Copyright year in review

I had a great time presenting this to the Copyright Society of Los Angeles. My slides.

This is going to be an opinionated overview; I know you’re
an expert audience and I’m going to try to highlight developments you may have
heard less about or at least spent less time thinking about.

I’m going to begin with some notes about legislative and
administrative developments—the Next Great Copyright Act may not be coming, but
changes well beyond the Music Modernization Act are on the horizon. After that
I’ll review a number of cases with not necessarily much of a throughline,
though I have some larger thoughts about various topics.

Legislatively:

We may get the CASE Act as part of the continuing resolution:
This would mean the institution of copyright Small claims run out of the
Copyright Office. The key features are: removal of registration requirement for
up to $15,000 in statutory damages; opt-out instead of opt-in; constitutional
questions because of the very limited possibility of Article III review
contemplated by the setup (due process because of the lack of an opt-in
requirement and separation of powers issues because these would be Article I
judges not in the executive branch); increased deference to Copyright Office in
other areas on the horizon?

DMCA reform: Sen. Tillis plans to release a draft next week. 

1201 rulemaking for exemptions from the prohibition on
circumventing access control  measures:
Ongoing; second round using a streamlined process for renewing existing
exemptions. The Copyright Office is obviously interested in minimizing the ongoing
burden of the exemption proceedings, and enthusiastic about getting Congress to
at least let it make permanent exemptions so that it doesn’t have to redo all
this work every three years. Until then, it has indicated its intention to
renew every exemption for which a short-form petition asserting the continued
need for that exemption has been filed, in the absence of something more than
pro forma opposition from the usual suspects—which is to say representatives of
the music and movie industries.

Music Choice v. Copyright Royalty Board, 970 F.3d 418 (2020)

Illustrates that the increased judicial skepticism of administrative
lawmaking may well be coming for certain Copyright Office functions as well.
Specific holdings:

Under the DMCA, a lower grandfathered royalty rate is paid
by some music services that were early providers of digital music
transmissions. The Board’s categorical exclusion of Music Choice’s
transmissions from the grandfathered rate conflicted with the unambiguous
statutory language, though the board had discretion to determine whether parts
of Music Choice’s current service offering, which includes mobile applications
and internet-exclusive channels, should be excluded from the grandfathered
rate. The Board also acted arbitrarily and capriciously in altering the audit
standards for Music Choice.

Other Caselaw: I’m roughly going to follow the outline of my
copyright course, though the emphasis will be on new and interesting cases
rather than trying to cover all the aspects of the course.

I.          Subject
Matter

Obviously this is the marquee area with high profile cases,
but Google v. Oracle is still pending so it will be a big case of 2021.

With respect to the other Supreme Court case about copyright
subject matter, Georgia v. Publicresource.org: Supreme Court articulates a
“government edicts” doctrine that says the law is not copyrightable even
without the need for the statutory exclusion making works of the US government
uncopyrightable.

The most interesting thing to me is that we are constantly
told how textualist the new conservative majority is going to be. This isn’t
even close to a textualist decision; instead it is derived from basic
principles that inform the legal meaning of the word “author” despite the fact
that no one would reasonably expect those principles to show up in a generalist
dictionary definition; particularly striking contrast to Star Athletica decided
only a couple of years earlier which disregards even legislative history. I
speculate that one reason that the Justices in the majority were willing to do
this is that the subject matter involved the actual text of the law itself,
whose fundamental nature they think they understand much better than they understand the average
subject matter like visual art or music. When it comes to law, they lack any
epistemological humility about its essence. And that might well be ok!

Second, as stated, the rule that there’s no © in works “(1)
created by judges and legislators (2) in the course of their judicial and
legislative duties,” leaves open what happens if the works are created by
lobbyists and then incorporated into law, or if they’re made part of the law
like building codes drafted by private parties.

International Code Council, Inc. v. UpCodes, Inc., 2020 WL
2750636 (S.D.N.Y. May 26, 2020): Refused to decide on summary judgment both the protectability and fair use questions; note inclusion of constitutional argument that if it’s not copyrightable, then the legislature engages in a taking by enacting a private code into law.

Bork v. Tran Huong Quynh, 2020 WL 4474485 (M.D. Fla. Aug. 4,
2020): Not a really significant case, but I like it because it involves a
strong illustration of the concept of relativity of title—the owner of these
works is not Disney, and successfully registered the copyright thereto and
asserted an infringement claim against a person who copied these works on Etsy.

II.        Authorship

Everly v. Everly, 958 F.3d 442 (6th Cir. 2020) is a case
that suggests the possibility of new things: Existing precedents hold that a
claim for ownership “accrues only once, and if an action is not brought within
three years of accrual, it is forever barred” and this includes claims for
authorship. Though there can be disputes over what starts the limitations
period running, an express repudiation of a person’s authorship claim will do
so. Recently appointed Judge Murphy’s concurrence, however, suggested that the
statutory language and other rules of construction compelled a different
finding: authorship, too, should be subject to the rule of Petrella and the
remedies created by a successful authorship claim should merely stretch back
only three years.

Biggest takeaway: the federal judiciary has been
comprehensively reshaped over the past 4 years by people who were not hired for
their opinions on IP. There is the potential for very big, but highly
unpredictable, changes in IP doctrines.

III.       Infringement

The removal of the blanket license for licenses that host
political events has led to a number of C&D letters and the occasional
lawsuit against the Trump campaign, highlighting the importance of the ASCAP
etc. licenses for daily business life, and also highlighting the relevance of
privately negotiated agreements to changing statutory schemes. Here I will tout
the work of Kristelia Garcia who has written fascinatingly about private
agreements and how they interface with the statute, including sometimes by
depriving artists of the royalties they might otherwise be entitled to get.

Embedding as implicating any of the exclusive rights:
thought it was settled; isn’t: McGucken v. Newsweek LLC, 464 F.Supp.3d 594 (SDNY 2020). Instagram is leaving users of its embed feature twisting in the wind (also
rejecting a fair use defense on a motion to dismiss though leaving open a
little room for a different result later; in the unlikely event that the
Supreme Court says something about the relationship between common industry
beliefs and fair use, that could bear on the outcome)

Skidmore and progeny: While 2019 might have been the peak
year for finding musical work infringement based on stylistic similarities—both
in the Blurred Lines case and in the Taylor Swift lawsuit over players gonna
play/haters gonna hate—2020 represented a real reversal of the trend, not just
in Skidmore itself but in some cases that clearly took guidance from it.

1.    
Skidmore: it is not enough to assert “a
‘combination of unprotectable elements’ without explaining how these elements
are particularly selected and arranged.”

2.    
Cortes v. Universal Music Latino, — F.Supp.3d
—- (2020) “Despacito” or “Despasito” As Title and Lyric and other shared
words were not protectable, nor were the number of times the words were used,
nor was the general style or theme of the works

3.    
Gray v. Perry, 2020 WL 1275221 (C.D. Cal. Mar.
16, 2020): Many if not most of the elements that appear
in popular music are not individually protectable. Music, perhaps more than any
other work of art, “borrows, and must necessarily borrow, and use much which
was well known and used before.” Further, the court held, none of these
individual elements are independently protectable. It was plaintiffs’ burden to
establish the protected elements of their allegedly infringed work, and they
didn’t show that what was copied was protectable. “A relatively common 8-note
combination of unprotected elements that happens to be played in a timbre
common to a particular genre of music cannot be so original as to warrant
copyright protection.”

But compare: Compulife Software Inc. v. Newman, 959 F.3d
1288 (11th Cir. 2020): In a software case using the abstraction, filtration,
comparison approach, the burden of proof on the protectability of what was
copied is on the defendant in the filtration analysis, not on the plaintiff. Not
yet determined: Will this be hugely significant in many cases? The question of
what is an idea or a scene a faire may be determinable as a matter of law, but
it does make things look harder for a defendant that concedes copying for
purposes of summary judgment.

Potential signal: SAS Institute Inc. v. World Programming Limited, 2020 WL
6271230 (E.D. Tex. Oct. 26, 2020): once the defendant contests the
protectability of the things it copied, the burden shifts back to the plaintiff
to “face[ ] the manageable task of responding to the appropriately narrowed
issue” and combat the allegations. This may occur either by showing what
defendant alleges as not protectable actually is entitled to protection, or by
coming back and showing that there are remaining and identifiable protectable
elements that defendant copied. In SAS, the defendant got summary judgment
because SAS didn’t do that.

IV.       Moral Rights

After big damages in 5Pointz case, we can also expect more
attention to the Visual Artists Rights Act—where, as with 1202 violations,
statutory damages are available independent of registration.

VARA provides visual artists the right to “prevent any
intentional distortion, mutilation, or other modification” of a covered work “which
would be prejudicial to his or her honor or reputation, and any intentional
distortion, mutilation, or modification of that work is a violation of that
right,” and also the right “to prevent any destruction of a work of recognized
stature . . . . “

Cavallero case: Alleges that the defendants trespassed in
order to destroy his cheese wall. If proved, might justify enhanced damages.

Kerson v. Vermont Law School, Inc., No. 20-cv-00202-cr (D.
Vt. filed Dec. 2, 2020): The Law School is apparently planning to put acoustical
tiles over the mural, presumably thinking that covering it up does not violate
the statute, but Kerson seeks to enjoin the coverup. This is unlikely to
succeed but, perhaps surprisingly given that VARA has been around for so many
years, a novel issue.

Also not resolved:
what happens when the art is put up without permission. The plain text of the
statute gives the artist the right to object to its removal or destruction
without reference to whether the artist placed the artwork with the permission
of a building owner, and related precedents on art that violates non-copyright
laws suggest that VARA might apply even to trespassing art, so watch this space
(no pun intended)

V.        Fair Use and
other defenses

One way to think of this year’s roughly 40 new fair use
cases is to divide them into cases featuring Richard Liebowitz’s firm as the
plaintiff’s attorney and cases not featuring that firm. Starting with the
latter:

“Experimental use” comes to copyright law: Nicki Minaj
avoided liability for private use of Tracy Chapman’s work in order to
experiment with it before seeking a license. The evidence was that making the
work before seeking the license “was customary practice because rights holders
often request copies of new works during licensing discussions and prospective
licensees usually include their proposed derivative works with their initial
licensing requests.” The court reasoned that interfering with this industry
practice would be inconsistent with copyright’s purposes, and that because it
was private and experimental it didn’t have a negative market impact.

Estate of Smith v. Graham, 799 Fed.Appx. 36 (2d Cir. 2020): “Pound Cake”: The first identified instance of transformativeness
without parody in a music case! However, the district court found that the
defendant’s use was implicitly critical of the original, which had celebrated
jazz over all other forms of music; the defendant’s rap song claimed the same
longevity for all real music including rap.

Perhaps most interesting in the case, however, is the
court’s statement that “Nor is there evidence of the existence of an active market
for ‘Jimmy Smith Rap,’ which is vital for defeating Defendants’ fair use
defense.” This attention to the market for the specific work at issue, rather
than the overall market for works of the same general type, is of increasing
importance in fair use cases of many kinds, including educational uses in last
year’s University of Georgia case and in cases where fair use fails, like the
TVEyes v. Fox dispute.

Hughes v. Benjamin, 437 F.Supp.3d 382 (SDNY 2020): On a
motion to dismiss. Showing a series of clips of another YouTuber of the
opposite political persuasion, with a mocking title, was transformative and
fair. The context—including the selection of clips, the title, and the poster’s
other political commentary, was enough to create comment and a new message.
Subsequently, the court awarded nearly $40,000 in attorneys’ fees to the
prevailing defendant.

Also: dueling tattoo cases: disputes over whether summary
judgment should be granted to defendants: (1) the second case follows a pattern
of treating videogames worse than other artworks in holding that the videogame
might have the same purpose as the original tattoo; (2) Google v. Oracle might
give some signals about how courts should think about summary judgment in fair
use cases, but it’s an unusual enough case that I wouldn’t put too much
confidence in that.

Educational uses, or uses that courts clearly think
contribute to education, continue to have some sway with courts: Tresóna Multimedia, LLC v. Burbank High School Vocal Music
Ass’n, 953 F.3d 638 (9th Cir. 2020) Use of a portion of a musical work in a new
arrangement for a show choir was a nonprofit educational use, and the use of a
portion of the song to tell a new story as part of an audiovisual presentation
was transformative (remand to award attorneys’ fees to the defendant—not just
for reconsideration by the district court: Tresona’s fair use argument was
“objectively unreasonable” because the use was nonprofit teaching and highly
transformative, and its litigation strategy was unduly aggressive; it sued
parent volunteers!)

And the Bell v. Worthington City School District, 2020 WL
2905803 (S.D. Ohio Jun. 2, 2020): case granted summary judgment to the
defendants, reasoning that an athletic coach’s retweet of an inspirational
passage about how winning isn’t usual was fair because the use was educational
and noncommercial, and the defendant couldn’t show market harm from loss of a
tweet license for noncommercial use—this is another of the cases where the
court itself puts the copyrighted material online for free by reproducing it in
its entirety.

Now to the other half of the cases: Richard Liebowitz
continued his one-man crusade to further develop the law of fair use of
photographs on a motion to dismiss.

Yang v. Mic Network, Inc., 2020 WL 6562403 (S.D.N.Y. Nov. 9,
2020): fair use on a motion to dismiss where the defendant used a screenshot of
an article that included roughly the top half of the relevant photo.

Boesen: embedded Instagram post was fair use for purposes of
reporting on the story generated by the Instagram post.

Walsh v. Townsquare Media, Inc., 464 F.Supp.3d 570 (S.D.N.Y.
2020): (Cardi B) same thing.

Schwartzwald v. Oath Inc., No. 19-CV-9938 (RA) (S.D.N.Y.
Sept. 10, 2020): (altered photo of Jon Hamm commenting on the ridiculousness
of people caring about Jon Hamm’s penis)

Marano v. Metropolitan Museum of Art, — F.Supp.3d —-,
2020 WL 3962009 (S.D.N.Y. 2020) (focus on history of guitar, rather than on
musician, was transformative)

Harbus v. Manhattan Institute for Policy Research, Inc. 2020
WL 1990866 (S.D.N.Y. Apr. 27, 2020): (granting motion to dismiss where the use
highlighted the defendant’s own research and educational mission)

But he didn’t lose every fair use defense: Iantosca v. Elie Tahari, Ltd., 2020 WL 5603538 (S.D.N.Y.
Sept. 18, 2020). Unauthorized use by a clothing designer in its social media
to show off a model wearing the designer’s clothes was not fair use! Not
transformative.

Cruz v. Cox Media Group, LLC, 444 F.Supp.3d 457 (E.D.N.Y.
2020) News use of newsworthy photo by amateur photographer not fair use (I will
note that the relevant photo is now freely available to the public because the
court included it in the opinion).

And he lost fees in a different failed fair use defense: Otto v. Hearst (court found that license fee was $100 and awarded $750 in
statutory damages).

Emerging, tentative pattern: people in the business of
making and using photos as part of their ordinary operations have to pay for
photography, but people primarily in the commentary business don’t.

Grant v. Trump: Pending litigation over the use of music in political ads.
Will this be the first finding of fair use in unaltered use of a portion of sound
recording in a political ad? Trump’s motion to dismiss relies on recent cases like Smith
and Brown v. Netflix, Inc., 462 F. Supp. 3d 453, 460 (S.D.N.Y. May 27, 2020), which found that
short excerpts of a recording in a larger work were fair use, to argue that its
40 seconds were limited enough to be fair. Fair warning: The Trump campaign’s papers are much better than the ones that have made the news of late.

VI.       Secondary
Liability/512

512(a)’s protections for conduits aren’t really working any
more. Sony Music Entertainment v. Cox Communications, Inc., 464
F.Supp.3d 795 (E.D. Va. 2020). $ 1 billion damages award upheld against post trial motions.

Warner Records Inc. v. Charter Communications, Inc., 454
F.Supp.3d 1069 (2020): vicarious and contributory liability by provider of high
speed internet access was sufficiently alleged. UMG Recordings, Inc. v. RCN Telecom Services, LLC, 2020 WL
5204067 (D.N.J. Aug. 30, 2020) same. UMG Recordings, Inc. v. Bright House Networks, LLC, 2020 WL
3957675 (M.D. Fla. Jul. 8, 2020): Vicarious liability failed for want of direct
financial benefit:

“This interpretation of the direct financial benefit
requirement effectively reads the limiting term “direct” out of the test,
allowing the imposition of vicarious liability based on indirect, highly
attenuated connections between infringing conduct of the patron and alleged
financial benefits.” What Plaintiffs alleged was that Bright House’s internet
speed and efficiency are “draws” to the service, but that wasn’t enough: “It is
not readily apparent or plausibly alleged that an internet thief would be
“drawn” by the efficiency of internet service any more than the average
law-abiding purchaser of copyrighted content.”

But contributory infringement claims survived.

ALS Scan, Inc. v. Steadfast Networks, LLC, 819 Fed.Appx. 522
(2020): Over a dissent, the Ninth Circuit held that a data-center
service provider took adequate “simple measures” to avoid contributory
copyright infringement by forwarding notices of such infringement to the
hosting website — and every alleged infringement was taken down. Even if the
notices kept coming, generalized knowledge of likely infringement wasn’t enough
where each specific infringement was taken down and the data center didn’t
control the website where the infringements were allegedly occurring. The
plaintiff could sue the website if it was liable for the underlying
infringement. Important case in rejecting an attempt to evade the DMCA’s
requirements.

512(f): Beyond Blond: allegedly false takedowns sent to
Amazon based on public domain materials; though the plaintiff counternoticed,
Amazon declined to honor the counternotice unless the notices were actually
withdrawn. 512(f) can preempt state law tortious interference and
related claims if they’re based on bad copyright notices—but if the notice
sender also alleges trademark issues, that may not be preempted (but the recipient likely has a harm causation problem). Because the standard for succeeding on a 512(f) claim is so
stringent, 512(f) can leave people who received bad takedown notices in a worse
position than if it didn’t exist.

VIII.    1202 Gains
Momentum

Sometimes it takes a while for lawyers to discover a cause
of action. Most important case: Mango v. BuzzFeed, Inc., 970 F.3d 167 (2d
Cir. 2020): Digital Millennium Copyright Act (DMCA) includes double scienter
requirement; but publisher knew of CMI removal and publisher had reason to know
distribution with altered CMI concealed infringement.

Recif Resources, LLC v. Juniper Capital Advisors, L.P., 2020
WL 5739138 (S.D. Tex. Sept. 24, 2020) timely registration isn’t required for
statutory damages under 1202.

Fischer v. Forrest, 968 F.3d 216 (2d Cir. 2020):

While an author’s name can
constitute CMI, not every mention of the name does. Here, “Fischer’s” is part
of a product name; it is not a reference to “James H. Fischer” as the owner of
a copyrighted text. What was removed was not Fischer’s name as the copyright
holder of the advertising text, but “Fischer’s” insofar as it was a part of the
actual product’s name. …  “Fischer’s”
cannot be construed as CMI with respect to the advertising text at issue
because it is simply the name of the product being described. In short: context
matters.

Mills v. Netflix, Inc., 2020 WL 548558 (C.D. Cal. Feb. 3,
2020): where the defendant kept the plaintiff’s name visible in its screenshots
of plaintiff’s video, it wasn’t plausible that it intentionally removed CMI in
order to facilitate or conceal infringement. Continues the divide in courts
about whether the CMI has to be integrated into the work or really close to the
work in order to count as CMI.

Kirk Kara Corp. v. Western Stone and Metal Corp., 2020 WL
5991503 (C.D. Cal. Aug. 14, 2020): “Based on a review of the side-by-side
images included in the Complaint, the Court can determine that, while the works
may be substantially similar, Defendant did not make identical copies of
Plaintiff’s works and then remove the engraved CMI. In such cases, even where
the underlying works are similar, courts have found that no DMCA violation exists
where the works are not identical.”

Takeaway: Courts are not really reading “remove” to mean
“remove,” even though they probably should—they are often reading “remove” to
include “making copies without the CMI.”  Someone who makes a nonexact copy will often not
be held to have “removed” CMI. However, this isn’t always the case and
especially not on a motion to dismiss, example: Pilla v. Gilat, 2020 WL 1309086
(S.D.N.Y. Mar. 19, 2020): use to create infringing derivative work could
plausibly state a claim for removing CMI.

IX. Remedies

Greg Young Publishing, Inc. v. Zazzle, 2020 WL 3871451 (C.D.
Cal. Jul. 9, 2020) (now on appeal): Despite finding willful infringement by Zazzle through sales
of items bearing infringing images, the court denied a permanent injunction: irreparable
harm is not likely when high-volume sellers promptly and voluntarily remove
infringing items. Zazzle can afford to pay money damages. Loss of exclusive
rights of copyright is not itself irreparable harm after eBay v. Mercexchange.
In terms of balancing the equities, GYPI has not presented any evidence of a
more effective way for Zazzle to prevent infringement than its current system

Disney Enterprises, Inc. v. VidAngel, 2020 WL 2738233 (C.D.
Cal. Mar. 31, 2020): Over $62 million in statutory damages for copying, altering,
and streaming over 800 Disney movies.

Energy Intelligence Group, Incorporated v. Kayne Anderson
Capital Advisors, L.P., 948 F.3d 261 (5th Cir. 2020) (failure to mitigate is
not a complete defense to statutory damages): Plaintiffs produced a specialized newsletter and basically
did not try to stop copying for a while, then sued for over 1600 infringements
and 425 DMCA §1202 violations. At trial, the defendants persuaded the jury that
the plaintiff could reasonably have avoided almost all the copyright and DMCA
violations at issue. EIG took nothing for those violations and received $15,000
in statutory damages for 39 infringed works, about half a million dollars. The
court of appeals remanded on the infringement damages because it couldn’t tell
whether the jury intended to award EIG $15,000 per infringed work if failure to
mitigate wasn’t a complete defense and held that the plaintiff should get $2500
per DMCA violation, over $1 million.

X. Licensing

Tresona again: The plaintiff didn’t own exclusive rights in
certain songs because it was only licensed by a co-author, and the other
co-authors could have licensed the songs, thus it owned no exclusive rights.
This seems correct but the Ninth Circuit’s attempt to distinguish previous
precedent is a bit puzzling.

XI.       Preemption

Jackson v. Roberts, No. 19-480 (2d Cir. Aug. 19, 2020): The Second Circuit reached a conclusion for which I and
others like Jennifer Rothman have long argued: especially with respect to the
right of publicity, conflict preemption, not §301 preemption, determines what
happens when right of publicity claims are asserted against ordinary uses of
copyrighted works in which the plaintiff consented to perform. Because
non-advertising exploitation of such works is at the core of copyright rights,
a subject’s assertion of the right of publicity to stop that exploitation
fundamentally conflicts with copyright’s purposes. This reasoning preserves
false association and privacy claims, but not right of publicity claims
predicated merely on unauthorized exploitation of a work in which the claimant
consented to appear.

Of particular note: Many courts have, with much more
confused reasoning, reached similar results when the defendant is the copyright
owner or is licensed by the copyright owner, the Second Circuit went further, I
think properly, and held that a pure attempt to control a work’s distribution
on right of publicity grounds is preempted even if the copyright owner didn’t
authorize the distribution. There might or might not be a copyright claim—the
use might be fair, for example—but either way the right is the copyright
owner’s.

Conflict preemption reasoning explains the actual results of
the cases much better than invocation of express preemption under §301. One of
my remaining questions is: why do courts insist the result has to be different
with advertising uses? Advertising use can be nonconfusing use—like using a
licensed image of Kim Kardashian and saying “Kim wouldn’t be caught dead using
our product”—and licensing copyrighted works for use in advertising is
certainly an ordinary use for copyrighted works.

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Pirate donut’s TM claim against Dunkin X’ed out

Grazette v. Bitcoin of America, LLC, 2020 WL 6789352, No. 19-CV-4837
(MKB) (E.D.N.Y. Sept. 30, 2020)

Despite the main name here, the question presented is
whether the design on a gift card sold by Dunkin’ Donuts “counterfeit[s]” the
trademarked logo for Grazette’s doughnut shop in violation of the Lanham Act
and NY’s GBL. The court dismissed the claims against the moving defendants (and
ordered Grazette, pro se, to show cause why the remaining claims shouldn’t be
dismissed).

Grazette makes and sells vegan doughnuts. In 2018, he
designed a logo, “Sprinkle Roger,” consisting “of a circular face design shaped
like a donut consisting of two x[-]shape[d] eyes and a smaller inner circular
nose in the middle with sprinkles within the outer circle and cross bones
underneath.” The “Sprinkle Roger” mark was designed to “appeal to an edgy,
gritty and ethical crowd … by signaling” that his product was gluten-free and
vegan. He made business cards and stickers with the logo on them.

In 2019, Dunkin’ “advertised a brand new gift card on their
… [Instagram] page,” which allegedly“counterfeit[ed]” the trademark. That
year, it also announced delivery and plant-based (vegan) options. The card
depicts the brightly colored letters “XO,” with the “O” replaced by a doughnut
with sprinkles. Grazette disputed whether the card was meant to be viewed
horizontally.

Grazette’s mark wasn’t fanciful because it included an image of a
doughnut, but had “at least a moderate degree of inherent distinctiveness.”
However, there were no allegations of significant sales using the mark, and it
had only been alleged to be in commercial use for a short time (Oct. 2018).

Similarity strongly favored Dunkin’. There was no allegation
that the colorful Dunkin’ card was intended to be “edgy,” and its colorful
design “supports the conclusion that it is intended to give a different
impression than Plaintiff’s mark.”

Proximity/no gap to bridge: favored Grazette.

Actual confusion: Grazette indicated that he showed two
items to store employees, and at least one called them “the same.” The absence
of actual confusion was neutral because of the short time on the market.

Bad faith: Even assuming Dunkin’ knew of the mark, “it is
implausible that the Dunkin’ Defendants, a longstanding national brand, had any
‘intention of capitalizing on [P]laintiff’s reputation and goodwill and any
confusion between his and the [Dunkin’ Defendants’] product,’ when Plaintiff
markets and sells his products to a niche market.”

Quality: favors neither party, assuming that Grazette is
correct that consumers consider vegan, gluten-free doughnuts to be entirely
different products than those sold by Dunkin’.

Consumer sophistication: Dunkin’ contended that Grazette’s
“allegations suggest that his buyers … are sophisticated, since they likely
have dietary restrictions around gluten and animal products.” But the products
at issue are inexpensive, so this slightly favored Grazette.

On balance, likely confusion wasn’t plausible:

Both marks are associated with
doughnut companies and include a sprinkle doughnut and crossed lines in the
design, but the similarities end there. A comparison of the “Sprinkle Roger”
mark and the “XO” mark (paired with Dunkin’s logo) reveals that they give
starkly different impressions.

The other factors were neutral or weakly in favor of
Grazette.

Also, there was no counterfeiting, which requires “a
spurious mark which is identical with, or substantially indistinguishable from,
a registered mark.” A mark isn’t counterfeit when consumers would recognize the
differences on cursory inspection; the differences here were enough.

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advertising injury insurance covers false advertising/patent case despite exclusions

In re Indian Harbor Ins. Co. v. SharkNinja Operating LLC,
No. N20C-02-014 PRW CCLD (Del. Super. Ct. Nov. 19, 2020)

Indian Harbor provided SharkNinja with personal and
advertising injury insurance; it was sued for false advertising and patent
infringement by a competing vacuum manufacturer. Under Massachusetts law,
Indian Harbor had a duty to defend. The relevant covered offenses:

(d) Oral or written publication, in
any manner, of material that slanders or libels a person or organization or disparages
a person’s or organization’s goods, products or services; …

(f) The use of another’s
advertising idea in your “advertisement”; or

(g) Infringing upon another’s
copyright, trade dress or slogan in your “advertisement”[.]

There were also exclusions for failure to conform “with any
statement of quality or performance made in your ‘advertisement’ ” and “infringement
of copyright, patent, trademark or other intellectual property rights.”

 iRobot then sued,
alleging that “SharkNinja deployed a smear campaign calculated to target, and
to assert false advantages over, iRobot’s vacuum cleaners, and to mislead
consumers about the legitimacy and fairness of iRobot’s pricing in comparison
to its own pricing.”In Massachusetts, “[a]n insurer’s duty to defend is
triggered where the allegations in the complaint ‘are reasonably susceptible of
an interpretation that states or roughly sketches a claim covered by the policy
terms,’” even if “the merits of the claim are weak or frivolous” or “the
insurer could eventually be determined to have no duty to indemnify the
insured.” A possibility of coverage is enough; the allegations of the
underlying complaint need not “specifically and unequivocally” make out a covered
claim. The manner in which the plaintiff presents her accusations need not
“mirror the policy’s coverage language.”

The underlying claim “roughly sketche[d]” personal and
advertising injury. For example, iRobot alleged that SharkNinja “directly
targets iRobot’s Roomba vacuums … [by] expressly and falsely claim[ing] that
the Shark IQ offers the same technological advancements as iRobot, but at less
than half the price;” makes “false comparisons to iRobot’s vacuums [that]
threaten iRobot with … reputational harm;” etc. This singling out of iRobot
for negative advertising potentially “disparaged” iRobot for purposes of
coverage.

So too with “use of another’s advertising idea” injury. This
concept encompasses myriad meanings, including: “an idea about the solicitation
of business and customers;” “ideas in connection with marketing and sales and
for the purpose of gaining customers;” and “an idea for calling public
attention to a product or business, especially by proclaiming desirable
qualities so as to increase sales. …” In the underlying complaint, iRobot
provided a line-item chart detailing the ways in which SharkNinja “mimic[ked]”
iRobot’s marketing claims about the Roomba’s “selected cleaning” and
“recharge/resume” features to influence purchasing decisions.

Indian Harbor’s arguments failed because “Massachusetts
courts routinely reject narrow, insurer-preferred interpretations of undefined
policy terms that would winnow broad defense coverage.”

What about the failure to conform exclusion? Indian Harbor
failed to meet its burden to show that the underlying complaint was really
about SharkNinja’s own products, not iRobot’s products. At the very least, some
of iRobot’s complaint was about negative things said about iRobot. Anyway, the
failure to conform exclusion “cannot be fairly read also to bar coverage
whenever SharkNinja couples those with misleading or disparaging statements
about a competitor’s products. Otherwise, much of the personal and advertising
injury coverage would be nullified—a result clearly contrary to SharkNinja’s
reasonable expectations.”

And the IP exclusion may well plainly exclude any defense
against the patent claims, but: “[T]he general rule in Massachusetts in the
general liability insurance context is that the insurer must defend the entire
lawsuit if it has a duty to defend any of the underlying counts in the
complaint.”  

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it’s not misleading to advertise the same thing with two names and two prices

 Lokey v. CVS Pharmacy, Inc., 2020 WL 6822890, No.
20-cv-04782-LB (N.D. Cal. Nov. 20, 2020)

Lokey alleged that CVS violated the FAL/UCL/CLRA by
marketing its CVS-branded infant pain-and-fever medicine at a higher price (up
to two and a half times as much) than its CVS-branded child pain-and fever
medicine, even though the ingredients in the two products are the same. The
court held that reasonable consumers would not be confused and dismissed the
claim.

The front labels for the two products describe their
composition identically, including their concentrations of 160 mg/5 mL (a
concentration required by the FDA for infants and children), but brand them for
infants (with a syringe for administering the dosage and with no other representation
about age) and children (with a dosage cup and a representation that the
product is for children from ages 2 to 11 years). The infant version has
instructions for children up to 35 lbs/3 years; the child version goes up to 95
pounds and 11 years; both versions say that for under 24 lbs/2 years one sohuld
“ask a doctor.”

Although it seems to me that Lokey’s argument that “[n]o
reasonable consumer would pay two and a half times as much per ounce and
sometimes more to purchase Infants’ acetaminophen over Children’s acetaminophen
unless he or she had been deceived into thinking that infants cannot safely
take the Children’s product” is plausible, the court disagreed.

Lokey was fundamentally challenging pricing decisions, which
aren’t justiciable without some other deception (which seems like it would be a
surprise to the standard economic take that prices are themselves informational
signals). Boris v. Wal-Mart Stores, 35 F. Supp. 3d 1163 (C.D. Cal. 2014)
(rejecting essentially the same claim for headache remedies), aff’d, 649 F.
App’x 424 (9th Cir. 2016).

Relatedly, “the labels here would not mislead a reasonable consumer.”
The front label disclosed the compositional identity, and they have different
delivery mechanisms (syringe and cup). The pictures of infants and older
children, respectively, and the dosing instructions “do not plausibly suggest
different formulations, given the front-label representation about the
composition of the medicines.” “What ultimately dooms Plaintiff’s claims is
that Defendant tells the consumer exactly what she is getting: the package
actually discloses the fact that Plaintiff complains it omits[.]”

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MGM ekes out motion to dismiss TM claim against movie content

Deus ex Machina Motorcycles Pty. Ltd. v. Metro-Goldwyn-Mayer
Inc., No. CV 20-4822-PLA, 2020 WL 6875178 (C.D. Cal. Oct. 23, 2020)

The Honey Badger case continues to screw up 9th Circuit law,
here making a movie’s protection against allegations of trademark infringement
based on its content appear contingent on the movie having a different vibe
than the trademark owner’s brand allegedly does. Ugh. At least MGM did win the
motion to dismiss, but with leave to amend.

Deus Ex Machina makes custom motorcycle parts, hand-built
motorcycles, and related goods, including clothing “compatible with a
motorcycle riding lifestyle.” It owns registrations for DEUS EX MACHINA for
various articles of clothing, including jackets and alleged that many years of
effort had created “a very specific brand image and reputation for quality,” drawing
on “custom motorcycle culture and vintage surf culture, along with the
intersection and mingling of those lifestyle cultures with art, music, and
other popular culture.” Its “core market” is males, ages 18 to 30 years
old. 

One of plaintiff’s motorcycle jackets

Although sales of apparel and accessories comprise 80% of
its business, DEM alleged that it also makes and publishes movies to promote
its brand. Its movies “portray surf, motorcycle, and other cultural themes and
activities like music and snowboarding” and are “a core part of its cultural
foundation to enhance the value of its brand.”

MGM made “The Sun is Also a Star,” “a schmaltzy, teen-style
love story.” In the film and trailer, the “lead actress … Yara Shahidi” wears
a blue and rustic gold bomber jacket “with the words ‘DEUS EX MACHINA’
inscribed in the back in large letters.” It plays a role in the plot (and the plot of the book on which the film is based) because the male lead writes the phrase in a notebook before meeting the female lead and deciding they’re meant for each other based on her jacket.

MGM allegedly authorized copies of the jacket to
be sold by, among others, two different websites. This jacket was allegedly inferior
in quality to plaintiff’s products, and inconsistent with what DEM’s consumers
expect from its products. (Although DEM alleged that a non-defendant actor who
played a teen in the film “posed for pictures posted to social media to help
promote the [Film] in which he wore clothing actually sold by [plaintiff],” he
wasn’t wearing the allegedly infringing jacket nor did DEM allege that MGM directed
or encouraged this appearance, so this part of the claim failed no matter what.)

DEM alleged that its customers and potential customers were
therefore “confused” as to the image it “is trying to create with its products,”
and it was being associated with a teen love story that is “totally
inconsistent” with its brand image.

First, Rogers and its 9th Circuit progeny applied
both to the trademark and to the false advertising claims because the false
advertising claims were “in connection with the use of a trademark in an
expressive work.”

Rogers applied to the film, its trailer, and the
promotional appearance by one of its stars in which he allegedly wore
plaintiff’s clothing because, as Empire held, “efforts to advertise,
promote, and market an expressive work are merely extensions of the use of a
mark in the original expressive work.”

Artistic relevance: DEM didn’t allege any facts showing lack
of artistic relevance. Despite being willing to take judicial notice of the
trailer and film, however, the court declined to go any further and evaluate
artistic relevance, though it noted that showing lack of artistic relevance
would be an “uphill battle.”

Explicitly misleading as to source/content: This prong is
now complicated because, after Gordon, explicit misleadingness can be
implicit. However, it’s not enough to show that consumers are confused. The focus
is on “the nature of the [junior user’s] behavior” as opposed to “the impact of
the use.”

In assessing explicit misleadingness, courts should consider
“the degree to which the junior user employs the mark in the same way as the
senior user.” Use in a “different context” isn’t explicitly misleading (citing
the Barbie cases and Empire). “By contrast, where the junior user
employs the mark in the same way as the senior user, the explicitly misleading
component of the Rogers test is likely to be satisfied.” (Citing to Gordon’s
dicta about TV show “Law and Order: Special Hip Hop Unit” being explicitly
misleading.) Also, “[c]ourts consider the extent to which the junior user has
added its own expressive content to the work beyond the mark itself.”

DEM didn’t sufficiently allege explicit misleadingness.
First, MGM’s use was different from DEM’s primary use—which is primarily on
clothing.

Comment: This is an implicit harmonization of the Ninth and
Second Circuit approaches: the Second doesn’t use Rogers in
title-v-title cases, but Empire said the Ninth would do so, but then Gordon’s
“same use” reasoning is really title-v-title on steroids. I think the Second
Circuit’s approach, which is confined to titles and based on the
advertising-like function of titles specifically, is a lot less dangerous than Gordon’s
standardless “same use” reasoning, which apparently applies to all parts of a
work. It’s not surprising that, in light of Gordon, the plaintiff here
asserts that it is somehow in the moviemaking business. The court’s addition of
“primary” to put the plaintiff’s uses in a hierarchy, so that Gordon will
benefit only TM plaintiffs who are actually in the business of producing
expressive works to make their money, is understandable but adds to the
epicycles and uncertainty here.

Anyhow, this analysis then turns into content analysis of
MGM’s movie:

Although plaintiff alleges that it
also produces movies to promote its brand, those movies promote plaintiff’s
brand story, which draws on custom motorcycle culture and vintage surf culture,
along with the intersection and mingling of those lifestyle cultures with art,
music, and other popular culture. Nothing in the Film touches on any of those
themes and activities. On the contrary, as plaintiff alleges, the Film is “a
schmaltzy, teen-style love story,” and is “totally inconsistent” with the brand
image that plaintiff has built. Moreover, the mark in the Film appears on a jacket
worn by a young female. This allegation also undermines a finding that the use
of the mark is explicitly misleading because plaintiff alleges that its
clothing, including its jackets, is “primarily marketed to males” between the
ages of 18 and 30.

Just to be super clear, if the content of the film were
focused on young males and surf culture, there would still be nothing
“explicit” about source, sponsorship, or affiliation in it.

Second, the court said, MGM added its own expressive content
to the film “beyond the mark itself.” The mark

plays only a part in a movie about,
among other things, two young people who meet and fall in love over the course
of the day, only to have events beyond their control tear them apart.
Specifically, the Film uses the mark to establish a connection between the
couple — as the young man writes the words “deus ex machina” in a notebook and
then later sees the young female wearing the Jacket bearing those same words.

Although the Court makes no
determination at this point as to the artistic relevance of the mark in the
Film, there is nothing in the Film or in plaintiff’s allegations to suggest
that the mark, itself, is the centerpiece of the Film or that, like the
unadorned use of the “Honey Badger” marks in Gordon, defendants used the
mark without adding any artistic expression of their own.

DEM’s own description of the film, “a schmaltzy, teen-style
love story,” was inconsistent with claiming that the mark was the centerpiece. (And
again, even a centerpiece—like an unauthorized biopic about Tiger
Woods—wouldn’t therefore be explicitly misleading about source or sponsorship.)

“Finally, although not dispositive, in and of itself,
the Film includes no affirmative or implicit statement indicating plaintiff’s
sponsorship of, or association with, the Film” (emphasis added). [That’s not
what “explicit” means!] The jacket has no reference to surfing, motorcycles, or
DEM’s “brand image.” The style and color were allegedly “inconsistent” with
DEM’s use of its mark.

Trademark dilution: Not plausibly famous. DEM alleged that its
mark was widely recognized only among “a discrete group of males,” and alleged
only conclusory facts about its sales, especially in the US, which it didn’t
enter until 2011.

The court did not dismiss the trademark infringement/false
advertising claims with respect to the online sales of the jacket. “To be sure,
an argument can be made that any purported sales of the Jacket could be
considered promotional materials related to the Film. But defendants, at the
pleading stage, cannot establish that fact, and plaintiff does not allege it.”
Nor would the court take judicial notice of printouts showing that DEM’s mark
didn’t appear on/wasn’t referenced in ads for the jacket, since those might
only be a snapshot of time. (Given Empire’s findings about promotional
goods, though, it’s hard to imagine how long this claim can last. Presumably
targeted discovery should commence.)

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When is “verified by [platform]” an actionable misrepresentation about authenticity?

Choon’s Design, LLC v. Contextlogic Inc., 2020 WL 6891824, No.
19-cv-05300-HSG (N.D. Cal. Nov. 24, 2020)

Defendant Contextlogic runs Wish, which is allegedly a
“bargain hunting retail website and smartphone shopping application,” with 94
percent of its merchants based in China. Contextlogic allegedly imports, ships,
and warehouses many of the products in its marketplace and charges the
merchants a fifteen percent fee for each sale. It provides a “Verified by Wish”
badge on many of the products on its platform. Wish’s website explains that the
badge signifies that the products have been “inspected for the best quality,”
“inspected and [are] guaranteed to be the best quality,” and “have been
inspected and approved by our team, and are guaranteed to the best quality.” Moreover,
to receive the badge, the products must be from “Trusted Stores,” requiring “good
delivery performance and high product quality” including a “Counterfeit Rate
< 0.5%.” Wish allegedly touts a “zero-tolerance policy against intellectual
property infringement,” publicly prohibits the “sale of counterfeit branded
goods,” and states on its website that “[w]e do not allow product listings
which infringe on intellectual property.” However, Contextlogic allegedly only
reviews the counterfeit rate periodically, and grants the “Verified by Wish”
badge to counterfeit products.

Choon’s alleged violations of both §43(a)(1)(A) and (B), as
well as California’s UCL, because the “Verified by Wish” badge “misrepresents
the nature, characteristics, [and] qualities” of the third-party products on
its website. Choon’s did not allege direct or secondary trademark infringement,
but rather that the “Verified by Wish” badge is likely to cause confusion as to
the products’ authenticity and “how Plaintiff or a third-party vendor is
affiliated, connected, or associated with Wish.”

The statute doesn’t require the “use of a trademark” for an
actionable claim. However, it still has to be alleged that whatever the
defendant does “is likely to cause confusion or mistake, or to deceive, as to
sponsorship, affiliation, or the origin of the person or goods in question.”
And Choon’s didn’t adequately allege that part. It alleged only that the
“Verified by Wish” badge is likely to cause confusion (1) “as to the
affiliation, connection, or association of Plaintiff and the Class Members’
products with” other products or persons and, (2) “as to the origin,
sponsorship, or approval of Plaintiff and the Class Members, as to their
products, services, or commercial activities.” But §43(a)(1)(A) on its face
requires that the badge must cause confusion as to the defendant’s
affiliation, connection, or association with another, or as to the origin,
sponsorship, or approval of the defendant’s goods, services, or
commercial activities by another person.

There were no allegations to support the suggestion that the
badge erroneously affiliates Wish with Choon’s or its products, or allegations
that Wish was liable for the vendor’s conduct.

False advertising: Choon’s failed to adequately allege
falsity. Contextlogic allegedly touts the badge as a representation of product quality,
but Choon’s argued that it was a misrepresentation of authenticity.  Although its allegations could suggest that Contextlogic’s
verification was inadequate or perhaps even nonexistent, Choon’s didn’t allege
this with the specificity required by Rule 9(b), or explain why quality plausibly
means authenticity. This also got rid of the UCL claim.

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Georgia “data breach as unfair trade practice” claim fails

Collins v. Athens Orthopedic Clinic, 849 S.E.2d 213, A18A0296
(Ga. Ct. App. 2020)

Former and current patients filed a putative class action
against the Athens Orthopedic Clinic for negligence, breach of implied
contract, unjust enrichment, attorney fees, injunctive relief under Georgia’s
Uniform Deceptive Trade Practices Act (UDTPA), and declaratory judgment
stemming from a data breach of their personal information. An anonymous hacker
stole the personally identifiable information, including social security
numbers, birthdates, addresses, and health insurance information, of
approximately 200,000 current and former Clinic patients. The hacker demanded
ransom, but the Clinic refused to pay, and the hacker sold the information on
the “dark web.”

The trial court dismissed all claims, but the Georgia
Supreme Court ultimately held that the allegations in the complaint
sufficiently stated a claim for negligence that was not merely speculative and
remanded to reconsider the remaining claims in light of that ruling. On remand,
the court of appeals affirmed the dismissal of the unjust enrichment, declaratory
relief, and UDTPA claims.

The Georgia UDTPA allows only prospective relief, but not
redress for past harm. Thus, standing requires likely future damage by an
unfair trade practice.  Here, “an
injunction would serve no purpose at this point because, as alleged, their
personal information was already sold and is available on the dark web. As
such, the plaintiffs have failed to allege a future harm caused by the unfair
practice, as required by the UDTPA, and the trial court properly dismissed this
claim.”

The Chief Judge would have reached the same result on the
UDTPA but for a different reason: there was no alleged deceptive trade
practice. Athens Orthopedic allegedly violated the Act by failing to inform the
plaintiffs that it did not have adequate computer systems and data security
practices, but there was no allegation that it knew of the inadequacy, so there
was no false advertising.

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mere direct competition doesn’t plausibly plead false advertising standing

Allbirds, Inc. v. Giesswein Walkwaren AG, 2020 WL 6826487, No.
19-cv-05638-BLF (N.D. Cal. Jun. 4, 2020)

Allbirds sued Giesswein for trademark and related claims,
and Giesswein counterclaimed for false advertising under state and federal law;
the counterclaims are at issue here.

Giesswein sells footwear made from the wool of Merino sheep,
including footwear referred to as “‘runners’ or sneakers,” “wool runners,” and
“merino runners.” Allbirds also offers footwear products made of wool and
referred to as “wool runners.” Giesswein alleged that “[o]ne of Allbirds’
central advertising messages for its footwear products is that the products are
‘natural’ or made of ‘natural materials,’ ” but Allbirds products allegedly contain
synthetic polyamides and therefore the “natural” advertising is materially false
or misleading.

Allbirds argued that Giesswein lacked Article III standing
because it only plead generalized harm, e.g., “Giesswein has suffered and is
likely to continue to suffer significant monetary damages and discernible
competitive injury by the direct diversion of sales from Giesswein”; “Giesswein
has suffered, and continues to suffer, injury in fact and has lost money,
property, and/or goodwill”; and “Giesswein has and will continue to suffer damages,
including lost sales, revenue, market share, and asset value.” Giesswein alleged
that that parties were “direct competitors,” but that wasn’t conclusive of harm,
and there were no allegations that customers chose Allbirds products over
Giesswein products because of the alleged false or misleading advertising. The
court agreed.

A party may prove its injury (1) by using lost sales data,
that is “actual market experience and probable market behavior,” or (2) “by
creating a chain of inferences showing how defendant’s false advertising could
harm plaintiff’s business.” “Evidence of direct competition is strong proof
that plaintiffs have a stake in the outcome of the suit, so their injury isn’t
conjectural or hypothetical.” But here there were no lost sales data, and Giesswein
provided only one link in the chain of inferences: direct competition. Standing
alone, that wasn’t enough.

Giesswein didn’t allege facts indicating that “the material
of shoes is an important factor for consumers in deciding which shoes to buy
such that Allbirds captures a larger share of the ‘all-natural’ shoe market
because of its alleged false or misleading advertising.” Motion to dismiss
granted with leave to amend (though the court suggested that the California UCL
and FAL claims would require Giesswein to show that it relied on the
alleged misrepresentation to its detriment, which would be hard to do even if
it can plead Lanham Act standing).

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Power pack plausibly promises more than it delivers

Geske v. PNY Technol., Inc., No. 19-cv-05170, 2020 WL
7042887 (N.D. Ill. Nov. 30, 2020)

A delightful example of Seventh Circuit style, clear but
respectful of the parties’ arguments.

Geske alleged that PNY’s portable power bank, whose package prominently
declared that it offered “5200 mAh” of available power for “3x CHARGES*,” didn’t
offer “5200 mAh” of power to her cell phone. She alleged that she had to
recharge the power bank more often than she thought and that the power bank was
never capable of delivering 5200 mAh of power at all because the power bank
itself consumes a significant portion of the power. As the court explained:
“[I]t takes power to send power. The power bank must use some of the power to
convert and distribute power from the internal battery to the connected device.
This process can use as much as 30 to 40 percent of the battery power of the
power bank.” Geske alleged that the amount of power is “the material factor in
making a purchasing decision, because the function of the power bank is to provide
power, and more is better.”

When she became disillusioned, “Geske didn’t return the
device to the store. Instead, she hired a laboratory to figure out if her
$12.99 power bank underperformed.” The lab tested two other PowerPack 5200s and
two PNY PowerPack 1800s, which delivered about a third less and 45% less mAh
than labeled, respectively.

Geske alleged claims under the Illinois Consumer Fraud and
Deceptive Business Practices Act and comparable statutes in other states, breach
of warranty, and unjust enrichment.

Geske had standing for damages: she alleged that she didn’t
get what she paid for, which is a concrete injury. PNY argued that she didn’t
allege that her power bank was defective, only that two others, tested
by the lab, were. But this was to ignore the allegations of the complaint,
which included allegations that she didn’t receive the charging power she
expected. So she relied on her own personal experience, “not merely an
extrapolation from testing data.” [From a scientific/predictive perspective,
it’s weird to value anecdotes over data, but here we are.]

Geske also had standing to sue on behalf of purchasers who
sustained a substantially similar injury, even if they didn’t buy the exact
same power bank, given that PNY’s different power banks allegedly operate in
the same manner and are allegedly marketed in the same way: by placing
“prominent representations” about the power banks’ mAh on the packaging and
using the mAh in the products’ names. The power banks allegedly “consume about
the same percentage of the total battery capacity (about a third of the power),
regardless of the starting point.”

However, Geske lacked standing to seek injunctive relief on
the usual “won’t get fooled again” rationale. Even if public policy concerns
point in the other direction, Article III doesn’t care about public policy, and
the FTC can fill any gap. Also, injunctive relief remains possible if
plaintiffs plead a cognizable, imminent future harm. Geske didn’t allege there
was any likelihood she’d be deceived in the future.

The ICFA claim was plausibly pled. While PNY argued that the
labeling of the PowerPack 5200 never made a representation about the amount of
power that the product could deliver to another device, but only about the
capacity of the battery (the picture of the bottom of the power bank said “Capacity:
5200mAh”), the court was unwilling to declare, as a matter of law, that Geske’s
interpretation was unreasonable.

PNY referred to Department of Energy regulations that
explain a battery’s capacity is usually given in mAh, but that was outside the
pleadings—and “it seems like a safe bet that not a lot of consumers have read
Department of Energy regulations about battery capacity.” PNY argued that
reasonable consumers understand that “it takes energy to transfer energy,” but
that wasn’t convincing on a motion to dismiss even if it was plausible. It
wasn’t the case that information on the package would prevent a reasonable
consumer from coming to another conclusion. “The existence of a competing
narrative, without more, is not enough to defeat a claim when plaintiff’s
theory of the case is plausible.”

PNY argued that the packaging clarifies that it offered “3x
CHARGES*.” The asterisk refers to the back of the packaging, which reveals that
the potential “3x CHARGES*” actually “varies by device.” Although any consumer
could understand this claim, a consumer “presumably would not understand the
relationship between the number of charges and the number of mAh,” and the
phrase didn’t fully explain the mAh reference. Indeed, the court pointed out,
there’s a disconnect between PNY’s argument here and its argument with respect
to the mAh number. “3x CHARGES*” plainly refers to what a consumer’s electronic
device will receive, while PNY argued that 5200 mAh refers to the power bank’s
capacity, not what the electronic device will receive.

While a previous (now reversed, but not when this opinion
was written) district court had allowed “100% Parmesan Cheese” to not be 100%
cheese, because the ingredient panel revealed otherwise and the product was
unrefrigerated,

[c]ommon sense probably comes into
play with unrefrigerated cheese more than the electrical capacity of charging
devices. Consumers have intuitions about room temperature dairy products.
They’re less likely to have a gut feeling about what it means for a charging
device to offer mAh. Unlike a package of cheese sitting out on a
room-temperature shelf in a grocery store, a power bank lacks “commonsense,
observable” facts that would allow a reasonable consumer to contextualize
representations that a power bank offers 5200 mAh.

In a footnote, the court pointed out that it was unclear
whether the power bank actually provided “3x CHARGES*.” “If the device actually
delivered three charges, but yet provided less than 5200 mAh, then it is
possible that Geske might not have a claim.” But at this stage, we don’t know.

The common law claims survived as well.

 

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failure to disclose influencer payment/review connections is misleading

EIS, Inc. v. Wow Tech Int’l GMBH, 2020 WL 7027528, No.
19-1227-LPS (D. Del. Nov. 30, 2020)

The parties make vibrators. EIS sued defendants for
violations of the Lanham Act, Delaware common law on unfair competition, the
Delaware Deceptive Trade Practices Act, Delaware tortious interference laws, the
Colorado Consumer Protection Act, and patent-related claims.  

Defendants argued that the state and federal false advertising
claims were preempted by patent law. One of the defendants allegedly told one
of EIC’s customers that the customer was infringing its patent rights by
distributing and/or re-selling EIC’s product. “[T]o avoid preemption, bad faith
must be alleged and ultimately proven, even if bad faith is not otherwise an
element of the tort claim.” “In general, a threshold showing of incorrectness
or falsity, or disregard for either, is required in order to find bad faith in
the communication of information about the existence or pendency of patent
rights.” However, EIC sufficiently alleged bad faith: Taking the allegations of
the complaint as true, the defendant’s first US patent didn’t issue until after
it contacted the customer. “That Defendants made a representation about patent
rights when it knew no such patent rights existed in the United States is sufficient
(if proven) to establish bad faith under Federal Circuit law.” Even if it had
(as it argued) a German patent when it contacted the customer, and even if that
product infringed the German patent, a German patent is unenforceable in the US.

Lanham Act commercial advertising or promotion: The
statements forming the basis for the claim were (1) Instagram posts by the
owner of a sex toy boutique about EIS’s products and (2) negative Amazon
reviews of EIS’s products from an account displaying defendants’ We-Vibe logo. Defendants
argued that, even if (as the complaint alleged) they paid the owner to post
“false and misleading reviews,” that didn’t constitute commercial speech, and
likewise the reviews didn’t propose commercial transactions. Although some
courts have gotten this wrong, the court correctly held that the complaint sufficiently
pled commerciality. The shop owner was allegedly “an industry insider and
Instagram influencer” with nearly 70,000 subscribers, and her Instagram story
referred to the parties’ competing products with an economic motivation.
Likewise, as to the reviews specifically targeting EIS’s products, defendants,
as competitors, had an economic motivation for deterring customers from purchasing
competing products. It didn’t matter that there was no explicit reference in
the reviews to defendants or their products. Anyway, the complaint alleged that
“any potential purchaser of Plaintiff’s products who read the reviews could
have clicked on the username of the reviewer and found the link to Defendants’
website on the associated account page. Hence, even without an explicit
reference to Defendants, the review could lead the potential purchaser to
Defendants’ website, where the purchaser could purchase competing products.”

EIC also sufficiently alleged falsity. It alleged that the
Instagram influencer was being paid to share her story, but didn’t disclose her
financial relationships with defendants. “That she did not disclose her
financial relationship makes her story at least misleading, and establishes
falsity for purposes of a Lanham Act claim, even if [she] actually held the
beliefs she expressed.” Likewise, the complaint sufficiently alleged that the
reviews were posted by defendants, and not by (as they purported to be) bona fide
purchasers.

Similar reasoning also sustained the Delaware Deceptive
Trade Practices Act and common law unfair competition claim.

Tortious interference with business relations also survived
because plaintiffs didn’t need to identify a specific lost customer. The
complaint alleged that defendants knew of EIC’s ongoing business relationships
with its distributors and retailers; demanded that retailers stop selling its
products; and threatened to raise prices or cease sales if retailers did not
give in to that demand; EIC also alleged damages.

However, the Colorado CPA claim based on alleged
misrepresentations about patent rights was dismissed with leave to amend for
failure to satisfy Rule 9(b); the who/what/when of the misrepresentations weren’t
sufficiently identified.

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