[WORD_ON_THE_WEB] 'It’s only right to protect a celebrity’s publicity rights'

The revised Prevention of Unfair Competition Act, meant to protect publicity rights by making it illegal to use a celebrity's name or face without their permission, was enacted by the Korean Intellectual Property Office on June 8.

A publicity right is the right for commercial use regarding a face or a name that holds economic value.

Different from portrait rights, which is the right to not have one’s face photographed or published without consent, the publicity right also protects the financial value of one’s name or voice, not only the face.

The individuals’ easily identifiable traits — such as name, face, voice or signature — which are widely known and therefore hold financial value are subject to legal protection.

The revised act, which aims to protect publicity rights, keeps in step with the spotlight that K-content is getting with the recent success of BTS, “Squid Game” and “Parasite.”

If an individual suffers financial damages due to illegal use, the individual can request compensation. Victims can also demand the cease of the illegal act.

#one_step_in_the_right_direction
“It is a crime to use a celebrity’s name or face without consent. It’s nice to know that we’ll be able to stop that from now on.”
“It’s only right to protect a celebrity’s publicity rights, just as someone's financial rights and portrait rights are protected. Those people have worked hard for their name to hold that value.”
“These types of illegal activities were commonplace, but now that won’t be the case due to the new law.”

#unacceptable
“The people who use celebrities’ names without consent for their profits should know that what they’re doing is wrong.”
“The immoral acts of using celebrities’ names without consent should be punished.”
“No doubt that celebrities' publicity rights should be protected. The celebrities have worked hard for their fame. The illegal acts should be punished.”

BY LEE SI-YEOUNG, YOO JI-WOO [yoo.jiwoo@joongang.co.kr]