ضمانت اجراهای حقوق تصویری ستارگان در حقوق ایران

در دﻧﻴﺎی اﻣﺮوزی، اﻓﺰاﻳﺶ ﺗﺄﺛﻴﺮ ﻣﺜﺒﺖ وﻳﮋﮔﻲ ﻫﺎی ﺷﺨﺼﻴﺘﻲ ﺳﺘﺎرﮔﺎن در ﺟﺬاﺑﻴﺖ ﻛﺎﻻﻫﺎ و ﺧﺪﻣﺎت، آﻧﻬﺎ را ﺑﻪ ارزش اﻗﺘﺼﺎدی ﺗﺼﻮﻳﺮ ﺧﻮد در ﻋﺮصه ﺗﺒﻠﻴﻐﺎت ﺗﺠﺎری آﮔﺎه ﻧﻤﻮده و اﻳﻦ اﻣﺮ ﺗﻤﺎﻳﻞ اﺳﭙﺎﻧﺴﺮﻫﺎ ﺑﻪ اﻧﻌﻘﺎد ﻗﺮارداد ﺑﻬﺮه ﺑﺮداری ﺑﺎ آﻧﺎن در ﻣﻘﺎﺑﻞ ﻋﻮض را ﺑﻴﺸﺘﺮ ﻛﺮده اﺳﺖ. ﺣﻘﻮق ﺳﺘﺎرﮔﺎن ﻧﺴﺒﺖ ﺑﻪ ﺻﺪا، ﺗﺼﻮﻳﺮ و ﺳﺎﻳﺮ وﻳﮋﮔﻲ ﻫﺎی ﺷﺨﺼﻲ و ﻇﺎﻫﺮی ﺧﻮد در اﻳﻦ زﻣﻴﻨﻪ، «ﺣﻘﻮق ﺗﺼﻮﻳﺮی» ﻧﺎﻣﻴﺪه ﻣﻲ ﺷﻮد. ﻫﺮﭼﻨﺪ ﺑﻬﺮه ﺑﺮداری از ﺣﻘﻮق ﺗﺼﻮﻳﺮی ﺳﺘﺎرﮔﺎن، ﻗﺎﻋﺪﺗﺎً ﺑﻪ ﻣﻮﺟﺐ ﻗﺮارداد و در ﻣﻘﺎﺑﻞ ﭘﺮداﺧﺖ ﻣﺒﻠﻎ و ﻫﺰﻳﻨﻪ ﺻﻮرت ﻣﻲ ﮔﻴﺮد، اﺣﺘﻤﺎل ﺑﻬﺮه ﺑﺮداری ﻏﻴﺮﻣﺠﺎز ﻧﻴﺰ وﺟﻮد دارد ﻛﻪ ﻣﻮﺟﺐ ﺗﻀﺮر ﺳﺘﺎره و ﺗﻀﻴﻴﻊ ﻣﻨﺎﻓﻊ اﻗﺘﺼﺎدی وی ﻣﻲ ﺷﻮد. در ﺑﺮﺧﻲ ﻛﺸﻮرﻫﺎی ﻏﺮﺑﻲ، در راﺳﺘﺎی ﺣﻤﺎﻳﺖ از آﻧﻬﺎ ﻧﻬﺎد ﺟﺪﻳﺪی ﺗﺤﺖ ﻋﻨﻮان «ﺣﻖ ﺷﻬﺮت» ﺑﻪ رﺳﻤﻴﺖ ﺷﻨﺎﺧﺘﻪ ﺷﺪه اﺳﺖ، ﻳﺎ از اﺑﺰارﻫﺎی ﺣﻘﻮق ﻣﺎﻟﻜﻴﺖ ﻓﻜﺮی و ﻣﺴﺌﻮﻟﻴﺖ ﻣﺪﻧﻲ ﺑﻪ ﻣﻨﻈﻮر ﺣﻤﺎﻳﺖ از ﺣﻘﻮق ﺗﺼﻮﻳﺮی اﺳﺘﻔﺎده ﻣﻲ ﺷﻮد؛ ﺑﺎ اﻳﻦ ﺣﺎل، وﺿﻌﻴﺖ ﻛﺎﻣﻼً ﺷﻔﺎف ﻧﻴﺴﺖ. در ﻧﻈﺎم ﺣﻘﻮﻗﻲ اﻳﺮان ﻧﻴﺰ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﭘﻮﺷﺶ ﻧﺎﻛﺎﻓﻲ ﺣﻘﻮق ﻣﺎﻟﻜﻴﺖ ﻓﻜﺮی ﻧﺴﺒﺖ ﺑﻪ اﻳﻦ ﻣﻮﺿﻮع و ﻋﺪم ﺣﻤﺎﻳﺖ ﻗﺎﻧﻮﻧﻲ ﻛﺎﻓﻲ و ﺷﻔﺎف از ﺣﻘﻮق ﺗﺼﻮﻳﺮی، وﺿﻌﻴﺖ اﻳﻦ ﻣﻮﺿﻮع ﻣﺒﻬﻢ ﺑﻮده، اﻳﻦ اﻣﺮ ﭼﻪ ﺑﺴﺎ ﺑﺮای ﺻﺎﺣﺒﺎن ﺷﻬﺮت، ﻣﻨﺠﺮ ﺑﻪ ﺑﻲ ﻋﺪاﻟﺘﻲ ﮔﺮدد.؛ زﻳﺮا اﺳﺘﻔﺎده ﻏﻴﺮﻣﺠﺎز از ﺣﻘﻮق ﺗﺼﻮﻳﺮی ﺳﺘﺎرﮔﺎن، ﻣﻮﺟﺐ ﺿﺮر ﻣﺎﻟﻲ و ﻣﻌﻨﻮی آﻧﻬﺎ ﻣﻲ ﺷﻮد ﻛﻪ اﻋﺘﻘﺎد ﺑﻪ ﻋﺪم ﭘﻴﺸﮕﻴﺮی ﻳﺎ ﻋﺪم ﺟﺒﺮان آن، ﺧﻼف اﺻﻮل ﻛﻠﻲ ﺣﻘﻮﻗﻲ و اﺧﻼﻗﻲ اﺳﺖ. از اﻳﻦ رو، ﺑﻪ ﻟﺤﺎظ ﻓﻘﺪان ﻧﻬﺎد ﺣﻤﺎﻳﺘﻲ ﺧﺎص و ﻧﻈﺮ ﺑﻪ اﻳﻨﻜﻪ ﻗﻮاﻋﺪ ﺣﻘﻮق ﻣﺎﻟﻜﻴﺖ ﻓﻜﺮی اﻳﻦ ﻣﻮﺿﻮع را ﭘﻮﺷﺶ ﻧﻤﻲ دﻫﺪ، ﻟﺬا ﺳﺘﺎرﮔﺎن در ﺗﺪارک ﺿﺮر ﺧﻮد، ﻣﻲ ﺗﻮاﻧﻨﺪ ﺑﻪ ﻧﻬﺎدﻫﺎ و ﻣﻮﺟﺒﺎت ﺿﻤﺎن ﻗﻬﺮی و ﻗﻮاﻧﻴﻦ ﻣﺮﺑﻮط ﺑﻪ ﻣﺴﺌﻮﻟﻴﺖ ﻣﺪﻧﻲ ﻣﺘﻮﺳﻞ ﺷﻮﻧﺪ. ﺑﺎ ﺗﻮﺳﻞ ﺑﻪ ﻗﻮاﻋﺪ ﺿﻤﺎن ﻗﻬﺮی، ﺳﺘﺎرﮔﺎن ﻣﻲ ﺗﻮاﻧﻨﺪ اﺟﺮت اﻟﻤﺜﻞ اﺳﺘﻴﻔﺎ از ﺣﻘﻮق ﺗﺼﻮﻳﺮی را ﻣﻄﺎﻟﺒﻪ و ﻧﻴﺰ ﻛﻠﻴﻪ ﺧﺴﺎرات ﻣﺎدی و ﻣﻌﻨﻮی ﻧﺎﺷﻲ از اﺳﺘﻔﺎده ﻏﻴﺮﻣﺠﺎز از ﺣﻘﻮق ﻣﺰﺑﻮر را ﺟﺒﺮان ﻧﻤﺎﻳﻨﺪ.

the sanctions of celebrities’ image rights in iranian law

nowadays, by the increasing positive impact of personality characteristics of celebrities on the attractiveness of goods and services, celebrities found the value of their economic image in commercial advertising, which made the sponsors more willing to conclude license contracts with them. in this area, celebrities’ rights are called “image rights”. the exploitation of celebrities’ image rights is logically in return for payment of costs under contract; however, there is possibility of unauthorized exploitation that cause celebrity to sustain loss and affect her/his economic interests. in some western countries, new institution called “publicity rights” has been recognized or the tools of intellectual property rights and civil liability have been used to protect image rights. in the iranian legal system, due to insufficient coverage of intellectual property law to this issue, this issue is vague and this may lead to injustice for celebrities. because the unauthorized use of image rights of celebrities cause them financial and moral loss, which the belief to lack of prevention or lack of relief, is contrary to the general principles of law and morality. thus, because of the lack of specific protection, to compensate their loss, celebrities can invoke to civil liability and tort law.