Colin Vickery’s review of Shane Warne: The Musical noted that Shane Warne might not be happy that there was a musical about his life but everyone else would be. Paul Keating by all reports was reasonably happy with Keating: The Musical.
The writers, producers, directors and promoters of these shows hope to make money by using the name, identity and reputation of persons in the public eye.
Celebrity endorsements of products and other licenced uses of the name or image of a celebrity are popular marketing methods. The producer or promoter of a product aims to improve the marketability of their product by creating an association between the product and the celebrity.
A tort of “passing off” has been used to protect the rights of well known personalities in respect of the use of their reputation. The use of a name or image of a celebrity without a licence to do so will therefore result in liability for passing off. For there to be a legal remedy however the misrepresentation must suggest a connection which usually would involve sponsorship or endorsement.
The promoters of Shane Warne: The Musical, and Keating: The Musical, did not suggest any sponsorship or endorsement by their main character. They did not need the permissions of Shane Warne or Paul Keating. Similarly no permission is needed to write a biography of any person.
There are protections in the laws of defamation which would give people such as Shane Warne or Paul Keating the right to sue if the stage productions were defamatory of them.
There are moves afoot and have been for some time to consider whether or not there ought to be a tort of privacy. Our High Court in a case decided in 2001 has already suggested that a right to privacy could be developed. In 2003 a Queensland District Court judge suggested that an individual should have a right to recover damages for a breach of privacy if the action complained of was willful, intruded on an individual’s privacy or seclusion in a way that would be highly offensive to a reasonable person, and if the breach caused the individual mental, physiological or emotional harm or prevented the individual from doing an act which they were lawfully entitled to do. There have been other cases in State Courts which have considered the issue of privacy, some of which have suggested that there is no such right and others of which suggest that there is. The position remains unclear and it has to be assumed at present that there is no recognized common law right to privacy.
Opponents to the proposal for the establishment of a tort of privacy say that a new law would simply introduce greater complexity leading to increased dispute. It would be extremely difficult to draw a line which indicates where a right to privacy starts and finishes.
The issue will not go away. In the meantime if you become the subject of a musical or book your remedies may be limited to a request for free tickets or signed copies of the book!