Surf Life Saving Australia challenges IP use in digital ad campaign

Surf Life Saving Australia has accused digital agency Web Profits of unauthorised use of its intellectual property in an advertising campaign.
The campaign, to promote the idea that bad websites are 'drowning in a sea of competition', features a lifesaver in red and yellow running through the streets of Sydney.
However, a spokesperson for SLSA told media commentator Mumbrella that "the red and yellow surf lifesaving imagery is a readily identifiable feature of the Surf Lifesaving movement and the valuable community service it provides around Australia. The imagery is an integral component of the surf lifesaving movement and presents a positive picture to the community and the nation at large."
Web Profits did not approach SLSA for authorisation to use this Intellectual Property in their advertisement.
Mumbrella reported that SLSA will be contacting Web Profits regarding the usage of this Intellectual Property without SLSA's consent.
SLSA, along with Royal Life Saving Society Australia, recently trademarked the term 'Lifeguard' to ensure it was protected from "inappropriate use."
On its website, SLSA is clear in stating how it views the value of its brand, referring to "our brand, built over 100 years on and off the beach, is represented formally by various logos, and properties such as the red and yellow patrol flags, patrol caps, patrol uniforms, and terms such as 'Surf Rescue', 'Surf Patrol' and 'Nipper'.
"Surf Life Saving uses these images and marks in a number of places and in many important ways; such as on our uniforms and equipment to designate official surf lifesavers and property, on licensed product such as our apparel range to let consumers know that they have purchased official merchandise, and we allow our partners and major sponsors to use these properties to show their association with Surf Life Saving.
"Unauthorised use of our registered trademarks or misrepresentation of an association with Surf Life Saving could create safety concerns, damage our reputation and harm our partner's rights, all of which could result in injury and loss of valuable financial support.
"As such we have taken measures to legally protect these images and marks. This allows us to take action in the prevention of the following types of activity:
ï¾ Use of our uniform by anyone that is not a trained lifesaver;
ï¾ Distribution of old and new uniforms by unauthorised vendors;
ï¾ Distribution of apparel items that in any way resemble our uniform, or that are intended for use in conjunction with our uniform;
ï¾ Unauthorised use of any of Surf Life Saving's registered trademarks in any commercial manner, or to suggest an endorsement by or association with Surf Life Saving."
The advertisement can be viewed at