TRANSFERABILITY OF IMAGE RIGHTS
IN THE RUSSIAN FEDERATION AND ABROAD

K.K. BELYAEVA,
Master of Private Law,
the Law Faculty of the Lomonosov Moscow State University

DOI: 10.24031/1992-2043-2019-19-2-27-60

The article explores the contradiction between non-commercial nature of image rights
and their factual involvement in commercial transactions. The author describes the ways
of addressing this issue in European jurisdictions (especially in France, Germany and
Great Britain) and the USA and concludes that Russian approach belongs to the European
tradition. The article analyses in details how this issue is regulated under Russian laws and
presents current Russian case law, as well as on the basis of European practices it tries to
offer desirable limits for application of freedom of contract principle to transferability
of image rights.


Keywords: image rights; privacy and publicity right; transferability of image right;
personality rights.

References

Ali M. Pravo grazhdanina na izobrazhenie [The Right of a Citizen to an Image]
(in Russian) // SPS “ConsultantPlus”.
Assignment of «image rights» – HMRC publishes their views on CGT treatment
// http://www.gabelletax.com/blog/2014/08/14/assignment-of-imagerights-
hmrc-publishes-their-views-on-cgt-treatment/.
Barbas S. Laws of Image: Privacy and Publicity in America. Stanford Law Books, 2015.
Bergmann S. Publicity Rights in the United States and Germany: A Comparative
Analysis // Loyola of Los Angeles Entertainment Law Review. 1999. Vol. 19.
Black G. Publicity and Image Rights in Scots Law // Edinburgh Law Review.
2010. Vol. 14.
Blackshaw I.S. Sports Marketing Agreements: Legal, Fiscal and Practical Aspects.
T.M.C. Asser, 2012.
Bryniczka P.M. Irvine v. Talksport Ltd.: Snatching Victory from the Jaws of Defeat –
English Law Now Offers Better Protection of Celebrities’ Rights // Sports Law Journal.
2004. Vol. 11.
Bychkov A. Ispol’zovanie nalitso [The Use Is Evident] (in Russian) // SPS “ConsultantPlus”.
Chandler S.R. Whose Right Is It Anyway?: How Recent Cases and Controversies
Have Blurred the Lines Between First Amendment Protection and an Athlete’s
Right of Publicity // Marquette Sports Law Review. 2010. Vol. 21.
Chenaux J.-L. Le droit de la personnalité face aux médias internationaux. Genève:
Librairie Droz, 1990.
Conflict of Laws in Intellectual Property: The CLIP Principles and Commentary
/ European Max Planck Group on Conflict of Laws in Intellectual Property.
Oxford University Press, 2013.
De Miguel Asensio P.A. The Law Governing International Intellectual Property
Licensing Agreements (A Conflict of Laws Analysis) // Research Handbook on Intellectual
Property Licensing / J. de Werra (ed.). Edward Elgar Publishing, 2013.
Denisova E. Aktyory v reklame: pravovye aspekty [Actors in Advertising: Legal
Aspects] (in Russian) // SPS “ConsultantPlus”.
Dogan S.L., Lemley M.A. What the Right of Publicity Can Learn from Trademark
Law // Stanford Law Review. 2006. Vol. 58.
Evans D., Romer J. Guernsey Image Rights – Frequently Asked Questions // https://
www.collascrill.com/documents/factsheets/ip-guernsey-image-rights-frequentlyasked-
questions/
Farnsworth D., Kelham A. Guernsey Image Rights // https://www.lewissilkin.com/
Insights/Guernsey-Image-Rights.
Fleyschits E.A. Lichnye prava v grazhdanskom prave Soyuza SSR i kapitalisticheskikh
stran [Personal Rights in Civil Law of the USSR and Capitalist Countries]
(in Russian) / Fleyschits E.A. Izbrannye trudy po grazhdanskomu pravu. V 2 t.
T. 1 [Selected Works on Civil Law. In 2 vol. Vol. 1]. Moscow, 2015.
Guernsey Image Rights Register // http://www.hanselhenson.co.uk/images/
uploads/news/GuernseyImageRights.pdf.
Helling A.E. Protection of “Persona” in the EU and in the U.S.: A Comparative
Analysis. University of Georgia, 2005.
Holte R.T. Freedom to Imagine Fantasy Sports: Applying New Ideas in Copyright
Law to Professional Athletes’ Right of Publicity // Journal of the Copyright Society
of the USA. 2007. Vol. 54.
Jones M.A., Dugdale A.M. Clerk & Lindsell on Torts. 20th ed. Sweet & Maxwell, 2010.
Jordan P., Ibbetson S. Right of Publicity. United Kingdom // https://gettingt
hedealthrough.com/area/45/jurisdiction/22/right-publicity-2019-unitedkingdom/.
Jung A.M. Twittering Away the Right of Publicity: Personality Rights and Celebrity
Impersonation on Social Networking Websites // Chicago-Kent Law Review.
2011. Vol. 86.
Karapetov A.G., Saveliev A.I. Svoboda dogovora i ee predely. V 2 t. T. 2: Predely
svobody opredeleniya uslovij dogovora v zarubezhnom i rossijskom prave [Freedom
of Contract and Its Limits. In 2 vol. Vol. 2: The Limits of Freedom of Determining
Contract Terms in Foreign and Russian Law] (in Russian). Moscow, 2012.
Kolosov V., Schwartz M. Pravo na izobrazhenie v rossijskom prave s uchyotom
zarubezhnogo opyta [The Right to Image in Russian Law, Taking into Account For
eign Experience] (in Russian) // http://kolosov.info/misc/pravo_na_izobrajenie4site.
pdf.
Kono T. Intellectual Property and Private International Law: Comparative Perspectives.
Hart Publishing, 2012.
Lauber-Rönsberg A. The Commercial Exploitation of Personality Features in Germany
from the Personality Rights and Trademark Perspectives // The Law Journal
of the International Trademark Association. 2017. Vol. 107(4).
Lepage A. Droits de la personnalité // Dalloz, Répertoire de droit civil. 2009.
No. 10 (actualisation: 2018).
Logeais E., Schroeder J.-B. The French Right of Image: An Ambiguous Concept
Protecting the Human Persona // Loyola of Los Angeles Entertainment Law Review.
1998. Vol. 18.
Melville D.V., Perlman H.S. Protection for Works of Authorship Through the Law
of Unfair Competition: Right of Publicity and Common Law Copyright Reconsidered
// St. Louis University Law Journal. 1998. Vol. 42.
Mikheeva L.Yu. Modernizatsiya instituta nematerial’nykh blag: dostizheniya i perspektivy
[Modernization of the Institute of Intangible Goods: Achievements and
Prospects] (in Russian) // Kodifikatsiya rossijskogo chastnogo prava 2017 [Codification
of Russian Private Law 2017] / Ed. by P.V. Krasheninnikov. Moscow, 2017.
Mikryukov V.A. O vozmozhnosti otmeny soglasiya grazhdanina na ispol’zovanie
ego izobrazheniya [On the Possibility of Cancellation of a Citizen’s Consent to Use
His Image] (in Russian) // SPS “ConsultantPlus”.
Mikryukov V.A. Sub’ektno-vremennye predely okhrany izobrazheniya grazhdanina
[Subject-Temporal Limits of Protection of the Image of a Citizen] (in Russian)
// SPS “ConsultantPlus”.
Moskalenko K. The Right of Publicity in the USA, the EU, and Ukraine // International
Comparative Jurisprudence. 2015. No. 1.
Nam H.D. The Emergence of Hollywood Ghosts on Korean TVS: The Right of
Publicity from the Global Market Perspective // Pacific Rim Law & Policy Journal.
2010. Vol. 19.
O’Brien R.C., Lugosi B.G. A Picture Is Worth a Thousand Words or Sometimes
a Million Dollars: The Commercial Value of Rights of Publicity // Entertainment &
Sports Law. 2005. Vol. 23.
Reisman Н. Right of Publicity. Canada // https://gettingthedealthrough.com/
area/45/jurisdiction/7/right-publicity-canada/.
Shevchenko O.A. Imidzhevye prava sportsmenov v Rossii [Image Rights of Athletes
in Russia] (in Russian) // SPS “ConsultantPlus”.
Sukhanov E.A. Veshchnoe pravo: Nauchno-poznavatel’nyj ocherk [Property Law:
Scientific and Educational Essay] (in Russian). Moscow, 2017.
Synodinou T. Image Right and Copyright Law in Europe: Divergences and Convergences
// Laws. 2014. Vol. 3(2).
Tan D. Beyond Trademark Law: What the Right of Publicity Can Learn from Cultural
Studies // Cardozo Arts & Entertainment Law Journal. 2008. Vol. 25.
Vostrikova E.A., Polukhina R.E. Imidzhevye prava sportsmenov v Rossii kak institut
chastnogo prava [Image Rights of Athletes in Russia as an Institution of Private
Law] (in Russian) // SPS “ConsultantPlus”.
Welser M. Germany // Right of Publicity in 21 Jurisdictions Worldwide / J.D. Reichman
(ed.). Getting the Deal Through, 2014.
Yeo W.J. Disciplining the Right of Publicity’s Nebulous First Amendment Defense
with Teachings from Trademark Law // Cardozo Arts & Entertainment Law Journal.
2016. Vol. 34.


Information about the author

Belyaeva K.K. (Moscow) – Master of Private Law, the Law Faculty of the Lomonosov
Moscow State University (119991, GSP-1, Moscow, Leninskie Gory 1, korp. 13-
14; e-mail: kristinabelyaeva@icloud.com).

Наши партнеры

Our partners

unnamed.png
Юстина.png
логотип РС серый фон.png

Copyright © 2006-2019 

Вестник гражданского права. Все права защищены. 
«ИД В. Ема»: 119454, Москва, ул. Лобачевского, 92, корп. 2

Civil law review. All rights reserved.

«ID V.Ema»: 119454, Moscow, ul. Lobachevsky, 92, building. 2