Post by account_disabled on Dec 27, 2023 9:16:59 GMT
IAB Spain and Gómez-Acebo & Pombo have presented the Legal Guide on the use of virtual reality and augmented reality in advertising this morning in an online event . With this document, the association of advertising, marketing and digital communication in Spain once again anticipates market trends in the world of marketing from a legal point of view , as already happened with the Legal Guides on branded content (2015) or branded content marketing. influencers (2016). Virtual reality and augmented reality represent an opportunity for the marketing and communication sector, since they help brands reach the consumer and involve them, allowing them to act with the brand and immerse themselves in the experience in a much more real, immersive way.
Directly and through ways almost unimaginable until now . However, RV and RA lack ad hoc regulation in our legal system, both national and community. Its use in applications, advertising or in any Phone Number List commercial activity represents a legal challenge and it is essential to be able to detect the issues that must be regulated and define the responsibilities of each of the parties involved (manufacturers, developers and advertisers). The objective of the guide presented today is to shed light on the issues to be taken into account from a regulatory point of view for both advertisers and developers or manufacturers. Its content addresses rights related to intellectual property, product placement, issues to take into account in content generated by users and the protection of privacy or minors, among others.
This document also includes a series of recommendations for the use of these technologies in advertising , among which are the following: Need to review and renegotiate existing licensing agreements when converting to VR or AR content. Proactive approach to monitoring content included in the VR/AR environment and recommending prior due diligence. Contractually regulate the responsibility of each of the parties involved, establishing the necessary technical mechanisms to avoid or limit the consequences of unwanted conduct by users. Need to obtain prior authorization to virtualize image rights or intellectual/industrial property rights of third parties. Compliance with regulations relating to product placement, adapting these requirements to the technical characteristics of each project. Design an appropriate privacy policy for the processing of data within the framework of the experience. Need for contracts for user-generated content within the VR/AR experience. In the event of participation of minors in VR and AR experiences, adopt all necessary measures for their protection.
Directly and through ways almost unimaginable until now . However, RV and RA lack ad hoc regulation in our legal system, both national and community. Its use in applications, advertising or in any Phone Number List commercial activity represents a legal challenge and it is essential to be able to detect the issues that must be regulated and define the responsibilities of each of the parties involved (manufacturers, developers and advertisers). The objective of the guide presented today is to shed light on the issues to be taken into account from a regulatory point of view for both advertisers and developers or manufacturers. Its content addresses rights related to intellectual property, product placement, issues to take into account in content generated by users and the protection of privacy or minors, among others.
This document also includes a series of recommendations for the use of these technologies in advertising , among which are the following: Need to review and renegotiate existing licensing agreements when converting to VR or AR content. Proactive approach to monitoring content included in the VR/AR environment and recommending prior due diligence. Contractually regulate the responsibility of each of the parties involved, establishing the necessary technical mechanisms to avoid or limit the consequences of unwanted conduct by users. Need to obtain prior authorization to virtualize image rights or intellectual/industrial property rights of third parties. Compliance with regulations relating to product placement, adapting these requirements to the technical characteristics of each project. Design an appropriate privacy policy for the processing of data within the framework of the experience. Need for contracts for user-generated content within the VR/AR experience. In the event of participation of minors in VR and AR experiences, adopt all necessary measures for their protection.