With the emerging market for online films and digital production, many projects are being put together not only on shoe-string budgets but also in a very short period of time. This compressed schedule often leads to poor decision-making in the post production process, especially when the selection of music and sound effects are concerned. Yes, that means you. Since there are many derivative rights from any item of intellectual property, be sure to determine the correct contact names to obtain the rights you need. These may also pose a potential liability in the event a manufacturer may view the association of your content and their brand in a negative light.
Some product managers can be quite picky about the way their products are portrayed.
It is advisable to seek permission, hide the product label, or change it entirely to a fictitious brand. Producers who commit a violation of copyright are playing a dangerous game of Russian Roulette. Depending on whose rights you chose to violate, you will be faced with a number of potential responses. The most common would be a simple communication telling you to stop your violation immediately. However, you could simply be hit with a lawsuit without any warning whatsoever.