{"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-pazarlama-sosyal-medya-yoneti%cc%87ci%cc%87leri%cc%87-yasal-tuzaklara-di%cc%87kkat","status":"publish","type":"insight","link":"https:\/\/rfblegal.co.uk\/tr\/icgoruler\/meme-pazarlama-sosyal-medya-yoneti%cc%87ci%cc%87leri%cc%87-yasal-tuzaklara-di%cc%87kkat\/","title":{"rendered":"Meme Pazarlama: Sosyal Medya Y\u00f6neticileri Yasal Tuzaklara Dikkat"},"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 Fikri M\u00fclkiyet<\/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


\u0130ki T\u00fcr Mem\u00a0<\/strong><\/h2>\n\n\n\n

\u0130\u00e7erik tan\u0131t\u0131m\u0131 i\u00e7in mem kullan\u0131m\u0131 s\u00f6z konusu oldu\u011funda, dikkate al\u0131nmas\u0131 gereken iki t\u00fcr vard\u0131r: Sahip Olunan\/Payla\u015f\u0131lan Memler ve \u00dc\u00e7\u00fcnc\u00fc Taraf Memleri.  <\/p>\n\n\n\n

Sahip Olunan\/Payla\u015f\u0131lan Memler<\/strong>\u00a0are those created by the marketing department, where they own or share the intellectual \u00f6zellik<\/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>- Her ne kadar her iki filmin kampanyalar\u0131 inan\u0131lmaz derecede iyi koordine edilmi\u015f olsa da, her iki st\u00fcdyonun da bu heyecandan yararlanmak i\u00e7in kat\u0131l\u0131m g\u00f6sterdi\u011fini ve potansiyel olarak \u00e7apraz lisanslama yapt\u0131\u011f\u0131n\u0131 varsay\u0131yorum)\u00a0
\u00a0
\u00dc\u00e7\u00fcnc\u00fc Taraf Memleri<\/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

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\u00dc\u00e7\u00fcnc\u00fc Taraf Memlerinin Riskleri\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 bu Twitter g\u00f6nderisi<\/a>) don’t encroach upon or contest the ticari<\/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. 
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Burnley FC ve Memler<\/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

\u0130lk g\u00f6nderi,\u00a0Zeki Amdouni'nin kul\u00fcbe transferini i\u00e7eren<\/a><\/em><\/strong>, Teletubbies'den bir sahne i\u00e7eren bir rehine videosuna esrarengiz bir benzerlik ta\u015f\u0131yor. Bu g\u00f6nderi (makalenin yay\u0131nland\u0131\u011f\u0131 tarih itibariyle) etkileyici bir \u015fekilde 11.4 milyon kez g\u00f6r\u00fcnt\u00fclenmi\u015ftir.<\/p>\n\n\n\n

Benzer \u015fekilde, ikinci post-James Trafford'un kul\u00fcbe ge\u00e7i\u015fini duyurdu<\/em><\/strong><\/a>-Gelece\u011fe D\u00f6n\u00fc\u015f filminden bir sahneyi kullanarak onu biraz mahcup bir pozda yakal\u0131yor. Bu g\u00f6nderi de etkili olmu\u015f ve 1.4 milyon kez g\u00f6r\u00fcnt\u00fclenmi\u015ftir (makalenin yay\u0131nland\u0131\u011f\u0131 tarih itibariyle).\u00a0<\/p>\n\n\n\n


Potansiyel Y\u00fck\u00fcml\u00fcl\u00fckler\u00a0<\/strong><\/h2>\n\n\n\n

Teletubbies (BBC'ye ait) ve Back to the Future (Robert Zemeckis ve Bob Gale'e ait) i\u00e7eriklerinin yer ald\u0131\u011f\u0131 iki payla\u015f\u0131m g\u00f6z \u00f6n\u00fcnde bulunduruldu\u011funda durumun ciddiyeti ortaya \u00e7\u0131kmaktad\u0131r. Bu payla\u015f\u0131mlar stratejik olarak Burnley'nin varl\u0131\u011f\u0131n\u0131 g\u00fc\u00e7lendiriyor (150 milyon sterlin de\u011ferinde<\/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

Sonu\u00e7 olarak Burnley, BBC'ye ya da Robert Zemeckis ve Bob Gale'e \u00f6denecek olas\u0131 tazminatlar da dahil olmak \u00fczere yasal yans\u0131malara a\u00e7\u0131k hale gelir. Bu t\u00fcr yans\u0131malara paralel olarak, Burnley'nin sosyal medya platformlar\u0131ndan tart\u0131\u015fmal\u0131 i\u00e7eri\u011fi derhal kald\u0131rmas\u0131 zorunlu bir eylem olacakt\u0131r. <\/p>\n\n\n\n

Teorik bir not olarak, Burnley'nin Twitter (veya \u201cX\u201d) ve Instagram taraf\u0131ndan \u00f6ng\u00f6r\u00fclen \u015fartlar\u0131 ihlal etmi\u015f olma ihtimali vard\u0131r. Fikri m\u00fclkiyeti, kullan\u0131m haklar\u0131n\u0131n veya lisanslar\u0131n\u0131n olmad\u0131\u011f\u0131 platformlarda kullanarak, Burnley'nin ticari hesab\u0131n\u0131n bu ihlallerin bir sonucu olarak ask\u0131ya al\u0131nmas\u0131 riski ortaya \u00e7\u0131kmaktad\u0131r. <\/p>\n\n\n\n


Uyumlulu\u011fun \u00d6nemi\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 d\u00fczenleyici<\/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 destek<\/a> you.<\/em> <\/p>\n\n\n\n


Bize Ula\u015f\u0131n:<\/strong><\/em><\/h2>\n\n\n\n

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

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Ek Bilgi<\/strong><\/h3>\n\n\n\n