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• Cover
• Title Page
• Contents
• List of contributors
• Editor’s note
• Richard Lindsay
• Foreword
• Rt Hon Lord Smith of Finsbury
• Preface
• Paul Bainsfair, IPA Director General
• PART ONE Intellectual property: The law and content rights
• 01    Copyright
• Michael Gardner
• Introduction
• What is copyright?
• What types of copyright work are there?
• Literary, artistic, dramatic and musical works
• Sound recordings, films and broadcasts
• Typographical arrangements
• Moral rights and performers’ rights
• Overlap of copyright works
• Duration of copyright
• Ownership of copyright
• Copyright infringement
• Defences to copyright infringement
• Copyright and comparative advertising
• Consequences of copyright infringement
• Summary
• 02    Trade marks
• Michael Gardner
• Introduction
• What are the relevant registration systems in the UK?
• How does the system of trade mark registration work?
• What can be registered as a trade mark?
• How does the registration procedure work?
• How long does a registration last?
• Can a trade mark be challenged once registered?
• Can trade marks be traded or licensed?
• What does a registered trade mark protect against?
• Typical infringement scenarios
• Defences
• Comparative advertising
• Parallel imports
• Trade marks and legal proceedings
• Summary
• 03    Design rights
• Michael Gardner
• Introduction
• Community designs
• UK registered designs
• UK unregistered designs
• Groundless threats
• Designs and comparative advertising
• Summary
• 04    Passing off
• Michael Gardner
• Introduction
• How does the law of passing off work?
• What are the consequences of passing off?11
• Summary
• PART TWO The regulatory system: Key legal and self-regulatory frameworks
• 05    The self-regulatory system
• Rupert Earle
• Introduction
• Why self/co-regulation?
• Non-broadcast structure: CAP/ASA
• Broadcast structure: BCAP and ASAB
• Remit: what do the advertising codes cover?
• Complaints
• Code rules and how the ASA adjudicates
• Code compliance
• Complaints
• Contesting an ASA decision
• 06    Consumer protection
• Rupert Earle
• Introduction
• Unfair commercial practices
• Enforcement
• Consumers’ right to redress
• Consumer rights
• Competition law
• Fraud
• 07    Privacy and data protection
• John Wilks and Loretta Marshall
• Introduction
• Applicable legislation and codes
• Direct marketing communications
• Use of databases for marketing purposes
• The use of cookies for advertising or marketing purposes
• Online behavioural advertising
• Summary
• PART THREE Do I comply? Key challenges and themes in advertising
• 08    Celebrities in advertising
• India Forsyth and Richard Lindsay
• Introduction
• What is a celebrity?
• Do you know who I am?
• Intellectual property
• Self-regulatory codes
• Defamation
• Privacy and data protection
• Contractual obligations
• Conclusion
• 09    Advertising and children
• Nick Johnson
• Introduction
• What counts as a ‘child’?
• Rules to protect children
• Restricted products
• Scheduling restrictions and age-based targeting
• Child performers and licensing
• Summary
• 10    Comparative advertising
• Rafi Azim-Khan
• Introduction
• Examples of comparative advertising rules: past and present
• What regulates comparative advertising?
• Applicable law and regulation
• Statutory and self-regulatory codes and bodies
• Penalties/sanctions
• Options for the aggrieved
• Summary
• 11    Defamation and malicious falsehood
• Nick Walker and Jonathan Coad
• Introduction
• Clearing copy: assessing the risk
• What is defamation?
• Malicious falsehood
• Some litigation tips
• 12    The internet and beyond
• Brinsley Dresden
• Introduction
• Who regulates advertising on the internet?
• Search-based advertising issues
• Content clearance, UGC and customer reviews
• Transparency and native advertising
• Blogs and review sites
• Vlogging
• Social media
• 13    Lotteries and prize promotions
• Charles Swan
• Introduction
• Lotteries and prize draws
• Prize competitions
• Prize promotions and the CAP Code
• Northern Ireland
• Summary
• 14    Music in advertising
• Scott McKinlay
• Introduction
• Types of copyright
• Traditional approach
• Other legal considerations
• Alternative methods
• Pitfalls
• The future
• 15    Price claims and indications
• Stephen Groom
• Introduction
• Legislation governing PCIs in particular scenarios
• Main principle: price claims and indications must not materially mislead or be likely to do so
• Price claims
• Summary
• 16    Sponsorship and major events
• Rafi Azim-Khan
• Introduction
• Olympics laws and sponsorship trends
• What’s in it for the sponsor?
• What’s in it for the rights-holder?
• The package of rights
• The sponsorship agreement
• Reliance on third parties
• Ambush marketing
• Conflicting sponsorship rights
• Regulatory codes of practice
• 17    Usage FAQs
• Brinsley Dresden
• Introduction
• Badges
• Banknotes
• Buildings (exteriors and interiors) and sculptures
• Cars (motor vehicles)
• Coats of arms
• Coins
• Crowds/passers-by
• Designer clothes/jewellery
• Fictitious names and testimonials
• Flags
• Maps
• Olympic symbols
• Postage stamps
• Quotations
• Red Cross, Red Crescent
• Road signs
• Royalty and the Crown
• Uniforms
• PART FOUR Industry issues: Key challenges for certain business sectors
• 18    Alcohol
• Paul Jordan, Sally Dunstan and Andy Butcher
• Introduction
• CAP, BCAP and Portman Codes
• Other relevant rules
• The Code provisions
• Pricing and promotion of alcoholic drinks in Scotland
• Summary
• 19    The advertising of food
• Rebecca Chong and Richard Lindsay
• Introduction
• The law and misleading advertising
• EC Regulation 1924/2006 on Nutrition and Health Claims made on Foods
• EC Regulation 1924/2006 and nutrition claims
• EC Regulation 1924/2006 and health claims
• EC Regulation 1924/2006 and nutrient profiles
• The advertising Codes and the Food Rules
• Summary
• 20    The advertising of food
• Rebecca Chong and Richard Lindsay
• Introduction
• Healthy eating
• HFSS products and the distinction between TV broadcast versus radio and non-broadcast rules
• Pester power and emotive advertising
• Nutrition and health claims and children’s health
• Scheduling of HFSS advertising on TV
• Stricter rules for advertising to children?
• Summary
• 21    Gambling
• David Zeffman
• Introduction
• What is gambling?
• The Gambling Act: who can advertise?
• The License Conditions and Codes of Practice
• The CAP and BCAP Codes
• Gambling industry codes
• Enforcement
• Northern Ireland
• Pressures on the industry
• 22    Political advertising
• Paul Herbert
• Introduction
• Political advertising: TV and radio
• Application of the ban
• Political advertising: non-broadcast
• Causes and ideas under the CAP Code
• Summary
• 23    Smoking and vaping
• Dan Smith, Mathilda Davidson and George Sevier
• Introduction
• Tobacco
• Incidental smoking in advertising and smoking paraphernalia
• Anti-smoking advertising and smoking cessation aids
• Electronic cigarette advertising
• Summary
• PART FIVE Business affairs
• 24    Client/agency contracts
• Jo Farmer
• Introduction
• The ISBA/IPA Suggested Terms
• Term of the appointment: retainers
• Term of the agreement: projects
• Exclusivity and non-compete
• Remuneration and third-party costs
• Third-party contracts
• Warranties
• Limitation of liability
• Copyright and other intellectual property rights
• Audit
• TUPE
• Summary
• 25    Pitching
• India Forsyth and Richard Lindsay
• Introduction
• Resources for IPA member agencies
• Other considerations
• Summary
• 26    Production of commercials
• Kim Knowlton and Steve Davies
• Introduction
• The purpose of the contract
• The production or commercials contract
• Disputes
• Conclusion
• Index
• Copyright