It is considered a derivitive work. The back ground and watch is exactly the same, they just photoshoped a new dial on to it, and added a second watch with the same photoshoped dial color changed.
What is below are my notes on the subject from my revision before I took my exams, I have omitted some irrelevant parts, but I think it gives somewhat of a brief overview of Copyright law and infringement.
Introduction
Copyright protects creations of the human mind in a very wide sense; Copyright doesn’t protect ideas - only expression of ideas. Copyright is protected in the UK by the CPDA 1988. It is divided into two categories; Authorial (Literary, Dramatic, Musical, Artistic) and Entrepreneurial (Sound recordings, Films, Braodcasts, Typograhpical).
In our case, photographs would fall into authorial artistic works.
General Protection
- Work must be recored in a material form
- The work must be
- Authorial works: Original
- Chistoffer v possiden film - labour, skill, effort and pre-expressive stage
- Can be new works, derivative works or copied works
- The work must be sufficiently connected to the UK
- The work must be not excluded from protection on public policy grounds
Clearly, in this case the original photograph is protected under UK law (if it is sufficiently connected to the UK, which in this case I will assume).
Infringement
When a person other than the author does anything which is reserved by the law. In this case this would be distribution to the public. These parts of my notes are extensive, and this is heavily litigated upon. I will reproduce my original lecture notes here, and you can take your own view.
- The test is; There is a 'causal connection between the defendants work and copyright work
- D's work was derived from the copyright work
- What is a 'causal connection'
- Causal link between the work used by the defendant and the copyright work
- Burden of proof on the claimant
- Direct evidence
- that the defendant used the copyright work to produce their own
- Very rare, most usually ex-employee proving that they had been asked to produce something similar to © work
- Very difficult to make out, do not use in exam.
- Derivation inferred
- from the similarities between the two works and the fact that the defendant had access and opportunity to copy the copyright work
- IPC Media v Highbury
- The greater the similarities between the alleged infringement and the © work, the greater the prospect of copying being inferred
- BUT Similarities do not necessarily indicate copying,
- 'objective similarity' is the test used
- E.g. Same mistakes in the © work
- Same arrangement of materials
- Benchmark of 70% similarity, but really varies depending on what has been copied.
- 'substantial part of the work'
- The infringing action must have been carried out in relation to the work or a substantial part of it
- Designers guild v williams
- Substantially is a matter of impression principally concerned with a works derivation
- Quality over quantity
- No need for the majority of the work to be copied
- Depth of protection
- Authorial works; it is possible to abstract from the final work to find the elements that cannot be copied without breaching ©
- Artistic works: Krisaris v Briafine
- The choices of the artist that make the work an original contribution e.g.. The viewpoint, the balance of foreground etc.
- Has the defendant used the whole work or a substantial part of it?
- Identical Copy - Infringement
- Substantial
- The part must be important --> in the copyright work, not the defendants
- The importance of the part copied needs to be important in the original work and not the copied work.
- Francis day and under v 20th centruy fox
- Using the title of a song as title for a film does not brecah ©
- British law does not protect names with ©
- Repeated takings
- If many infringing parts are combined, then it will not become significant
- Insignificant parts are assessed by a case by case basis
- It is a loophole in the law
- 10% is not a subsntaial part for the book (but you can copy it 10 times)
- Significant parts are significant parts by themselves
- Insignificant parts cannot be combined to make significant parts for the purposes of © either a pert is significant or it is not (Lord Gibson)
What I think
Firstly, it is important to define exactly what has been copied, and what hasn't been. What has been: The background, some of the typing, 1 of the watches case and bracelet. What is new: An entirely new watch dial, a new watch, new reference number, digital manipulation of the existing photo (to my eyes, the second looks darker, and case looks different).
Applying my notes above, I think that the benchmark of 70% similarity has not been reached, I also think the copied parts are not 'substantial' enough to be considered infringing, especially with the digital alteration. I might also draw your attention to the last two paragraphs of my notes, 'the importance of the part copied needs to be important in the original work'. I would argue that the important part of the original work is the watch dial itself, and the reference number, neither of which feature in the second photograph. I do agree though, it is probably quite close to infringing.
So if you do an advertising campaign and somebody uses all of the graphic elements that characterize the campaign but just swap the products there is no theft of a creation?
I would consider the watch here is not the main element, to me the main element is the staging of the watch. I shd try and see what it’s like in France...
PS- are you an IP lawyer? I’m not.
Again, it depends on the exact circumstance of the graphic elements and what has been copied. These cases are heavily dependant on the exact images which have been used.
I am not an IP lawyer, I studied Law at undergraduate (with a 1st in IP law) and currently completing my second Masters in Law.
Please do not rely on anything above as legal advice, these are just my lecture notes.