Oxford circus redFortune Law Solicitors

March 2012
In This Issue
Featured Client; Article 10 Group
Direct Marketing
Trade Mark Infringement Update
How To Use Exclusion Clauses
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Fortune Law In The Press

press coverage  
 
 

 August 2011

Hotel Magazine article:

10 Top Hospitality Legal Tips

 

November 2010

PIR Hospitality Business magazine 

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February 2012

International Services

 

January 2012

Contract Law

 

December 2011

 

November 2011

Recruitment

 

October 2011

Intellectual Property Update

 

September 2011

Commercial Disputes

  

July/August 2011

Holidays, Gym Memberships, Nights Out 

 

June 2011

Social Media and Comparative Advertising

  

Visit Our Archive for previous newsletters covering Hospitality, Recruitment,  Intellectual Property, Food & Drink, Commercial Property, Employment, Hotels, Restaurants, Start Ups and many other topics

Quick Links



  
Join Our Mailing List

Fortune Law In The Press

press coverage  
 
 

 August 2011

Hotel Magazine article:

10 Top Hospitality Legal Tips

 

November 2010

PIR Hospitality Business magazine 

Quick Links

  
Join Our Mailing List

Find Previous Featured Articles

Find Articles 

 

February 2012

International Services

 

January 2012

Contract Law

 

December 2011

 

November 2011

Recruitment

 

October 2011

Intellectual Property Update

 

September 2011

Commercial Disputes

  

July/August 2011

Holidays, Gym Memberships, Nights Out 

 

June 2011

Social Media and Comparative Advertising

  

Visit Our Archive for previous newsletters covering Hospitality, Recruitment,  Intellectual Property, Food & Drink, Commercial Property, Employment, Hotels, Restaurants, Start Ups and many other topics

Quick Links

  
Join Our Mailing List

Fortune Law In The Press

press coverage  
 
 

 August 2011

Hotel Magazine article:

10 Top Hospitality Legal Tips

 

November 2010

PIR Hospitality Business magazine 

Quick Links



  
Join Our Mailing List

 

   

Greetings! 

   

 

Shainul

Welcome to our March newsletter.

 

The theme this month is "Marketing".  Marketing means different things to different people but as our marketing guru Pam tells us, it is simply a way to sell more of your goods and services to your clients and prospective clients.  

 

We at Fortune Law are qualified to advise businesses on the legal aspects of marketing their goods and services to their customers. We can, for example, advise on your contracts with marketing consultants, brand protection, registration of intellectual property, comparative advertising and direct marketing.

 

This month, our newsletter focuses on:

 

  • Direct marketing: things to consider before you send information to your customers;
  • Trade mark infringement update: the case of Specsavers v ASDA; and
  • Back to basics: how to use exclusion clauses and limit your liability in business contracts.

 

Our featured client this month is Dale Smith, Director of the Article 10 group of marketing and communication agencies.  Based in London and Reading, Article 10 has divisions to assist you with outstanding creative solutions whether they be integrated marketing, design, exhibitions and events, television, videos, presentations and Word templates.  They have worked with some of the biggest brands in the UK including Chanel, Microsoft, Disney and our personal and local favourite Liberty of London. Whatever your marketing and PR needs, Article 10 can help you achieve your key message with finesse, knowledge and style.

 

If you have any queries or need advice in relation to any of the matters set out in this newsletter or any other legal issues, do not hesitate to call us on 0207 440 2540 or e-mail us at info@fortunelaw.com.  We are always happy to help.

 

Further information

Fortune Law provides businesses with "a one stop shop" service dealing with commercial property, commercial litigation, employment, international, corporate and commercial law.

Shainul Kassam
Fortune Law Solicitors

Featured Client

Dale Smith

www.article10.com/  

 

"Article 10 engaged the services of Fortune Law between September and December 2011 in relation to corporate and commercial matters.  They provided detailed advice on the restructuring of the group, guided us through our options before actioning our chosen path and prepared bespoke consultancy agreements for use with subcontractors.  In all aspects of the service, we were impressed.  Shainul and the team demonstrated expertise in their specialist areas, turned around draft documents quickly and efficiently, and communicated with us clearly and regularly.  We will use Fortune Law again the next time we need legal services."

  

Direct Marketing: Key Things To Consider Before You Send Information Out To Your Customers

 

Businesses today use a variety of marketing methods, some of which are novel and cutting edge. Direct marketing, which is considered a more traditional avenue, can also be a cost effective way to reach your target customers.  

 

The "middle man" is removed from the promotion process and potential customers are contacted directly via traditional methods such as mailshots, leaflet drops and telemarketing and electronic methods such as email marketing, SMS (short message service) marketing and other elements of social media.

 

From a legal perspective, it is important to note that there are restrictions on how you can collect data about your customers or individuals you are targeting and how can you send marketing information that has not been requested by a customer (unsolicited marketing). The rules apply to any message comprising text, voice sounds or images including e-mails, text, pictures and video messages and answer phone and voicemail messages (fax marketing, however, is not covered).

 

Collecting data

 

The first step in a direct marketing campaign is to get your list of targets.  Under the Data Protection Act 1998 ("DPA"), these details are referred to as "personal data" which includes all information about a living, identifiable individual such as the person's name, address, age, telephone number, and information regarding his/her hobbies or financial status.  It is very important to check the type of data that you would like to use as some personal data is classed as sensitive personal data, for example data about racial or ethnic origin, political opinion, religious beliefs, sexual life or physical or mental health.  This data is subject to further regulations under the DPA.

 

If you are holding personal data in the course of business you will need to be registered to do so. You will need to notify yourself or a person of your choice in your company as a data controller with the Information Commissioner's Office ("ICO"). Notification is a statutory requirement and every organisation that processes personal information must notify the ICO, unless they are exempt. The notification fee of £500 applies to data controllers with both a turnover of £25.9million and 250 or more members of staff or if they are a public authority with 250 or more members of staff. All other data controllers pay £35 per annum unless they are exempt. Failure to notify the ICO is a criminal offence.

 

Using customer data

 

To use personal data you must first provide details to your targets such as:

  • your name, or that of the organisation on whose behalf you are making contact;
  • what you will use the information for, particularly uses that are not obvious (for example, if third parties or group companies will use the data or if you intend to send marketing out under different trading names);
  • if there is other information that you might hold or collect at a later date, how you will collect it (for example, through surveys) and why; and
  • if you intend to use cookies, what they are and the purposes for which they are used.

 Different regulations - electronic mail marketing and postal marketing

 

There are different regulations that apply to unsolicited electronic messages sent by telephone, fax, email or text and those that apply to marketing material sent by post but the basic provisions remain similar.

 

The most important thing to ensure when you carry out unsolicited electronic marketing is that the person you are targeting has given you their permission to use their personal data and their consent to have the marketing material sent to them.  Check first whether the individual has "opted out" from your service as you must not send unsolicited electronic marketing to any individual or company who has asked you not to contact them or who has signed up to an opt-out or preference service.  To do so would be an offence under the DPA.

 

What is TPS and FPS?

 

You must not market to individuals or organisations who have registered their numbers with the Telephone Preference Service (TPS) and Fax Preference Service (FPS) operated by the Direct Marketing Association. These services allow people to register their numbers to opt out of receiving unsolicited calls or faxes.

 

"Junk mail"

 

The rules on emails don't apply to emails sent to organisations, though you must still identify yourself and provide an address.

 

You may not be required to obtain permission in order to send "junk mail". However, if the targeted person or organisation asks to be taken off your mailing list, you must comply with their request.  There are no exceptions to this rule. In addition, people who don't want to receive 'junk mail' can register with the Mailing Preference Service (MPS).

 

Practically, it would be sensible to use a privacy policy or tick box on an order form to obtain consent to directly market your or a third party's services to your customers.  Care must be taken when preparing these and we are able to advise in greater detail if required.

 

At Fortune Law, we can assist and advise on how to action a legal direct marketing campaign including Data Protection Act 1998 considerations.  Please get in touch with us at enquiries@fortunelaw.com or on 020 7440 2540.

Trade Mark Infringement Update: The Case Of Specsavers v ASDA

 

Specsavers owns several registered Community trade marks for the word mark "Specsavers" and its logo, with and without the wording.  One example appears below.  None of the marks was registered in any particular colour but, in practice, Specsavers uses the logo in a particular shade of green, as on the right. 

 

 

 

Specsavers brought an action for trade mark infringement and passing off against the supermarket chain Asda Stores Ltd ("ASDA") for the use by ASDA of a logo in green text on white ovals, containing "ASDA" and "Opticians" respectively and wording such as "Spec saving at ASDA".  Two examples appear below:

 

     

 

 

The complaint against ASDA was that of "free riding", that is to say taking unfair advantage of the distinctive character or repute of the Specsavers mark.

 

The judge found that the strapline "Spec savings at Asda" took unfair advantage of the reputation of Specsavers' marks by creating a link with Specsavers and also used the concept of Specsavers as a value provider. This infringed Specsavers' trade marks and logo marks under Article 9(1) of Community Trade Marks Regulation 2009/207/EC (Article 9(1)(b)). Further, ASDA's logo infringed Specsavers' logo marks when used as part of a composite campaign, despite the lack of colour in Specsavers' registrations. 

 

Interestingly, the Court of Appeal has referred to the Court of Justice of the European Union to decide on whether it was permissible to take into account the reputation enjoyed by Specsavers with respect to the green colour which had been used by Specsavers for many years.

 

Specsavers International Healthcare Ltd and others v Asda Stores Ltd [2012] EWCA Civ 24

 

If you would like further advice on protecting your intellectual property including registering your trademark as a UK trade mark or Community Trade Mark, or if you have been accused of using someone else's mark, please do not hesitate to get in touch: 020 7440 2540 or enquiries@fortunelaw.com.

   
Back To Basics: How To Use Exclusion Clauses And Limit Your Liability In Business Contracts

 

Last month, we explained the different types of contractual term.  This month, we consider clauses which exclude or limit a party's liability. 

 

Contracts, whether for business-to-consumer or business-to-business, typically contain clauses to exclude or limit liability, usually in favour of the person who has drafted the document.  Such a clause can be an effective way to reduce or avoid an award of damages made against that person.  To be effective, it must be incorporated into the contract and must extend to the loss in question. 

 

Incorporation into the contract

 

The easiest way to achieve this is to have a signed contract in place, as a party is bound regardless of whether he has read the contract or understood it (L'Estrange v Graucob [1934] 2 KB 394).

 

Of course, many business contracts are not always in writing.  In this case, the other party must have received reasonable and sufficient notice of the clause by it being incorporated into a contractual document and its existence drawn to his attention prior to or at the time the contract is formed.

 

For example, in the case of Olley v Marlborough Court [1949] 1 All ER 127 CA, a notice excluding a hotel proprietor's liability to guests for lost or stolen possessions was displayed in a bedroom and therefore invalid.  It should have been displayed at reception, i.e. when the contract was formed.  Further, the greater the gravity of a clause, a higher degree of notice will be required.

 

Finally, an exclusion clause may be incorporated where there has been a previous course of dealings on the same terms.  The course must have been regular and consistent and, where contracting with a consumer, frequent. 

 

Construction (interpretation) of the contract

 

For an exclusion clause to be effective, the contract must cover the breach which has occurred and this will be interpreted by the court.

 

A clause must be unambiguous and clearly expressed in plain language.  Any ambiguity will be construed as narrowly as possible against the person relying on the clause. 

 

For example, in Houghton v Trafalgar Insurance Co [1953] 3 WLR 985 CA, an insurer's liability was excluded where a car carried an excessive "load"; the court interpreted "load" to mean goods, not passengers.  To exclude liability for negligence or misrepresentation, this must be specifically stated.

 

The effect of legislation

 

Legislation has sought to limit the effect of exclusion clauses and great care must be taken when drafting them.

 

The Unfair Contract Terms Act 1977 ("UCTA"), which applies only to business liability) firstly deals with negligence: a term excluding or limiting liability for death or personal injury resulting from negligence is simply unenforceable; for other loss or damage arising from negligence, an exclusion or limitation of liability must be satisfy a test of reasonableness to be enforceable (see below).

 

UCTA also limits the effect of clauses excluding or limiting liability for breach of contract for B2C contracts and contracts on standard terms.  In these cases, such clauses must also satisfy the test of reasonableness.  The test also applies to clauses permitting a party to render performance substantially different to that reasonably expected by the other party, or to render no performance at all.

 

In sale of goods and hire-purchase contracts with consumers, implied terms as to title, quality and fitness for purpose, and correspondence with description or sample cannot be excluded.  In such contracts with non-consumers, again exclusion of these terms must pass the reasonableness test.

 

The test of reasonableness is that the contractual term is fair and reasonable having regard to the circumstances which were (or ought reasonably to have been) in the parties' contemplation at the time the contract was made.  The court may consider the resources available to meet the liability and the extent to which insurance was available to that end.  In sale of goods and hire-purchase contracts, further guidelines may be considered, for example the parties' bargaining positions and whether the goods were made to order. 

 

Finally, the Unfair Terms in Consumer Contracts Regulations 1999 extend the protection of consumers in B2C contracts.  Any unfair term will not be binding against the consumer, but the rest of the contract will remain in force.  A term will be unfair if not negotiated and causes a significant imbalance between the parties' rights and obligations to the consumer's detriment. 

 

Practically, we would recommend that you take legal advice on any limitation or exclusion of liability in your terms and conditions.  Ensure that a consumer's attention is specifically drawn to such a clause.  Consider whether the terms would pass the reasonableness test. It would also be advisable to consider your level of insurance.  Whilst desirable to exclude your liability absolutely, do you actually need to do so?  It may be that that limiting it to your level of cover instead will not leave you exposed.

 

Finally, if this series of articles is of interest to you, next month we shall consider misrepresentation.

 

Whether you are putting together a set of terms and conditions for clients, suppliers, for website use or a contract for a specific transaction or relationship, Fortune Law has the necessary expertise to advise and assist you with all aspects of Contract Law.  Please get in touch by telephone on 020 7440 2540 or by e-mail at enquiries@fortunelaw.com.


Please note that information contained in this briefing update does not constitute legal advice. All statements of law are applicable to the laws of England and Wales only. Copyright Fortune Law 2011. All rights reserved.