{"id":3495,"date":"2019-10-21T14:42:10","date_gmt":"2019-10-21T01:42:10","guid":{"rendered":"https:\/\/www.jamesandwells.com\/seeing-red-over-the-all-blacks\/"},"modified":"2019-10-21T14:42:10","modified_gmt":"2019-10-21T01:42:10","slug":"seeing-red-over-the-all-blacks","status":"publish","type":"post","link":"https:\/\/www.jamesandwells.com\/au\/seeing-red-over-the-all-blacks\/","title":{"rendered":"Seeing red over the All Blacks"},"content":{"rendered":"

This article first appeared in\u00a0NZ Herald<\/a>.\u00a0<\/em><\/p>\n

Businesses warned they could be \u2018sin-binned\u2019 for unauthorised association with big name brands.<\/h6>\n

Businesses wanting to promote their services and products by hitching their wagon to popular brands such as the All Blacks and the Rugby World Cup, risk \u2013 like many of the players \u2013 being red or yellow carded.<\/p>\n

Tonia Brugh, a senior associate at intellectual property law firm James & Wells, says it is only natural that business owners will want to associate with popular events and personalities, but using logos, brands, slogans and other intellectual property (IP) without permission can have serious legal implications.<\/p>\n

\u201cIf you are selling a product that gives the impression that you are associated with another entity \u2013 for example selling a rugby jersey with an All Blacks logo on it \u2013 this may amount to an infringement of trade mark rights or a breach of the Fair Trading Act,\u201d she says.<\/p>\n

\u201cBig brands like the All Blacks rely on their name, IP and reputation so these are carefully guarded and protected. Every day IP owners are scouring the web and social media looking for infringers of their copyright, IP and trade marks \u2013 so be vigilant.\u201d<\/p>\n

Brugh says cases like this can lead to anything from a cease and desist letter, to a demand that unauthorised logos are removed from advertising and counterfeit goods are destroyed. Significant costs and damages can be incurred and the whole issue could end up in court \u2013 all part of an ongoing battle for companies and corporates to retain control of their brand and prevent it being exploited or tainted.<\/p>\n

James & Wells specialises in IP, patents and trademarks. When they are not advising clients on how to register and protect their IP, they help them seek remedies for unauthorised use.<\/p>\n

In broad terms one can\u2019t use another entity\u2019s name, slogan, logo or IP without their permission. Still, says Brugh, a mixture of dodgy-dealers and opportunists regularly chance their arm only to be blindsided by a red card from a firm such as James & Wells.<\/p>\n

Brugh says those wanting to use another\u2019s name to boost their business, or sell products featuring another company\u2019s logo, need to understand the legal restrictions of trade marks, copyright, passing off and the Fair Trading Act.<\/p>\n

\u201cSome businesses have been known to place a logo \u2013 such as the All Blacks\u2019 silver fern \u2013 in their advertisements or their website causing people to instantly assume there is an association with the World Cup. It happens a lot and the business may be in breach of the All Black\u2019s IP rights, unless permission has been given.<\/p>\n

\u201cTraders might say they didn\u2019t know, but it would be foolish to take on a big brand. Others will knowingly place popular logos on clothing and sell it as official merchandise,\u201d Brugh says. \u201cIn one recent case a retailer had to destroy boxes of counterfeit handbags featuring the Louis Vuitton logo.\u201d<\/p>\n

In another copyright case a man in the UK was given an \u00a385,000 (NZ$168,000) bill from Sky TV for broadcasting a pay-to-view boxing match on his Facebook Live page to 4000 people. The man\u2019s defence of \u201cnot doing it to make money\u201d didn\u2019t wash. He settled by paying Sky $10,000.<\/p>\n

\u201cSpark Sport has the rights to broadcast the World Cup in New Zealand,\u201d says Brugh. \u201cThat means no one else can use match footage or stills from the footage without permission.
\n\u201cIt may seem harmless to stream World Cup matches and sell tickets to other spectators \u2013 but that could amount to a breach of copyright,\u201d she says. \u201cSpark Sport will have paid a lot of money to broadcast those games and businesses that screen them to paying customers need to hold a commercial license.\u201d<\/p>\n

So, if you are a company that\u2019s a big fan of the Rugby World Cup and want to feature it in your marketing what can you do?<\/p>\n

\u201cAdvertising using a rugby theme will need to be generic so as not to give the look of sponsorship,\u201d says Brugh. \u201cThere\u2019s a fine line between advertising with a theme and ambush marketing, where you\u2019re cashing in on an event without the event organiser\u2019s permission.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

This article first appeared in\u00a0NZ Herald.\u00a0 Businesses warned they could be \u2018sin-binned\u2019 for unauthorised association with big name brands. Businesses wanting to promote their services and products by hitching their wagon to popular brands such as the All Blacks and the Rugby World Cup, risk \u2013 like many of the players \u2013 being red or…<\/p>\n","protected":false},"author":8,"featured_media":1139,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[252],"class_list":["post-3495","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-au","insight-resource-media-au"],"acf":[],"yoast_head":"\nSeeing red over the All Blacks - James & Wells<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.jamesandwells.com\/au\/seeing-red-over-the-all-blacks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Seeing red over the All Blacks - James & Wells\" \/>\n<meta property=\"og:description\" content=\"This article first appeared in\u00a0NZ Herald.\u00a0 Businesses warned they could be \u2018sin-binned\u2019 for unauthorised association with big name brands. 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