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Advertising and the Content Industry - The Coca-Cola Case |
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Attempts to dictate their rules to the media has become a common practice among marketers and the advertising industry. Similar as in the  Chrysler case, where the company demanded that magazines give advance notice about controversial articles, recent attempts to put pressure on content providers have been pursued by the Coca-Cola Company.
According to a memo published by the New York Post, Coca-Cola demands a free ad from any publication that publishes a Coke ad adjacent to stories on religion, politics, disease, sex, food, drugs, environmental issues, health, or stories that employ vulgar language. "Inappropriate editorial matter" will result in the publisher being liable for a "full make good," said the memo by Coke advertising agency McCann-Erickson. Asked about this practice, a Coke spokes person said the policy has long been in effect.
(Source: Odwyerpr.com: Coke Dictates nearby Editorial.  http://www.odwyerpr.com)
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1996 WIPO Copyright Treaty (WCT)
The
1996 WIPO
Copyright Treaty, which focused on taking steps to protect copyright
"in the digital age" among other provisions 1) makes clear
that computer programs are protected as literary works, 2) the
contracting parties must protect databases that constitute
intellectual creations, 3) affords authors with the new right of
making their works "available to the public", 4) gives
authors the exclusive right to authorize "any communication to
the public of their works, by wire or wireless means ... in such a
way that members of the public may access these works from a place
and at a time individually chosen by them." and 5) requires the
contracting states to protect anti-copying technology and copyright
management information that is embedded in any work covered by the
treaty. The WCT is available on: http://www.wipo.int/documents/en/diplconf/distrib/94dc.htm
 http://www.wipo.int/documents/en/diplconf/dis...
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