An interesting issue that occasionally arises in employment arrangements relates to the use, by an employer, of an employee’s image to endorse or promote the employer’s products or services.
To the best of my knowledge, the law in New Zealand in this area has never been tested – but the best prediction about where a decision might go probably starts with a presumption that an employee should, in concept, own his or her image rights, and that some specific agreement about use of this property should be required (rather than simply implied) before the employer can use the employee’s image in this way.
Precisely this issue has arisen over the last week in relation to the leader of the free world himself.
During a recent trip to China, President Obama chose to wear a jacket manufactured by a company called Weatherproof. The company found a picture of the President walking the Great Wall, which it turned into a billboard replete with the slogan “A leader in style”.
The White House did not like the idea of the billboard, and asked Weatherproof to take it down. The material question, of course, was whether the company had suggested some form of endorsement by the President of its product – or, alternatively, whether it was entitled to exploit a public image of Mr Obama wearing its product.
Regrettably, the issue won’t be litigated in this case – the company has pulled the billboard. But, as this article in the Wall Street Journal observes, hardly anyone had heard of Weatherproof before – and now it seems that the legal community is abuzz with it!