Abstract
The digital era has witnessed the emergence of e-commerce as a dominant platform through which consumers can procure a vast range of products and services. However, a significant challenge that often emerges is the use of similar or identical product images by numerous online stores, which can potentially lead to consumer confusion with regard to the authenticity and source of the product in question. This also raises legal concerns related to intellectual property, where the owner of the original image may potentially face losses due to the unauthorized use of the image by other parties. In order to ensure fair competition and to protect the interests of consumers, it is of the utmost importance to provide effective legal protection for product image copyright in the context of e-commerce. This research employs a normative research method with a legislative approach and analysis. The findings demonstrate the necessity for copyright protection in the context of e-commerce, with a view to regulating the use of similar or identical images for product information. Images of products are considered to be creative works that are protected from the moment of their creation. The concept of fair use may permit image utilization without prior permission in certain circumstances. Conversely, copyright infringements may give rise to legal action, including the termination of image use, financial compensation or penalties. Furthermore, international treaties provide protection for intellectual property rights.
Published Version
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