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February 13, 2012
Dairy pays Greek man for Turkish yoghurt pic
Published: 14 Jul 10 08:08 CET | Double click on a word to get a translation
Online: http://www.thelocal.se/27776/20100714/
Lindahls dairy in Jönköping in Sweden has paid almost two million kronor ($270,000) in compensation to Minas Karatzoglis, a Greek man whose picture is used on a Turkish yoghurt product.
77-year-old Karatzoglis, whose picture adorns the Turkish yoghurt product, had argued that the company did not have permission to use his image and originally sued for 50 million kronor ($6.9 million).
The dairy and the man have now reached agreement over the use of his image.
"We have always maintained that we had the rights to the image, but now we have settled the issue and plan to continue to use it on the product," Akelsson said.
Lindahls had obtained the image from a photo agency.
Minas Karatzoglis, who lives in Greece, was made aware of the use of his picture on the popular Swedish product when an acquaintance living in Stockholm recognized his bearded friend.
In his writ he underlined that he is not Turkish, he is Greek, and lives in Greece, and the use of his picture is thus misleading both for those who know him and for buyers of the product.
Tomas Axelsson claimed that the firm has not benefited from the publicity regarding the use of the image.
"We have neither gained nor lost. We are happy that we have reached an agreement," he said.
Peter Vinthagen Simpson
news@thelocal.se
+46 8 656 6518
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Use of his picture for advertising without his express permission was a terrible thing to do.
James Savage
Managing Editor
As it stands with copywrite law, in Sweden at least, any photographer may take a picture of almost anyone (even unawares) in public (normal, uncontroversial public activity), and will automatically own the full distibution rights to the picture, as long as no name is attached to the picture itself (making it a picture of an anonymous person). The photographer may then sell or lease the use of the picture to agencies or directly to publications. It can even end up being resold and passed around, with rights transfered to other parties.
As such, the Greek man would have no claims/rights over his own image, but he could sue for damage to his reputation. It's quite understandable to me, as just about everywhere in the world, people hate being mistaken for being a citizen of a neighboring country--they tend to define themselves by how they are separate and different from their closest neighbors.
I actually find the amount quite low considering the prices they pay worldwide to people being the face of a brand. It is not advertising, it is branding for those who expressed it wrong.
Branding links an image to a product and it is much more powerful for a brand than advertising as it can totally drop the sales if changed because people can fail to recognize the product.
And it definetly is not the point if he was or not famous or if he was or not rich from the beginning. We all have the rights to our image, period.
Only your opinion - not the law in Sweden.
It would be interesting to find out, if he originally had a deal with the Photo Agency for the pic. I'm sure the court papers will be worth a read.
Thank you for enlighting us, we are most obliged.
ie a cut of the profits!
Mikmak - thanks for pointing that out. We have now added that information to the story.
James Savage
Managing Editor
I wonder if you had that version checked out first or you just added it as claimed without confirmation!
It really doesn't protect the right to you image?
Please, I would like to know more about that, would you mind telling me?.
It sounds so stone age for a country like Sweden to not protect people. I am in shock.
And it was not my opinion, it is law in almost any country.