I have a question that sort of goes along with the copyright things we're talking about; There was this couple who made videos together a lot and had this photo of them holding hands. Then Target made shirts with the photo on them without permission and the two were really upset about it. Could Target potentially get in trouble for doing that?
Great question and the main issues with this sort of thing would be the copyright infringement and privacy rights of the two people. We will talk about privacy this week so great job on getting a jump on the topic.Â
So letâs address the copyright issue first. The couple has a copyright in the video they made and recorded (without my knowing what the video is and assuming itâs not an infringement of something else). If itâs an original work (the content of the video) that has been fixed in a tangible medium (the recording). If Target took a screenshot of the video, then that would be considered an infringement of that copyright. But as we discussed, they may have an argument for fair use (although it may be a tough job for Target to convince a court of this). Remember that we listed a number of things that are considered fair use: comment, criticism, education, research, newsreporting, non-commercial purposes, etc. Itâs highly unlikely that Target would be able to say their use of the copyrighted work falls under any of those. However, if they did convinced a judge that the use was to make a comment on the original theyâd have to apply the four-prong balancing test.Â
1. The purpose of the use- Did Target transform the original work? Can Target argue that this is a comment back on the original (maybe for a parody purpose)?
2. The nature of the original- if the video is original, it would be considered highly creative and thus deserving of high protection.
3. The amount taken- Quantitatively (the actual amount taken) they probably took very little of the original work. One screen shot from a video would be very little. However, if Qualitatively (the heart of the work) the work was taken, this is likely to favor the couple and not target.Â
4. The Effect on the market- Did this use of the original usurp the market for the original. Could the couple have licensed out the image to Target to do the same thing? Could they have made their own t-shirts with the image? Did Targetâs use make people stop watching the video? Some of these answers may be yes, but some of them may be no.Â
Weâd have to know some more details about the original work and Targetâs use. But try it yourself, apply the balancing test and let us know what you think a court would do.Â
And weâll start talking about privacy law this week so you can understand that there may be another legal issue the couple could bring up.Â














