Image Rights: it's all Greek to me.....
A recent case from Sweden has highlighted the risks in using images of individuals without their permission.
A Swedish publication, The Local, has reported that a 77 year old Greek man has reached a 2 million kroner (c. £180,000) settlement with a Swedish dairy company, Lindahls, in respect of the use of his image by Lindahls to advertise their Turkish yoghurt. The photograph, seen here, had been used by Lindahls on packaging and advertising for 8 years before Minas Karatzoglis found out.
Karatzoglis had originally sued for 50 million kroner, and his claim form, perhaps not unreasonably, emphasised that he was Greek and not Turkish, and that therefore the advertising was misleading. Lindahls has paid Karatzoglis the agreed settlement figure, and is now seeking damages from its advertising agency.
This small case serves as a reminder to advertisers and their agencies that, unlike in the UK, image rights do exist in Europe, and therefore they should always ensure that the individual featured on packaging and advertising for campaigns in Europe has given their consent to the intended use.
