EDITORIAL: Smiley licensing is no laughing matter

The Smiley Licensing Company has been busy wiping the smiles of the faces of agencies using the familiar logo in ads. Not that it wants to stop them. Quite the reverse. It just wants payment for its permission. This has dismayed the Institute of Practitioners in Advertising which never believed that replicating a circle, two dots and a curved line could amount to a breach of copyright. But when a shrewd operator in search of an easy buck becomes involved, different rules apply.

The Smiley Licensing Company has been busy wiping the smiles of the

faces of agencies using the familiar logo in ads. Not that it wants to

stop them. Quite the reverse. It just wants payment for its permission.

This has dismayed the Institute of Practitioners in Advertising which

never believed that replicating a circle, two dots and a curved line

could amount to a breach of copyright. But when a shrewd operator in

search of an easy buck becomes involved, different rules apply.



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