In what may represent a new wave in an interesting challenge to the viral nature of social media marketing, a recently filed putative class action asserts a right of publicity claim against Facebook in connection with the service’s “Like” and “Friend Finder” features.
J.N. v. Facebook, Inc., No. 11-cv-2128 (E.D.N.Y.) (complaint) is an action brought by the parent of a minor user of the Facebook social networking site, alleging that the minor’s name and likeness was appropriated for commercial advantage without the consent of his parents, as required by New York Civil Rights Law § 50. Section 50 provides that a living person’s name, portrait or picture may not be used for advertising purposes without the person’s written consent, “or if a minor of his parent or guardian.”
The complaint targets the functionality of Facebook’s “like” button, which offers users the ability to indicate their endorsement or approval of a Facebook page or event. The complaint alleges that when a minor user “likes” a Facebook brand page or RSVPs to an event, the service dislays the minor’s name and likeness both on the “liked” page and in an advertisement displayed on the home page of the minor’s friends. This, the complaint asserts, violates Section 50, and entitles the plaintiff (or plaintiffs, if a class is certified) to relief under New York Civil Rights Law § 51, including gross revenue and profit attributable to violations of § 50.
The complaint also targets the Facebook “Friend Finder” functionality on similar grounds, contending that the names and likenesses of minor users of Facebook have been displayed to other users in order to encourage them to user the functionality to solicit their friends and contacts to join the service, all to the benefit of Facebook and its advertising revenue.
This is not the first lawsuit to raise the issue of consent of minor users to Facebook’s use of their names and likenesses for advertising purposes, although previously filed lawsuits have asserted violations of California law. David Cohen v. Facebook, Inc., No. BC 444482 (Cal. Super Ct., Los Angeles Cty), alleges claims under California Civil Code § 3344 (requiring parental consent for the use of a minor’s persona in advertising), the California Constitution, Art. 1, section 1 (right of privacy), and California Business and Professions Code §§ 17203 and 17204 (unfair competition law). See also Meth v. Facebook, Inc., No. BC45479 (Cal. Super. Ct. Los Angeles Cty) (raising similar claims as to a minor user of Facebook). [Motion papers seeking to consolidate the David Cohen and Meth cases, available here, contain the complaints in both cases.]
Note also, that a separate federal lawsuit filed in California alleges similar claims as to adult users, see Robyn Cohen v. Facebook, Inc., No. 10-cv-05282 (N.D. Cal.). Facebook’s motion to dismiss that action on the ground, among others, that the users consented to the use of their names and likenesses, was filed in January and a ruling is currently pending.