However, UK Assemble Now is not the only social media account to photoshop film posters or use other copyright material in its posts. So, how does IP law apply to memes?
What IP issues are raised?
In the UK, if a substantial part of an original copyright work has been reproduced in a meme, the copyright owner may allege infringement. For example, if a person’s face is lifted from a photograph and added to a film poster image and so retaining the background, layout and bodies of characters, then this would arguably class as copyright infringement of both the original photographs and the poster.
Individual creators of a copyright work can also object to derogatory treatment of the work, whether that be in the form of deletions, additions or alterations to the original work.
Passing off could also be an issue, as there is a possibility that the public will believe that the creator of the meme has an association with the owner of the content. Although, with the parodic nature of many meme pages, this may be unlikely.
What further problems does social media raise?
Once a post picks up pace on social media, a snowball effect can occur. If the image or video has been copied and shared from other accounts, the original user no longer has control over where and how the meme is used. Even if the user deletes the post, the infringing content still exists.
Why do many people avoid any issues after posting infringing material?
Many people photoshop copyright images to create memes and do so without any action being taken against them. This could be because they aren’t creating these images for monetary gain, and the rightsholder decides that it’s not cost-effective to take infringement action. In fact, sometimes fan artwork can bring a new audience to a franchise, which ultimately leads to an increase in revenue.
Should fair use apply?
Fair use can be a defence to copyright infringement when the purpose of the meme is parody, caricature or pastiche – as is the case with many memes. In these cases, the courts will try to balance the copyright owner’s rights and the creator’s interests.
For those who wish to create social media content using copyright material, using as little of the original work as possible is the wisest choice to avoid any infringement issues.
Find out more about our IP team.
Get In Touch
Nick helps UK and international clients enforce and protect their Intellectual Property rights, and defends those accused of infringing IPRs.
He heads up our Commercial and Intellectual Property teams, they are committed to offering their UK and international clients innovative and practical advice.
How We Can Help
Intellectual Property
Enforcement of IP can seem expensive, but we help our clients identify what is really at stake in comparison. We work on the basis that your best interests are our interests. We take the time to understand your business and how best to exploit or defend your position whilst always having your objectives front of mind.
Image Rights & Sponsorship
Sponsorships, particularly in sport (of athletes/players and clubs and, where possible, athlete/player endorsements and image rights arrangements) play a key role to sports clubs of every range and size.
Our Latest Intellectual Property Updates
12 Apr
Education
HEIs telling it like it is – correcting false or misleading public statements
22 Mar
Uncategorised
Agriculture Partner Becomes A Fellow Of The Agricultural Law Association
15 Mar
Real Estate & Planning
Duchess of Bedford House Case: Have We Gone Parking Mad?!
Our experts are here to answer any questions you might have
If you’d like to speak to a member of our team, please fill out the enquiry form. We will aim to reply to your query within 2 hours
Need to talk to someone sooner? You can call use at the number below