Protecting image, commercialisation and personality rights

A natural person’s image may be used commercially in advertising. By constructing agreements carefully, we are able to commercialise a person’s image effectively and safely and, in a crisis, respond quickly to limit the adverse effects of an infringement of someone’s right to their own image.

The value of a public figure’s image is often counted in millions of zlotys. Using a celebrity’s first and last name, voice or signature may yield a number of benefits to a business, increasing sales of a product or service, or changing how a brand is perceived by the public. In this age of social media, skillful cooperation with influencers is often the key to building up recognition among customers.

In our practice concerning the commercialisation of image and personal rights, we assist in negotiating and drawing up agreements, including agreements on image dissemination, advertising contracts, and cooperation on influencer marketing. We also act on behalf of high-profile individuals and companies that wish to begin cooperating with such people safely. We understand the specific nature of the advertising market, we know the realities of the work of creative agencies, and can foresee the risk involved in cooperating with them.

We provide practical legal advice on all image-related matters. We analyse opportunities for using the image and other personal rights of pop icons in films, advertisements and internet content. We help protect our clients’ image in social media.

When an infringement of someone’s image has occurred, our years of experience, including cooperating with PR, marketing and media monitoring specialists, allows us to develop effective operational strategies, based on the provisions of law, that enable our clients to regain control over the course of events and create their own scenario for taking further, well-considered steps.
At a further stage of a case, we represent our clients before the courts, and conduct mediation and settlement talks.