{"id":27641,"date":"2023-10-10T03:00:17","date_gmt":"2023-10-10T10:00:17","guid":{"rendered":"https:\/\/writersfunzone.com\/blog\/?p=27641"},"modified":"2023-10-06T07:15:44","modified_gmt":"2023-10-06T14:15:44","slug":"using-other-peoples-content-in-your-marketing-by-kelley-way","status":"publish","type":"post","link":"https:\/\/writersfunzone.com\/blog\/2023\/10\/10\/using-other-peoples-content-in-your-marketing-by-kelley-way\/","title":{"rendered":"Using Other People\u2019s Content in Your Marketing by Kelley Way"},"content":{"rendered":"

\"Using<\/a>Let\u2019s welcome back monthly columnist Kelley Way<\/a> as she shares with us \u201cUsing Other People\u2019s Content in Your Marketing.\u201d Enjoy!<\/p>\n

***<\/span><\/p>\n

You found a great photo online that would be perfect for your upcoming social media campaign.\u00a0<\/strong><\/p>\n

And you also saw a fantastic article on a lawyer\u2019s website that you could totally repurpose for your newsletter.<\/p>\n

Is using other people\u2019s content a problem?
\n<\/b><\/h2>\n

There is so much interesting and useful content on the Internet, but would using other people\u2019s content in your marketing, be a problem?<\/p>\n

Unfortunately, the answer is often yes.\u00a0<\/strong><\/p>\n

Just because it\u2019s on the Internet does not mean it\u2019s not copyright protected.<\/p>\n

In fact, it\u2019s best to assume that anything created in the last century is copyright-protected, whether it\u2019s on the Internet or not.<\/p>\n

If you copy a blog article or use an Internet photo without permission<\/strong>, it\u2019s very likely that you\u2019re infringing on a copyright.<\/p>\n

On top of that, using it in your marketing means that you\u2019re putting it out there for the world to see, which increases the likelihood that the original owner will see it and object to your use.<\/p>\n

It\u2019s much safer to use something that\u2019s been tagged for commercial re-use or get content from a reputable website that previously got permission from the copyright holder.<\/p>\n

There may or may not be fees involved<\/strong>, but consider that the price to pay for peace of mind.<\/p>\n

Considering Privacy and Publicity Rights<\/b><\/h2>\n

In addition to copyright, you need to consider right of privacy and right of publicity.<\/p>\n

They\u2019re two sides of the same coin<\/strong> — right of privacy is the right to not have your face exploited for commercial gain when you want to stay out of the limelight, and right of publicity is the right to control when and where your face appears in a commercial context.<\/p>\n

In either case, the person doesn\u2019t want their face to appear in an advertisement or marketing campaign without their permission. Keep this in mind anytime you\u2019re using a photo with a person in it.<\/p>\n

If you don\u2019t have that person\u2019s permission<\/strong>, and\/or you\u2019re not getting it from a site that\u2019s letting you use it with the person\u2019s permission, it\u2019s best to stay away.<\/p>\n

Another Company\u2019s Branding<\/strong><\/h2>\n

Last but not least, if the content contains another company\u2019s branding (e.g., a logo, trademark, slogan or other aspect of the company\u2019s commercial identity), you risk trademark infringement, false advertising, false endorsement, and a host of other trademark-related claims.<\/p>\n

Essentially,<\/strong> the risk is that the company believes you\u2019re using their branding to confuse or deceive consumers or make them think there\u2019s a connection between their company and yours.<\/p>\n

In that case, they will likely come after you on whatever legal grounds they can think of.<\/p>\n

(Exception: if you are comparing your company or product to a competitor\u2019s and making truthful statements about your competitor or their product, then there is very little they can do about it. Just be very careful if you go this route because if you tick them off enough, they may decide to come after you anyway.)<\/p>\n

So, to sum up<\/strong>, while you technically can use other people\u2019s content in your marketing, you\u2019re taking a lot of risks if you don\u2019t go through the proper legal channels.<\/p>\n

The safest route is always to get permission or properly license the content from a legitimate website.<\/p>\n

If you have questions about using other people\u2019s content in your marketing or want someone to review your marketing campaign for legal issues, please feel free to email me at kaway@kawaylaw.com<\/a>.<\/p>\n

***<\/p>\n

Want to read more articles like this one Writer\u2019s Fun Zone? <\/span>Subscribe here.<\/span><\/a><\/p>\n

***<\/span><\/p>\n

ABOUT THE AUTHOR<\/h2>\n

\"Kelley<\/a><\/p>\n

Kelley Way was born and raised in Walnut Creek, California. She graduated from UC Davis with a B.A. in English, followed by a Juris Doctorate. Kelley is a member of the California Bar, and an aspiring writer of young adult fantasy novels. More information at kawaylaw.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Using other people\u2019s content in your marketing might seem like it\u2019d be the easy way out, but it might be more trouble than it\u2019s worth.<\/p>\n","protected":false},"author":12,"featured_media":27642,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":"","tve_updated_post":"","tve_custom_css":"","tve_user_custom_css":"","tve_globals":{},"tcb2_ready":0,"tcb_editor_enabled":0,"tve_landing_page":"","_tve_header":"","_tve_footer":""},"categories":[4659],"tags":[173,75,934,1043,5409,115,11],"class_list":["post-27641","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-legal","tag-branding","tag-fiction","tag-kelley-way","tag-legal","tag-legal-tips","tag-marketing","tag-writing"],"yoast_head":"\nUsing Other People\u2019s Content in Your 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