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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.

Negative SEO and legal remedies

The negative SEO campaign against WP Site Care

By now, many in the WordPress community will have heard of the negative SEO campaign against WP Site Care that Ryan Sullivan, its founder, described in Negative SEO: Destroying Businesses One Spammy Backlink at a Time. On this occasion, the negative SEO attack appears to have been caused by voluminous backlinks, including a “spike in unnatural links from lots of unsavory sources over the course of a few days” which, in turn, appears to have caused a plummet in Google rankings.

Ryan explains that his company’s bottom line suffered a significant hit as a result of the lower traffic volumes to the site and that they were able to trace the backlink attack back to the source: someone within the WordPress community. He says:

“They did everything through a third-party, an internet hitman of sorts, to try and cover their tracks, but they weren’t quite careful enough and we were able to uncover where everything started.”

Ryan exercised considerable restraint in not naming any names when, it seems, he could have done so. All respect to him, I suggest, as others might have been more damning.

Purpose

The purpose of this post is to assess the legal remedies that might be available to a company in WP Site Care’s position. I’m not encouraging litigation on the part of WP Site Care or anyone else. Rather, I just want to float potential bases of liability. I’d also note that we don’t have specific information as to the kinds of keywords and specific backlinks used in the attack against WP Site Care.

This post is not limited to the kinds of negative SEO deployed against WP Site Care. I am, instead, going to discuss negative SEO in broader terms and in relation to its various kinds. I should also note that this post only scratches the surface of what can, at times, be a complex topic.

Different kinds of negative SEO

The first point to note, then, is that there are various kinds of negative SEO. I don’t profess to be an expert on negative SEO, but the various flavours appear to include these:

  • backlinks: the heinous use of backlinks (also known as spam links or Google bowling) where someone creates large numbers of dodgy links on other sites (we’re talking hundreds, thousands, tens of thousands or more) to your site, in an attempt to make Google treat you as a spammer;
  • duplicated content: duplicating an innocent site owner’s content and either getting it indexed before the innocent site owner’s site is indexed or adding the content to multiple directories, ezine sites and the like;
  • hacking: certain forms of hacking, such as (1) hacking a site, accessing a site’s templates and database and adding new pages with voluminous amounts of inappropriate links, or (2) altering the site’s robot.txt file to ask Google’s spiders to stop crawling and indexing the site;
  • false reporting to Google: repeated reporting to Google’s spam crew of an innocent website in an attempt to adversely affect the innocent website’s page ranks;
  • false takedown notices: sending in multiple takedown notices to an ISP or web host alleging that content on a competitor’s website is infringing copyright when the competitor’s content is actually non-infringing and the person sending the takedown notices knows that; or
  • fake reviews: there are various examples of fake reviews but two prominent ones are (1) where an unscrupulous person writes a large number of 5 star reviews, usually for a competitor’s site, in a manner that makes it appear as if the competitor has paid for the fake reviews, in an attempt to elicit complaints against the competitor by people who think it’s writing fake reviews, the goal being to lower its ranking in search results; or (2) 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.

Remedies

Thanks to Rae Allen for his Themis photo, licensed under a Creative Commons Attribution 2.0 Generic licence.

Thanks to Rae Allen for his Themis photo, licensed under a Creative Commons Attribution 2.0 Generic licence.

When faced with these sorts of attacks, often the first priority will be to shut them down or reverse the damage by, for example, complaints to Google, the use of Google’s disavow link tool, complaints to third party sites hosting spam links, technical means (where possible), and so forth. But what if your company has taken a real and demonstrable financial hit? Can it sue the perpetrator or report it to relevant authorities?

The answer is what some would say is a typical lawyer’s answer: it depends.

The availability of civil remedies (remedies for which individuals or companies can sue in court) depends on a range of factors, including:

  • the type of negative SEO that has been deployed against you;
  • the manner in which it has been deployed;
  • the country’s laws that apply to your situation (not necessarily an easy question in some cases);
  • your ability to identify the perpetrator(s);
  • your ability, if the perpetrator is offshore, to get him, her or it before a court; and
  • your ability (in some cases) to prove loss or likely harm.

In practical terms, your ability to pursue a legal remedy will also depend on whether:

  • you have the resources, financial and mental, to do so, as litigation and other forms of dispute resolution can be both costly and stressful; and
  • you have or can obtain the evidence you’ll need to prove your case.

I should also mention the criminal side of the coin. In more serious cases of negative SEO, the perpetrator may have committed a crime, in which case the relevant enforcement authorities would need to be notified (if they don’t already know) and decide whether to prosecute. For example, New Zealand’s Crimes Act 1961 contains offences for accessing a computer system for a dishonest purpose and damaging or interfering with a computer system (sections 249 and 250), the United States has the Computer Fraud and Abuse Act which criminalises fraudulent and related activity in connection with computers (18 U.S. Code § 1030), and the United Kingdom’s Computer Misuse Act 1990 contains offences for unauthorised access to computer material, unauthorised access with intent to commit or facilitate the commission of further offences, and unauthorised acts with intent to impair, or with recklessness as to impairing, the operation of a computer (sections 1-3). Many countries will have similar laws.

Returning now to civil remedies, and with all the above caveats in mind, what are the potentially available legal remedies? I’ve set out below some examples that may or may not be available or have an equivalent in your country.

Remedies in backlinking situations

In the absence of a perfect storm of facts, you’re unlikely to be able to sue a “bad backlinker” for trade mark infringement. However, if a backlinking site’s backlinks are contained within a copy of your copyright content that has been reproduced on the backlinker’s site and other sites without your permission, you may have a claim for copyright infringement and that, in turn, may (depending on your country’s laws) enable you to issue takedown notices to a search engine, ISP or web host to have the infringing material removed. Laws of various flavours that enable this exist in, for example, the United States, United Kingdom, Australia and New Zealand.

Some lawyers have argued that a deliberate backlinking campaign designed to detrimentally affect your business might also give rise to causes of action in tort for the likes of negligent conduct causing economic loss, tortious conspiracy or unlawful interference with business. Whether that is the case will depend on the precise facts of the campaign, the participants involved and the country’s law that applies to the dispute.

If backlinks point to and identify you or your site and contain words that have a ‘defamatory sting’, the backlinker may have have defamed you. For example, if you were an innocent and law-abiding WordPress consultancy but backlinks contained words like, “WPSiteManagement steals client funds”, you may be able to sue the backlinker for defamation. In some countries, the tort of injurious falsehood may also be a runner. In this sort of case you might, for example, want to seek an urgent interim injunction to require the backlinker to remove the offending links and then pursue a main action for damages.

Remedies for duplicated content

If someone has duplicated your site content (with a view to either getting it indexed before your site is indexed or adding the content to multiple directories, ezine sites and the like), that someone will in all likelihood have infringed your copyright. As mentioned above, in such circumstances you may have a claim for copyright infringement and that, in turn, may enable you to issue takedown notices to a search engine, ISP or web host to have the infringing material removed.

If your country doesn’t have such laws, you may be able to seek urgent injunctions in the courts, requiring the offending content to be removed from the third party site(s). In both cases, you may (depending on your country’s laws) be able to seek compensatory damages (which compensate you for the loss suffered as a result of the infringement) or an account of profits (where the infringer pays you an amount that is equivalent to the profits they generated as a result of using your IP).

Remedies for hacking

Depending on the country’s laws that apply, you might be able to bring a civil action against a hacker who rips into your template files and adds voluminous spammy links or brings your site down. You might have a claim under statute, or at common law (in common law countries at least), for the likes of trespass to chattels. In some countries, such as the United States, a civil action may be available under statute where a computer-related criminal offence has been committed (in the United States, see the Computer Fraud and Abuse Act, 18 U.S. Code § 1030(g); see also Civil Actions at PeterToren.com). Of course, the availability of a civil remedy and one’s ability to identify and sue the hacker are quite different things.

Remedies for false reporting to Google

If you’re the victim of false reporting to Google, you might (depending on your country) have a cause of action for the publication of false information causing pecuniary loss (in many common law countries this amounts to the tort of injurious falsehood) and/or defamation. In some countries, like Australia and New Zealand, you may also have a remedy under fair trading legislation that prohibits misleading and deceptive conduct in trade. (In Australia the legislation is the Trade Practices Act 1974; in New Zealand it’s the Fair Trading Act 1986.)

Incidentally, in some countries this sort of thing may also be a crime, at least where it can be established that loss has been caused. For example, under section 240(1)(d) of New Zealand’s Crimes Act 1961, “every one is guilty of obtaining by deception or causing loss by deception who, by any deception and without claim of right, [among other things], causes loss to any other person”.

Remedies for false takedown notices

Where you’re the victim of someone deliberately issuing false takedown notices to an ISP or web host, you might (depending on your country’s laws and the facts) have a claim against the perpetrator for the tort of injurious falsehood. In some countries, such as the United States, a civil remedy for issuing false takedown notices is enshrined in statute. For example, 17 U.S. Code § 512 says this:

“(f) Misrepresentations.— Any person who knowingly materially misrepresents under this section—
(1) that material or activity is infringing, or
(2) that material or activity was removed or disabled by mistake or misidentification,
shall be liable for any damages, including costs and attorneys’ fees, incurred by the alleged infringer, by any copyright owner or copyright owner’s authorized licensee, or by a service provider, who is injured by such misrepresentation, as the result of the service provider relying upon such misrepresentation in removing or disabling access to the material or activity claimed to be infringing, or in replacing the removed material or ceasing to disable access to it.”

In some countries, like Australia and New Zealand, you may also have a remedy under the fair trading legislation mentioned above that prohibits misleading and deceptive conduct in trade.

Fake reviews

If you’re the victim of fake reviews of the kinds described above, again you may (depending on your country’s laws and the type of fake review) have causes of action against the ‘reviewer’ for the likes of injurious falsehood, defamation or negligent misstatement. If multiple parties are involved in perpetrating the fake reviews, you might have a cause of action for conspiracy. In some countries, like Australia and New Zealand, you may also have a remedy under the fair trading legislation mentioned above that prohibits misleading and deceptive conduct in trade.

Summing up

As you can see, a range of malicious or otherwise offensive behaviours fall under the banner of ‘negative SEO’. Whilst legal remedies may not be available for all of them, for a good number of them remedies may well be available. Much will depend on the facts of a particular negative SEO campaign, which country’s laws apply and the other dependencies mentioned above. At the same time, the availability of a legal remedy and one’s ability to pursue it are different things. In addition to the dependencies I’ve just mentioned, a victim of negative SEO that wishes to claim damages for loss suffered will need the mental and economic stamina to see a claim through the courts.

If you’ve suffered loss due to a negative SEO campaign and would like to assess your legal options, I suggest you contact an IP/IT/litigation lawyer in your area, preferably one with a good understanding of the web.

Thanks to Gordon Tarpley for the Storm Troopers photo, licensed under a Creative Commons Attribution 2.0 Generic licence.

A reader asks: Taking screenshots and turning them into thumbnails

The question

In the comments to one my posts, a reader left an interesting question, the discussion of which I thought was better off in a new post. Not only does that enable others to see it more easily but taking this path preserves the reader’s anonymity (I haven’t published the comment, for reasons he’ll understand when he reads this post).

The question was this: ‘As a hypothetical, if I create a screenshot of someone else’s website and turn it into a smaller thumbnail, how would this be considered under copyright?’ My comments on this question are below, written as if I was talking directly to the person that asked the question. I don’t limit my comments to a screenshot of someone else’s website. The screenshot might, for example, be of a single photo you see on another site.

Comments

The question you raise is an interesting one. I’ll make some comments but you’ll appreciate that this isn’t legal advice. My standard disclaimer applies. (I’m sure I’ll get tired of saying that after a while… .)

The answer to your question probably depends on the country you’re in, the country’s laws that apply and the circumstances of the generation and use of the thumbnails, including – importantly – whether the original image from which a thumbnail is made is itself a copyright work. I’ll comment on what appears to be the position in three countries to give you a flavour of the differences that can exist on this issue across jurisdictions.

United States

In the United States, in at least two cases the courts have held that the use of thumbnail images was permissible under the fair use defence that exists under US copyright law. The cases are Kelly v Arriba Soft Corp 336 F 3d 811 (9th Cir, 2003) and Perfect 10, Inc. v. Amazon.com, Inc., 487 F.3d 701 (9th Cir. 2007). They both involved image search engines. You can find a brief summary of the cases on the Electronic Frontier Foundation’s website.

Germany

In Germany, the courts appear to have delivered conflicting judgments. In a number of cases, first instance courts have held that a search engine that makes thumbnail images of copyright works to show in its search results is liable for infringing the owners’ copyright. By contrast, the Federal Court of Justice has held to the contrary on the basis of a (potentially questionable) implied consent analysis. Poetzlberger summarises it as follows: “The Court concluded that the uploading of images on the Internet, without taking any technical restrictions to block the image search function, would — from an objective viewer’s perspective — constitute consent in the use of these works” (F Poetzlberger Google and the Thumbnail Dilemma — “Fair Use” in German Copyright Law?; see also B Clark Second BGH decision on Google Image search and
Google image search results do not infringe copyright, says German court).

Australia

I’m not aware of any case law in Australia on this specific issue and I’m not going give my own view as to how Australian courts might decide it. That said, the Australian Copyright Council (ACC) has said this: “If you want to use thumbnail images, you will usually need permission from the copyright owner unless it is clear that the copyright owner is allowing you to use them in a particular way”. The ACC also noted that the fair use defence in the United States “is broader than the fair dealing exceptions currently contained in Australian law therefore the position is likely to be different under Australian law” (see its Information Sheet G116v02, August 2012, Thumbnails; see also Arthur Allens Robinson’s Copyright of ‘thumbnail’ images (August 2003) It’s also relevant to note that the Australian Law Reform Commission has recommended the introduction in Australia of a fair use exception to copyright infringement. If that recommendation were enacted, the position in Australia (assuming the ACC is right) might change.

A practical question

In countries where there is a risk of copyright infringement, there is a practical question to consider, bearing in mind that the use of thumbnails (and screenshots for that matter) is commonplace across the Internet (just think of Pinterest). The question is this: is the owner of the image you’re making a thumbnail of likely to care or might the owner even be happy about it given that it may (if the thumbnail is an image link to the owner’s website) send more traffic its way?

Depending on the context, some people might care, some might not and some might even be happy about it. It’ll likely depend on a range of factors. For example, the owner of a public-facing website of which you’re showing a homepage thumbnail will probably be less concerned than, say, a photographer whose photos you thumbnail or a trademark owner whose stylised logo you thumbnail. At the same time, note that some companies expressly regulate the use of screenshots (and arguably, by extension, thumbnails) in their terms of use. Take a look at Microsoft’s Use of Microsoft Copyrighted Content as an example and compare that with Mojang’s Minecraft End User Licence Agreement.

The answer to this question might, in a particular context, influence whether you’re willing to take a punt, as an Australian might put it. But punt as you may, if you’re infringing copyright under the laws that apply to you, you remain at risk of – at least – a cease and desist letter if the copyright owner discovers it and is unhappy about it. The simple solution in that event would usually be to remove the thumbnail image. Unless you’ve taken a heap of thumbnail images and are somehow exploiting them commercially, I suspect the likelihood of court action will be low. But then again, you never know. The choice is yours. If you want to remove risk altogether, either seek permission from the copyright owner or choose an image that you own or are licensed to use.

Happy thumbnailing.