Probably the same way that music copyright works. Anytime you hear music in a restaurant, the music must purchase a liscense for playing it. ASCAP, BMI etc are famous for the way they intimidate business across the nation with large fines in order to build their membership base.
At a business where I used to work, they got a warning letter from the RIAA for playing music on their phone systems for people to listen to while on hold.