The Internet and the Emerging Importance of New Forms of Intellectual Property

by Susy Frankel, Daniel Gervais

Overview

Information Law Series Volume 37

The Internet and the Emerging Importance of New Forms of Intellectual Property scrutinizes the existence of commonalities in the realm of intellectual property (IP) rights. The term ‘intellectual property’ has come to include numerous intangible rights beyond the traditional ‘Big Three’ (patent, trademark and copyright) – rights that force us to reconsider and maybe also change the object and purpose of IP. Not only do these rights generally have less solid normative footing and few, if any, well-understood inherent limits, but the borders of their misappropriation are hard to draw as well. This book poses the question of what risks and advantages accrue to such IP or ‘IP-like’ rights.

What’s in this book:

Sixteen distinguished contributors offer in-depth analyses of such rights as the following:

• trade secrets;
• image and publicity rights;
• geographical indications;
• traditional knowledge;
• protection of databases; and
• sports rights and ambush marketing.

Recommendations and solutions put forth in the book include the use of specialized courts or judges and of private standards, and these suggestions help in moving towards a synthesis of the legal status for ‘new’ forms of IP rights. There are also thoughtful considerations of practices such as forum-shifting and an analysis of the special value of evolving Chinese law as a ‘norm laboratory’. Two final chapters discuss the complexities of enforcement which impacts substantive IP and can be said to be its own ‘form’ of IP.

How will this help you:

Being a groundbreaking work on the new forms of IP rights, this book clarifies the legal status of ‘new’ forms of IP and provides a systematic analysis of how IP law applies to intangible rights beyond patent, trademark, and copyright. The book serves as a useful springboard to litigators and judges for adjudicating IP cases arising from Internet use. Practitioners, judges, and policymakers will all welcome this work. Its contributors collectively take a giant step toward clarifying and synthesizing one of the most baffling areas of current law both internationally and at national level around the globe.

Product Details

ISBN-13:	9789041167897
Publisher:	Wolters Kluwer
Publication date:	08/22/2016
Series:	Information Law Series Set
Pages:	360
Product dimensions:	6.40(w) x 9.70(h) x 0.90(d)

Table of Contents

Editors v

Contributors vii

Preface xxi

Introduction Susy Frankel Daniel Gervais 1

Part I Going Global 13

Chapter 1 Enforcing Intellectual Property Claims Globally When Rights Are Defined Territorially Rochelle C. Dreyfuss 15

1.1 Substantive Approaches to the Territoriality Problem 18

1.1.1 Extraterritorial Application of Local Law 19

1.1.2 Harmonization 21

1.1.3 Criminalization 24

1.1.4 Private Ordering 25

1.2 Procedural Approaches to the Territoriality Problem 27

1.3 Conclusion 36

Chapter 2 An Economy of Scarcity (of Smart Information) Margaret Chon 39

2.1 Introduction 39

2.2 Nobody's Perfect: The Privileged Economic Assumptions of IP 43

2.3 Buyer Beware: The Trust Mechanisms of Global Value Networks 47

2.4 Cognitive Capitalism: Intellectual Property in Global Value Networks 49

2.5 Knowledge Governance: Some Legal Hacks 53

2.6 Conclusion: Information - From Dumb to Smarter? 58

Chapter 3 Passing Off, the Internet, and the Global Marketplace Barbara Lauriat 59

3.1 Introduction 59

3.2 The Expanding Tort of Passing Off 61

3.3 Protection of Foreign Traders 65

3.3.1 Starbucks versus British Sky Broadcasting LLP 73

3.4 Goodwill and Reputation of Foreign Marks in The Common Law World 75

3.5 Domain Names 79

3.6 Conclusion 81

Part II Publicity Rights for People and Events 83

Chapter 4 The Right of Publicity: A Cautionary Tale from the United States Stacey L. Dogan 85

4.1 The Right of Publicity in the United States 89

4.2 Image, Licensing, and False Endorsement 98

4.3 Conclusion 101

Chapter 5 Pictorial Publics, the Visual Internet and Image Rights Megan Richardson Julian Thomas 103

5.1 Introduction 103

5.2 Inventing Tradition 105

5.3 The Internet as an Accumulator of Earlier Traditions 112

Chapter 6 Sui Generis Protection for Sporting Emblems and Words: A Triumph of Pragmatism over Principle Susan Corbett Alexandra Sims 117

6.1 Introduction 117

6.2 International Protection for the Olympic Brand 119

6.3 Domestic Events Management Laws 121

6.3.1 Events Management Law in New Zealand 123

6.3.2 Events Management Laws in Other Jurisdictions 128

6.4 Do Events Management Laws Constitute a Sui Generis Regime? 133

6.5 Protection for Major Events Internationally- Recommendations 136

Part III Sui Generis Rights to Safeguard Culture 139

Chapter 7 Reconciling Tradition and Innovation: Geographical Indications of Origin as Incentives for Local Development and Expressions of a "Good Quality Life" Irene Calboti 141

7.1 Introduction 141

7.2 A Necessary Primer on Geographical Indications of Origin: From TRIPS and the Doha Development Agenda to the Multilateral Gridlock and the Rise of FTAs as Discussion Fora 145

7.3 The Still Contested Contours of Geographical Indications as Collective Rights and Incentives for Local Development: Is Sui Generis Protection the Answer? 151

7.4 Addressing Criticism and Proposing Normative Limitations to Safeguard Competition and the Public Interest 157

7.5 The Role of Cultural Differences in the Debate over Geographical Indications of Origin: Is a Reconciliation Possible? 163

7.6 Conclusion 169

Chapter 8 Traditional Cultural Heritage and Alternative Means of Regulation: Issues of Access and Restriction Online Jessica C. Lai 171

8.1 Introduction 171

8.2 Alternative Means of Regulation 174

8.2.1 Industry Codes of Conduct in the Media 174

8.2.2 Nga Taonga Sound & Vision 177

8.2.3 National Library of New Zealand 179

8.2.4 Te Papa 180

8.3 Alternative Regulation versus Legal Regulation 183

8.4 Following in Copyright Owners' Footsteps? 188

8.4.1 Technical Protection Measures 190

8.4.2 Using ISPs 191

8.4.3 Europe's 'Right to Be Forgotten' 194

8.5 Conclusion 200

Part IV Beyond Copyright and Patents 203

Chapter 9 Something Completely Different: Europe's Sui Generis Database Right P. Bernt Hugenholtz 205

9.1 Introduction 205

9.2 History of the Database Right 206

9.2.1 Timeline 206

9.2.2 The Sui Generis Conquers the World - Well, Not Quite 209

9.3 Typology of the Database Right 210

9.3.1 Overview 210

9.3.1.1 Notion of 'Database' 210

9.3.1.2 Substantive Investment 212

9.3.1.3 Scope, Limitations and Duration of Database Right 213

9.3.2 Main Differences from Copyright Protection 215

9.3.3 Legal Nature of the Database Right: National Treatment 217

9.4 Evaluation and Conclusion 221

Chapter 10 Trade Secret Harmonization and the Search for Balance Sharon K. Sandeen 223

10.1 Introduction 223

10.2 Harmonization and the Limits of US Trade Secret Law and the Trade Secret Directive 226

10.2.1 Definitional Concerns 229

10.2.2 The Scope of Remedies 236

10.2.3 The Third Party Problem 238

10.2.4 Other Limiting Principles 239

10.3 Seeking Balance: Explicit Exceptions in the EU Trade Secret Directive 240

10.3.1 Competition Concerns 241

10.3.2 Employee Mobility Concerns 242

10.3.3 Innovation Concerns 244

10.3.4 Free Expression Concerns 244

10.3.5 Privacy Concerns 245

10.3.6 Regulatory Concerns 246

10.3.7 Procedural and Equitable Concerns 247

10.4 Observations on the Striking the Right Balance 249

Chapter 11 China's Approach to Trade Secrets Protection: Is a Uniform Trade Secrets Law in China Needed? Ping Xiong 251

11.1 Introduction 251

11.2 Specific Laws in the Protection of Trade Secrets 254

11.2.1 The Legal Framework 254

11.2.2 Features of the Legal Framework 255

11.2.2.1 Lack of Overarching Duty of Confidentiality 255

11.2.2.2 Blurring Line between Trade Secrets and State Secrets 256

11.2.2.2.1 Definition of Trade Secrets 256

11.2.2.2.2 The Issues with the Definition of Trade Secrets Protection and the State Secrets Puzzle 259

11.2.3 Elements to Establish Infringement Are Not Complete 263

11.2.3.1 Infringement under LAUC 263

11.2.3.2 Bona Fide Third Party's Liability 266

11.2.4 Prescriptive Nature of Employee Infringement 267

11.2.4.1 Employee Trade Secrets Infringement 267

11.2.4.1.1 Restrictive Covenants 268

11.2.5 Remedies Are Spread Out in Different Laws 269

11.3 Possible Reforms 273

Part V The Problems and Opportunities of Enforcement 277

Chapter 12 Enforcement: A Neglected Child in the Intellectual Property Family Peter K. Yu 279

12.1 Introduction 279

12.2 Four Types of Enforcement Issues 280

12.2.1 Domestic Enforcement 280

12.2.2 Cross-Border Enforcement 281

12.2.3 Enforcement Facilitation 283

12.2.4 Digital Enforcement 286

12.3 Enforcement as a Neglected Child 290

12.3.1 Doctrinal Challenges 291

12.3.2 The Divide between Developed and Developing Countries 292

12.3.3 Historical Neglect 294

12.3.4 Technological Complications 296

12.4 Integrating Enforcement Back into the Intellectual Property Family 298

12.4.1 Digital Track 298

12.4.2 Global Track 299

12.5 Conclusion 300

Chapter 13 Are New Modes of Criminal and Civil Enforcement a New Form of Intellectual Property? Reto M. Hilty 303

13.1 Relevance of Enforcement 303

13.2 Foundation of Enforcement 306

13.3 Categorisation of Enforcement Possibilities 308

13.3.1 Technological Protection Measures 308

13.3.2 Exclusive Legal Protection: Enforcement with Erga Omnes Effect 309

13.3.3 Lacking (Exclusive) Protection: Inter Partes Enforcement 311

13.3.4 Certain Legal Protection: Unclear Enforcement 313

13.3.5 Is There Life outside the Copyright, Patent, and Trademark Regimes? 317

13.4 Enforcement Today 318

13.4.1 Recent Legislative or Judicative Adjustments 318

13.4.2 Changing Behaviors of Right Holders 319

13.4.3 Impacts of Technical Measures and Contracts 322

13.4.4 Role of Third Parties 324

13.5 Consequences and Remedies 325

Index 327