Apr 1, 2010

There's nothing like...

Tourism Australia is launching its new advertising campaign, and this time, it's asking ordinary Australians to do the work for them.  They're launching a competition that asks entrants to upload a photo and finish the tag line, "There's nothing like..."

While it smacks a little of laziness on the part of both TA and their agency, DDB, I can see where they're going by trying to crowdsource their advertising.  Kraft famously cocked it up with that cheesy vegemite 2.0 garbage so I guess TA thinks it can do it better with their effort.

Good luck with this TA, cause that tag like is just begging to be abused.

But one of the things that I have a problem with in the competition aspect is that it stinks of an attempt to build a royalty free image library.  Often brands will run these types of photo grabbing competitions in which every single entry, upon submission, belongs to the promoter - regardless of whether it wins or not!

Checking out the terms and conditions reveals clause11 that says:
11. By entering the Promotion, Eligible Entrants absolutely and unconditionally assign (and agree to use their best endeavours to procure any relevant third parties to absolutely and unconditionally assign) to the Promoter all right, title and interest in all intellectual property rights in their entry, including ownership of intellectual property rights in any photograph that forms part of an entry.
And refined further in clause 12:
12. By entering the Promotion, Eligible Entrants acknowledge that their entry may be used by the Promoter, the Promoter's related entities, agencies engaged by the Promoter, or any other third party nominated by the Promoter, for the Promoter's current and future promotional and marketing purposes without further reference or compensation to them.  Eligible Entrants unconditionally and irrevocably:
(a) consent to any act or omission that would otherwise infringe any of their moral rights in their entry (as defined in Part IX of the Copyright Act 1968 (Cth)) and present and future rights of a similar nature conferred by statute anywhere in the world whether occurring before or after this consent is given (Moral Rights); and
(b) waive all Moral Rights in their entry that arise outside Australia.
And in case you don't bother to read all that, they sum it up again for you nicely in clause 45:
45. Entrants agree and acknowledge that all entries and any intellectual property rights subsisting in their entries become and remain the property of the Promoter.
Note the word Entrants, not Winners.

While the prizes sound more than fair if you win, why should I give up the rights over my photo if I don't win? That hardly seems fair whatsoever as TA and their agents can use it for free, forever.

The cynic in me also questions whether this will be a competition at all when they can use any and every image  uploaded for promo purposes.

On a final note, a very interesting side-effect of this type of promotion is that all images become the property of Tourism Australia.  ALL images.  This means that if anyone uploads an image of something offensive, or even illegal (child porn for example), TA then own the rights over that image and are therefore legally liable for being in possession of such material... interesting.

There's nothing like.. claiming copyright over everybody's holiday snaps - even the offensive and illegal ones!