1. Commercializing Photographic Works Online Lucinda Jones WIPO-CAPS Workshop on Management of Intellectual Property for Photographers Beijing December 8-9, 2005

2. Overview Copyright online in China Should you go online? How to go online Technical protection Legal issues Decisions..

3. China Copyright Law - Internet uAmendments in 2001, Chinese Copyright Law applies to copyright on the Internet –holds violators responsible for copying of online art (photos) –future joining WIPO Copyright Treaty and Phonograms and Performances Treaty ? (give authors the exlusive right to authorize communication of their works to the public by any means, including the Internet) uFrom May 2005, Internet service providers (ISPs) can be notified and asked to take down infringing copyright photographs –notice and takedown –ISPs must remove the infringing content - if they know but do not remove the illegal content, income is confiscated, and fines imposed

4. Should photographers go online? uShould you put your photographs online? –Depends on purpose Fpersonal use Fpersonal use Fto share without restriction Fto share without restriction Fcommercial use - depends Fcommercial use - depends –No 100% protection –Only sure protection is not to put your photos online!

5. Opportunities & risks uOpportunities FGlobal marketplace more than 1/2 billion people online FChina - more than 100 million online users (second largest in world, still only 8% of population) uRisks Fcommercial infringement/copying - piracy Fmassive instant copying - peer-to-peer (P2P) file sharing Fonline users little knowledge of copyright Fdamage to reputation by misuse, alteration Flegal liability in foreign jurisdictions Fcosts may outweigh benefits

6. How to go online uRegister a domain name & set up a website u(.com,.biz,.cn)www.imagesofchina.comwww.imagesofchina.cn –user-friendly –correspond to your trademark –ensure you dont infringe another persons trademark –WIPO Arbitration & Mediation Center - Trademark Database Portal http://arbiter.wipo.int/trademark/index.html

7. Registrar for.CN - China Internet Network Information Center

8. See if its available - www.whois.com

9. How to go online uSet up a website –take care with agreement with website developer –decide who will own the copyright in the website design –decide target audience (local, national, international) –decide purpose - personal sharing, advertising and marketing, commercial sales –choose technical tools (software, DRM) –decide delivery method for goods - postal physical delivery or networked digital delivery –ongoing management and monitoring

10. Technical protection uDigital rights management (DRM) (1) identification & description of IP rights relating to the photograph (metadata) (2) technical enforcement of conditions of use (digital rights management) uMicro-payment mechanisms uTechnological protection measures

11. Technical protection uWays to protect your photos online –Control access to your website by passwords or less publicity (but losers viewers and customers) –Disable users right-click to stop save as (annoying, and can be circumvented) –Encrypt the website or prevent downloading (software expense and may restrict viewing) –Visible watermarking (can be removed by cropping, and interferes with image) –Digital watermarking (can be tracked, may be removable) e.g., iWatermark software –Low resolution or small (thumbnail) images (can spoil appearance of website) –Web spider programs - track images via web browsers

12. E.g., www.WatermarkFactory.com

13. E.g., www.Photomark.biz

14. Technical protection uElectronic rights management uRights management databases uCollective management organizations uDevelopment of standard identifiers to attach to photos permanently –e.g., Digital Object Identifier (www.doi.org)

15. Legal Issues uJurisdiction - application of laws uIP & commercial laws are territorial uInternet is global - your website is potentially accessible in hundreds of legal jurisdictions uYou could infringe other laws - and your photos could be copied in other jurisdictions (legal action in foreign courts) uCopyright protection is available in most countries - and granted to foreign artists under international treaties

16. Legal Issues uJurisdiction - application of laws uPrecautions –language (Chinese or English?) –currency (yuan or dollars?) –disclaimer (This site is intended for customers resident in China only…) –choose law of contract –technical protection measures

17. Legal Issues uDigital images - digital manipulation uEnables: –removal of minor flaws (scratches, dust, red-eyes..) –change brightness, contrast –burning or dodging (darken, lighten) –cropping an image –coloring, including colorization of B&W –reversing an image –adding, moving or deleting objects ue.g., Adobe Photoshop, Corel Painter, GIMP..

18. Legal Issues - digital images.. uRaises legal issues: –copyright infringement (derivative works) Fis the manipulated image an original work or is it a mere copy of the photograph? –moral rights infringement (integrity) –defamation (e.g., use in inappropriate context) –misrepresentation (passing off) –parody (exception to copyright under some laws) –breach of contractual terms uRaises ethical issues: –disclosure to public (captions) –disclaimer

19. Legal Issues uFair use copying –for personal home page uTemporary copying uSearch results can include thumbnail photographs –e.g., iWatermark software can create thumbnails of your photos, low resolution (prevents copying) –each thumbnail shown in search results is a copy of another photograph - potentially copyright infringement uTemporary copies - cached in a computer memory –each temporary copy is a copy under copyright –legislation usually makes exception from infringement for such copies if transient incidental

20. Legal Issues uHypertext linking –program command telling the Web browser to go to another online document, or part of it –can amount to copyright infringement or unfair practices in some cases: –surface linking - links to first/home page of another site –surface linking - links to first/home page of another site –deep linking - bypasses home page and links to interior page –deep linking - bypasses home page and links to interior page –framing and inline linking - results of external site copied or displayed in frame/window of original site –framing and inline linking - results of external site copied or displayed in frame/window of original site

21. The decision to go online uDecide purpose uDecide audience uRegister domain name, create website uImplement technical protections uKnow what laws apply uKnow what ethical issues apply uSeek advice (colleagues, professional societies, lawyers) uHave a go..

22. Thank you Thank you www.wipo.int lucinda.jones@wipo.int