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.

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.

Overview

• Housekeeping

• CLE Contact: Makarevich@fr.com

• 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?

Right of Publicity

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Right of Publicity

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What if the celebrity “starts” the conversation?

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)

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

… 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!

“Viral” Marketing Campaigns

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Cautionary Tales

NYPD’s “Tweet” a Photo with Your Neighborhood Officer

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.

martens@fr.com

858-678-4729

Nancy Ly

Fish & Richardson P.C.

ly@fr.com

858-678-4780

Erin M. Hickey

Fish & Richardson P.C.

hickey@fr.com

858-678-4327

Please send your NY CLE forms or questions about the webinar to Ellen at makarevich@fr.com.

A replay of the webinar will be available for viewing at www.fr.com

Thank you!

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