Miasta i ich symbole. Uwarunkowania prawne marketingowego wykorzystywania wyglądu znanych zabytków

Abstract

Cities and their symbols. Legal conditions for marketing use of the appearance of famous monuments The subject of this article is the legal ramifications of the commercial use of well-known landmarks by the cities where they are located. In fact, cities have played such a role and benefited commercially for many years, e.g. the Eiffel Tower in Paris or Tower Castle in London. Such a practice appears obvious but should be based on the local legal provisions in force and resulting limitations. After a detailed analysis of the law of property and copyright, the author argues that the owner of the landmark has not only an exclusive right to make physical use of it, but also the right to dispose of its image. In particular, these rights include the commercial use of this image in both possible forms, whether looking at the monument directly or enjoying it by looking at its photographs. Taking into account this legal position, a city can freely use its marketing images of its own landmarks, but in the case of third party owned monument, it will be necessary to sign a special agreement setting out the conditions of such use. Independently of property rights, a city will be obliged to also accept the rights of authors of projects referred to as “new monuments” as well as the rights of the authors of projects involving conservation, restauration, adaptation and modernization works. These rights include economic rights and authorship of the given works (moral rights). In case of reconstr