{"id":3308,"date":"2023-08-08T08:29:27","date_gmt":"2023-08-08T08:29:27","guid":{"rendered":"https:\/\/rfblegal.co.uk\/?post_type=insight&p=3308"},"modified":"2024-02-27T13:18:28","modified_gmt":"2024-02-27T13:18:28","slug":"meme-marketing-gestores-de-redes-sociais-cuidado-com-as-armadilhas-legais","status":"publish","type":"insight","link":"https:\/\/rfblegal.co.uk\/pt\/percepcoes\/meme-marketing-gestores-de-redes-sociais-cuidado-com-as-armadilhas-legais\/","title":{"rendered":"Marketing de memes: Gestores de redes sociais com cuidado com as armadilhas legais"},"content":{"rendered":"

Promoting products or events through social media platforms presents a formidable challenge<\/a>, particularly for social media managers operating within limited budgets. Amidst this challenge, memes emerge as a budget-friendly approach to skilfully communicate messages. Memes have a unique ability to cut through the noise of social media and resonate with people, making them a valuable tool for social media campaigns. Yet, even though memes might seem like mere ‘humorous images’ circulating freely in the digital realm, it’s vital to recognise that Intellectual Property<\/a> laws still apply to them. Grasping the legal ramifications is paramount for social media managers, to safeguard them from potential complications.<\/em> <\/p>\n\n\n\n


Dois tipos de memes\u00a0<\/strong><\/h2>\n\n\n\n

No que diz respeito \u00e0 utiliza\u00e7\u00e3o de memes para a promo\u00e7\u00e3o de conte\u00fados, h\u00e1 dois tipos a ter em conta: os memes pr\u00f3prios\/partilhados e os memes de terceiros.  <\/p>\n\n\n\n

Memes pr\u00f3prios\/partilhados<\/strong>\u00a0are those created by the marketing department, where they own or share the intellectual propriedade<\/a> (IP) rights to the meme. (e.g., look at the recent Barbie film campaign with Oppenheimer aka\u00a0\u2018Barbenheimer\u2019<\/a>\u00a0<\/em><\/strong>\u2013 embora presuma que haja um consenso e, potencialmente, um acordo de licen\u00e7as cruzadas entre os dois est\u00fadios para tirar partido do entusiasmo gerado, uma vez que as campanhas de cada filme est\u00e3o incrivelmente bem coordenadas)\u00a0
\u00a0
Memes de terceiros<\/strong>\u00a0are memes that the marketing department does not own the IP rights to. They tend to be more commonly used because of the social currency they hold (be it an image or video clip) which helps propel<\/a> or colour a message the brand is trying to tell.\u00a0<\/p>\n\n\n\n

\u00a0
Os riscos dos memes de terceiros\u00a0<\/strong><\/h2>\n\n\n\n

While Third-Party Memes can be effective, they come with potential legal risks, especially when they include copyrighted images or videos without the owner’s permission<\/a> (breach<\/a> of copyright). <\/p>\n\n\n\n

There is a quiet social understanding<\/a> (not a legal one!) that memes co-opted or employed by other brands (as exemplified in esta publica\u00e7\u00e3o no Twitter<\/a>) don’t encroach upon or contest the comercial<\/a> rights of the intellectual property (IP) owner. Instead, these memes function as custodians of the IP owner’s copyrighted creation within the social fabric. However, the line between acceptable use and infringement is exceedingly delicate. This balance hinges on the intentions behind meme usage and the identities of both the meme users and the IP holders. Understandably, the owners of intellectual property are unlikely to litigate against a 14-year-old sharing a meme on Twitter, especially when compared to pursuing legal action against a business<\/a> worth over \u00a3100M (*Cough* Burnley). <\/p>\n\n\n\n

For absolute clarity, there isn’t a “de minimis” principle that grants free<\/a> rein in using someone else’s IP, suggesting that using even 10 seconds or less of a song or video clip can potentially trigger legal consequences<\/a>. While “Fair Dealing” offers some defence, it must align meticulously with specific exemptions pertaining to using another<\/a> individual’s intellectual property assets. These exemptions, in essence, do not undermine IP owners’ exploitation of their assets or grant third parties the ability to profit from those assets. Hence, the law shows leniency towards certain scenarios, as outlined in s30 and s30A of the Copyright, Design and Patents Act 1988. This leniency extends to instances like parody or satire (under s30A), where the use doesn’t compete with the original IP but rather employs it as a reference to convey a distinct point. 
 <\/p>\n\n\n\n

O Burnley FC e os memes<\/strong><\/h2>\n\n\n\n

Recently, Burnley FC used memes to announce player transfers in a fun and attention-grabbing way. These posts, while undeniably cringe-worthy, have managed to spark considerable engagement. However, their unconventional approach has also cast a spotlight on potential copyright infringement concerns. The excitement of bringing<\/a> new players is great and follows a recent tradition of cringey\/bad-funny player announcements (*cough* Southampton and Besiktas *cough* but note, these examples fall into the Owned\/Shared Meme category! Burnley sadly does not). <\/p>\n\n\n\n

A primeira publica\u00e7\u00e3o,\u00a0com destaque para a contrata\u00e7\u00e3o de Zeki Amdouni pelo clube<\/a><\/em><\/strong>, apresenta uma semelhan\u00e7a impressionante com um v\u00eddeo de ref\u00e9ns, incorporando uma cena dos Teletubbies. Esta publica\u00e7\u00e3o alcan\u00e7ou a impressionante marca de 11,4 milh\u00f5es de visualiza\u00e7\u00f5es (\u00e0 data da publica\u00e7\u00e3o do artigo).<\/p>\n\n\n\n

Da mesma forma, a segunda publica\u00e7\u00e3o \u2014anunciando a passagem de James Trafford para o clube<\/em><\/strong><\/a>\u2014mostra-o numa pose um pouco embara\u00e7osa, recorrendo a uma cena do filme \u00abRegresso ao Futuro\u00bb. Esta publica\u00e7\u00e3o tamb\u00e9m teve um grande impacto, acumulando 1,4 milh\u00f5es de visualiza\u00e7\u00f5es (\u00e0 data da publica\u00e7\u00e3o deste artigo).\u00a0<\/p>\n\n\n\n


Responsabilidades potenciais\u00a0<\/strong><\/h2>\n\n\n\n

A gravidade da situa\u00e7\u00e3o torna-se evidente quando se analisam as duas publica\u00e7\u00f5es com conte\u00fados dos Teletubbies (propriedade da BBC) e de \u00abRegresso ao Futuro\u00bb (propriedade de Robert Zemeckis e Bob Gale). Estas publica\u00e7\u00f5es amplificam estrategicamente a presen\u00e7a de Burnley (no valor de mais de 150 milh\u00f5es de libras<\/a>) as a prominent Premier League team<\/a> across the expansive web landscape. This strategic<\/a> propagation potentially yields indirect commercial advantages<\/a>. Yet, here lies the core issue: Burnley, as a third party, harnesses the intellectual property (IP) belonging to others to communicate a message about<\/a> player acquisitions or self-promotion. To be explicit, this usage constitutes a blatant breach of copyright. <\/p>\n\n\n\n

Consequentemente, o Burnley fica sujeito a repercuss\u00f5es legais, incluindo eventuais indemniza\u00e7\u00f5es a pagar \u00e0 BBC, ou a Robert Zemeckis e Bob Gale. A par dessas repercuss\u00f5es, a medida imperativa seria remover imediatamente o conte\u00fado contestado das plataformas de redes sociais do Burnley. <\/p>\n\n\n\n

De um ponto de vista te\u00f3rico, existe a possibilidade de o Burnley ter infringido os termos estipulados pelo Twitter (ou \u201cX\u201d) e pelo Instagram. Ao utilizar propriedade intelectual em plataformas nas quais n\u00e3o det\u00e9m direitos ou licen\u00e7as de utiliza\u00e7\u00e3o, surge o risco de a conta empresarial do Burnley ser suspensa em consequ\u00eancia dessas infra\u00e7\u00f5es. <\/p>\n\n\n\n


Import\u00e2ncia da conformidade\u00a0<\/strong><\/h2>\n\n\n\n

Although the chances of account suspension<\/a> and receiving a cease-and-desist letter are slim, the consequences could be severe. Social media managers and marketing managers must exercise caution and obtain proper authorisation before using Third-Party IP in promotional content. In-house counsel’s guidance and client buy-in can also be valuable in avoiding legal complications. <\/p>\n\n\n\n

In conclusion, memes can be a powerful tool for content promotion, but social media managers must tread carefully to avoid legal risks. Unsanctioned use of Third-Party IP can lead to copyright infringement claims<\/a>, potential damages, and even account suspension. Being aware of these risks and obtaining proper permissions is essential for successful and compliant social media campaigns. Additionally, compliance with online advertising regulations and other relevant regulamentar<\/a> considerations (I.e., Premier League\/FA regulations that affect football clubs) is equally vital to ensure a smooth and risk-free promotion of businesses or organisations<\/a>.<\/em> <\/p>\n\n\n\n

If you require assistance or advice with any of the issues mentioned in this article or any other commercial matters, our dedicated team is ready to apoio<\/a> you.<\/em> <\/p>\n\n\n\n


Contactar-nos:<\/strong><\/em><\/h2>\n\n\n\n

Mansour Mansour<\/strong>: Empresa<\/a> & Commercial Solicitor \u2502\u00a0<\/em>M.Mansour@rfblegal.co.uk<\/a>\u00a0\u2502\u00a0020 3995 7798<\/a><\/strong><\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Informa\u00e7\u00f5es adicionais<\/strong><\/h3>\n\n\n\n