ARTICLE · 07 MARCH 2016

Plagiarism In Advertising Law

Global Advertising Lawyers Alliance (GALA)

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Advertising agencies that make imitation or adaptation of work of others are producing what is illegal, therefore immoral and unethical.

MalaysiaIntellectual Property

Patrick Mirandah (Patrick Mirandah Co.)

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Advertising agencies that make imitation or adaptation of work of others are producing what is illegal, therefore immoral and unethical.

In a recent case, Dentsu Utama, a Malaysian advertising agency, was accused of plagiarizing the artwork of British designer, Tom Anders. The ad agency however, has vehemently defended these accusations. The artwork by Dentsu Utama was for a World Wildlife Foundation (WWF) advertisement campaign which went on to win a prestigious award for advertising.

The respective artworks are shown in the diagram below.

Tom claimed copyright infringement. Tom claims that Dentsu Utama copied his artwork, and the level of copying was considered to be misappropriation.

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