24/04/2022
Did you know that the likelihood of someone sharing the exact facial features to you is less than 1 in 1 trillion? However humans simply don’t regconise each other like that. Lookalikes pretty much as a rule, only catch people at first glance. Additional circumstances for example setting and clothing etc may add to the regconision of a lookalike.
The Dutch supermarket Picnic has used this principle in their ad campaign in 2016. The commercial featured a lookalike of the Redbull driver Max Verstappen delivering groceries to customers while in Redbull overalls and a cap that closely resembles what Verstappen wears during media appearances and on the tracks. Verstappen was not amused as the day before the Picnic commercial was published, Verstappen appeared on a sponsored commercial of another supermarket Jumbo. Verstappen began proceedings against Picnic for infringement of his likeliness. Under the Dutch Copyright act, someone whose likeness has been portrayed can object to the publication if he has a reasonable interest in doing so.
In 2018 the court in Amsterdam ruled that Verstappen's rights outweigh Picnic's right to free expression and awarded €150.000 to Verstappen.
In 2020 the Amsterdam Court of Appeal ruled in Picnic’s favor and said that there was no infringement of Verstappen’s likeliness. Picnic has made sufficiently clear that it was a Verstappen lookalike and not Verstappen himself.
Last Friday the Supreme Court ruled that under certain circumstances an image of a lookalike can be deemed a portrait of the depicted person. This is the case if the person is recognized in the lookalike and this recognition is increased by additional circumstances, for example by the use of make-up and clothing. Whether the public understands that it is about a lookalike and not about the person portrayed is not important. Nor does it matter that an image is meant to be a parody. The Supreme Court therefore referred the case to the Court of Appeal in The Hague to reassess the case. That court will have to assess, among other things, the follow-up question whether Max Verstappen has a reasonable interest in opposing the disclosure of the portrait.