{"id":19063,"date":"2012-11-08T09:00:59","date_gmt":"2012-11-08T14:00:59","guid":{"rendered":"http:\/\/www.iposgoode.ca\/?p=19063"},"modified":"2012-11-08T09:00:59","modified_gmt":"2012-11-08T14:00:59","slug":"long-live-einstein","status":"publish","type":"post","link":"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2012\/11\/08\/long-live-einstein\/","title":{"rendered":"Long live Einstein...?"},"content":{"rendered":"<p>In the recent decision\u00a0<em><a href=\"http:\/\/ia700809.us.archive.org\/17\/items\/gov.uscourts.cacd.473072\/gov.uscourts.cacd.473072.187.0.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">The Hebrew University of Jerusalem v. General Motors LLC<\/a><\/em>, the US District Court of the Central District of California ruled that Albert Einstein\u2019s publicity rights \u00a0now belong to the public domain given that more than 50 years have passed since his death in 1955.<\/p>\n<p><!--more--><\/p>\n<p>According to the facts of the case, General Motors (\u201cGM\u201d) used an image of Einstein in an advertisement in November 2009 in which Einstein\u2019s face was digitally pasted onto a muscled physique with the catchphrase \u201cIdeas are sexy too.\u201d The Hebrew University of Jerusalem (\u201cHUJ\u201d) claimed ownership of Einstein\u2019s publicity right under Einstein\u2019s will. As a beneficiary, HUJ would have the exclusive control of the exploitation of Einstein\u2019s name and likeness. HUJ brought an action for unauthorized use of Einstein\u2019s image. It is important to note that the will is silent regarding the devise of any right of publicity, and Einstein did not claim or receive any monetary compensation for the use of his persona during his lifetime.<\/p>\n<p>In March 2012, the Court allowed HUJ to proceed to trial in order to prove that GM had violated Einstein\u2019s, and consequently HUJ\u2019s right. HUJ sought a ruling as to what New Jersey\u2019s highest court would likely determine to be the postmortem duration of that state\u2019s common law right of publicity.<\/p>\n<p>Einstein died while domiciled in New Jersey. Under <a href=\"http:\/\/codes.lp.findlaw.com\/cacode\/CIV\/5\/d2\/3\/1\/s946\" target=\"_blank\" rel=\"noopener noreferrer\">Cal. Civ. Code \u00a7946<\/a>, California's postmortem right of publicity statute is limited to California domiciliaries. Thus, the Court looked to New Jersey's right of publicity law. Under <a href=\"http:\/\/codes.lp.findlaw.com\/cacode\/CIV\/5\/d4\/1\/2\/2\/3\/s3344.1\" target=\"_blank\" rel=\"noopener noreferrer\">Cal. Civ. Code \u00a73344.1(g)<\/a>, the duration of California\u2019s statutory postmortem publicity right is 70 years. In the state of New Jersey, the issue of duration was discussed only in the case <em><a href=\"http:\/\/www.markroesler.com\/pdf\/caselaw\/Estate%20of%20Presley%20v.%20Russen.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Estate of Presley v. Russen<\/a><\/em>. However, the court did not decide the issue. The court in <em>Presley<\/em> found that the state legislature was to determine the question of duration and that the federal <a href=\"http:\/\/www.copyright.gov\/title17\/92chap3.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Copyright Act\u2019s \u201clife plus 50\u201d<\/a> could be of assistance.<\/p>\n<p>In this case, Judge Matz concluded that \u201cthe New Jersey Supreme Court would likely find that the postmortem right of publicity endures no more than 50 years after death\u201d. According to the Court\u2019s reasoning, a maximum of 50 years postmortem duration was found to be \u201ca reasonable middle ground\u201d for a deceased celebrity\u2019s heirs to make use of the right of publicity and benefit from it. Further, Judge Matz found that the Court\u2019s ruling \u201caligns with the majority of current state statutes limiting the right\u2019s postmortem duration\u201d. Finally, the Court found that its decision properly balances the \u201cmeaningful enforcement\u201d of a celebrity\u2019s right of publicity and \u201cthe public\u2019s interest in free expression\u201d. Judge Matz denied HUJ\u2019s motion and dismissed the complaint as untimely filed.<\/p>\n<p>In Canada, the right of publicity can be found under the term \u201ctort of appropriation of personality\u201d defined in <em><a href=\"http:\/\/www.law.ed.ac.uk\/ahrc\/personality\/cancases.asp#Krouse\" target=\"_blank\" rel=\"noopener noreferrer\">Krouse v. Chrysler Canada Ltd<\/a><\/em><strong>.<\/strong> Under Canadian law, celebrities receive a preferential treatment, as opposed to ordinary people, since their rights are considered to be property that can be licenced or transferred, and that is descendible to the estate after death. As Prof. Vaver puts it in the second edition of his Intellectual Property book: \"[d]eath brings no respite: fame survives the grave\u201d.\u00a0 Former IPilogue Editor Anna Shahid <a href=\"http:\/\/www.iposgoode.ca\/2009\/04\/a-short-overview-on-the-tort-of-appropriation-of-personality\/\" target=\"_blank\" rel=\"noopener noreferrer\">posted on that issue in 2009<\/a>. Quoting the famous decision in <em><a href=\"http:\/\/www.canlii.org\/en\/on\/onca\/doc\/1998\/1998canlii5513\/1998canlii5513.html\" target=\"_blank\" rel=\"noopener noreferrer\">Gould Estate v. Stoddart Publishing Co<\/a><\/em>, she concluded:<\/p>\n<p>\u201c[T]he personality rights of an individual survive the individual\u2019s death and allows for his or her heirs to protect the unauthorized use of such rights. It is unclear whether the rights expire after some time has lapsed since the death of the individual. However, \u2018it seems reasonable to conclude that whatever the durational limit, if any, it is unlikely to be less than 14 years\u2019\u201d.<\/p>\n<p>Moreover, the Trade-marks Act <a href=\"http:\/\/laws-lois.justice.gc.ca\/eng\/acts\/T-13\/FullText.html\" target=\"_blank\" rel=\"noopener noreferrer\">ss. 9(1)(l) &amp; 9(2)(a)<\/a> stipulate that if the deceased\u2019s \u201cportrait or signature\u201d is used for trade purposes without the estate\u2019s permission, then legal action may be taken up to thirty years after death. Finally, under the Copyrights Act ss. <a href=\"http:\/\/laws-lois.justice.gc.ca\/eng\/acts\/C-42\/page-9.html#docCont\" target=\"_blank\" rel=\"noopener noreferrer\">14.1(1)<\/a> &amp;<a href=\"http:\/\/laws-lois.justice.gc.ca\/eng\/acts\/C-42\/page-17.html#docCont\" target=\"_blank\" rel=\"noopener noreferrer\"> 28.2(1)(b)<\/a>, an author\u2019s works may be protected by its estate from being \u201cused in association with a product, service, cause or institution\u201d until the copyright expires.<\/p>\n<p>The situation changes though when commercial appropriation of personality is considered under the various Privacy Acts in Canada. The statutory right is more limited for celebrities than its common law counterpart, and it dies with the person without being transferable. Like in the United States, personality rights in Canada are limited by public interest values such as freedom of expression. Therefore, the courts always need to strike a balance between those two fundamental rights in order to avoid strengthening one to the detriment of the other.<\/p>\n<p>Albert Einstein, like <a href=\"http:\/\/www.ca9.uscourts.gov\/datastore\/opinions\/2012\/08\/30\/08-56471.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Marilyn Monroe<\/a>, now belongs to the public. His persona as the symbol of genius may be freely appropriated and is bound to survive death for many years to come.<\/p>\n<p><em>Georgios Andriotis is a second year law student at Universit\u00e9 de Montr\u00e9al.\u00a0<\/em><em><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the recent decision\u00a0The Hebrew University of Jerusalem v. General Motors LLC, the US District Court of the Central District of California ruled that Albert Einstein\u2019s publicity rights \u00a0now belong to the public domain given that more than 50 years have passed since his death in 1955.<\/p>\n","protected":false},"author":2140,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[65,1097,69,138,176,167,110,143],"tags":[1797],"class_list":["post-19063","post","type-post","status-publish","format-standard","hentry","category-copyright","category-image","category-infringement-copyright-ip","category-jurisdiction","category-ownership","category-personality-rights","category-privacy","category-us","tag-georgios-andriotis"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Long live Einstein...? - IPOsgoode<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2012\/11\/08\/long-live-einstein\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Long live Einstein...? - IPOsgoode\" \/>\n<meta property=\"og:description\" content=\"In the recent decision\u00a0The Hebrew University of Jerusalem v. 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