Theory and practice of intellectual property
№ 3 / 2021

ISSN (Print) 2308-0361
ISSN (Online) 2519-2744

PDF (Ukrainian)

DOI: https://doi.org/10.33731/32021.239562

Published      2021-09-07

Legal regulation of advertising agencies in the context of intellectual property law

Nadiia Fedorova
Ukraine
https://orcid.org/0000-0001-5490-1259

Abstract
The main prerequisite for the rationalization of advertising activities in all its scale is the methodological and planned preparation of advertising messages and their correct use at all stages of the advertising process. Advertising agencies play an important role in being qualified coordinators between trade (distribution) and marketing, for the benefit of consumers.

The specificity of legal relations arising in connection with the creation and distribution of advertising is associated with the fact that their subjects on the part of advertising producers are mainly professional business entities, which conclude agreements on the creation of advertising with their customers. Relationships between advertising creators and advertising agencies are mainly built based on order agreements for the creation and use of objects of intellectual property rights or labour contracts. In this case, the author retains non-property intellectual property rights, while property rights in most cases pass to the advertising agency or advertising customer.

So, the author retains non-property rights, and, unfortunately, they, as a rule, are unimplemented properly in relations arising from the creation and distribution of advertising. Undoubtedly, we are talking about the right to a name. As a rule, advertisements don’t include their creators’ name, regardless of how they are distributed. However, this doesn’t mean that the rights of the advertising author or the rights of the advertisement constituent elements author may be violated. The legislation notes the possibility not to indicate the name of the author with his consent or at his request. According to Law of Ukraine “Copyright and Related Rights”, the author has a personal non-property right to demand recognition of his authorship by properly indicating the author’s name on the work and its copies of any public use of the work, certainly, if it’s possible. However, the purpose of advertising is to disseminate information about a product or service and not about its author. For the practical aspect of this situation, it’s usually indicated that the producer is an advertising agency, not the individual authors of the content.

Keywords: advertising, legal regulation, subjects of advertising activity, consumer rights, advertising legislation, hidden advertising, comparative advertising

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