Recently in the Netherlands, a photographer named Vincent Mentzel brought up a case against a famous Dutch beer brewer, Jupiler, because the beer brand used his photo without his permission for a new ad.
Of course, if I would have been Vincent, or any photographer, I would not be happy with someone using my photo without my permission. However, if it would be a big company like Jupiler or Heineken, I might not bring this case to court.
I understand there are copyright restrictions, but if I were him, I would tell Jupiler to pay me an amount of money so they can use my photo. If Jupiler rejects, the photo has to be taken down and they need to find a different way to promote their beer.
The photograph by Mentzel has been photoshopped and spread throughout the Netherlands by Jupiler, without him knowing. When he found out – this was by the way the second time Jupiler has ‘messed’ with someone’s copyright – he immediately wanted to take this case to court. When you click on the following link, you can see the original and photoshopped photo: http://www.rijnmond.nl/nieuws/138852/Fotograaf-Mentzel-spant-rechtszaak-aan-tegen-Jupiler
Hopefully for Mentzel he can win this case against Jupiler. Hopefully for Jupiler, well, they can take a picture themselves and come up with a new ad.