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Readers ask: About reselling commercial plugins (updated)

The questions

Following the posts on WordPress themes, the GPL and the conundrum of derivative works and A reader asks: Selling ThemeForest themes outside of ThemeForest, two people from countries far apart have asked me similar questions (albeit possibly from opposite perspectives) regarding the reselling of GPL’d plugins.

The first person asked this (I’m paraphrasing):

‘If someone purchases a plugin (or theme) from a commercial plugin (or theme) provider, and then translates it, changes the code and puts it in a marketplace to sell, would that be permissible under the GPL? I’ve seen outfits doing this and I’m not sure how they can do it.’

The second person asked this:

‘As a plugin developer, how can I protect my plugins to prevent people from reselling them, bearing in mind that many plugins are largely PHP/HTML/javascript code with minimal CSS and graphical elements or, in any event, with CSS and graphical elements that might easily be replaced. In these circumstances, a ThemeForest-style split licence might not have much effect. In these circumstances, how can a plugin developer protect its position?’

Reselling commercial plugins

In substance, I’ve already given my thoughts on the first question in previous posts. The short version is this: if the plugin in question is 100% GPL-licensed then, yes, that would be permissible under the GPL. This is one of the freedoms that the GPL confers on recipients of GPL’d software. However, the person who translates it, changes the code and sells it, would need to be careful:

  • to comply with the GPL’s notice and other requirements;
  • not infringe any trademark (if one exists) or other branding rights;
  • not pass off any relationship with the original plugin developer or its business that doesn’t exist;
  • not breach any fair trading laws that might apply in the person’s country; and
  • not infringe any copyright in non-code files that accompany the plugin that are not under the GPL (e.g., help files), if that is in fact the case.

As I’ve said in a previous post, though, I’m not sure how good a business model this would be, given:

  • the likely absence of support, product activation keys and updates; and
  • my view (which may not be shared by everyone) that many if not most people prefer to buy themes and plugins from those they trust and from whom they receive great service, which will usually be the original developers.

What do some of the plugin shops think about this?

When writing this post, it occurred to me that it’d be great to get the views of some of the better known plugin shops (or, in some cases, theme and plugin shops). With that in mind, I approached five of them. So far I’ve received substantive responses from three of them.

Elegant Themes

ElegantThemes

A helpful representative of Elegant Themes said this:

“All of our products are 100% GPL. We attribute much of our success to our yearly subscription model and our amazing support. We also require a current subscription to use our Updater plugin for themes and plugins.”

In response to a follow-up question as to whether the business had ever encountered people reselling its themes or plugins and, if so, whether that was a significant problem for the business, he said this:

“Yes, people reselling happens frequently. It is just not worth it for us to deal with. Our customers stick with us for our good service.”

WPMU DEV

WPMUDEV

Timothy Bowers, of WPMU DEV, said this (this is his personal opinion and I’ve shortened it in minor respects):

“Hey Richard,

Thanks for getting in touch.

Being GPL and being a business that needs to make profit can be tough for some to handle.

For years we didn’t really pursue people distributing our stuff, but then we had some issues, we found some copies being distributed were injected with malicious code, some more serious than others. One example that always comes to mind first was a copy of our PopUp Pro plugin, someone uploaded a free copy to WordPress.org. It had code that would send registered members account details from a WordPress site to a remote email address, luckily the guys and gals at WordPress.org are pretty good about simply ripping something off, and serious about security, they removed that pretty quickly. Another instance I’ve seen was when activated it would elevate accounts to an admin or super admin status (Multisite), then send home the address of the site so that they could then log in and do whatever they want on your site.

Distributing our stuff didn’t and still doesn’t damage our business, in fact it often brings new people to us that have found us by pirated copies that broke their site due to either having malicious code or simply being outdated. Many, many thousands of people sign up to us to ensure they have the latest, most secure version, and more importantly for the majority, our support. What was potentially damaging was people distributing our stuff with malicious code included, especially if they use that code on their clients websites and then later the client hired someone new that would claim our code has security issues when in fact it was due to a malicious redistributor. Without trying to label, it often seems to be prolific in the lower budget markets where people hire someone for a few hundred dollars to build a site that an experienced developer would charge triple or more for. I guess you get what you pay for sometimes.

We now actively pursue sites doing this, we do that on grounds of trademark/brand infringements … .

Whilst being GPL in code, our service is not. We encourage people to use our software to build their sites, to build their clients sites, and make great stuff with it. We don’t however encourage lazy people to simply resell our stuff because they can’t be bothered to do any real work, or get a real job.

… It’s paramount we protect our users from dodgy downloads that could compromise their site, and most importantly the data of their customers. If they continued to try, we’d submit documents to their card issuer or Paypal to prevent them using our service, this could negatively affect their accounts with those third parties if they persisted.

One thing the consumer also needs to recognise is how sustainable they want their business or personal site to be. By not supporting the real developers, the real companies, and going to the lazy crew (those just reselling without doing any real work) they run the risk of creating a future environment that is unsustainable for business. This [is] especially true for the smaller development companies selling a plugin/theme or two. If those developers and companies can’t turn a profit to pay wages and live life, they will stop creating the very products others rely upon. If that hurts too many companies, and WordPress starts hemorrhaging great creative people, it creates a worrying future for our platform.”

WooThemes

WooThemes

Magnus Jepson, co-founder of WooThemes, said this:

“We have noticed more and more websites reselling our WooCommerce extensions in the last couple of years.

Both WooCommerce and WooThemes are registered trademarks, allowing us to protect our brand. Reselling GPL software may be within the rights of the GPL, but using our registered trademarks in doing so is not allowed. It seems this fact is being ignored by all re-sellers who think they are running a legal business.

Reselling unmodified GPL software for profit is not only hurting our revenue, but also our brand perception. It causes confusion amongst our customers, and we have several support tickets with customers asking for help with plugins they bought from other websites.

This leaves us with a confused customer, when we have to inform them that they didn’t buy this from us, and therefore can’t get automatic updates and support.”

Magnus followed up his first message with positive comments about the GPL:

“I forgot to mention the positive sides of us adopting GPL 🙂

Adopting the GPL has been an overall positive experience for WooThemes, allowing us to receive contributions from developers around the world, and building our product into more of a community project, along the same lines as WordPress.”

Thanks to Elegant Themes, WPMU DEV and WooThemes for taking the time to respond to my questions.

Protecting a plugin developer’s commercial position

Turning to the second person’s question, there are a number of things one can say.

Split licence insufficient?

First of all, the view that a split licence wouldn’t provide sufficient protection is interesting. I imagine that might depend on the nature and complexity of the plugin but it’s interesting nevertheless. It would be useful to hear the views of other plugin developers on this point.

It’s also interesting because, from what I’ve seen so far, outfits that are buying plugins then selling them at steep discounts are only taking and selling fully-GPL’d plugins. I’m not aware of them doing the same with split-licensed plugins. That said, I’ve not taken a deep look into the range of sites doing this. Perhaps they are doing this or perhaps there just aren’t that many split-licensed plugins out there.

Proprietary licence?

If a split licence wouldn’t provide enough protection and if the lack of access keys for updates, support etc wouldn’t suffice (perhaps because some users wouldn’t care), a plugin developer might wish to explore the feasibility of taking the position that its plugin is not a derivative work of WordPress (or any other GPL’d code) and, on that basis, to apply a more restrictive / proprietary licence to the plugin. One can’t say in the abstract whether this position would be legally defensible for a given plugin as so much would depend on the context and the plugin’s content. For this reason, one can’t say in the abstract whether the plugin developer would need to apply the GPL to at least certain portions of the plugin. As many readers will know, just as with themes, this issue is hotly debated in the WordPress community. See, for example, the last few paragraphs of this post and the Enrique piece to which it links (which is about plugins, not themes).

Damned if you do and damned if you don’t?

The challenge a plugin developer in this situation faces, I think, is that if s/he takes the non-GPL/proprietary path, s/he risks being criticised by those who think the GPL applies to the plugin or at least portions of it or, a separate point, that this approach violates WordPress community norms (which is not a legal point at all). That, in turn, might affect the developer’s sales (I don’t know whether it would, but it might). It is also possible that WordPress core contributors could take legal action against the plugin developer for GPL violation. I think that’s fairly if not highly unlikely though because it would be costly, the legal outcome would be uncertain (and thus such an action could backfire) and legal proceedings could generate unhelpful rifts in the WordPress community at a time when WordPress competitors appear to be demanding a bit of respect.

At the same time, not taking this path and applying the GPL 100% would expose the plugin developer to potential resale by people trying to make a quick buck. If the resellers are not doing anything along the lines listed in my comments on the first question (which might be a big “if”), there may be little the developer could do about it. Such are the freedoms of the GPL. And I haven’t even got into the legal and logistical challenges that may exist where the reseller lives in some far flung country.

What I’m about to say will be controversial, I’m sure, but one option might be to apply a split licence to the plugin (following the distinction drawn in the Software Freedom Law Center’s opinion on WordPress themes and the GPL) and ensure it contains a good number of non-GPL’d components (assuming this is possible), to the extent that this can be done without doing anything that people might consider to be a breach of the GPL. This still runs the risk of violating what some if not many consider to be a WordPress community norm but, at that point, we’re into the realm of opinion and normative behaviour, not law.

Note also that the proprietary side of a split licence could be drafted to be fairly liberal or permissive but to prevent the kind of reselling we’re currently talking about. It wouldn’t have to be as restrictive as the ThemeForest split licence.

At the end of the day, this is really a judgement call for the plugin developer (taking legal advice from a lawyer within his or her jurisdiction where required and bearing in mind GPL requirements if and when they apply).

I’m not advocating any particular approach here. I may have my own preference as a plugin purchaser but that’s not relevant to this post.

Publicity

Sometimes legal rights or commercial positions are better enforced or protected by highlighting certain behaviours publicly than by taking someone to court. You need to be careful to use the right language and not to say anything that is defamatory of your target and, I suggest, you also need to respect the freedoms of the GPL, but, in appropriate cases, it can be effective, not to mention a hell of a lot cheaper.

Take, for example, a reseller who is injecting malicious code, pages of backlinks or something similar into a plugin it is reselling. In that kind of scenario, public condemnation may be quite appropriate, so as to protect users, the plugin’s brand and the developer’s commercial position.

GPL freedoms versus API or activation key restrictions

A potentially important point to note is the distinction between GPL freedoms and contractual restrictions a developer can legitimately impose on the use of activation or API keys that provide access to automatic updates and support. These keys don’t prevent people from using distributed GPL’d code in accordance with the freedoms conferred by the GPL. Rather, as noted, they provide access to the likes of updates and support. This approach is not contrary to the GPL.

Many well-known plugin developers expressly prohibit a user from sharing his or her activation or API key. I mention this because, if a reseller were sharing an activation or API key when not permitted to do so, the developer would be able to pursue the reseller for breach of contract.

For example, the Gravity Forms Terms and Conditions say this:

“… You may not share or resell access to your support license key.”

And:

“Support is offered via a support license key. Purchasing a support license key gives you access to our support forums and documentation. Purchasing a developer support license gives you access to our Priority Support Ticket system.

License holders cannot distribute, freely giveaway, or resell their license key. The license key is only transferable by contacting us and requesting an official transfer of the license to a new owner. …

Only the license holder is permitted to request support or access support resources.

License holders are not permitted to re-post support forum content or documentation on any external websites, social media outlets, etc. Posting screen captures of this content is also prohibited. Violation will be grounds for immediate termination of the support license and all access to support content and product updates will be discontinued.”

Similarly, the WPMU DEV Terms of Service say this:

“Some of our services such as Anti-Splog, WP Smush Pro, Integrated Video Tutorials and Auto-upgrades require the use of an assigned API key. You may only use your API key on sites that belong to you or those of your clients. You must maintain an active subscription with WPMU DEV to make use of API services. API based services may only be accessed by our plugins designed for that purpose. You may not resell, share, or publish your API key. Violation of any of these terms will result in the immediate termination of API access and/or your WPMU DEV membership. We also reserve the right to suspend API access to users that use an unusual amount of API requests or resources that we feel may impact the services to other members.”

I suggest it may be commercially important for commercial plugin developers that issue activation or API keys in connection with their plugins to include such provisions in their terms of use so as to prohibit – legitimately – behaviours that threaten their legitimate commercial interests.

Note that some resellers appear to be wary of these terms and take care not to breach them by not sharing their activation or API keys. Instead, they seem to maintain their own memberships or subscriptions with the plugin developers and then make the updates that they receive available to their customers.

Obfuscation?

One final point to note is that I have seen some theme and plugin shops being (in my view) deliberately vague or silent about what licence applies to their themes or plugins. They don’t say the theme or plugin is GPL licensed but they don’t say it’s not, they don’t specify any alternative licence either and they sometimes use ambiguous language as to what people are paying for. This could make it legally challenging for certain resellers to take the themes/plugins and resell them. Personally I think this is poor practice but it seems pretty clear, in my view, that some businesses are doing this strategically in an attempt to protect their commercial position. (To be clear, I’m not referring to any of the plugin or theme shops I approached when writing this post. I have certain smaller operators in mind.)

That’s it for this post. It’d be great to hear what other people (particularly developers) think about this subject. All the best.

(Featured image: Blan-k / Bigstock.com)

Fake reviewer goes down for defamation

In Negative SEO and legal remedies I noted that one form of negative SEO is “where an unscrupulous person posts fake and negative reviews about a competitor’s goods or services with a view to lowering the competitor’s average popularity ranking and therefore reducing its page rank, e.g., in particular commercial services, for popularity-based searches.”

When discussing various potential remedies for negative SEO, I noted that one potential remedy for fake reviews is a civil action for defamation.

On 6 March 2015, the English High Court delivered its judgment in a case involving a fake review where the action that was successfully pursued against the wrongdoer was indeed defamation:  The Bussey Law Firm PC & Anor v Page [2015] EWHC 563. I thought I’d give a quick rundown on this case given its relevance to the negative SEO post.

The claimants were a law firm and a particular lawyer within the firm who practises law in Colorado, United States. As the Court explained, someone posted a defamatory allegation on the lawyer’s Google Maps profile, alongside a number of positive reviews of his firm and the services offered, which rated them as “excellent”. The Court observed that the “offending post was not only directly defamatory of both claimants, but also inevitably had the effect of undermining those commendations”. The fake review was in the following terms:

“A Google User received 10 months ago
Overall Poor to fair
Scumbag [name of lawyer], pays for false reviews, loses 80% of his cases.
Not a happy camper
3 out of 3 found this review helpful”

The lawyer had obtained a firm of California lawyers to obtain a subpoena in respect of Google’s records and from those records could prove that the fake review had been made from the defendant’s Google account. The defendant, however, advanced “certain hypothetical explanations as to how an unidentified third party might have posted the allegations via his account but without his knowledge”.

On the evidence before it, the Court wasn’t having a bar of the defendant’s position, concluding that “the overwhelming probability [was] that he [was] responsible for the posting from his account on the date in question and for its remaining accessible thereafter”.

Interestingly, one of the pieces of evidence before the court was that the defendant had advertised on Twitter as being willing to post “feedback” or a “testimonial” (a description which the Court noted corresponded to the posting complained of) for $5 via fiverr.com.

The court found the defendant liable for defamation and awarded £50,000 to the claimants. The judge would have awarded more but the claimants had placed a voluntary cap of that amount on the damages claimed.

The moral of this story? If you suffer from fake reviews, you may well be able to sue the wrongdoer in defamation (if you’re able to identify the ratbag). Oh, and be careful what you do for a fiver!

(Featured image: Aquir / Bigstock.com)

How lawyers’ terms for your WordPress business can affect your revenue

So you’re starting an online business

You’re starting a WordPress-related business of some sort. You need website terms of use or a privacy policy or software-as-a-service terms for the site. You ask your lawyer to whip something up so that that particular box can be ticked off: “Terms of use, done”. You might be someone who works closely with your lawyer on such issues or you may give your lawyer comparatively free reign. Does it matter? I suggest it does, as I’ll try to show in this post.

Three “stories”, if you like, have prompted me to write this post:

I’ll tell the three stories shortly but the point of this post is that the the manner in which lawyers (or others) draft terms of use and other legal terms for their clients’ online businesses can have a significant impact on customers’ perception of the business and potentially the business’s bottom line. I appreciate that this issue isn’t limited to WordPress-related activity but, due to the growing number of WordPress-related businesses, I thought I’d touch on it here.

The Pinterest story

Back in early 2012, a storm whipped up regarding some terms in Pinterest’s Terms of Use. One of the terms that was rattling users was a term that said, by posting content to Pinterest, users were granting Pinterest the right to sell their content. Here is the legal wording used at the time (you can find early versions of the Pinterest terms in the Web Archive):

“By making available any Member Content through the Site, Application or Services, you hereby grant to Cold Brew Labs a worldwide, irrevocable, perpetual, non-exclusive, transferable, royalty-free license, with the right to sublicense, to use, copy, adapt, modify, distribute, license, sell, transfer, publicly display, publicly perform, transmit, stream, broadcast, access, view, and otherwise exploit such Member Content only on, through or by means of the Site, Application or Services.”

Now, when Pinterest sent an email to users announcing that it was updating its terms of use, it said (among other things):

“When we first launched Pinterest, we used a standard set of Terms. We think that the updated Terms of Service, Acceptable Use Policy and Privacy Policy are easier to understand and better reflect the direction our company is headed in the future.”

On the “right to sell content” point, the email said:

“Our original Terms stated that by posting content to Pinterest you grant Pinterest the right … to sell your content. Selling was never our intention and we removed from our updated Terms.”

(The full text of the email has been reproduced online.)

At the time, the references to “standard set of terms” and selling never having been Pinterest’s intention made me wonder about what went into the drafting of the terms. The drafting was belts and braces wording commonly seen in online terms which, I suspect but don’t know, was either drafted to protect Pinterest’s interests and potential future interests to the greatest extent possible or was a template provision used in the terms without analysis of how it might affect users’ perception of the service. But here’s the thing: whilst we need to be careful about judging with the benefit of hindsight, including a right to sell members’ copyright content was probably never going to be pretty because with potentially popular platforms like Pinterest you’re always likely to find a small number of users that comb through the terms and report publicly on things they consider to be extreme. That sort of thing happens on government websites too: include something that people find inappropriate and don’t be surprised if you receive a complaint.

My client feedback story

Some time ago now, I prepared a privacy policy (among other things) for a client (I won’t name the nature or sector of the client sorry). I addressed all the things the policy needed to address, I used what I thought was approachable language and I made sure that I covered (among other things) all potential collections of personal information and potential uses of that personal information, so as to ensure compliance with applicable privacy law. But the client didn’t like it: it was too long and the way I’d described the collections and potential uses were, it thought, too detailed and might have been perceived in an alarming way by users when there wasn’t reason to be concerned.

The very same day (evening in fact) I rewrote it from scratch (for no extra charge). It wasn’t difficult, as all the legal analysis was there, but I managed to shorten it considerably, remove some terminology that didn’t really need to be there and made all the points that needed to be made but without the same amount of detail. The end result was punchier, friendlier and easier to read. What was it again that Benjamin Franklin is said to have said?

“I have already made this paper too long, for which I must crave pardon, not having now time to make it shorter.”

The Envato Studio terms story

In a previous post, I spoke positively about the drafting of Envato Studio’s legal terms, in the context of reviewing the intellectual property terms of four WordPress and other ‘job shops’. I’d read the Envato Studio terms after analysing and writing about the terms of the other three services. The clarity I saw in the Envato terms, in terms of their language, their coverage of the important points, their structure and their visual layout was refreshing. I even went so far as to assert that whoever drafted the terms was worth every cent Envato was paying them.

What these stories tell us

I chose these three stories because, taken together, they illustrate the importance of taking care in drafting online terms of use, privacy policies and similar terms. Lawyers are, of course, trained to take care, to look after their clients’ interests, but the key points I would make are these:

  • Clients’ interests are not necessarily best served by including every possible protection, benefit or interest. What goes in and what stays out needs to be discussed but it’s vital to take into account the impact that certain inclusions or exclusions may have on customers’ perceptions of the business and the respect (or otherwise) that the service provider has for their interests. This can be a tricky balancing act at times but getting it wrong runs the risks of inciting adverse publicity, losing customers and adversely affecting the service provider’s revenue.
  • If you get the terms ‘wrong’ and there’s a resulting outcry, fixing them and being human about it – as Pinterest did – is probably a good idea.
  • Drafting approachable, plain English and user-friendly terms is both a skill and an art. The lawyer needs to make sure that essential points are covered while also sounding as human as possible and not freaking out the client’s customers. This may require refinement upon refinement but is well worth it (and you’ll feel better when you’ve done it).

In a competitive market, user-friendly terms that cover relevant bases appropriately may be one of a number of factors that send at least some customers to one service provider as opposed to another. It is true, of course, that many people don’t read terms of use, but those whose commercial interests are stake (e.g., a WordPress business commissioning a WordPress theme or plugin for resale) should read them and certainly some of them do.

Happy drafting.

(Featured image: Igor Stevanovic / Bigstock.com)

Taking care with the IP terms of WordPress development services

Setting the scene

Does this sound like you?

You need to have a custom theme or plugin developed. Or you need help modifying an existing theme or plugin. You need someone to build a WordPress platform of some sort. Or you otherwise need help doing X, Y or Z with your WordPress site or business that, like the other tasks just mentioned, will involve the creation of new software code. You need the work done yesterday, you’re happy to pay a reasonable amount for it and you just want to get on with it. I’ve been in this kind of situation a few times and I’m sure there are thousands out there that either have been too or are in it right now.

Rather than going to a known developer (you might not know any), you might turn to one of the WordPress-specific job shops such as codeable or WerkPress or similar services for which WordPress is clearly an important category, such as Elto (formerly Tweaky) or Envato Studio. In your hurry, you may tick the “agree to terms” checkbox without fully digesting the myriad terms they contain. But did you pause to reflect on the intellectual property provisions in the terms? Did you consider what sorts of rights you’ll need for the use case you have in mind and did you check that you’ll obtain those rights? You might, for example, be having a theme or plugin developed that you propose to distribute and sell. Will you obtain all the rights you need to do so?

I ask these questions because I’ve noticed some significant differences in the intellectual property terms of the kinds of services I’ve mentioned above. I’m going to discuss each of them but, first, let’s sketch out some key points relating to copyright and WordPress development.

Copyright and WordPress development

Key points relating to copyright and WordPress development are as follows:

Software code qualifies for copyright: In a large number of countries, sufficiently original software code qualifies for and is protected by copyright. That is the case in, for example, the United States, Canada, the United Kingdom, Australia, New Zealand and many, many other countries that have signed up to international treaties such as the Berne Convention for the Protection of Literary and Artistic Works, the TRIPS Agreement and/or the European Union’s Computer Programs Directive.

Copyright owner’s exclusive rights: Usually this means the copyright owner has the exclusive right to do a number of things, such as copy the code, adapt the code, distribute the code, sell the code and so forth. If someone else does one of these things without permission, s/he will infringe the owner’s copyright and the owner will then have a range of remedies against the infringer.

Developers create new copyright works: When a developer develops a WordPress theme, plugin or other WordPress code for you, chances are that s/he will be creating a new copyright work. The developer could be writing everything from scratch or s/he could be utilising and adapting some pre-existing code, such as a starter theme, an existing plugin or other code. It could be the developer’s own code or it could be third party code or a mixture of the two.

Clients need to know about use of pre-existing code: If you’re the client, and particularly if you’re interested in selling or otherwise distributing the end product being developed for you, I suggest you need to know whether the developer is writing everything from scratch or not and, if not, what existing code s/he is using and the licences (if any) that have been applied to that code by the relevant copyright owners.

Not all pre-existing code is licensed under the GPL: If pre-existing code is being used, you or the developer may fall into the trap of thinking that it’s all derivative of WordPress and therefore, given that WordPress is licensed under  the GPL, that the pre-existing code is likewise licensed under the GPL. That is not necessarily the case. Not only do certain elements of code, such as CSS and javascript, not necessarily need to be licensed under the GPL (depends on the context), but the owners of the pre-existing code may not have licensed their code under the GPL even in cases where one might say they should have.

Derivative works of GPL’d code need to be GPL licensed when distributed: Where pre-existing code that is being used is licensed under the GPL, if the theme, plugin or code that is being developed for you is derivative of that code, i.e., a new derivative work is created, then if you distribute (e.g., sell) your new theme, plugin or whatever it is, you’ll need to release at least certain elements of it under the GPL too (except for any elements to which the GPL’s downstream licensing requirement does not apply, e.g., new CSS or images that are not derivative of the GPL’d code).

But you need the relevant rights to do that: You can only do that, however, if you own the copyright in any new copyright components of the derivative work or if the developer has already licensed those components under the GPL or has agreed to allow you to do so.

Ownership rules and contract: As to the ownership issue just mentioned, most countries have default statutory rules as to who will own the copyright in a new literary work, such as software, or new copyright elements in a derivative work, that is being commissioned from an independent contractor. However, in many cases, the safest approach is to agree the ownership position contractually. This can be important where client and contractor are from different countries and you’re not sure how the applicable law will apply to your situation.

Contractual content: A good contract will deal with the copyright and licensing position in relation to both any pre-existing intellectual property that is being used for the development and any new intellectual property.

Caution where developer using pre-existing non-GPL’d code: Where pre-existing copyright code that is being used is not licensed under the GPL, you may need to proceed with caution. Ideally you’ll want to know whether the developer has the right to incorporate or adapt that pre-existing code and (because it incorporates or adapts that code) whether you will be entitled to use, copy and distribute the end product you’re commissioning from the developer to the extent you wish. If the answer to either question is no or if you can’t find out, you may, depending on your circumstances, wish to either not proceed or require the developer to use an appropriately open source licensed alternative to the problematic code or rewrite the relevant code (without copying…).

Themes, plugins etc written from ‘scratch’: Let’s turn now to the scenario where the developer has written a theme, plugin or other code without reliance on third party code (GPL’d or otherwise). If you own the copyright in the end product (whether by contract or under applicable copyright law) and want to distribute it, you need to decide how to license it. (If you keep it to yourself or your organisation, you don’t need to license it.) As discussed in previous posts, the prevailing view in the WordPress community is that at least some portions of themes and plugins are likely to be derivative of WordPress and, therefore, that under the GPL you too must license at least the GPL-derived components under the GPL.

Phew! With that context in mind, let’s now take a look at the relevant terms of use or service for codeable, WerkPress, Elto.

Note: Since writing this post, Elto has temporarily closed its doors while it invests in a new platform and experience. I’ve decided to keep the discussion of Elto’s terms, despite is being closed for now, as hopefully the discussion will still be useful for people.

codeable

codeable

What the codeable terms do say

Under the codeable terms, a standard Service Contract comes into being between the user (client) that requests work to be done and the developer (contractor) that agrees to undertake the work. In other words, your Service Contract is not with codeable. It’s with the developer you select. The standard terms are set out in a section of the codeable terms headed “Terms Between Client and Contractor – Service Contract”. The important intellectual property terms in this Service Contract are those headed “Work Product”, “To ensure that the Client will be able to acquire, perfect and use such Proprietary Rights, Contractor will:” (yes, that’s displayed as a heading…) and “Pre-existing Intellectual Property in Work Product”. Key aspects of these terms can be summarised as follows:

  • Copyright works developed by a contractor in connection with a fixed-price contract are owned by the contractor until such time as full payment has been made by the client. If under applicable law proprietary rights cannot be assigned, the contractor grants a broad exclusive licence to the client to use and commercialise the work product.
  • To ensure the client will be able to acquire, perfect and use such proprietary rights, the contractor will transfer ownership, possession and title to various things containing the work product to the client and sign any documents that the client requires in order for the client to perfect and enforce its rights. The contractor will also waive and agree not to enforce other rights it may have in the work product, such as what in many countries are called moral rights (although “moral rights” as such are not referred to by name).
  • The contractor will ensure that no work product includes any pre-existing software, technology or other intellectual property, whether owned by the contractor or a third party (this expressly includes “code written by proprietary software companies or developers in the open source community”) without the prior written consent of the client.
  • The contractor will not be entitled to payment for services performed if the work product contains any such pre-existing intellectual property that was not approved by the client.

Under many countries’ laws (certainly the countries’ laws that I’m familiar with), these terms should be effective to transfer ownership of new intellectual property in the work product to the client on full payment or at least to require the contractor to transfer ownership (if you need confirmation of that in your own jurisdiction, you may wish to seek advice from a local lawyer).

Note, however, that I refer here to “new intellectual property”. In the WordPress context, it’s not unusual for clients to request, for example, enhancements to existing themes or plugins and in some instances the work product will be an adaptation or derivative work of an existing theme, plugin or other code. That makes the codeable terms’ treatment of pre-existing intellectual property particularly important.

What the codeable terms don’t say

From the perspective of the countries’ laws with which I am familiar, the relationship between the new intellectual property rights in a work product and pre-existing intellectual property rights that are incorporated in a work product could have been more clearly or comprehensively expressed in the codeable terms. I say this because:

  • the contractor is not in a position to “transfer ownership” of pre-existing intellectual property rights that it does not own; and
  • the ownership and licensing status of pre-existing code that it does own and incorporates into a work product is not, in the terms, entirely clear.

To put this another way, the terms require the contractor to assign or transfer ownership to the client or, if this isn’t possible, grant the client a broad exclusive licence. That may not be possible if the contractor is using certain third party code and the position in relation to its own pre-existing code is not clear. The terms do, of course, go on to say that pre-existing code cannot be used without the client’s consent. From this one might say a commercially sensible reading of the “contractor will transfer or exclusively licence” clause is that, where pre-existing code is used with the client’s consent the clause will be qualified by the existence and potential restrictions of the pre-existing code.

Important practical point

But – and here’s the important point – before granting consent the client needs to understand the potential implications of doing so. There are no default provisions in the terms that expressly cover this scenario (i.e., provisions that would apply and define the rights position in respect of pre-existing code unless the parties agree otherwise), in the case of either the contractor’s pre-existing code or pre-existing third party code. The practical consequence is that how the client and developer approach the consent process may be particularly important to whether the client will obtain the rights it needs. The situation where this is likely to be acutely important is where the client wishes to distribute and on-sell the end product. It is in this situation that the copyright-related risks are greatest as the code may become accessible by at least anyone who wishes to pay the applicable fees (e.g., the cost of a theme or plugin) and an owner of third party code used in the product (or someone else in the WordPress community) may recognise striking similarities.

A suggested approach

For these reasons, I suggest that:

  • before a developer requests consent from a client to use pre-existing code in what is to be developed for the client, s/he assesses (1) what pre-existing code may be used, (2) whether it is his/her own code and/or third party code, (3) if his/her own code will be used, whether s/he will transfer ownership of it to the client or license it to the client and, if the latter, on what terms, and (4) if third party code is being used, the licensing position in relation to that code, in terms of the rights the developer will have to use and adapt the code and the rights the client will have to use the code as incorporated in the work product;
  • the developer informs the client of the position on these issues (or the relevant subset of them) in writing when requesting consent to use pre-existing code for the development; and
  • the client makes sure, before granting consent, that s/he (1) obtains such information from the developer, (2) considers whether s/he will obtain sufficient rights to do what s/he wants to do with the developed theme / plugin / code, particularly where s/he has subsequent distribution (e.g., sale) in mind;  and (3) assesses what licensing obligations s/he may have if s/he wishes to distribute the developed theme / plugin / code (e.g., where it is a derivative work of GPL’d code).

I’ll call these considerations the Pre-Agreement Checklist.

The existence, nature and any current licensing of pre-existing code should be documented and, in the case of the developer’s own pre-existing code (if any), the client and contractor should agree in writing on the rights the client will obtain, whether in the form of ownership of the intellectual property or a license that is sufficiently broad to enable the client to do what it wishes to do with the end product. (The client may also wish to state that no other pre-existing code may be used during the course of the project unless the same kind of process is followed.)

One other point to note is that, in software development and similar technology contracts, clients often seek to include:

  • an intellectual property warranty by which the contractor promises that s/he has the rights to use any pre-existing intellectual property that s/he uses for the development and that the client will receive a licence enabling the client to exploit that intellectual property (as incorporated in the developed product / code); and
  • an indemnity clause under which the contractor would be obliged to cover any losses the client may incur if the above warranty is breached or proves to be incorrect.

There are no such provisions in favour of the client in the standard Service Contract terms. In this respect one may think the terms are more pro-developer than pro-client. In a sense they are. At the same time, because we’re dealing here with WordPress, developers will often be dealing with open source code whose origins they may not be able to trace or in respect of which they’re not really able to grant the warranty and indemnity mentioned above, at least not without limiting them “to the best of the developer’s knowledge” (or something along those lines). Then there’s the point that services obtained through codeable are often competitively (if not very competitively) priced. In these circumstances some developers may be unwilling to accept the risks that even qualified warranty and indemnity clauses create for them. I should stress that the absence of these terms does not mean the client cannot proceed but it does mean the client may bear a measure of risk it may not be able to control. The magnitude of risk, in turn, may depend on whether the client wishes to distribute the developed product / code.

At the end of the day, the important point is that the client be careful, when considering a developer’s request for consent for the developer to use pre-existing code, to ensure that the right questions are asked and that the client will obtain the rights it needs for the use case(s) it has in mind. A client can only make sound decisions in this space when s/he has the right information.

WerkPress

WerkPress

WerkPress operates in a different way to codeable, in that the services contract created by its client terms is a contract between the client and WerkPress itself, not between the client and a separate contractor.

The key aspects of the intellectual property terms (clauses 6 and 7) can be summarised as follows:

  • Once the client pays all fees owing, and except as stated in any ‘Exhibit A’ that will be completed when the parties agree to a development project, the Services will constitute a ‘work for hire’ and the client will own the intellectual property in the Services (i.e., deliverables).
  • To the extent that the Services do not qualify as works for hire, WerkPress assigns the intellectual property in the Services (deliverables) to the client and will execute any documents required to confirm such assignment.
  • However, existing code, “other background technologies, “any new functionality created by WerkPress in providing the Services … (except Client-owned data or intellectual property) and any other proprietary information of WerkPress”, among other things, shall be and remain the property of WerkPress.

The reference to Exhibit A is important. I suggest that WerkPress and the client should work through the same kind of Pre-Agreement Checklist outlined above in the discussion of codeable and that the outcome of the assessment be recorded in Exhibit A.

Just as with the discussion of codeable, the existence, nature and any current licensing of pre-existing code should be documented in Exhibit A and, in the case of WerkPress’ own pre-existing code (if any), the client and WerkPress should agree in writing on the rights the client will obtain, whether in the form of ownership of the intellectual property or a licence that is sufficiently broad to enable the client to do what it wishes to do with the end product. It is advisable for this to be done before any contract is signed or otherwise entered into. (The client may also wish to state that no other pre-existing code may be used during the course of the project unless the same kind of process is followed.)

The WerkPress terms do not contain any intellectual property warranty or indemnity provisions in favour of the client.

Elto

The Elto terms and conditions do not clearly address the issue of ownership of new intellectual property in code deliverables or the copyright and licensing status of pre-existing intellectual property that may be used in the deliverables (clauses 6 and 16 do deal with certain intellectual property issues but their application to the likes of a custom web design for a client is not clear). This leaves the resolution of such issues to either debatable application of the terms or the applicable intellectual property laws. That, in turn, makes matters unclear for users requesting certain kinds of deliverables.

For many of the kinds of work that Elto expressly offers, this may not pose any problem for clients, as many kinds of work (such as website transfer, custom domain name setup, advice on growing an email list and the like) are unlikely to involve the creation of any intellectual property, either at all or which the client would want to exploit. In that event, the issues I’m discussing don’t arise.

It is not clear, however, that that is necessarily the case for all the kinds of services on offer, such as ‘custom website design’. To the extent that any of the kinds of services available through Elto may result in the creation of new copyright code or entail the use of pre-existing code, in my view it would be preferable for the terms to deal with such matters expressly. That could take the form of a prescribed process that replicates the one I’ve suggested for codeable and WerkPress that results in the right questions being asked and the right things being documented.

In the absence of such a process in the terms, the client is left to think about these things and ask relevant questions of Elto or the developer before agreeing to proceed. Whether any client does that will depend on the work being requested, whether the client thinks to do so and the potential risk if the rights position is not addressed as it should be.

The Elto terms do not contain any intellectual property warranty or indemnity provisions in favour of the client.

Envato Studio

EnvatoStudio

Excellent drafting

When I first wrote this post, I had focused only on codeable, WerkPress and Elto. I had nearly completed it, and was reflecting on the challenges that some of terms I’d already discussed create, when I realised I’d overlooked Envato Studio (formerly Microlancer). Big mistake. Why? Not only because WordPress is a distinct category of jobs within Envato Studio but, more importantly for present purposes, because the Envato Studio User Terms, Service Provider Additional Terms, and Services Agreement are all extremely well drafted.

Now, it’s unusual I know, and perhaps somewhat nerdy, to wax lyrical about the drafting of terms of use but, just as coders do (I’m sure) respect beautifully written code (“Code is Poetry”, after all), so too do lawyers respect other lawyers’ well written legal code.

The Envato Studio terms are beautifully written and presented. They use welcoming and approachable language, they are well structured and, in relation to the intellectual property issues I’ve been discussing in this post, they cover all bases. And they cover them well. They even include brief, punchy notes to emphasise certain points, in the right-hand sidebar. Take a look:

EnvatoTerms1

The other tasteful thing they do to emphasise important liability-related terms is place them in yellow note-style boxes. This is far preferable, in my view, to the typical U.S. approach of putting them in all caps and/or all bold. It shows how lawyers and designers can work together to produce an outcome that respects legal practices whilst being aesthetically pleasing.

EnvatoTerms2

Lawyers seldom receive congratulatory messages for the content and style of their drafting but – in my view – whoever drafted these ones is worth every cent Envato is paying them. I suggest the terms are well worth a look by businesses thinking about how to draft and present their terms of use to customers.

A run-down of the key terms

Anyway, moving on, let me explain how the terms work in relation to the intellectual property issues I’ve been discussing in this post:

  • When you click on the “Terms & Conditions” link, you’re presented with the User Terms. These terms apply to all users of the site, regardless of whether you’re a member. They are between each user and Envato. Clause 4 explains and links to additional terms that apply to service providers and clause 6 explains that a service provider agrees to provide services by entering into a separate agreement directly with the buyer called the ‘services agreement’. Clause 6 links to that services agreement. (In this regard, Envato’s contractual approach is similar to codeable’s approach.)
  • Clauses 21-26 of the User Terms address intellectual property: clauses 21-22 deal with Envato’s intellectual property and clauses 23-26 deal with users’ intellectual property. They require you to “promise that you own, or have the appropriate rights to use, everything that you submit on or via the site” and that “the use of your content on or via our site won’t infringe anyone else’s rights and that no further permissions from others are required regarding your content” (clause 23). They confer an appropriate publication licence on Envato (clause 24) and clause 25 explains that:

“Service providers will retain rights in their pre-existing materials provided to buyers, but grant buyers a broad license to these materials. Service providers will assign to buyers all materials created specifically under the agreed brief. This is set out in the services agreement.”

I turn now to the Service Provider Additional Terms that apply to service providers (terms which are between Envato and service providers). Clauses 19-21 deal with intellectual property. Clauses 19-20 are well worth quoting in full:

“19. Under the services agreement, you agree to give the buyer a license for any pre‑existing materials you give to them as part of services. You must specifically identify any pre-existing material, so that the buyer is aware what they will not have exclusive rights in. You also agree to assign materials which you have created specifically for the buyer as part of services. This means you must ensure that you have the rights necessary to license or assign these materials to the buyer, so that the buyer receives ongoing rights to use the materials provided free of limitations other than any set out in any of the Envato Studio terms.

20. You must ensure that you also have appropriate rights to use the content and tools you use to provide the services. You will not include any content not created by yourself (such as creative commons, open source or other content) unless the buyer specifically agrees to this and you give the buyer a copy of the relevant use or license terms for those materials. If the brief involves you finding additional assets owned by others (e.g. stock photos), you must make clear to the buyer that these are to be licensed directly by the buyer at their cost, and you must give the buyer instructions on how to do so.”

These clauses, which confer enforceable rights on Envato, are spot on. They address, in clear terms, the distinction between pre-existing materials (e.g., pre-existing code) and new materials (e.g., new code), they require service providers to identify pre-existing material, they require transfer of ownership to the buyer of new materials created specifically for the buyer and they put a process in place regarding the need for buyer consent to the use of third party content such as third party GPL’d or other third party licensed code with an obligation to provide the relevant licensing terms to the buyer.

Now let’s take a look at how the Services Agreement deals with these issues, bearing in mind that it is the Services Agreement that contains the terms that apply as between the service provider and the buyer.

  • Clauses 4 and 5 address the job on which the buyer and service provider are agreeing. Clause 5 states that:

“We promise to each other that we each own, or have the appropriate rights to use, everything that we submit on or via the site to each other. This includes everything that we send to, or make available to, each other including all files, assets, communications and materials (‘content’).”

  • Clauses 13-19 deal with the service provider’s intellectual property. Among other things, the service provider promises that it either owns the content used for the job and materials to be delivered to the buyer or has the appropriate rights and licenses to use or provide the content or materials. In the case of the service provider’s pre-existing materials used for the job, the service provider grants the buyer a “worldwide, non-exclusive and perpetual license to use those materials.” The service provider agrees to “specifically identify any pre-existing materials” and agrees that the license “includes the right to publish, distribute, communicate, broadcast, edit, modify, and create derivative works from those materials”. As regards materials created specifically for the job, the service provider “assign[s] all worldwide intellectual property rights (such as copyright) in those materials” to the buyer. Clause 16 states:

“16. If any of the materials I propose to deliver to you are not covered by clauses 14 or 15 (for example they are creative commons, open source or owned by others), I will not deliver such materials unless you have specifically agreed to my including them, and I must also provide you a copy of the relevant use or license terms for those materials.”

  • Clause 19 also deals appropriately with the treatment of moral rights. Moral rights are usually statutory rights that are personal to the author of a work, such as the right to be identified as the creator or author. Among other things, under clause 19 the service provider agrees that “you do not need to attribute me as the creator of the assigned materials”.

One might also note that the Envato Studio terms are significantly different to (more client-friendly than) certain other terms on the issue of intellectual property warranties and indemnities in favour of the client / buyer. Clause 5 of the Services Agreement contains a mutual warranty (promise) between buyer and service provider that they “each own, or have the appropriate rights to use, everything that [they] submit on or via the site to each other”. Under clause 13 the service provider promises that it owns the content it uses to do the job and the materials it will deliver to the buyer or have all the appropriate rights and licenses to use or provide the content or materials. And under clause 24 the service provider agrees to indemnify the buyer “for any and all claims, liabilities, costs, expenses (including legal fees) and loss arising as a direct result of” the service provider breaching:

  • the user terms;
  • an applicable industry code, regulation and law;
  • intellectual property belonging to others; or
  • the services agreement.

I’ve outlined the relevant Envato terms in a bit of detail because, of all the terms I’ve reviewed, they are (in my opinion at least) clearly the best. They provide the most comfort to buyers (if the clauses are applied correctly usually buyers should obtain, or be armed with the information they need to determine whether they will obtain, the rights they need) and developers are required to consider issues of pre-existing material (their own and others) used for the job, to inform buyers where such materials are used and to obtain consent for the use of third party materials.

Issues to bear in mind

If we now focus specifically on WordPress-related jobs, what issues do developers and clients (service providers and buyers) still need to bear in mind?

As noted above, developers need to identify any of their own pre-existing materials (e.g., code) used for the job and to specifically identify them for clients. Where pre-existing material is not their own, they must seek client consent before using it for the job and they must provide all relevant licence terms to the client. The purpose of the latter requirement is to enable the client to assess whether the third party licensing terms will give it the rights it needs. Only then is s/he able to determine whether s/he is happy for the third party code to be used.

Clients need to assess the implications of the developer’s use of pre-existing materials (if any). The buyer will usually obtain the rights it needs in relation to the developer’s pre-existing material (given the broad licence that the developer grants to the buyer in relation to that pre-existing material). As for third party pre-existing code, whether the client will obtain the rights it needs depends upon the terms under which the third party pre-existing code is licensed. As noted above in the discussion of other services, this may be particularly important where the buyer has subsequent distribution (e.g., sale) in mind. And, because we’re dealing here with WordPress (which is released under the GPL), the client needs to assess what licensing obligations s/he may have if s/he wishes to distribute the developed theme / plugin / code (e.g., where it is a derivative work of GPL’d code).

Room for improvement?

Before I leave the Envato Studio terms, I thought it might help to ask whether there are any respects in which the intellectual property terms might be improved or reconsidered. Two come to mind:

First, the licence in clause 14 that the service provider grants over its own pre-existing materials used in a job is worded as follows:

“Where the materials I deliver to you are my pre-existing materials (such as designs or templates) I give you a worldwide, non-exclusive and perpetual license to use those materials. I will specifically identify any pre-existing materials. This license includes the right to publish, distribute, communicate, broadcast, edit, modify, and create derivative works from those materials.”

It is not 100% clear whether this licence includes the right to sell. Reading all the relevant terms as a whole, one might argue (among other things) that the right to “distribute” includes the right to sell but it may be more helpful to buyers if this were made explicit in the clause 14 licence. The kind of use case I have in mind here is where a service provider develops a WordPress theme or plugin that contains or is based on pre-existing copyright code of the service provider which, for whatever reason (and in some cases there may be legitimate reason), is not all licensed under the GPL. If the client wishes to sell the developed product, s/he may wish to be 100% confident that the developer will not be able to argue that s/he is not permitted to do so in relation to the portions of the product which are the developer’s pre-existing and non-GPL’d copyright code.

Second, I note that the intellectual property warranty and indemnity terms in favour of the client / buyer (clauses 13 and 24 of the Services Agreement) are absolute, that is, they are not qualified in cases where third party pre-existing material that is used for a job is available under an open source software licence or, for example, a Creative Commons licence. This potentially casts a significant risk on developers where they believe the pre-existing code or other content has been appropriately openly licensed but it turns out the licensor of the code or content did not have all the rights to license it. A potential solution here is to qualify the warranty and indemnity terms so that, in the case of third party openly licensed code or other content, the developer will only be liable under the warranty and indemnity provisions where it knew or ought to have known that the relevant pre-existing code or content was or may not have been licensed with the authority of the true owner (or something to that kind of effect).

Wrapping it all up

As I’ve sought to show in the “Copyright and WordPress development” section of this post, a range of issues need to be considered when clients and developers are agreeing to the development of themes, plugins or other code for WordPress-related solutions. When online services like codeable, WerkPress, Elto and Envato Studio are used for development jobs, the agreements are prescribed – to greater or lesser degrees – by the service providers’ standard terms.

The different service providers terms’ approach matters in different ways, both structurally and in terms of the clarity they provide for both clients and developers alike. The first three service providers’ terms require clients and developers to be aware of certain issues regarding pre-existing versus new intellectual property that are not covered clearly in the terms and, armed with that awareness, to ask the right questions before proceeding with a development that relies on the use of pre-existing code (at least where they may wish to exploit the output commercially). The Envato Studio terms go considerably further by requiring developers to think about the right things and to provide clients with the information they need to make sound decisions in relation to the use of pre-existing material in the end products being developed for them.

Given the complexities of software development and the issues that arise when using GPL’d and other pre-existing code, both developers and clients still need to be aware of issues relevant to their own circumstances and use cases that may not be fully covered in any standardised terms, but hopefully this post has gone some way to helping them understand what those issues may be.

Please note: This particular post is more laden with legal analysis than others. As with other posts, it does not constitute legal advice. The standard Disclaimer continues to apply.

(Featured image: Bloomua / Bigstock.com)

A reader asks: Selling ThemeForest themes outside of ThemeForest

Questions

Alex asks these questions (I’ve amended them slightly):

“I have come across sites that are charging to download ThemeForest WordPress themes and are adding a note stating they are licensed under the GPL. I looked a number of those themes up on ThemeForest and they were not licensed under the GPL or were only partially licensed under the GPL.

I am planning to sell WordPress themes and would appreciate a clarification as to the licensing that ThemeForest is purporting to use. (As of this writing, very few businesses on ThemeForest have opted to use GPL, so where does that actually place a theme sold on ThemeForest?)

A few theme authors have adopted the 100% GPL licensing but the majority have not. With that stated, could someone (such as myself) resell the theme in question, [Hypothetical Theme], by attaching the GPL license? I understand that ThemeForest is claiming they have a totally different license in effect. That seems to be where the confusion is.”

These questions could span a number of different scenarios:

  • a theme author who sells her theme on ThemeForest, under a split licence, decides to sell the same theme independently under the GPL on her own theme site;
  • a theme author who sells her theme on ThemeForest, 100% under the GPL, decides to sell the same theme independently under the GPL on her own theme site;
  • a customer buys a licence to a theme on ThemeForest, under a split licence, and then decides to make some cash off it by selling it on his own site under the GPL; or
  • a customer buys a licence to a theme on ThemeForest, licensed 100% under the GPL, and then decides to make some cash off it by selling it on his own site under the GPL.

In addition to considering these scenarios, it’s important – I think – to cure some of the potential misperceptions as to what Envato is doing. Envato Pty Ltd is the company behind ThemeForest and other Envato Market marketplaces. That’s why I often refer to Envato in this post.

The answers to these questions are fairly straight-forward but, to understand them fully, you need to be familiar with relevant provisions of the Envato Market Terms as well as the Author Terms that apply to theme authors who sell their themes on ThemeForest.

Elephant

Image by Vensk / Bigstock.com

Image by Vensk / Bigstock.com

Before I get into all this, though, it may help to get an elephant out of the room by saying this:

There is nothing at all legally wrong with what Envato is doing with WordPress themes on ThemeForest. To the contrary, in my view, its terms are clear and understandable (at least in relation to themes) and its business model is now consistent with the requirements of the GPL. Envato is not taking GPL’d themes and unilaterally applying a more restrictive licence to them. Rather, it provides a marketplace through which theme authors can sell licences to their themes and, as part of that, the theme authors can choose whether to license their themes under a split licence (part GPL, part proprietary) or 100% under the GPL.

I say this simply as a lawyer looking through a window at the legalities of the situation. (I have no relationship with Envato of any sort other than as a purchaser of themes from ThemeForest and plugins from CodeCanyon.)

I’m well aware of past controversy around ThemeForest’s approach to licensing but, at the end of the day, it’s a business making commercial decisions and, in my view, what it’s doing with WordPress themes is legally all above board. And it clearly has a huge number of happy customers. Just take a look at its statistics.

Envato/ThemeForest has been judged in the past for whether it complies with the GPL or with what some might say are broader WordPress community norms but, as I’ll discuss further below:

  • Envato’s current approach to dual licensing is consistent with the Software Freedom Law Center’s opinion on WordPress themes; and
  • its enabling WordPress theme authors to choose a 100% GPL licensing option is consistent with community norms.

Whether an individual theme author chooses the 100% GPL option when using ThemeForest is now a decision for it, just as it would be if it were selling themes on its own website.

(I’m aware of the tensions that preceded the current state of licensing on ThemeForest but there’s no need to dredge that up here. Since drafting this post, I also see there’s an interesting post on WP Tavern about Envato and ThemeForest. I don’t get into the issues addressed in that post but some of the hostile remarks people are leaving in the comments sound a bit extreme to me. Sure there are some suboptimal themes there (I’ve suffered from one in the past) and sure there are probably some people  just trying to make a quick buck without much thought for standards and customers but that’s the same in many markets; quality and service differ. High quality theme vendors like WooThemes, Orman Clark and Mike McAlister have sold or still do sell their themes on ThemeForest. In my view you can’t tar them and many others with the same negative brush. And I bet those who are making big dollars from ThemeForest are pretty happy about it… .)

Now let’s take a look at Envato’s terms.

The Envato Market Terms and Envato’s Author Terms

Envato-Market-Terms

When you create an account with and sign into ThemeForest, you need to click a box stating that you have read and agree to the Envato Market’s Terms and Conditions (and Privacy Policy). The Terms and Conditions link takes you to a page that contains various sets of terms: the Envato Market Terms, Author Terms, Affiliate Program Terms, Privacy Policy and Envato API Service Terms and Conditions.

The terms that are relevant for present purposes are the Envato Market Terms and the Author Terms.

Under clauses 28 and 30 of the Envato Market Terms:

  • you’re told that, if you wish to become an author, the Envato Market Terms will continue to apply along with the Author Terms you’ll sign up to as an author; and
  • authors own the items they sell licences for on Envato Market (in other words, there is no transfer of copyright or any other form of property ownership to Envato). This is further explained in Envato’s Author Guide.

Under clause 9 of the Author Terms you are told that, when you become an author, “you can choose to make your items available exclusively on the Envato Market or have the option of selling your items elsewhere”. You’re told that “the percentage of revenue you receive from each sale of your item will vary depending on your choice” and that you “can change your exclusivity status which will affect the percentage of revenue you get after you change your status”. In essence, if you take the exclusive path, you’re paid more for each sale of your item. Envato explains the differences in clauses 10 and 11, on its Become an author page and in its Rates schedule.

Under clause 23(a) of the Author Terms, theme authors promise to Envato and each buyer of their items that the authors own or have rights to use the intellectual property rights in the items and that the items do not infringe the intellectual property rights of third parties.

The Author Guide sets out 6 additional rules, including these two:

  • 1. The items you upload for sale must be your own creation. Do not submit works based on tutorials or other people’s designs.
  • 2. You must have the rights to license the items you upload, either because they are your own original content, or because you have a license that grants you permission to resell any third-party assets included with your item.

With these provisions in mind, we can move to the different scenarios described above.

Theme author who sells theme on ThemeForest, under a split licence, decides to sell same theme independently under the GPL

Before answering this question, it may help to describe the Envato split licence. As noted above, theme authors can choose whether to apply this licence or to license their themes 100% under the GPL. Envato explains the split licence as follows:

“Envato Market’s license for themes or plugins sold on the Envato Market sites covers all the components of these items, except for the specific components covered by the GPL. This is why it’s called a split license: because different license terms can cover individual components that make up a single item.

The PHP component and integrated HTML are covered by the GPL. The rest of the components created by the author (such as the CSS, images, graphics, design, photos, etc) are covered by the Envato Market license.”

(For the wording in the licence itself, see clause 13 of Envato’s Regular Licence.)

This split essentially mirrors the same distinction drawn in the Software Freedom Law Center’s opinion on WordPress and themes. This is what, in part, that opinion said:

“On the basis of that version of WordPress, and considering those themes as if they had been added to WordPress by a third party, it is our opinion that the themes presented, and any that are substantially similar, contain elements that are derivative works of the WordPress software as well as elements that are potentially separate works. Specifically, the CSS files and material contained in the images directory of the “default” theme are works separate from the WordPress code. On the other hand, the PHP and HTML code that is intermingled with and operated on by PHP the code derives from the WordPress code.

In conclusion, the WordPress themes supplied contain elements that are derivative of WordPress’s copyrighted code. These themes, being collections of distinct works (images, CSS files, PHP files), need not be GPL-licensed as a whole. Rather, the PHP files are subject to the requirements of the GPL while the images and CSS are not. Third-party developers of such themes may apply restrictive copyrights to these elements if they wish.”

Note, also, that the split licence is from the theme author to the customer, not from Envato to the customer (see clause 18 of the Regular License).

Returning now to the question, a theme author who sells a theme on ThemeForest under a split licence can sell the same theme elsewhere, independently of ThemeForest and 100% under the GPL if s/he wishes, as long as the theme author has chosen the non-exclusive option for sale of the item on ThemeForest. (The only qualification here is that if the theme author has used, say, third party images licensed under, for example, a Creative Commons licence, that licence continues to apply to those images.) The reason for this is that the theme author is the owner of the new copyright in the work and, subject to complying with any applicable GPL requirements, can license the work as s/he pleases.

If, however, the theme author has chosen the exclusive option on ThemeForest, selling the theme elsewhere would be contrary to the agreement with Envato. This is not inconsistent with the GPL. The restriction on the theme author’s ability to sell the theme elsewhere arises from his or her contractual obligations to Envato.

This is what Envato has to say about breaching one’s exclusivity obligations:

“What happens if I don’t meet exclusivity?

Depending on the extent of your breach of exclusivity, it may be decided that your rate is reduced to that of a non-exclusive author or if your breach is considered serious enough, you’ll be disabled as an author completely and you may lose your ability to sell with us in the future.”

Theme authors selling on ThemeForest and elsewhere

As an aside, well-known theme authors who sell on both ThemeForest and elsewhere include:

Some other authors, like Kriesi, sell on ThemeForest (he uses the split licence) and merely promote their themes elsewhere, with all sales going through ThemeForest. Others, like Mike McAlister and his crew, got going on ThemeForest and then moved to sell their themes independently. As many will know, Mike’s OkayThemes morphed into Array.

Theme author who sells theme on ThemeForest, 100% under the GPL, decides to sell same theme independently under the GPL

The same answer applies in this scenario. The theme author can do this as long as the theme author has chosen the non-exclusive option for sale of the item on ThemeForest. If, however, the theme author has chosen the exclusive option on ThemeForest, selling the theme elsewhere would be contrary to the agreement with Envato. Again, this is not inconsistent with the GPL. The restriction on the theme author’s ability to sell the theme elsewhere arises from his or her contractual obligations to Envato.

Customer buys licence to theme on ThemeForest, under a split licence, then decides to sell it on his or her own site under the GPL

In this situation the customer would be infringing the author’s copyright because the split licence would not cover all contents of the theme file. Whilst the GPL’d components could be copied, adapted and re-used in accordance with the GPL’s freedoms and subject to its requirements (e.g., as to including the notices/licence statements in the theme files), the non-GPL’d components could not. They could only be used in accordance with the non-GPL, proprietary side of the Envato split licence. That side of the licence limits use of an item to “create one single End Product for yourself or for one client” (clause 2 of the Regular License, which is explained in more detail in other terms of the licence).

The theme author could bring an action against the customer for copyright infringement. Envato could also have a crack against the customer because:

  • under clause 18(f) of the Envato Market Terms, Envato has “the right to enforce against you the terms of the license that you have acquired from an author”; and
  • under clause 34(f) each Envato customer promises that it will not “modify, reproduce, display, publish, distribute, copy, transmit, perform, license, create derivative works from, transfer, or sell or re-sell any information, content, software, or item obtained from or through the Envato Market, other than in accordance with these terms or the license for the item.”

The bottom line, then, is that buying a theme on ThemeForest that is split-licensed, and then selling it on your own site, is not a good idea.

Customer buys licence to a 100% GPL licensed theme on ThemeForest and then decides to sell it on his own site under the GPL

In this situation, the customer would be selling the GPL’d theme (that someone else has written) on his own site as a downloadable zip file. I’m not looking at the scenario where a web agency uses a commercial theme as a starting point for a client website (which of course is very common).

The customer’s selling of the 100% GPL’d theme on his own website, as a downloadable zip file, would be permissible under the GPL. It is unlikely, however, that the enterprising chap here would be able to provide the same level of support and updates as the original theme author. He would also need to:

  • include all original GPL-required notices with the theme files;
  • be careful not to infringe any trademark that the original theme author may have associated with the theme or to pass himself off as the theme author or as having any association with the true theme author if that weren’t the case or to mislead customers in any other material way.

That’s a wrap!

I hope this post answers your questions Alex. All the best with your theme business. And if you sell on ThemeForest, may you sell as much as Kriesi!

(Image used for featured image: Dejan Brkic / Bigstock.com)

Press This and copyright infringement

Press This and what’s up

A helpful reader mentioned to me the other day that an interesting issue has cropped up in discussions within Github on the WordPress “Press This” tool. For those not familiar with this tool, go to “Tools” > “Available Tools” within your WordPress installation, where you’ll find a bookmarklet that you can add to your browser’s bookmarks bar. As explained in your WordPress installation:

“Press This is a bookmarklet: a little app that runs in your browser and lets you grab bits of the web.

Use Press This to clip text, images and videos from any web page. Then edit and add more straight from Press This before you save or publish it in a post on your site.”

This helpful video from WordPress.org explains Press This in more detail:

It seems that Press This is being further developed and that this has prompted some community members to think about copyright infringement through the use of this tool. For example, one person asks:

“I’m not the best person to comment on this, but it seems like building a tool that automatically scrapes copyrighted materials should have an upfront discussion about said legal implications, and whether this is something we should promote.”

Press This is fine (in more than one sense of the word)

It seems that a person in-the-know in Automattic has commented internally (no doubt in more detail than we see in the public online discussion) that Press This is fine. I agree. I thought it might be of interest to those following this issue to explain why. The discussion revolves around the notion of ‘authorising’ an action that amounts to copyright infringement or ‘contributing’ to infringement (similar concepts which, in different jurisdictions, are called different things). It explains why there is no such authorisation or contribution here and why, therefore, Press This is fine. I should add that there is no question of Press This being a device designed with the express purpose of infringing a copyright work. As such, that form of liability, that exists in some countries, is simply not relevant here. (I can’t, of course, comment on the copyright laws of all countries. Rather, I focus on the regimes in a handful of them.)

In many countries, ‘authorising’ certain copyright-related acts, such as copying a copyright work, is itself an exclusive act reserved to the copyright owner. This is the case, for example, in the United Kingdom, Canada, Australia and New Zealand. The consequence is that if a person (the ‘authoriser’) authorises you to copy someone else’s copyright work when the ‘authoriser’ hasn’t been permitted to do so, the authoriser may be infringing the owner’s exclusive rights.

In the United States, 17 U.S.C. § 106 states that “the owner of copyright under this title has the exclusive rights to do and to authorize any of [a list of exclusive acts such as copying the work]”. In a 2005 article Unauthorised: Some thoughts upon the doctrine of authorisation of copyright infringement in the peer-to-peer age, Napthali helpfully explains the US statutory reference to ‘authorize’ as follows:

“In the United States the Commonwealth statutory doctrine of ‘authorisation’ is considered under two common law heads: contributory and vicarious liability. However, statutory reference is made to the term “authorisation” in the Copyright Act 1976 (US), 17 USC, s 106. It confers upon copyright owners exclusive rights to ‘do and to authorize’ various acts. The Congressional Report stated at the time that ‘use of the phrase ‘to authorize’ is intended to avoid any questions as to the liability of contributory infringers’.”

This, I believe, is an Amstrad SM-104 tape recorder, at issue in the Amstrad case

This, I believe, is an Amstrad SM-104 tape recorder, at issue in the Amstrad case

The legal test for ‘infringement by authorisation’ differs in certain respects across jurisdictions but a good flavour of the general standard can be seen by looking at, for example, statements from the United Kingdom’s House of Lords and the United States Supreme Court. Starting with the UK, in the case of CBS Songs Ltd v Amstrad Consumer Electronics Plc [1988] AC 1013, Lord Templeman adopted the following passage from the earlier case of CBS Inc v Ames Records & Tapes Ltd [1982] Ch. 91:

“Any ordinary person would, I think, assume that an authorisation can only come from somebody having or purporting to have authority and that an act is not authorised by somebody who merely enables or possibly assists or even encourages another to do that act, but does not purport to have any authority which he can grant to justify the doing of the act.”

A contemporary description of this ‘Amstrad standard’ was given by Kitchen J in Twentieth Century Fox Film Corp v Newzbin Ltd [2010] EWHC 608. In this case, Kitchin J said:

“In my judgment it is clear … that ‘authorise’ means the grant or purported grant of the right to do the act complained of. It does not extend to mere enablement, assistance or even encouragement. The grant or purported grant to do the relevant act may be express or implied from all the relevant circumstances. In a case which involves an allegation of authorisation by supply, these circumstances may include the nature of the relationship between the alleged authoriser and the primary infringer, whether the equipment or other material supplied constitutes the means used to infringe, whether it is inevitable it will be used to infringe, the degree of control which the supplier retains and whether he has taken any steps to prevent infringement. These are matters to be taken into account and may or may not be determinative depending upon all the other circumstances.”

In the United States, I understand the legal test for contributory infringement goes back to at least Gershwin Publishing Corp v The Columbia Artists Management Inc 443 F 2d 1159 (2nd Cir 1971), in which the court stated that “one who, with knowledge of the infringing activity, induces, causes or materially contributes to the infringing conduct of another, may be held liable as a ‘contributory’ infringer”, a test with which the United States Supreme Court would later have ‘no quarrel’. The later case I’m referring to is the Supreme Court’s decision in Sony Corp v Universal City Studios Inc 464 US 417 (1984).

Thanks to Nesster for the Sony Betamax 1978 image, licensed under a Creative Commons 2.0 Generic licence. Hope Sony doesn't mind!

Thanks to Nesster for the Sony Betamax 1978 image, licensed under a Creative Commons 2.0 Generic licence. Hope Sony doesn’t mind!

In the Sony case, Sony was sued by a handful of television and film companies for  contributory copyright infringement in relation to its marketing of betamax video recorders. Speaking for the majority of the court, Justice Stevens said this:

“[99] I recognize … that many of the concerns underlying the ‘staple article of commerce’ doctrine are present in copyright law as well. As the District Court noted, if liability for contributory infringement were imposed on the manufacturer or seller of every product used to infringe — a typewriter, a camera, a photocopying machine — the ‘wheels of commerce’ would be blocked. …

[100] I therefore conclude that if a significant portion of the product‘s use is noninfringing, the manufacturers and sellers cannot be held contributorily liable for the product’s infringing uses. … If virtually all of the product’s use, however, is to infringe, contributory liability may be imposed; if no one would buy the product for noninfringing purposes alone, it is clear that the manufacturer is purposely profiting from the infringement, and that liability is appropriately imposed. In such a case, the copyright owner’s monopoly would not be extended beyond its proper bounds; the manufacturer of such a product contributes to the infringing activities of others and profits directly thereby, while providing no benefit to the public sufficient to justify the infringement.”

There are slightly different tests in some other major jurisdictions, such as Australia, but I doubt the differences are material in the present context.

Applying the legal tests

In my view, no matter which test you apply, those behind Press This could not be held liable for authorising an exclusive act or for contributory copyright infringement merely by building it into WordPress core and thereby making the tool available. I’d go further and say “no way at all!” (We don’t even need to get to the difficult question of identifying an appropriate defendant.)

Just like a tape recorder, video recorder, camera or typewriter, Press This can be used for both non-infringing and infringing purposes. For example, it can be used to copy small excerpts of text that wouldn’t reach the law’s threshold for infringement, it can be used to embed videos whose uploaders have granted permission to embed and it can be used to copy images that, for example, have been licensed for re-use under Creative Commons licences or CC0.

It can, of course, also be used to infringe copyright, by copying a full article without permission or copying a full size copyright image without permission but, ultimately, Press This is simply a (pretty handy) tool of convenience. It’s the user’s responsibility to use Press This within the confines of copyright law (or run the risk of being accused of copyright infringement).

Great power and responsibility?

At the same time, some might say that ‘with great power comes great responsibility’. I have no idea whether there’d be any appetite to add a line of text to the Press This description within everyone’s WordPress installation (perhaps that’d start an arbitrary precedent), but it’d be pretty easy to say something like this (I’ve added the third paragraph under the ‘Press This’ heading):

PressThis

Just a thought. Happy pressing.

(Photo in featured image: 3355m / Bigstock.com)

A reader asks: Theme reviews, CC0, model releases and GPL-compatibility

Question

Ulrich asks:

“I do theme reviews for the theme repository on WordPress.org. All the code and assets in the theme need to be GPL compatible. I have a few questions about how GPL compatible images work with model releases. The popular GPL compatible image licence is CC0.

  • Can an image be released under CC0 even if there is no model release?
  • Is a CC0 image without a model release GPL compatible?
  • Who is responsible for getting the model release? The photographer, theme author, website owner?
  • Who is liable if a theme with a CC0 image without a model release is used on a pornographic site?”

Thanks for the great bunch of questions Ulrich. I appreciate receiving them.

Outline and summary

Outline

Before I jump into the specific questions you’ve raised, I think it may be helpful for some people if we step back from those questions and:

  • sketch out what WordPress.org and the Theme Review Handbook have to say about GPL-compatibility;
  • describe CC0;
  • analyse what is meant by “GPL-compatibility”; and
  • explain why, in my view, CC0 is considered to be GPL-compatible.

After that, I’ll address your specific questions. I’ll also make some (potentially controversial) comments on CC-BY / CC-BY-SA and GPL compatibility.

Summary

This is fairly long post as it covers quite a bit of ground. Bearing in mind that some people might just want some quick answers, here’s a quick summary:

Summary of ‘Theme reviews, CC0, model releases and GPL-compatibility’

Repository themes and GPL-compatibility: WordPress.org and the Theme Review Handbook say that a theme submitted to the WordPress.org repository must be 100% GPL-licensed or use a GPL-compatible licence. However, what this means in the context of theme submission and review is not entirely clear from WordPress.org and the Theme Review Handbook themselves.

CC0: CC0 is a Creative Commons tool which enables a copyright owner to waive copyright in a work and, if that’s not effective in a given country, it falls back to a very broad and obligation-free licence.

WordPress theme reviews and GPL-compatibility: In my view, when referring to “GPL-compatibility”, the WordPress theme review pages can be taken to be referring to the Free Software Foundation’s meaning of that term.

Free Software Foundation’s approach to GPL-compatibility: The Free Software Foundation (FSF) explains that, if two programs’ licences permit the programs to be combined into a larger work, they are compatible. If there is no way to satisfy both licenses at once, they are incompatible. The FSF also explains that another (non-GPL) licence is compatible with the GPL if it permits the combination of programs (derivative work) to be released under the GPL. On my understanding of the FSF’s approach, it doesn’t matter that there is no obligation in the non-GPL licence or mechanism, that applies to the component(s) being added to the GPL’d work, to license a derivative work based on that or those component(s) on the same (or any) terms. The key question is whether the GPL can be applied to the combination or end product. CCo is considered to be GPL-compatible because it meets this requirement.

Releasing CC0’d images without a model release: An image can be released under CC0 even if there is no model release. However, care may still be required in relation to third party rights that are not (and cannot be) waived or licensed under CC0, particularly where an identifiable person appears in the image or the image is of copyright protected property such as another photo or artwork. This is because the totality of rights involved is greater than copyright alone.

CC0’d image without model release and GPL-compatibility: Whether a CC0’d image without a model release is compatible with the freedoms under the GPL depends, in my view, on (a) the nature of the image; and, if the image is of an identifiable person or separate copyright protected property (such as an artwork), (b) whether any uses could infringe the person or copyright owner’s rights. If the answer to (b) is yes, it would be challenging to say the CC0’d image is compatible with the GPL’s freedoms because there will likely be significant constraints on its re-use.

Who should get the release? Where a model or property release is required, the most obvious party to obtain the release is the photographer. In many cases it may be difficult for theme authors or website owners to obtain a release because they might not know who to contact. This doesn’t mean, however, that the only ‘legal responsibility’ is on the photographer. A theme author or website owner who uses a CC0’d image in circumstances where a model or property release is required, but where one hasn’t been obtained, may still be on the hook.

The pornographic site question: Turning to the pornographic site question, the short answer is that the person responsible for using the image on the pornographic site, usually the site owner, will be the one directly in the firing line because that person will have published the image on the site.

CC0 and model releases: There is an interesting question about the nature of the model release that would be required for an image of an identifiable person that is released to the public domain under CC0. The release would need to be very broad. The standard kind of release one finds on a range of photography and other websites wouldn’t cut it. Given the popularity of Unsplash, I discuss this and related issues in the context of that (super helpful) site.

CC-BY and CC-BY-SA images for themes: The potentially controversial bit I mentioned above is this: assuming that the rationale of WordPress.org’s focus on GPL-compatible licensing is on ensuring that the GPL is complied with and that people’s use of themes is not constrained, arguably certain other open licences could be used for image files included with a theme for the WordPress.org repository, such as CC-BY and CC-BY-SA. There is obvious value in this given the wealth of CC-BY and CC-BY-SA licensed images. (This one takes a bit of explaining; please read the explanation below before jumping to conclusions and shooting me down.)

Decision is one for the theme review team: Whether the WordPress.org theme review team wishes to open up the option of allowing CC-BY and CC-BY-SA images to be included in themes is a question for it. Additional guidance would be needed in the Theme Review Handbook, so as to help theme authors go about things correctly and help theme reviewers with what they should be looking for, but that wouldn’t be too challenging.

The remainder of this post explores these points in more detail.

Theme reviews and GPL compatibility

TRT2

A Theme Review page on WordPress.org has this to say about licensing:

“Licensing, Theme Name, Credit Links, Up-Sell Themes:

  • Themes are required to be licensed fully under a GPL-compatible license. [This reference to “a” GPL-compatible licence needs to be compared with, and arguably is qualified by, the “Bundled Resources” paragraphs below.]
  • Themes are required to use appropriate Theme Names.
  • If used, credit links are required to be appropriate.
  • Guidelines: Licensing, Theme Name, Credit Links, Up-Sell Themes”

The Guidelines link takes you to a page by that name in the Theme Review Handbook. That page has this to say on licensing (the page is said to be deprecated but, when I wrote this, the page to which it links was virtually empty):

“Licensing #
Theme License: #

  • Themes are required to be 100% GPL-licensed, or use a GPL-compatible license. This includes all PHP, HTML, CSS, images, fonts, icons, and everything else. The complete theme must be GPL-Compatible.
  • Themes may optionally include a full-text license, referenced as license.txt, or else link to a reasonably permanent URL that contains the full-text license.
  • Themes are required to declare their license explicitly, using the License and License URI header slugs to style.css:

License: GNU General Public License v2.0
License URI: https://www.gnu.org/licenses/gpl-2.0.html

Copyright #

  • Themes are required to declare copyright and license information as specified by the applicable license, e.g.:

Twenty Fourteen WordPress Theme, Copyright 2014 WordPress.org
Twenty Fourteen is distributed under the terms of the GNU GPL

  • Derivative Themes are required to retain/declare the copyright information of the original work

Bundled Resources #

  • Themes are required to state the copyright and license information for any bundled resources (e.g. PHP, CSS, JS, fonts and images) not covered by the Theme’s license statement.
  • Themes are required to state the copyright and license information for any bundled resources not covered by the Theme’s license statement [this duplication is in the original]. Themes are recommended to state this information in the Theme’s README documentation.”

The key passages for present purposes are these:

Themes are required to be 100% GPL-licensed, or use a GPL-compatible license. This includes all PHP, HTML, CSS, images, fonts, icons, and everything else. The complete theme must be GPL-Compatible.

Themes are required to state the copyright and license information for any bundled resources (e.g. PHP, CSS, JS, fonts and images) not covered by the Theme’s license statement.

I’m told that the popular GPL compatible image licence is CC0. It’s worth making a few comments about CC0 and asking the question: what makes a licence GPL-compatible and why is CC0 considered to be GPL-compatible? I think this is worthwhile because there has been a quite a bit of debate on these issues in WordPress theme review circles.

CC0

CC0

CC0 is not primarily a licence. It’s a tool that seeks to enable an owner of copyright in a work to waive the copyright in that work, thereby freeing it of copyright-related restrictions on re-use and releasing it into the public domain. It also states that, if or to the extent that the waiver is legally ineffective in a given country, an extremely broad and obligation-free licence is granted instead; this is generally known as the ‘licence-fallback’. So the tool, in essence, is a waiver + licence fallback.

GPL-compatibility

Now, what makes CC0 GPL-compatible? Well, it depends on what one means by “GPL-compatible”.

GPL-compatibility not based on existence of share-alike obligation in non-GPL licence

As you’ll know, if you distribute a derivative work based on GPL’d code, the GPL requires you to license your derivative work under the GPL. The CC0 waiver/licence does not require any such thing. If the waiver part is effective in the country where it’s used for a copyright image (which is believed to be the case in the United States but perhaps not in countries like the United Kingdom, Australia and New Zealand), copyright in the image is completely waived and the work is essentially thrust into the public domain. In the absence of copyright in the image, anyone that gets their hands on the work can – from a copyright perspective – do whatever they want with the image (there might be other restrictions based on other areas of law, but we’ll park that for now). For example, they can adapt it to their heart’s content without any obligation to license it on any terms at all if they distribute it. For most practical purposes, the same position prevails if the waiver is ineffective and the licence fallback kicks in.

We can see, then, that CC0 is not a copyleft device like the GPL because CC0 contains no ‘downstream licensing of derivative work’ requirement.

What meaning is the WordPress theme review crew applying?

So, what’s going on here? If, by GPL-compatible, one means freedoms and obligations equivalent to those in the GPL, then CCO is clearly not compatible. However, that can’t be the intended meaning in the Theme Review Handbook because CC0 is considered to be GPL-compatible. So how do we find the actual meaning, particularly when the Theme Review Handbook doesn’t define what it means by “GPL-compatible”? I think (and please Theme Review Team tell me if I’m wrong) that the intended meaning is that which the Free Software Foundation (the guardian of the GPL) gives to the term.

There are at least two places to look on the GNU website where the GPL lives. First, an FAQ page answers two questions relating to licensing compatibility, one in general terms and the other relating to GPL-compatibility:

What does it mean to say that two licenses are “compatible”?

In order to combine two programs (or substantial parts of them) into a larger work, you need to have permission to use both programs in this way. If the two programs’ licenses permit this, they are compatible. If there is no way to satisfy both licenses at once, they are incompatible.

For some licenses, the way in which the combination is made may affect whether they are compatible—for instance, they may allow linking two modules together, but not allow merging their code into one module.

Just to install two separate programs in the same system, it is not necessary that their licenses be compatible, because this does not combine them into a larger work.

What does it mean to say a license is “compatible with the GPL?”

It means that the other license and the GNU GPL are compatible; you can combine code released under the other license with code released under the GNU GPL in one larger program.

The GPL permits such a combination provided it is released under the GNU GPL. The other license is compatible with the GPL if it permits this too.”

The second place to look is the GNU website’s list of Various Licenses and Comments about Them. This is what it says about CC0:

CC0 (#CC0)

CC0 is a public domain dedication from Creative Commons. A work released under CC0 is dedicated to the public domain to the fullest extent permitted by law. If that is not possible for any reason, CC0 also provides a lax, permissive license as a fallback. Both public domain works and the lax license provided by CC0 are compatible with the GNU GPL.

If you want to release your work to the public domain, we recommend you use CC0.”

From all this it is fairly clear what the FSF has in mind when referring to GPL compatibility. The key question in its mind is whether the GPL can be applied to the combination of GPL-licensed code and non-GPL licensed code. The non-GPL licence must allow this and it must not impose restrictions that are inconsistent with the GPL’s freedoms. It doesn’t matter that there is no obligation in the other, non-GPL licence or mechanism, that applies to the component(s) being added to the GPL’d work, to license a derivative work based on that or those component(s) on the same terms of the non-GPL licence (or indeed under any licence). The key question is whether the GPL can be applied to the end product.

CC0 (at least in its waiver form) ticks these boxes and this is why, in my view, the Free Software Foundation considers it to be compatible with the GPL. In particular:

  • the rights CC0 confers are broader than those in the GPL;
  • CC0 is less onerous than the GPL (there are no copyright-related obligations at all if the waiver is effective); and
  • looking at it from a code perspective for now, where GPL’d and CC0’d code are combined to form a derivative work, that derivative work as a whole can be licensed under the GPL. Note that doing this doesn’t bring copyright in the CC0’d portions back from the dead (in cases where the waiver was effective). Rather, the GPL comes to apply to any new original element comprised in the derivative work. (This is not the same as saying the originally granted GPL licence is extended; rather, the new component is likewise but separately GPL-licensed such that all copyright parts of the resulting code are GPL-licensed.)

I suggest that the above meaning of “GPL-compatibility” be recognised in the Theme Review Handbook so as to avoid further debate as to what this otherwise ambiguous term means. (This isn’t legal advice, of course. It’s just a suggestion and one people might want to stress test, whether with the community and/or other lawyers.) I’m going to make a qualification to this further below that suggests a distinction might be draw between code and images but, before doing that, I’m going to answer Ulrich’s specific questions.

Can an image be released under CC0 if even there is no model release?

To understand this question and its answer one needs to understand what a “model release” is and why one may be required in some circumstances. It’s actually easier to start with the second question first.

A potentially broad range of rights

You might think that a photographer who owns the copyright in an image (which they often will do under their contracts with customers) could do whatever he or she likes with it. In many cases that will be true but the position needs to be qualified where an identifiable person appears in the photo, particularly if that person commissioned the photo or the photo is somehow private in nature. This is because, in such circumstances, the totality of rights involved may be greater than just copyright.

Depending on the circumstances and the country’s laws that apply, the person in the photo may have privacy rights, the right to be shown in the photo in a particular manner, contractual rights in his or contract with the photographer (if there is one), character merchandising rights, publicity rights and/or other rights to control one’s own image or personality (this last one being more common in civil law jurisdictions).

For example, photos taken in a person’s home or on some other private property may be private in nature and, in some countries, even photos taken of a person in a public place have the potential to be private in nature if, for example, the photos were obviously private or their publication could be offensive in some other way. And particular care needs to be taken with photographs of children (on this point see the United Kingdom Court of Appeal’s decision in a case involving the taking of JK Rowling’s child when the family was out for a walk in the street: Murray v Big Pictures (UK) Ltd [2008] EWCA Civ 446). It is important to emphasise too that the relevant rights and the circumstances in which consent is required differ from jurisdiction to jurisdiction.

The kinds of rights referred to above will, when they exist, often limit the circumstances in which a photo of a person can be used, even where in a given country the photographer is the copyright owner.

Model releases

This is the main reason for so-called “model releases”, or “image releases” as they are also known. They serve two main purposes: obtaining the relevant permissions from the subject of the photo and protecting the photographer (and potentially other users depending on the breadth of the release) from liability in relation to any use that falls within the scope of the release. In essence, a model release allows certain specified uses and releases the authorised person(s) from liability in relation to those uses. You can find some examples of model releases here and here.

Property releases

It is also important to note that there is a separate category of release called a “property release”. This serves the same kind of purposes as a model release but is used where a photo is taken of an item of property that itself is protected by copyright (or a similar or related right) where the taking of the photo either does or could amount to infringing copyright (or the similar or related right) in the subject of the photo. The most obvious examples are where someone takes a photo of a copyright photo, artwork or business logo. You can find some examples of property releases here and here.

Back to the question

Photo: Evgeny Atamanenko / Bigstock.com

Photo: Evgeny Atamanenko / Bigstock.com

With all that in mind, let’s now return to the first question: Can an image be released under CC0 even if there is no model release? The short answer is yes but it’s important to understand why. The answer is yes because CC0 is only dealing with the “Affirmer’s” “Copyright and Related Rights”. The “Affirmer” is the person who is who associating CC0 with the work. “Copyright and Related Rights” is defined to include “publicity and privacy rights pertaining to a person’s image or likeness depicted in a Work” but the Affirmer is only waiving (or licensing under the fallback) his or her or its own “Copyright and Related Rights”. Third party rights that may exist are beyond the scope of CC0. CC0 states in clause 4(c):

“Affirmer disclaims responsibility for clearing rights of other persons that may apply to the Work or any use thereof, including without limitation any person’s Copyright and Related Rights in the Work. Further, Affirmer disclaims responsibility for obtaining any necessary consents, permissions or other rights required for any use of the Work.”

So, while the answer to this question is yes, it’s not the fully story. The full story is: yes, but care may still be required in relation to third party rights that are not (and cannot be) waived or licensed under CC0, particularly where an identifiable person appears in the image or the image is of copyright or similarly protected property such as another photo or artwork.

Is a CC0’d image without a model release GPL compatible?

In my view the answer to this is: it depends. If the image is of, for example, nature scenes, groups of people whose faces can’t be seen and who can’t otherwise be identified, general everyday objects and anything else in which there is no separate copyright or other third party rights, then the answer will probably be yes. In these circumstances it is unlikely that there’ll be any restraints or prohibitions that conflict with the freedoms conferred by the GPL.

By contrast, if the image is of a person or copyright property (e.g., an artwork) for which no release has been obtained when one should have been obtained, then the answer is probably no. The answer is no because the absence of the relevant release either may or will mean that a component of the theme files (some or all of an images folder) cannot be used to the same extent that the other components can under the GPL.

Who is responsible for getting the model release? The photographer, theme author, website owner?

Where a model or property release is required, the most obvious party to obtain the release is the photographer. All major stock photo suppliers, like iStock, Shutterstock and Bigstock, require this of their contributing image suppliers. In some cases it may be difficult for theme authors or website owners to obtain a release because they might not know who to contact.

This doesn’t mean, however, that the only ‘legal responsibility’ is on the photographer. If a theme author or website owner uses a CC0’d image in circumstances where a model or property release is required but the photographer didn’t obtain one (and the theme author or website owner didn’t obtain one), the subject of the photo (if a person) or the owner of the infringed copyright (e.g., an artwork) may still have legal rights against the theme author or website owner.

Who is liable if a theme with a CC0’d image without a model release is used on a pornographic site?

This question (I think) is really focusing on CC0’d images of people for which a model release has not been obtained. It also raises an interesting issue about the breadth of release that would be required.

The short answer is that the person responsible for using the image on the pornographic site, usually the site owner, will be the one directly in the firing line because that person will have published the image. If the subject of the photo finds out that his or her image was bundled with the theme, then he or she might also have a crack at the theme author or photographer but what rights he or she might have would depend on the circumstances.

If the theme author or photographer had said the widest possible release was obtained (that would allow such use) when no such release was obtained, then the theme author or photographer might be the subject of complaint from the pornographic website owner if that person suffers loss as a result, but I suspect the likelihood of that fact scenario will usually be low.

CC0 and model releases | Unsplash as a case study

The “interesting issue” I’ve mentioned above is worth discussing and it may help to explore it by reference to a live site where photos are available under CC0.

Broad release required

Where a photographer takes a photo of a person and wishes to obtain a model release that’s commensurate with CC0, the model release would need to be on the broadest of terms. Given the unrestrained uses that CC0 appears to grant users (who will have no idea whether all relevant releases have been obtained and who may put an image to any conceivable use), the photographer may well wish to obtain such a release so as to protect itself and/or ensure the photo subject is comfortable with the broad range of potential uses. Alternatively, the photographer may need to obtain such a release under the laws of the photographer’s country or a contract or other arrangement the photographer has with the subject may expressly or impliedly limit publication rights.

Informed consent required

The person who’s the subject of the photo would need to understand that the photo will be released into the public domain (or licensed on the widest of terms if the licence fallback kicks in) and that, once that occurs, anyone who obtains it may well and understandably think they can do more or less whatever they want with it, including – for example – selling it on t-shirts and using it on less-than-salubrious websites. In such cases the photo subject would, as a minimum, need to understand and consent to that.

Do all photographers know all this?

I don’t know whether all photographers who upload photos to CC0-oriented sites know all this but I suspect some don’t (some may be focusing on helpful exposure of their photographic skills, without considering the potential implications of CC0-release). Certainly the standard types of model releases one commonly finds on the Internet would not suffice. Not only that, but sometimes the terms of use of such sites that contributing photographers need to agree to before contributing photos are fairly vague on this point.

Unsplash as an example

I’ll take Unsplash as an example but I’m really not meaning to put any particular spotlight on it. I’m only choosing that site because it has been referred to in WordPress theme review discussions and because, in my view, it’s an awesome and hugely popular site. Some of the photographic talent on there is mind-blowing, I love the service it provides and its operators appear to take copyright and related rights seriously.

Anyway, its terms of use say this:

“… you represent and warrant that: (i) you either are the sole and exclusive owner of all Pictures that you make available through the Website or you have all rights, licenses, consents and releases that are necessary to grant to Company the rights in such Pictures, as contemplated under this Agreement; and (ii) neither the Pictures nor your posting [etc of them]… will infringe [among many other things]… a third party’s … rights of publicity or privacy… .”

A photographer that doesn’t yet know much about copyright law and model releases may not understand the full meaning of this clause. Its reference to “releases” exists among a number of similar terms, its reference to “rights of publicity or privacy” may not be understood and, as far as I can see, there are no FAQs on the site. At the same time, site users are told:

“Free (do whatever you want) high-resolution photos.”

That’s a potentially risky mix.

Risks if a contributing photographer gets it wrong

If a contributing photographer gets this wrong and the company behind Unsplash were to take a hit from a claim against it by a third party, the contributing photographer would be liable to meet the company’s costs and pay its loss, because clause 10 of the terms contains a very broad indemnity in favour of, among others, the company. (When you indemnify a party, you generally agree to meet all costs and expenses it may suffer arising from events specified in the indemnity clause such as your breaching the terms of use.) The company would need to invoke the indemnity (which means liability wouldn’t be automatic) but it’d be entitled to do so.

Similarly, users who publish the image on their own sites might find themselves on the end of, at least, a “please remove immediately…” request.

I should emphasise that I’m only talking about model releases here (i.e., in relation to photos with identifiable individuals) as that’s the subject of this post. You don’t need either a model release or a property release for the vast, vast (did I say vast?) majority of photos on Unsplash. In that vast majority of cases, there should be no issue as long as the contributing photographer owned the copyright or was authorised by the copyright owner and acted on its behalf in releasing the image under CC0.

Unsplash and model releases

Turning to whether model releases are relevant to Unsplash, I’ve seen some people suggest that there aren’t many headshots on Unsplash but that’s just not the case. You need to dig a little to find them (as very few appear when you scroll down the homepage) but they are certainly there. Here’s an example of one of the many beautiful people photos taken by David Olkarny:

David-Olkarny-photo---Unsplash

There are many others on Unsplash by a range of photographers.

Would the subjects of any them mind if their images were to appear on t-shirts, mugs, prints, in magazines, newspapers, advertisements or less-than-salubrious websites? And if they did mind, would they have legal rights enforceable against the photographer and/or anyone that publishes them or at least uses them in certain ways? There’s no way I can know, of course, but I’d be pleasantly surprised if every photographer contributing such photos obtained a model release, when they needed to, that is as broad as the rights available when CC0 is applied to an image.

Unsplash appears to be vigilant

It may well be that Unsplash is extremely vigilant about these things. Again, I don’t know, although it does seem from WordPress theme review discussions in which an Unsplash founder has participated that they do take photo rights verification seriously.

What we do know, as I’ve noted above, is that site users are told:

“Free (do whatever you want) high-resolution photos.”

(As an aside, Unsplash certainly appears to be more vigilant than Pixabay, whose terms of service state that “Pixabay does not require a written Model Release for each Image that has identifiable people on it”.)

Bringing it back to CC0’d images of people in themes for WordPress.org

Placing this in the context of themes submitted to WordPress.org that contain CC0 images and considering now all potential sources of such images, one cannot discount the risk that, where the image files include photos of identifiable people (or property for which a property release may be required), there is a risk that not all required model (or property) releases have been obtained. If they haven’t been obtained, and sometimes depending on the nature of the photos and the circumstances in which they were taken, users of the themes may be at risk if they too publish the photos.

(A cynic might say that this is really no different to the risk that the user of any open source CMS takes by installing and running the open source codebase, the argument being that it too could contain third party copyright code that shouldn’t have been incorporated into the CMS. In a sense, that’s true, but it’s much easier to spot an image of a person on an unscrupulous site, for example, than it is to spot a few lines of code among thousands and thousands of lines.)

CC-BY / CC-BY-SA and GPL compatibility

A potential qualification

Earlier in this post I set out what I think “GPL-compatibility” means and I suggested that that meaning be recognised in the Theme Review Handbook so as to avoid further debate as to what this otherwise ambiguous term means. I also said I was going to make a qualification to this further below that suggests a distinction might be drawn between code and images. I’m now going to make that qualification.

The suggested meaning for the GPL-compatibility test is all well and good as far as it goes, but it doesn’t address the situation:

  • where different types of files (e.g., code and images) can be combined without creating a derivative work; and, in that situation
  • where the rationale for WordPress.org requiring GPL-compatible image files is not put in jeopardy if an alternative open licence is used for the images.

In other words, it doesn’t address the situation where the GPL-compatibility test is not met – in relation to images – but where, arguably, this doesn’t matter.

This is the situation I’d now like to explore. But first, a health warning: given what I’ve read in the theme review discussions, what I’m about to say may be controversial and it might give you a headache. Here we go… .

Themes and the status of images

In its opinion on WordPress themes and the GPL, the Software Freedom Law Center appears to have treated image files (among others) as independent works that are, to paraphrase GPL v2, merely aggregated with the software on a volume of storage or distribution medium; for this reason, they do not need to be licensed under the GPL if their owners/contributors prefer not to.

If they are separate, independent files (they are really a form of data), one might argue that they are beyond the rationale and scope of what I consider to be the Free Software Foundation’s GPL-compatibility test (on which I think the theme review team relies) because they would not need to be part of a “derivative work” based on either the WordPress core’s or a theme’s software. Rather, they would be (or could be in the right conditions) part of a compilation that would comprise the derivative work, the image files and any other independent copyright files. The significance of this is that, if they are not part of a derivative work, then they are not caught by the GPL’s viral/propagation requirement and GPL-compatibility is not required of them. To put it another way, if someone were to make a derivative work of the GPL’d software in a theme file on WordPress.org, the ‘downstream GPL licensing of derivative works’ requirement would not apply to the images (unless they’d been separately and expressly licensed under the GPL in their own right). They could be included in the new theme files under their original licences (assuming those licences were broad enough to allow re-use by others).

Using CC-BY and CC-BY-SA images in themes

On this line of argument, and assuming that the focus of WordPress.org’s licensing concern is on ensuring that people’s use of themes is not constrained, other licences could be used for image files included with a theme for the WordPress.org repository, such as CC-BY and CC-BY-SA. There is obvious value in this given the wealth of CC-BY and CC-BY-SA licensed images. In my view this wouldn’t be inconsistent with the open sharing community norm I’ve referred to in an earlier post. To the contrary, it would be entirely consistent with it. (Some might say only CC-BY-SA would be consistent, given its share-alike requirement but, in the case of images, I really don’t think that matters.)

One might object that it would be difficult for theme users to comply with the attribution requirements in these licences but I don’t think this is fatal because guidance could be provided in a readme file as to the various ways in which this could be done (e.g., in image captions or in the site footer or in a separate credits page linked to from the site footer). It would be the user’s responsibility to comply with the relevant CC licence. Bear in mind, also, that a licensor of a Creative Commons-licensed image can waive the attribution requirements if it wishes.

Another objection I’ve seen in discussions on WordPress.org about image compatibility is that licences like CC-BY and CC-BY-SA do not confer a right on licensees to sublicense the licensed work. The argument is that this is fatal to GPL-compatibility because, to license the images under the GPL, the Creative Commons licences would need to authorise that form of sub-licensing (because it’s distinct from the Creative Commons licensing). This sublicensing point may give rise to some tricky questions in some countries but,  on my line of argument above, it would fall away as there’d be no need for a right to sub-license under the GPL.

Turning now to the real world of theme reviews, there is no legal requirement to take the broader approach to images in themes for the WordPress.org theme repository that I’ve sketched out above. It ultimately boils down to a policy call on the part of those who control the theme submission process for WordPress.org. If they wish to stipulate that all images must be provided under a GPL-compatible licence in terms of the test above (or be in the public domain), that’s their choice (even though people may scratch their heads about the suitability of the GPL for images). All I’m saying is that arguably they are not forced into that choice by the requirements of the GPL itself. There may be other options. Some of those options might provide greater latitude for theme authors and without creating a significant additional burden for theme reviewers.

Additional guidance would be needed in the Theme Review Handbook, so as to help theme authors go about things correctly and help theme reviewers with what they should be looking for, but that wouldn’t be too challenging. You’d probably have three paths for images: one path for images that are released, expressly, under the GPL in their own right (which would require some explanation as you don’t really distinguish between object code and source code when dealing with images); a second path for images released under CC0; and a third path for images released under CC-BY or CC-BY-SA (there are other Creative Commons licence variants but I don’t think any of the other ones are appropriate as they impose ‘NonCommercial’ and/or ‘NoDerivatives’ restrictions). Each path should, I suggest, cover the issue of model and property releases in relation to images that show identifiable individuals or copyright protected property.

Final remarks

I hope this post answer’s Ulrich’s questions in sufficient detail. If not, feel free to shout. Turning to the GPL/CC-BY and CC-BY-SA compatibility point (in relation to images), it would be great to know what the community thinks about my suggested approach. And if any lawyers out there are reading this, please feel free to chime in. The more the merrier. I don’t expect everyone to agree with me. After all, discussing these sorts of GPL questions can be a bit like slipping into a cosmic black hole.

(The photo I’ve used for this post’s featured image is by Milada Vigerova, released on Unsplash under CC0. Because it has been released under CC0, I have no obligation to credit the photographer. However, credit where credit is due I say. Thanks Milada! I don’t know whether a model release was obtained. If the subject of the photo asked me to take it down, I’d do so immediately.)

Beware of shared hosting and the storage of backups

Backups of your WordPress site or at least your database are essential right? Yes, absolutely, but sometimes you need to be careful where you put them, as I seek to show in this true story.

A good number of years ago I assumed responsibility for a non-profit, private sector organisation’s WordPress site and, because money was an issue, a well-known shared hosting provider was used to host the site.  We were mindful of the importance of backup so installed iThemes’ excellent BackupBuddy plugin. Periodically we made full site backups with the plugin. The backups were saved to a backups folder within our WordPress installation on the shared hosting server as well as to a local computer.

Some time later I received an unexpected email from the hosting provider which said, among other things:

“Your web hosting account for [website url] has been deactivated, as of [a specified date]. (reason: Backups/Storage Constraints)

This deactivation was due to a Terms of Service violation associated with your account. At sign-up, all users state that they have read through, understand, and agree to our terms. These terms are legal and binding.

Although your web site has been suspended, your data may still be available for up to 15 days from the date of deactivation; if you do not contact us during that 15 day period, your account and all of its files, databases, and emails may be deleted.”

I was a bit puzzled by this (not to mention miffed) as the site itself wasn’t massive and we weren’t using anywhere near our hosting package’s disc space allowance. After some digging, it turned out that the precise reason for the sudden site deactivation was the presence of the BackupBuddy backup files on the server. The host considered that the existence of those files was contrary to a sentence in its terms of use (in provisions discussing unlimited usage policies) that said the host did “not provide unlimited space for online storage, backups, or archiving of electronic files, documents, log files, etc., and any such prohibited use of the Services will result in the termination of Subscriber’s account, with or without notice.” This clause could have been better drafted but we could see that the hosting provider may have had a point.

The story ends happily, in that we removed the backup files and asked the host to reinstate the site which, thankfully, it did. (I believe the host has a good reputation. I’m not meaning to disparage it any way. If anyone was at fault, it was probably me.)

But what’s the moral of the story? The moral is actually two-fold. The first and perhaps obvious aspect is that those setting up hosting accounts for clients or others need not only to read the governing terms of use when signing up but also to remember the terms of use, or remember to check them, when doing anything subsequently to which the host might object (not always an easy thing to do…).

The second aspect is that WordPress users may need to take care of the manner in which they deploy the standard functionality of certain plugins. In particular, care may be needed where a given deployment could have an impact on one’s web host that amounts to a breach (or an arguable breach) of the host’s terms of use that you agreed to back in the dim dark ages. In our case, the BackupBuddy backups were being saved automatically to a folder at www.domain.org/wp-content/uploads/backupbuddy_backups and that is what the host didn’t like.

Thanks to Bob Mical for the Data Center photo above, licensed under a Creative Commons 2.0 Generic licence

WordPress-related business brands: protect and do no harm

The significance of WordPress-related brands

As I’ve noted in an earlier post, as WordPress has evolved and become more popular, more and more businesses have sprung up in what someone referred to the other day as “the WordPress marketplace”. In addition to Automattic, there are:

All of these businesses have distinctive brands, the importance of which will increase as the WordPress marketplace becomes more crowded. They all evoke particular feelings for me, and no doubt countless others, at sight or sound of their names or brands, with significant amounts of goodwill attaching to them.

I’ve spoken before about the WordPress and related trademarks, but I’ve not yet discussed the importance to WordPress-related businesses of the brands they fashion for their businesses, products and services. Given the importance of these brands to their owners, it may help to know what other people can and cannot do with the names that represent those brands and what remedies the brand owners have when someone misuses their names, logos or other marks. And there’s an added twist because most of the plugin and theme shops I’ve mentioned above license their products under the GPL.

(I’ve referred above to “the names that represent those brands” because, as you’ll know, a brand is much more than some words or a logo. As one author has put it, “[t]he power of the brand is not in the name but what has been invested in that name over the years” (Bernard Kelvin Clive, REBRAND: The Ultimate Guide to Personal Branding). From now on, though, I’ll use the word “brand” to refer primarily to the business name or its graphical depiction.)

A quick aside on trademark protection

In this post I don’t go into the merits of applying for a trademark for your brands but I’d note, quickly, that there can be distinct advantages in having a trademark. A trademark can be a valuable asset and, in many countries, it’s easier to enforce your trademark rights than it is to rely on other causes of action.

As another quick aside, if you’re interested in WordPress businesses that have applied for and been granted trademarks, you can explore various countries’ online trademark registers (trademark protection is territorial in nature). For example, I did a quick search on the United States Patent and Trademark Office’s Trademark Electronic Search System (TESS) and saw that US trademarks exist for Gravity Forms, StudioPress, WooThemes, Envato, Envato Studio, WP Ninjas, WP Engine, WP Migrate DB, WPExplorer, Elegant Themes, Sucuri, Yoast and VaultPress (and no doubt there are others).

Now, on with the show.

Can do this, can’t do that and remedies

So what can other people do – and not do – with these WordPress-related business brands and what remedies do their owners have when they think someone has gone off the rails? I’ll discuss a few points relating to:

  • trademarks and domain names;
  • the tort of passing off (a civil remedy in common law countries, meaning you can sue for it, with statutory or like equivalents in many civil law countries);
  • fair trading laws; and
  • copyright.

I’ll also explore some issues around GPL freedoms versus trademark restrictions.

I jump around from country to country a bit and you’ll appreciate that different countries will have different laws, but I suspect that what I say below will hold true or largely true in many countries. My usual Disclaimer applies.

Domain names

Trademark in a domain name

Using another company’s registered trademark or a name that is confusingly similar to it in your domain name for a site that offers the same or similar goods or services as those of the trademark owner may amount to trademark infringement (for US-related discussion, see M Mannapperuma and L Greenwald-Swire The difference a slash can make – using a trademark within a URL (18 November 2014) and for an Australian-related discussion, see D Phair Federal Court finds that “realestate1.com.au” URL infringes realestate.com.au composite trade mark (3 July 2013)).

Trademark in a domain name that redirects

Similarly, using another company’s registered trade mark in a domain name that redirects to the different URL of your website, which deals with the same or similar kind of goods or services in relation to which the trade mark is registered, can amount to trade mark infringement (see, for example, M Wolnizer and E Godfrey’s Australian-related Lessons learned on website redirection and trade mark infringement (11 February 2013).

In the kinds of situations above, the person infringing the trademark (let’s call him Bob) could receive a cease and desist letter (i.e., “take it down or I’ll sue your ***) and, if that doesn’t make Bob budge or the brand owner wants a financial remedy, Bob could be sued for injunctive relief and damages.

Domain dispute resolution procedures

In such circumstances, the registrant of the infringing domain could also find itself subject to the administrative dispute resolution procedures of either ICANN’s Uniform Domain Name Dispute Resolution Policy (e.g., for disputes relating to the .com, .net, .org, .info and .name domains, among others) or similar dispute resolution procedures of a country’s regulatory authority that manages the relevant country code top level domain. The contracts between a domain name registrant and the relevant domain name registrar typically require the registrant to submit to the administrative dispute resolution procedures upon a complaint being filed against the registrant under those procedures.

Trademark in a post-domain path

By contrast, using a trademark in a URL’s post-domain path might not amount to trade mark infringement. For example, in “Patmont Motor Werks Inc v Gateway Marine Inc, 1997 WL 811770 (ND Cal 1997), the Northern District [Court] of California found that the URL <www.idiosync.com/goped> did not suggest that Idiosync (the domain owner) had endorsement or sponsorship from Go-Ped, a company that sold small, motorized scooters, which it sold under the trademark ‘Go-ped'” (see the Mannapperuma and Greenwald-Swire article above).

Passing off

Using another company’s trade name or mark (registered or unregistered) in a domain name for a site that offers the same or similar goods or services as the person with good will in the original name or mark may, depending on the circumstances, also amount (in a range of common law countries) to the tort of passing off. Again, the owner of the name or mark could ask you to cease or desist and, if necessary, take you to court.

Fair trading laws

In some countries (e.g., Australia and New Zealand), this kind of thing may also breach trade practices/fair trading legislation that prohibits misleading and deceptive conduct in trade (in Australia the Act is the Trade Practices Act 1974; in New Zealand it is the Fair Trading Act 1986). Among other remedies, the courts can grant injunctions and damages.

Copyright

Copying and publishing another company’s logo (whether of the company itself or a particular product) on your own website, without permission, is likely to amount to copyright infringement (in many countries logos fall into the category of artistic copyright works). This is the case regardless of whether you’re in trade. (There might be fair use defences in some instances but I don’t need to explore that here.)

What about the GPL? Doesn’t that grant me wide freedoms?

The other day, I think in a comment on an earlier post, I was encouraged to say something about the distinction between the copyright permissions granted under the GPL and the rights that a trademark owner may have in the name or brand by which the GPL’d software is known. I suspect this is an important topic for some commercial plugin owners, and possibly the owners of commercial theme shops, so here we go.

GPL is designed to cover code

The freedoms granted under the GPL over the “Program” – usually the code – do not apply to any trademark that the owner has in relation to the Program. To put it another way, the use of a trademark in connection with GPL’d software, without more, does not mean the trademark owner has lost its trademark-related rights. To the contrary, in certain circumstances, another person’s use of the trademark without permission may amount to trademark infringement.

Higher Regional Court of Düsseldorf

For example, in a German case (that has been helpfully summarised in English by Anthonia Zimmermann and in an open source text by Noam Shemtov), a company released ecommerce software under the GPL with a brand for which it owned a trademark. Another developer came along and developed (among other things) a module for the software, as it was entitled to do from a copyright perspective under the terms of the GPL. However, this developer used the distinctive element of the company’s trademark as part of the name for its module. The company argued that this amounted to trademark infringement and sought an injunction to prevent the developer from using the trademark as part of the name for its module. After an unsuccessful effort in the first instance court, on appeal the Higher Regional Court of Düsseldorf granted injunctive relief for infringement of the company’s trademark rights. As Zimmermann describes it:

“The court pointed out that under article 12 CTMR [Community Trademark Regulation], a distributor of services, accessories and spare parts is not permitted to create the misleading impression of a commercial relation between himself and the trademark owner. The defendant therefore should have emphasized that “xt:Commerce” [the company’s brand for the software] is a third party trademark used by him merely for describing the intended purpose of his own offer.”

Shemtov explains how the company argued that “a permission to market software updates under the trade marked original name could not be derived from the GPL” and how the appellate court agreed with this assessment. Shemtov provides a translation of a key part of the court’s judgment:

“The GPL governs only the copyright aspects of the use of a computer program, provisions regarding the use of trade marks are not contained within this set of rules. An (implied) right to use the trade mark does not arise … . The permission to use the copyright does not run empty [or, I’d say, ‘is not negated’] without permitting the use of the trade mark: the beneficiary is able to market the legally produced program under a different (own) name.”

Takeaway

The moral of this particular story, then, is be careful how you describe:

  • your extension of, plugin for, or fork of GPL’d software whose name is a trademark in your jurisdiction; or
  • the services you may provide in relation to such software.

For example, if you were to get your hands on Gravity Forms (Rocketgenius Inc has a trademark in the name) and adapt it to support front-end custom post type submission out of the box (sorry, couldn’t resist), you shouldn’t really go and release and sell it as either “Gravity Forms” or “Gravity Forms +” (unless of course Carl and the crew were happy with that; I suspect you’d find out fairly promptly – and directly – that happiness is not the emotion they’d be feeling).

Selling others’ commercial plugins

There is another broad scenario that a reader has asked about. The scenario – which I’ve adapted slightly – is this:

  • a WordPress shop, SuperDuperWP, develops a commercial plugin, let’s call it SuperDuperPlugin;
  • SuperDuperWP applies for and is granted a trademark in the name “SuperDuperPlugin”;
  • an enterprising young chap comes along and either makes SuperDuperPlugin available on his site for free with the provision of free support, or sells it on his site (full stop and without suggesting he’s the plugin author) or makes it available for free but provides paid support for it with a suggestion he’s affiliated to SuperDuperWP; and
  • let’s also assume that, to get updates and support for the plugin from the genuine owner, you need a product registration number, Gravity Forms-style.

Now, I don’t profess to be a multi-jurisdictional trademark expert but, from all the reading I’ve done, I feel fairly comfortable in saying the following:

  • Free download and free support: Making the 100% GPL’d plugin available for free on a site with free support, where there is no element of trade and no confusion as to any association with the genuine owner, may not amount to trademark infringement, the main reason being that the person doing this is not in trade or commerce. Why the enterprising young chap would do this, though, is beyond me (doesn’t seem very enterprising). Users might not be able get updates and the said young chap would have to both learn the codebase and be pretty altruistic. Probably unlikely in practice. Personally I like to buy plugins and themes from outfits I trust.

(There’s a potential twist to this scenario. Let’s say the plugin zip file that is uploaded to the ‘free’ site contains detailed help documentation crafted by the plugin author, as many themes and some plugins do these days. The GPL relates pimarily to code, not documentation or other forms of works, and so the freedoms it gives people may not extend to the documentation. Copying that documentation without consent could amount to copyright infringement. So even if there’s no trademark infringement, copyright infringement might have occurred. I’ve not overlooked the fact that the GPL can be made to apply to documentation (among other things) but the real question is whether, in a given case, that has been done, either at all or effectively.)

  • Sale with no support etc: Where the enterprising young chap merely sells SuperDuperPlugin on his site, with no product registration number, no support and no access to updates, people wouldn’t be getting what they’d get if they were to purchase the plugin from SuperDuperWP. In other words, arguably what they’d get is materially different from what they’d get from SuperDuperWP. In these circumstances the trademark owner may be able to argue that this results in confusion to consumers and dilution of its trademark. If the version of SuperDuperPlugin released for sale were an old version (perhaps with bugs or security holes), that might strengthen the argument.

(Depending on his country, the enterprising young chap might argue that SuperDuperPlugin had already been ‘sold’ such that the first sale doctrine or exhaustion of rights defence applies. In a nutshell, this defence says that if you’ve sold a copy of a good whose name is a trademark, the purchaser may onsell the genuine article without infringing the trademark.  The potential problem with this argument, though, is that the young chap might not in fact, for legal purposes, be selling the ‘same genuine article’. Even if no change was made to the codebase, material differences might be found to exist in the differences relating to product registration, product support and access to updates. There are US cases that would appear to support this line of argument (see, for example,  R Payne Dealing with Unautorized Online Dealers: Sales of “Genuine” Products (2014); A Pai IP Exhaustion: The Increasingly Important First Sale Doctrine (2014); N Kilaru and M Sommers Removal of UPC Labels Subverts Trademark Owner Quality Controls and Constitutes Material Difference (2010); L D Prutzman and E Stenshoel The Exhaustion Doctrine in the United States (2013) and Softman Products Go v Adobe Systems Inc., 00- 04161, C.D. Cal. act. 22, 2001).)

  • Free download, paid support, suggested affiliation: In the third scenario, our enterprising young chap makes the SuperDuperPlugin available for free but provides paid support for it with a suggestion he’s affiliated to SuperDuperWP. In this scenario, the young chap will have gone too far. Trademark infringement is highly likely, he’ll be committing the tort of passing off (in countries where that tort exists) and he could be breaching fair trading laws.

Let’s close

Crikey, that took a bit more discussion than I’d contemplated. Congratulations if you’ve made it this far.

I hope this post has illustrated the importance to WordPress-related business owners of their brands (something they’ll already know of course), what others can and cannot do with them and some of the remedies potentially available to owners when others do things that tarnish them. Over and out.

(Registered trademark image: mkabakov/Bigstock.com)

A reader asks: About populating one’s site with third party content

The question

John asks:

“My question is about using third party content in my blog. I see a lot of sites using third party content, such as news, at their own site, by simply adding the source reference and link. What are the conventions in that sense? Are we allowed to use an article from another blog/news site as long as we reference the source of the article?

Most news sites don’t seem to have any warning about that while others clearly state that this practice is forbidden at their site. For instance, I came across one of them that states the following at bottom of articles: “All rights reserved. No part of this article may be reproduced in print, electronically, broadcast, rewritten or redistributed without written permission.”

Comments

Many thanks for your question John. I assume from your question that, when you talk about using third party content and then adding the source reference and link, you’re talking about reproducing whole articles or at least substantial chunks of articles, together with the reference and link.

In the laws of a large number of countries, or at least those that are signatories to the Berne Convention for the Protection of Literary and Artistic Works or other international copyright treaties, copyright exists in original literary works such as news stories, magazine articles, blog posts and so forth. That copyright confers a bundle of exclusive rights on the author/owner of the work, including the rights to copy it and adapt it. These rights are not affected or diminished by the owner’s publication of the copyright work on the Internet. Publication on the Internet does not throw them into the public domain (in legal terms) and make them a free-for-all.

To answer your question, then, in these countries (which include the United States, European member states, Switzerland, Canada, Australia and New Zealand, among many others), copying all or a substantial part of a copyright work from another site (such as a news site) and reproducing it on your site without permission is an infringement of copyright. The third party site does not have to include terms saying ‘you can’t copy our stuff’. The absence of such a term does not mean anyone can then copy it. The addition of a reference and link back to the source does not make it any better. There are many copyright myths lurking in our urban jungles. One of them is that you can copy someone else’s work or a substantial part of it as long as you attribute them as the source. That’s not the case.

In some countries there are defences to infringement, such as fair use or fair dealing, but that’s a separate issue [update: on this point, see the comments below]. If you simply copy an article lock stock and barrel without permission, and then reproduce it on your own site, those defences usually (if not invariably) won’t save you.

So the bottom line is this: check the terms of use on the website in question. If those terms grant you permission to copy and republish, all well and good (as long as you comply with the licence terms). If they don’t or if they are silent on the point, it’s best to seek permission before copying all or a substantial part of a work, otherwise you could find yourself on the receiving end of a stroppy lawyer’s letter, or worse. That is probably all the more likely if you’re exploiting their content for commercial gain (but you don’t have to be doing that to infringe copyright).

Hope this helps. Thanks again for the question.