to my itetio, this book
should proide a plai Eglish oeriew of
legal issues i corporate commuicatio. By
way of disclaimer, howeer, Id say this it has
become icreasigly clear to me as I become
more experieced that, i ay legal issue
arisig from the workigs of a busiess, lawyers
are o loger the most importat people i the
room. Like I say, Im o marketer ad Im ot
i PR. Whe a drama turs ito a crisis, we ca
maage may if ot most of its elemets, but
the best adice I ca gie you whe plaig
or aticipatig your respose to the issues dealt
with here is to put your team together ad
defie their roles. Heres a example:
Maagemet Proidig, where possible
ad appropriate, the public face of
Executive summary
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X
Executive summary
the respose to a issue ad makig
ultimate decisios as to how it should be
dealt with, takig adice ad iput from:
Lawyers Adisig o legal issues,
remedies ad strategic optios ad
accoutable to the maagemet, but
takig iput from:
Public relatios Adisig o exteral
perceptio, public reactio ad lookig
to ifluece opiio o the issue,
idetifyig egatie opiio ad cotet
takig adice o risk mitigatio from
the lawyers but aswerig to the busiess
ad feedig:
Commuicatios Dealig with the
o the groud respose to the issue,
with iput o toe ad cotet from
public relatios;
Huma resources Dealig with iteral
fallout from the issue i questio ad
correctly maagig outcomes i relatio
to related members of staff; ad
Olie team Updatig websites
where ecessary, feedig ew
iformatio from as may platforms
as possible to all of the aboe adcosiderig how the issue i questio
affects search egie results ad
olie perceptio.
This book should proide guidace which
will at least assist you i istructig your
lawyers, ad ocabulary ad/or traslatio
whe you receie their adice. The topics
coered, ad which I would imagie would
be amog those which your lawyers will
coer, iclude:
Legal risk ad moitorig of employee
use of IT ad commuicatios systems;
Employee use of social media;
Employee priacy ad data protectio;
Cofidetiality;
Copyright ad commuicatios;
Trade marks, passig-off ad
comparatie adertisig;
Defamatio Libel ad
malicious falsehood;
Domai ames ad disputes;
Adertisig ad marketig law; ad
Crimial sactios.
If this book doest proide you with a A to
Z of how to deal with the legal repercussios
of its subject matter, the it does at least
show you where to start.
Reference
See http://dictioary.referece.com/1.
browse/stakeholder.
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XI
About the author
STEvE KUnCEWICZ is a solicitor i the Itellectual Property & Media team at Gateley LLP i
Machester, hadlig maily cotetious matters for local, atioal ad multiatioal busiesses.
Stee specialises i social media ad is a leadig commetator o the subject, haig published
his first book, Legal Issues of Web 2.0 and Social Media, i Jue 2010. He speaks regularly o the
subject at atioal ad iteratioal cofereces ad is regarded as oe of the leadig members of
Machesters Twitterati.
Stee is described by cliets as brigig tact, discretio ad commo sese to busiessdealigs, a oe-off specialist i his field with a fairly uique uderstadig of IP Law [who] i
particularhas bee able to apply that to the olie eiromet with great ease ad foresight ad
a straight talkig professioal who kows his busiess as well as ayoe.
Stee is a regular media spokesperso ad has gie iteriews to the local ad atioal press
o arious IP ad media-related legal issues to outlets such as BBC Breakfast, BBC Radio 2, Sky
news, Graada Tv, More4, BBC Radio Machester, Cetury FM, Talk 107, CityTalk, Rock Radio,
Kerrag Radio ad LBC.
Stee has appeared i the Law Society Gazette as Lawyer I The news ad has bee featured
i the Times, Financial Times, Daily Star, Mirror, Sun, Computer Weekly, Manchester Evening
News, Liverpool Echo, Crains Manchester Business, PR Week, Insider, EN Magazine, Credit Today,
Information World Review, How-Do, Sky Moie news, UK Scree, Financial Director, TSG Life, Musicand Copyright ad Computer and Videogames.
Stee is also heaily ioled i busiess deelopmet, deelopig Web 2.0 ad social media
strategy, ad wo a commedatio at the 2009 Golde Twit awards for best busiess-to-busiess
use of Twitter.
Stee is a board member of Pro-Machester, Hoorary Solicitor to the Machester Publicity
Associatio, a Coucil Member of Machester Law Society ad a Ambassador for Foreer Machester.
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