With the online movement growing everyday, how do you protect your designs and your brand?
K&L Gates Senior Associates, Savannah Hardingham and Christine Danos revealed their hints and traps to be aware of when operating your fashion business in the online environment at the Fashion Exposed Business Seminar series.
Here are their top tips;
1. Is it really true? Is it offensive?
• Can you objectively substantiate all statements made in your business’ advertisements or material it publishes online?
• Be aware that advertising standards apply online including to content published on social media sites – don’t post anything discriminatory or offensive!
• Review all content posted by third parties to your business’ website and social media sites, and take down any potentially false, misleading, discriminatory or offensive content.
2. Does it hurt someone else’s reputation?
• Are statements or content published by or on behalf of your business online potentially defamatory?
• Again, review all content posted by third parties to your business’ website and social media sites and take down any potentially defamatory material.
3. IP – do I own it or have permission to use it?
• Before posting content consider who created it and how did you get access to it?
• Do you own copyright in the content or have a licence to use it?
• Don’t use other traders’ trade marks to promote your good. An exception is comparative advertising.
4. Take steps to protect your brand on the internet
• Register trade marks and designs with IP Australia, and overseas as appropriate.
• Register domain names and accounts for your brands on social media sites.
• Monitor sites such as Twitter, Facebook, eBay, Google and YouTube and, where available, use their complaint processes when your trade marks, designs or copyright works are being misused.