{"id":8777,"date":"2018-06-22T19:42:35","date_gmt":"2018-06-22T17:42:35","guid":{"rendered":"https:\/\/registrare-marchio.com\/?p=8777"},"modified":"2018-06-23T17:49:46","modified_gmt":"2018-06-23T15:49:46","slug":"violation-of-the-right-of-image-the-audrey-hepburn-case","status":"publish","type":"post","link":"https:\/\/registrare-marchio.com\/en\/violation-of-the-right-of-image-the-audrey-hepburn-case\/","title":{"rendered":"Violation of the right of image: the Audrey Hepburn case"},"content":{"rendered":"<p>When we talk about the violation of the right of image we generally refer to <a href=\"https:\/\/registrare-marchio.com\/en\/image-right-what-the-law-says-about-a-persons-portrait\/\"><strong>photographed subjects<\/strong><\/a>. Actually, the jurisprudence wanted to clarify how in the violation of the right of image there can also be purely evocative elements, which can be traced back to a person, in the case under examination to a famous person.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8779\" src=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/06\/violation-of-the-right-of-image.jpg\" alt=\"Violation of the right of image\" width=\"465\" height=\"290\" srcset=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/06\/violation-of-the-right-of-image.jpg 465w, https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/06\/violation-of-the-right-of-image-300x187.jpg 300w, https:\/\/registrare-marchio.com\/wp-content\/uploads\/2018\/06\/violation-of-the-right-of-image-280x175.jpg 280w\" sizes=\"auto, (max-width: 465px) 100vw, 465px\" \/><\/p>\n<h2><span id=\"The-protection-of-the-right-of-image\">The protection of the right of image<\/span><\/h2>\n<p>Article 10 of the Italian Civil Code protects the right of image and provides:<\/p>\n<p>\u201cif the image of a person or of its parents, spouse or children has been exposed or published, except in cases where exposure or publication is permitted by law, or with injury to dignity or reputation of the person or those relatives, the Court, upon request of the interested person, may order that the abuse cease, leaving untouched compensation for damage\u201d.<\/p>\n<p>The Court of Milan, in its judgment of 21 January 2015, enunciates a rather wide interpretation of the protection of the right of image, coming to recognize the violation even in case of unauthorized use of a number of elements which, for their evocative value, were considered able to recall in the public the image of the person (a famous British actress), although no direct use had been made of the actress in question.<\/p>\n<h2><span id=\"The-Audrey-Hepburn-case-in-advertising-as-a-violation-of-the-right-of-image\">The Audrey Hepburn case in advertising as a violation of the right of image<\/span><\/h2>\n<p>In this case, the heirs of the actress Audrey Hepburn sued a company<\/p>\n<blockquote><p>\u201cfor having used in commerce, in the absence of their consent, the image of Ms. Hepburn for their advertising campaign\u201d.<\/p><\/blockquote>\n<p>The judges of the Court of Milan held that, although in the contested advertising campaign was depicted a model, there were a number of factors able to call in the perception of the public the image of the famous British actress: among them clothing, hairstyle, jewelry, sunglasses and a particular pose\u201d. The same judges recognize that:<\/p>\n<blockquote><p>\u201c in the present case the plaintiffs did not complain about the use of a portrait \u2013 in the sense of a specific picture of the actress- but the photographic reconstruction of a context and a character \u2013 performed by a model \u2013 incorporating features and setting appropriate to draw in the viewer\u2019s mind the image of the actress Audrey Hepburn\u201d.<\/p><\/blockquote>\n<p>The Court of Milan recognized the violation of the right of image stating that<\/p>\n<blockquote><p>\u201cThere is an opinion, which has long been established in the case law, that the protection of the image of a natural person can be extended to cover also items not directly related to the person, such as clothing, ornaments and other elements which for their peculiarities recall in the perception of a viewer a character to whom such elements are inextricably linked\u201d.<\/p><\/blockquote>\n<p>Furthermore, the judges states that:<\/p>\n<blockquote><p>\u201cIn these cases the clear evocative intent is elusive of the need to acquire the permission of the use of his\/her image and elusive of the remuneration generally connected to a modality of exploitation\u201d.<\/p><\/blockquote>\n<p>In light of the above, the Court of Milano recognized the violation of the right of image and the obligation to pay damages to the heirs of the actress who acted in Court.<\/p>\n<p>The compensation was recognized in proportion to the use of the advertising campaign (in this case limited to a single advertising insertion of a magazine and the appearance of the image on the website of the defendant).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>For the judges there is violation of the right of image also in case of use of evocative elements that can be traced back to famous personalities. This is the case of Audrey Hepburn. Do you know her?<\/p>\n","protected":false},"author":3,"featured_media":8779,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[102],"tags":[],"class_list":["post-8777","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copyright"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Violation of the right of image: the Audrey Hepburn case<\/title>\n<meta name=\"description\" content=\"For the judges there is violation of the right of image also in case of use of evocative elements that can be traced back to famous personalities.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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