Press Dispensary - August 03, 2007 - Legality Solicitors (http://www.legality.biz), the UK’s first virtual law firm, has recently provided advice to BJL Group Limited, the largest independent advertising agency outside London, on the legal issues surrounding the creation of ‘Mancunia’, based on a famous part of Manchester, in Second Life.
Mancunia (http://slurl.com/secondlife/Mancunia/128/128/0), which launched earlier this week, replicates the Deansgate area of Manchester centred around the mile-long road running through the city centre. The BJL office in Mancunia provides a creative thinking space where individuals can share their innovative ideas.
Drawing on its expertise of dealing with the legal issues posed by Second Life and other virtual worlds, and the use of Web2.0 generally, Legality advised BJL how to protect their investment in Mancunia, and how to safeguard the intellectual property rights of BJL’s clients wishing to advertise and establish a presence in Second Life.
Mark Roberts, managing director of Legality, comments: "Second Life is rapidly becoming a powerful online tool for a range of business and marketing activity . With over five million users, it is widely touted as the internet's next big thing. With Gartner Research predicting that, by 2011, four of every five internet users will actively participate in Second Life or a similar medium, it is hardly surprising that many businesses are looking to establish a presence that replicates their offline operations.”
He adds: “However, real-world participants in virtual worlds want to know how to protect their business from a range of legal pitfalls – from copyright infringement to liability for statements made by employees online. Legality provides informed and comprehensive advice in all these areas.”
As a niche practice specialising in technology law, Legality can advise companies on the legal steps required to establish a presence in virtual worlds. This includes advising on agreements with software developers and other professionals, e-commerce matters, intellectual property rights, brand protection and licensing, privacy, data protection and related employment issues.
Mr Roberts adds: “At present, very few law firms have true experience in Second Life and similar media. Clients may find it difficult to source a suitable lawyer, and could end up paying for their chosen solicitor to climb a steep learning curve – before the real work even gets started. Legality has the existing knowledge and expertise. We speak our clients' language and operate at the cutting edge of digital technology.”
Legality provides a free one hour consultation to all new clients.
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Notes for editors
For further information, please contact:
Mark Roberts
Tel: 0161 209 3190
Email: mark@legality.biz
Site: www.legality.biz
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