Trademark Basics And The Internet
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Trademark Basics and the Internet
Toledo Bar Association May 6, 2011
C. Fred Charpie, III
Patent Attorney & Member
MacMillan, Sobanski & Todd, LLC
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Trademark Basics and the Internet
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Nomenclature: Trade Name
• Identifies company or business
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Nomenclature: Trade Mark
• Identifies goods
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Nomenclature: Service Mark
• Identifies services
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“The term "trademark" includes any word, name, symbol, or device, or any combination thereof used by a person …
to identify and distinguish his or her goods, including a unique product, from those manufactured or sold by others and to indicate the source of the goods, even if that source is unknown.”
Lanham Trademark Act 15 U.S.C. § 1127
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Examples of trademarked slogans:
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Sounds can be trademarked:
Aflac Duck
Reg. No. 2,607,415Pillsbury Doughboy
Reg. No. 2,692,077
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Colors and scents can be trademarked
Tiffany “blue”
Pantone 1837
Barbie “pink”
Pantone 219
UPS “brown”
Pantone 462C
Target “red”
Pantone 186C
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Marks can be owned by: • Individuals• Corporations or companies• Groups of people (“collective marks”)
National Honor
Society
National Rifle
Association
Girl Scouts of the United States of America
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• Federal registration of trademarks is not required
• However, federal registration provides:
* Geographic protection throughout the United States, not just in one state
* Nationwide constructive notice of ownership
* Treble damages + defendant’s profits + attorney fees
* After 5 years – “incontestable” status
* Designation ®
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Some words or phrases cannot be registered:
* Generic words (e.g. vacuum cleaner, toaster)
* Merely descriptive (e.g. audio book club, e-ticket)
* Geographically descriptive (e.g. Nantucket nectars)
* Deceptive marks (e.g. cafeteria if providing sit down service)
* Obscene words (no examples necessary)
* Prior marks that have become generic (e.g. aspirin, escalator, cellophane, linoleum, kerosene)
* Marks associated with certain organizations (e.g. red cross, peace corps)
* Merely a surname (e.g. Binion’s)
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• Trademark rights are based on use in commerce
* Must provide evidence of the mark in use
* Specimen – product label, packaging, etc.
• Federal registration has a 10 year term
* Indefinitely renewable as long as the mark is in use
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Practice Tips:
• Use ™ for marks in use prior to federal registration
• Search before filing trademark application
* Look for the likelihood of confusion
• File for broadest protection:
NASCAR or
• Use ® after registration
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Common Trademark Issues and the Internet:
• Domain names (Gregg Emch)• Misdirection of search engines (metatags)• Hyperlinks• Deep Linking• Framing• Inlining (or Copying)
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Misdirection of search engines (metatags)
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Misdirection of Search Engines
• Websites have headers
• Headers can include pre-programmed terms (called “metatags”) used by search engines
• Metatags can be invisible to many browsers
• Companies have been known to populate their headers with competitor trademarks
• Misdirection of search engines violates federal law under the
– Lanham Act (15 U.S.C. §1051 et. seq.) and,
– Ohio Law - Deceptive Trade Practices Act (O.R.C. §4165 et. seq.).
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metatags
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Hyperlinks
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Hyperlinks (links)
• Hyperlinks (links) send a user from one website to another website
• Example: Visit W3Schools
• Some hyperlinks incorporate trademarks
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Potential Trademark Issues with Hyperlinks:
• Defamation* Example: A student creates a hyperlink titled “Alcoholics on the
Net” and links it to a picture of the school principal at another site.
• Invasion of Privacy* Example: A disgruntled employee of Company A creates a
hyperlink titled “Washed Up” that links to a hidden camera in Company A’s executive washroom
• Likelihood of Confusion (endorsement, association)* Example: An X-rated website used the Playboy name and bunny
logo to link to the Playboy website.
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Hyperlinks (links) continued:
• The courts are split on whether the use of trademarks in hyperlinks constitute infringement
• One view: it is infringement because one could imply origin, affiliation, or endorsement, unless:
* Trademark owner grants permission
* There is a business relationship (e.g. distributor)
• Another view: no infringement since the marketplace understands the links exist to provide information rather than an endorsement
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Deep Linking
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Deep Linking• Deep linking directs visitors past a home page and directly to an
internal webpage
* Example: appliance manufacturer links directly to internal page of non-profit consumer reviewing agency
Website Home Page
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Deep Linking continued• Results in target website potentially losing advertising
revenue (number of hits)• Some deep links incorporate trademarks• Some include disclaimers:
“This link will take you directly to another company’s website.”
• No law prohibiting deep linking, but actions brought for:* Unfair competition* Deceptive practices* Trademark infringement* False Advertising
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Framing
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Framing• Website A displays content from website B, usually
within a window or frame• The user remains at website A and can view content
from both websites
Website A
Website B
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Framing continued:
• Potential for confusion:
* If user is unaware content in frame is from another website
* If frame is surrounded by advertising for website A
* Website A may create the impression that the owner of website B endorses or supports website A
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Inlining (Copying)
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Inlining (or Copying)• Website A imports graphic files (using IMG links) from
website B• The user remains at website A and can view content
from website A and the graphic files• Dilbert case (Dan Wallach)
Website A (Dilbert Hack Page)
Imported cartoon files from real Dilbert website
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Inlining (Copying) continued:
• Potential for confusion:
* If user is unaware imported content is from another website
* If imported content is surrounded by advertising for website A
* Website A may create the impression that the owner of website B endorses or supports website A
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Practice Tips:• Periodic internet search for your trademarks
* Look for competitors among search results
* Examine metatags in competitor website headers
* Engage with cease and desist efforts
• If using links:* Get permission (linking agreement)
• Jury is still out on use of disclaimers
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