Theory and practice of intellectual property
№ 4-5 / 2023

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

DOI: https://doi.org/10.33731/4-52023.289637

Submitted     2023-06-19
Accepted      2023-09-19
Published      2023-10-25

Composition of authors of advertising as an audiovisual work

Nadiia Fedorova
Ph.D (Law), Researcher of the sector of the Disposal of copyright and related rights of the Copyright and Related Rights Department of the Intellectual Property Scientific Research Institute of the National Academy of Legal Sciences of Ukraine
Ukraine
https://orcid.org/0000-0001-5490-1259

Abstract
The article examines the composition of the authors of an advertisement as an audiovisual work. Particularly, the concept of advertising is analyzed, it can be embodied in different forms — visual, sound, audiovisual. The main attention is to the analysis of audiovisual advertising. The legislation of other countries (the USA, France, and Germany) was analyzed, and it was concluded that the list of authors of audiovisual advertising in different countries is determined differently.

It was noted that a distinctive feature of audiovisual works compared to other objects of copyright are created mainly by a large number of persons, among whom the authors of the work occupy a prominent place.

The list of authors of the audiovisual work is given in accordance with the legislation of Ukraine. It is noted that the current Law of Ukraine «On Advertising» does not specify who the author of the advertisement is, but defines the concept of the producer of the advertisement.

Attention is focused on the legal nature of an audiovisual work, as a form of advertising expression and an object that includes other object-elements. Since this work is a complex object, the creation of an audiovisual work takes place in the mode of co-authorship. However, it is stated that the authors of the pre-existing works included in the advertisement do not become co-authors of the audiovisual work, what included these preexisting works. Therefore, it is important to separate the legal regime of co-authorship and the inclusion of a work in the composition of another work.

The concept of «collective work» in the USA and France is considered. The term «collective work» does not exist in the legislation of Ukraine. Therefore, the following definition of a collective work is proposed: created as a result of the creative activity of two or more co-authors, which can structurally include a work or works of other persons who are not part of the collective of co-authors but united into a single whole.

Taking into account the proposed definition of a collective work, the definition of advertising as a collective audiovisual work is formulated: it is the result of the creative activity of two or more co-authors, which structurally may include a work or works of other persons who are not part of the collective of co-authors but are united into a single whole by synchronization.

Keywords: author, co-authorship, advertising, audiovisual work, advertising producer

References

Ramsey L. Intellectual Property Rights in Advertising. 12 Mich. Telecomm. & Tech. L. Rev, 2006. 189 p.
http://repository.law.umich.edu/mttlr/vol12/iss2/1

Deyan A. Advertising. Progress University, 1993. 176 p.
http://journlib.univ.kiev.ua/index.php?act=article&article=677

Про рекламу : Закон України від 31.03.2023 р. № 2849-IX.
https://zakon.rada.gov.ua/laws/show/270/96-%D0%B2%D1%80#Text

Про авторське право і суміжні права : Закон України від 01.12.2022 р. № 2811-ІХ.
https://zakon.rada.gov.ua/laws/show/2811-20#Text

Lipszyc D. Copyright and neighbouring rights. United Nations Educational, Scientific and Cultural Organization (UNESCO), 1993. 918 p.
https://unesdoc.unesco.org/ark:/48223/pf0000120722

Deutschland: Gesetz uber Urheberrecht und verwandte Schutzrechte (Urheberrechtsgesetz) (Copyright Act, as amended up to Act of June 23, 2021).
https://www.gesetze-im-internet.de/urhg/BJNR012730965.html

France: Code de la propriete intellectuelle (Copyright Act, as amended up to Act of September 12, 2023).
http://www.legifrance.gouv.fr/WAspad/UnCode?commun=&code= CPROINT.rcv.htm

USA: Consolidated Act on Copyright № 164 (Copyright Act, as amended up to Act of December 24, 2022).
https://www.copyright.gov/title17/title17.pdf

Штефан А. С., Штефан О. О. Авторське право і суміжні права у рекламі : монографія. Київ: «Лазурит-Поліграф», 2009. 149 с.

Ярмак А. О. Категорія «формат» в праві інтелектуальної власності (аналіз вітчизняного і зарубіжного досвіду) : автореф. дис. … доктора філософ: 081-Право. Київ, 2023. 35 с.

Інтелектуальна власність : словник-довідник. Т. 1. / за ред. О. Д. Святоцького, В. С. Дроб’язка. Київ: Ін Юре, 2000. 212 с.

Штефан А. С. Авторське право і суміжні права: особливості правової охорони, здійснення та захисту : монографія. Київ: Інтерсервіс, 2017. 150 с.

Цивільний кодекс України : Закон України від 10.062023 р. № 435-IV. ВВР. 2003. № 40–44.

Чуйкова В. Ю. Умови та ознаки договору між співавторами в Україні. Вісник Харківського національного університету імені В. Н. Каразіна. 2016. № 919. С. 129−134.

Мамчур Л. В. Правове регулювання реклами (цивілістичний аспект) : дис. … канд. юрид. наук: 12.00.03. Львів, 2006. 204 с.

Котляр А. О. Співавтори як первісні суб’єкти авторського права: окремі проблеми правової регламентації. Бюлетень Міністерства юстиції України. 2012. № 11. С. 93–99.

Орлюк О. П., Андрощук Г. О., Бутнік-Сіверський О. Б. та ін. Право інтелектуальної власності: акад. курс : підруч. для студ. вищих навч. закладів. Київ: Ін Юре, 2007. 696 с.