SciELO - Scientific Electronic Library Online

 
vol.14 número2The Appellate Division has spoken - sequestration proceedings do not qualify as proceedings to enforce a credit agreement under the National Credit Act 34 of 2005: Naidoo v ABSA Bank 2010 4 SA 597 (SCA)The enforceability of illegal employment contracts according to the Labour Appeal Court: comments on Kylie v CCMA 2010 4 SA 383 (LAC) índice de autoresíndice de assuntospesquisa de artigos
Home Pagelista alfabética de periódicos  

Serviços Personalizados

Artigo

Indicadores

Links relacionados

  • Em processo de indexaçãoCitado por Google
  • Em processo de indexaçãoSimilares em Google

Compartilhar


PER: Potchefstroomse Elektroniese Regsblad

versão On-line ISSN 1727-3781

Resumo

CORNELIUS, SJ. Commercial appropriation of a person's image: Wells v Atoll Media (Pty) Ltd (unreported 11961/2006) 2009 ZAWCHC 173 (9 November 2009). PER [online]. 2011, vol.14, n.2, pp.182-205. ISSN 1727-3781.  http://dx.doi.org/10.4314/pelj.v14i2.8.

Our modern society has become transfixed with celebrity. Business people and marketers also endeavour to cash in on the popularity enjoyed by the stars and realise the value of associating merchandise or trademarks with the rich and famous. This leads to difficulties when the attributes of a person are apparently used without consent, which poses new questions to the law: should the law protect the individual against the unlawful use of his or her image? If so, to what extent should such protection be granted? These were some of the questions which the court had to answer in Wells v Atoll Media (Pty). The judgment in Wells has redefined the right to identity and provided some clarity on what the infringement of that right would amount to. When the attributes of a person are used without consent, the right to identity can be violated in one of four ways. A person's right to identity can be infringed upon if the attributes of that person are used without permission in a way which cannot be reconciled with the true image of the individual concerned, if the use amounts to the commercial exploitation of the individual, if it cannot be reconciled with generally accepted norms of decency, or if it violates the privacy of that person.

Palavras-chave : Identity; image rights; publicity rights; personality rights; delict; tort.

        · texto em Inglês     · Inglês ( pdf )

 

Creative Commons License Todo o conteúdo deste periódico, exceto onde está identificado, está licenciado sob uma Licença Creative Commons