nontestifying students are entitled to relief from for-profit’s false advertising

State v. Minnesota School of Business, Inc., — N.W.2d
—-, 2019 WL 5778078, No. A17-1740 (Minn. Nov. 6, 2019)
How do you decide whether nontestifying members of a class
have been harmed? A majority here, over two dissenting Justices, finds that it
was appropriate to conclude that nontestifying victims of a fraudulent
educational scheme were
harmed.  If there are to be fraud class
actions at all, this is a necessary rule, and changing the common law rules
that prevented such inferences was the basic reason that states enacted
consumer protection laws in the first place. I have to admit, I find it depressing
that even AG-led efforts against frauds that left students with thousands of
dollars in debt for worthless credentials, diverting their life plans, couldn’t
convince an appellate court and a full slate of state supreme court justices to
infer that the natural consequence of the fraud occurred for each victim.  The dissenters also try to turn the recent
FTC losses on the scope of section 13 relief into reasons not to award relief under
state law; expect more of this, too.
Minnesota’s AG sued two for-profit universities, the
Minnesota School of Business, Inc. and Globe University, Inc., alleging that
they misled prospective students about the value of criminal justice degrees
offered by the schools in violation of the Minnesota Consumer Fraud Act (MCFA) and
the Uniform Deceptive Trade Practices Act (DTPA). Most prospective students who
signed up for such degrees wanted to be a probation or police officer.  The schools targeted people interested in
policing careers. As advertised, the curriculum focused on police work like
crime scene investigations and many classes were taught by former or current
police officers. “In marketing materials and through admissions practices, the
Schools made statements to prospective students that graduates of their
criminal justice program were qualified to become a police officer, or at least
qualified to enter programs providing the additional training required to
become a police officer.… The Schools also advertised that an associate’s
degree from their criminal justice program qualified a student for a career as
a probation or parole officer.” E.g., “…. And you can be sure, as a graduate
of a Globe University/Minnesota School of Business criminal justice program,
you will have those qualifications.” But that wasn’t true. The schools didn’t
provide the credentials necessary for police jobs in Minnesota, and their
credits didn’t transfer to any school that offered the relevant certification;
similarly, the associates’ degree in criminal justice didn’t provide the bachelor’s
degree required for probation officers.
To prevail, the AG had to establish a “causal nexus” between
the uncontested violations of the MCFA and the harm suffered by students.
Fifteen students testified, out of about 1200 affected. The trial court and the
Supreme Court majority agreed that was enough. “For example, one student
testified that he transferred into the criminal justice program because the
school ‘assured him that the program would allow him to become a Minnesota
police officer’ and that he would not have pursued that program had he known
the school was not [relevantly] certified.”
The district court found a knowing violation of the MCFA
both in affirmative misrepresentations and in failure to disclose material
facts. The economic harm inflicted on students “is an inevitable and
foreseeable consequence of the misrepresentations and obfuscations in [the
Schools’] marketing of the program.” Thus, the AG proved a causal nexus between
the Schools’ misrepresentations and the harm suffered by the criminal justice
program students, as required under the MCFA. “There can be no question that
[the Schools’] fraudulent practices caused significant public injury to any
students … who enrolled in the criminal justice program with the goal of
becoming a Minnesota police or probation officer.”  The court rejected the schools’ argument that
it could not consider the nontestifying students to be similarly situated to
the testifying students.
The court issued an injunction, imposed civil penalties, and
ordered equitable restitution requiring the schools to disgorge the tuition
collected from the criminal justice program students. Claimants who represented that they enrolled in
the program based on an understanding they could become a police officer in
Minnesota or a parole or probation officer in Minnesota with an associate’s
degree would be entitled to a rebuttable presumption of injury and causal
nexus. The restitution would cover tuition; payments to the schools for books,
enrollment or student expenses or fees; and any interest or finance charges
incurred by the claimant for student loans taken out to pay for tuition, expenses, or fees.
The court of appeals upheld the restitution order for the
students who testified at trial but reversed as to nontestifying students for
failure to prove a causal nexus to their harm. 
When the AG sought review, the schools argued that even the testifying
students didn’t deserve restitution.
The parties agreed that the schools made false claims, and
that “enrolling in, and paying tuition for, a degree that does not provide what
is promised is harm.” So was there a causal nexus between the falsity and the
harm? This is a factual question that a district court is best positioned to
assess. Causal nexus/reliance can be established by direct or circumstantial
evidence.
Consumer protection statutes “are remedial in nature and are
to be liberally construed in favor of protecting consumers.” E.g., State by
Humphrey v. Alpine Air Prods., Inc., 500 N.W.2d at 788, 790 (Minn. 1993) (“In
passing consumer fraud statutes, the legislature clearly intended to make it
easier to sue for consumer fraud than it had been to sue for fraud at common
law. The legislature’s intent is evidenced by the elimination of elements of
common law fraud, such as proof of damages or reliance on
misrepresentations.”). The MCFA “ ‘reflects a clear legislative policy
encouraging aggressive prosecution of statutory violations’ and thus should be
‘generally very broadly construed to enhance consumer protection.’ ” It allows
the AG to seek restitution.
Past precedent established that “proof of individual
reliance” is not needed to prevail under the MCFA “where a defendant’s
misrepresentations were directed at and affected a broad group of consumers.”  The nexus requirement “is a more relaxed
requirement than the strict showing of direct causation required at common law….
[T]here are times when the materiality and pervasiveness of consumer fraud is
relevant to support a court’s finding that a causal nexus exists between the
fraud and the consumer’s decision to purchase the product.” (This isn’t a fraud
on the market theory, the court said; fraud on the market is just another
example of where individual proof requirements are relaxed.)  Likewise, the seller’s own intent can be “decisive”
in substituting for proof of direct reliance by each individual purchaser.  If the defendant intends potential consumers
to rely on the representations, that is itself “important and relevant evidence
to establish a causal nexus.”  This is
especially true for AG-brought cases.
Similarly, the FTCA (a broad statute, even if it doesn’t
explicitly authorize restitution in section 13(b)), doesn’t require proof of
individual reliance by each consumer.  The
FTC presumes reliance “where the FTC has demonstrated that the defendant made
material misrepresentations, that they were widely disseminated, and that
consumers purchased the defendant’s product.” “The reason is plain: ‘requir[ing]
proof of each individual consumer’s reliance on a defendant’s
misrepresentations would be an onerous task with the potential to frustrate the
purpose of the FTC’s statutory mandate.’”  So too here.
Instead of directly proving reliance for each individual, “all
the facts surrounding the consumer fraud should be taken into account: Was the
fraud longstanding, pervasive, and widespread in communications directed to
consumers of the product? Did the seller intend and understand that consumers
would rely on the misrepresentations? Was the information of a kind on which
consumers would typically rely?”  This
wasn’t a matter of “judicial notice,” as the dissent accused. Instead, “a
district court sitting in equity and as a factfinder may broadly consider
several common-sense factors when assessing whether a causal nexus exists under
the MCFA.”
There was thus sufficient evidence of a causal nexus both
for the testifying students and for the non-testifying students.  The false advertising was widespread and
pervasive; the schools intended for students to rely on it and targeted prospective
students who wanted to be a police officer or a probation officer. “The Schools
would not have spent a total of $120 million in advertising and made law
enforcement marketing materials available where they did if they did not
believe that prospective students would rely on them.” The false advertising
was “precisely the type of information a reasonable prospective student would
rely on in deciding whether to pursue a criminal justice degree at the Schools.
And the evidence at trial showed that prospective students did so rely.”
Choosing a school is a serious decision:
We reasonably expect a person to
look at materials provided by a potential school to assess whether the
education program is consistent with his or her career objectives. It is
reasonable to conclude that a person who wants to become a police officer or a
probation officer will make such an investment of money and time only if the
person believes that the classes will provide the requisite qualifications for
that career. Moreover, the record shows that the Schools took advantage of the
“unwary”—nontraditional, first-generation college students who usually attend
for-profit schools.
The evidence established a causal nexus between the misleading
statements and the harm suffered by the nontestifying students. “The Schools
should not profit from fraudulently providing a useless degree to their
students.”
The majority also rejected challenges to the restitution
process established by the district court. There was no need for a “rebuttable
presumption” of reliance—the AG satisfied the causal nexus requirement without
the need for any presumption.  And the
district court had broad discretion to order equitable restitution and to
fashion the appropriate restitutionary remedy. The goal of such remedies is “to
force a wrongdoer to divest money improperly gained at the expense of another
party. It is aimed as much (or more) at preventing the wrongdoer from profiting
from its misdeeds as it is to make the injured party whole.”
Nor did the process violate due process. A special master
would oversee the determination of the overall amount of restitution, which
would be a product of the number of students who sought a criminal justice
degree and the total tuition, fees, and other costs they paid to the schools. There
were procedural safeguards, including requiring students to declare under
penalty of perjury “that they were enrolled in the Schools’ criminal justice
program based on an understanding that they could become (a) a police officer
in Minnesota or (b) a parole or probation officer in Minnesota with an
associate’s degree.” The schools could contest that. Disputes not resolved by
the parties would go to the special master and thence to the district court for
final decision.  That satisfied due process.
Justice Anderson dissented in relevant part (and the Chief
Justice agreed): It wasn’t right to conclude that the nontestifying students
had been harmed, despite the “appalling” conduct of the schools (at least as to
the testifying students):
The court implicitly adopts a
rebuttable presumption based on assumptions about intent, i.e., the existence
of pervasive fraud or an intent that consumers would rely on the
misrepresentations. Alternatively, the court appears to deploy a form of
judicial notice based on assumptions about what information consumers typically
rely on or the importance and cost of the purchase decision. Then, the court
endorses the use of “mini trials” to determine the amount of restitution, if
any, owed by the Schools to the nontestifying students. I cannot join this
decision because even defendants who engage in appalling behavior are entitled
to require the Attorney General to prove his claims. The Attorney General did
not do.
Note: rebuttable presumptions aren’t proof-less; they’re ways
of using probabilities to determine what is likely true in an individual
case.  That might be accurate or not, depending
on your other beliefs, but it’s not a wild innovation.
The dissent said that there wasn’t evidence that all
program participants saw the ads offered as evidence or that, even if they did
see them, the ads affected their decisions. “There is simply no basis to
presume that just because 15 individuals relied on deceptive practices, 1,200
other individuals also relied on the same practices and suffered injury
accordingly.”  (Other than the content of
the ads, the knowledge of the advertiser that the claims mattered to potential
students, and the usual reasons that people seek the relevant degrees.)
The FTCA also wasn’t helpful because the consumer protection
laws in Minnesota are different. Also, the FTCA comparison favors a reversal
because the Seventh Circuit has held that the FTC doesn’t allow restitutionary
relief under section 13(b).  The Lanham
Act is also different and anyway there was no evidence in the form of “actual
consumer testimony,” “other than for 15 former students” (!) [what does the
dissent think “actual consumer testimony” means?], and no consumer surveys, tests,
or market research. [Given that the claims here were literally false, if you
did apply the Lanham Act, no evidence of consumer reaction would be required.]
The majority wrongly assumed that no student would enroll in
the criminal justice program unless they wanted to become a Minnesota police or
probation officer.  This was essentially
to take judicial notice of the defendant’s liability. [Query how this standard
for what counts as factfinding would work in a standard trademark case. I do
think courts do a lot of ad hoc factfinding in Lanham Act cases, but here it
doesn’t seem like an assumption; it seems like a conclusion based on the evidence
of how the programs were marketed and how the students who did testify reasoned—if
they weren’t aberrations, then their experiences can be generalized, and I
think it is possible to determine that a witness isn’t aberrant.]
The dissent didn’t want to do “mini restitution trials” at
the restitution stage. There were legitimate due process concerns about the restitution
process.  But other courts routinely hold
that disputes about the amount of damages can be resolved individually after
class treatment on liability.

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pleading falsity can be done even with sophisticated consumers

10x Genomics, Inc. v. Celsee, Inc., 2019 WL 5595666, No.
19-862-CFC-SRF (D. Del. Oct. 30, 2019) (magistrate)
Skipping the patent parts. 
“10x is a life sciences technology company that markets and sells its
Chromium product line, which provides researchers with the ability to measure
gene activity on a cell-by-cell basis for large numbers of cells in a single
experiment.” Celsee’s Genesis System “is designed to capture and isolate single
cells, … allowing the user to track a molecule and the cell of origin for that
molecule.”
10x successfully alleged false advertising: Celsee
advertised a 70% cell capture rate. Unconvincingly, Celsee argued puffery. And
it argued that 10x failed to show an industry standard for making cell capture
rate calculations, and that it didn’t specify how the 70% figure was
calculated.  10x nonetheless sufficiently
alleged literal falsity by alleging that “market participants evaluate the
performance of single cell systems based on the cell capture rate, which the
complaint defines as ‘a measure of the percentage of input cells that are
assayed in each experimental run.’” 10x claimed to have a 65% capture rate.
Celsee advertised using the tagline “Because every cell matters,” and Celsee
ads and brochures claimed “[d]eep and accurate view of cell populations with
>70% capture of input cells.” This figure allegedly measured only the percentage
of cells caught in the teeny little wells it used that were actually analyzed,
while not counting the cells put into the system that never make their way into
the wells.   It was plausible that this was literally false
because the calculation failed to account for all the cells put into the
system, and that this was objectively inaccurate.
This was also plausibly misleading, since 10x alleged that
cell capture rate is “[a] key criterion on which market participants evaluate
the performance of single cell systems.” [Not to mention Celsee’s own tagline.]
It was plausible that targeted consumers would presume the parties’ advertised cell
capture rates were directly comparable, and that Celsee’s advertised 70% rate
was intended to make its product seem superior.
Celsee argued that 10x didn’t sufficienly plead materiality
“because researchers purchasing single cell technology would not plausibly base
their purchase decision on a non-specific statement of capture efficiency
without first understanding the method of calculation.” Nope. If (as alleged)
there was a superiority misrepresentation that confused consumers, and if cell
capture was a key criterion for customers, that was enough.

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multimillion-dollar verdict in false advertising case, but no fee shift

Boltex Manufacturing Co. v. Ulma Piping USA Corp., No.
17-CV-1400, 2019 WL 5684201 (S.D. Tex. Nov. 1, 2019)
Previous
coverage
. A jury found in favor of plaintiffs Boltex and Weldbend on their
flange-related false advertising claims. 
The court noted that the Lanham Act has no statute of limitations and so
borrows state law.  The majority of cases
in Texas borrow the four-year period for common law fraud, but, because “a very
credible argument could be made that the closest parallel in Texas law to a
Lanham Act unfair advertising claim is Texas’ common law cause of action for
unfair competition,” which has a two-year period, the jury verdict form asked the
jury to separate out the relevant periods for damages purposes.
The jury awarded damages for federal false advertising and
state unfair competition; the court required plaintiffs to elect (and based on
the numbers they’re going to choose federal). 
In addition, the jury findings supported disgorgement.  Ulma’s profits were found to be $26 million, but
the court wasn’t going to award that entire amount, since plaintiffs had less
than 25% of the flange market even after Ulma was hypothetically removed from
the market. Using plaintiffs’ own experts, their share of the flange market in
which they all competed was 11.6% for Boltex and 10.4% for Weldbend. Thus, the
court determined to award a bit over $3 million to Boltex and a bit over $2.7
million to Weldbend in addition to the Lanham Act damages if they opted for
Lanham Act damages.  The total was nearly
$3.7 million/a bit over $3 million for the Lanham Act respectively, or $1.2
million/$600,000 under Texas common law.
The court also found that the case wasn’t exceptional, even
though the falsity part of the case may have been easy, because the existence damages
was reasonably litigatable:
Defendants quite legitimately
argued and produced a fair amount of evidence that the Plaintiffs and
Defendants did not compete and consequently Plaintiffs were not damaged by any
actions of the Defendants and if damaged at a substantially lesser amount than
claimed. While the jury did not totally agree with Defendants’ position, it did
not completely agree with the amount of damages claimed by the Plaintiffs.
Defendants have the right to litigate liability and damages and it is not an
unreasonable litigation position—even in the face of what some might consider
overwhelming evidence of liability—to vehemently contest whether a plaintiff
has actually suffered any damages due to its alleged misconduct.

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multimillion-dollar verdict in false advertising case, but no fee shift

Boltex Manufacturing Co. v. Ulma Piping USA Corp., No.
17-CV-1400, 2019 WL 5684201 (S.D. Tex. Nov. 1, 2019)
Previous
coverage
. A jury found in favor of plaintiffs Boltex and Weldbend on their
flange-related false advertising claims. 
The court noted that the Lanham Act has no statute of limitations and so
borrows state law.  The majority of cases
in Texas borrow the four-year period for common law fraud, but, because “a very
credible argument could be made that the closest parallel in Texas law to a
Lanham Act unfair advertising claim is Texas’ common law cause of action for
unfair competition,” which has a two-year period, the jury verdict form asked the
jury to separate out the relevant periods for damages purposes.
The jury awarded damages for federal false advertising and
state unfair competition; the court required plaintiffs to elect (and based on
the numbers they’re going to choose federal). 
In addition, the jury findings supported disgorgement.  Ulma’s profits were found to be $26 million, but
the court wasn’t going to award that entire amount, since plaintiffs had less
than 25% of the flange market even after Ulma was hypothetically removed from
the market. Using plaintiffs’ own experts, their share of the flange market in
which they all competed was 11.6% for Boltex and 10.4% for Weldbend. Thus, the
court determined to award a bit over $3 million to Boltex and a bit over $2.7
million to Weldbend in addition to the Lanham Act damages if they opted for
Lanham Act damages.  The total was nearly
$3.7 million/a bit over $3 million for the Lanham Act respectively, or $1.2
million/$600,000 under Texas common law.
The court also found that the case wasn’t exceptional, even
though the falsity part of the case may have been easy, because the existence damages
was reasonably litigatable:
Defendants quite legitimately
argued and produced a fair amount of evidence that the Plaintiffs and
Defendants did not compete and consequently Plaintiffs were not damaged by any
actions of the Defendants and if damaged at a substantially lesser amount than
claimed. While the jury did not totally agree with Defendants’ position, it did
not completely agree with the amount of damages claimed by the Plaintiffs.
Defendants have the right to litigate liability and damages and it is not an
unreasonable litigation position—even in the face of what some might consider
overwhelming evidence of liability—to vehemently contest whether a plaintiff
has actually suffered any damages due to its alleged misconduct.

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Lack of personal jurisdiction leads to fee award in (c)/false advertising case

International Inst. of Management v. Organization for Econ.
Cooperation & Development, No. 2:18-cv-01748-JCM-GWF, 2019 WL 5578485 (D.
Nev. Oct. 29, 2019)
Not gonna lie, I’m here for the defendants, the OECD and Joseph
Stiglitz.   IIM, a small Nevada think tank, alleged that they
“stole credit” for IIM’s work on using non-GDP factors to measure the
well-being of countries. In 2005, IIM published a two-page paper titled “Gross
National Well-being (GNW) Index” that “generally discusses the idea of using
non-GDP factors to measure the well-being of countries and provides seven
factors that such an index might use,” but doesn’t show how to use them. A
second six-page paper in 2006, “The American Pursuit of Unhappiness,” is
similar.
The OECD’s Commission on the Measurement of Economic
Performance and Social Progress conducts research on measuring the well-being
of countries. Stiglitz, a resident of New York, is its chair and substantially
contributed to various reports and articles that the commission published. In
2009, it published a 291-page report titled “Report by the Commission on the
Measurement of Economic Performance and Social Progress,” “which discusses the
limits of GDP as an indicator of economic performance. The report also
extensively addresses problems with various measurement techniques and how to
improve upon existing methods to determine the well-being of countries.”  In 2011, the OECD created the Better Life Index, which uses non-GDP factors to
measure the well-being of countries, and published an interactive website that
millions of people have used to compare the well-being of countries. Stiglitz also
allegedly sells a book on Amazon.com which contains material from IIM’s works. IIM
sued for copyright infringement, vicarious/contributory copyright infringement,
unfair competition, and false advertising in violation of the Lanham Act (*cough*Dastar*cough*). 
Although this could’ve been a case testing what it means to
creatively compile facts, the court instead granted defendants’ motion to
dismiss for lack of personal jurisdiction. Defendants sought a fee award.
Defendants were prevailing parties under the Copyright Act even
though they didn’t get dismissal on the merits or dismissal with prejudice. The
relevant factors for whether there should be an award: objective
unreasonableness, degree of success obtained, absence of chilling effect, and
the need to advance considerations of compensation and deterrence. A claim is
objectively unreasonable where the party advancing it “should have known from
the outset that its chances of success in th[e] case were slim to none.”  Here, “IIM sought to hale a New York citizen
and a foreign organization into a Nevada federal court based on the bare
allegations that defendants operated the Better Life Index on a website, sold a
book with allegedly infringing materials on Amazon.com, and published the 2009
report online.” And, relying on “unambiguous Ninth Circuit authority,” the
court held that “merely uploading materials on a passive website and placing
products in the stream of commerce are not affirmative acts that directly
target Nevada.” Thus, the suit was objectively unreasonable.
Degree of success on the merits: “This dismissal does not
bar IIM from refiling in another jurisdiction, but it does terminate further
litigation in Nevada. While this is likely not defendants’ preferred outcome,
it is without question that they have obtained at least a modicum of success.”
Chilling effect: IIM didn’t argue that it lacked the
resources to pay an award or that it will be deterred from seeking to enforce
valid copyrights in the future. But IIM argued that an award would deter suits
against large-pocketed defendants. The court disagreed.  “That this case may have been brought in good
faith and was not dismissed on the merits has little bearing on whether victims
of copyright infringement will continue to bring suit. An award of attorney’s
fees here serves only to discourage suits without an objectively reasonable
basis for jurisdiction.”
Compensation and deterrence: “A successful defense furthers
the purposes of the Copyright Act just as much as a successful infringement
suit does.”
Overall, a fee award for the copyright claims was warranted.
Was this an exceptional Lanham Act case? Doesn’t matter,
because fees were warranted under the Copyright Act (and I infer that, because
the jurisdictional issue was the same for both, all work counts as work done on
the copyright claims).  But the court found
that fancy New York prices were unreasonable and instead used a lodestar of $400/hour
for counsel who charged more than that, and it also found that the total hours
billed were unreasonable for stating the hours of each individual in a single,
large increment of time, so it reduced the lodestar by 10%.  Total award for Stiglitz: a bit shy of $58,000
(plus costs).  For OECD: over $52,000
(plus costs).

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Trademark overprotection panel, Suffolk

Second Annual Intellectual Property & Innovation
Conference Suffolk University Law School
NCSG
The State of Trademark “Overprotection” by Courts and the
PTO. What Happens When Institutions Overprotect Trademark Rights?
Moderator: Leah Chan Grinvald, Associate Dean for Academic
Affairs and Professor of Law, Suffolk University Law School
Panelists:
Alexandra Roberts, Associate Professor of Law, University of
New Hampshire School of Law
Overprotection. One type is granting protection to matter
that hasn’t earned protection—doesn’t actually function as a mark; aren’t used
in a TM way. Second, scope: matter that does qualify for protection but maybe
narrowly so.  Rule of doubt is a way to
wear PTO down.  Many examples: Apple
store layout; many Trump marks that are ornamental/informational.
Validity takes over in the courts: applicants and the PTO
spend a lot of time crafting an exquisite origami crane, and courts then ask “is
this paper folded?” They don’t ask what the mark is for, whether it’s a
design/word mark, etc.   Roberts calls it “rounding up” in terms of
rights, broadening the registered matter unwarrantedly.  Famous cases: Park ‘n Fly case: that was a design
mark, not a word mark. TM lawyers know the secret: if a mark is borderline, it’s
easier to register as a stylized mark—in blue and cursive when the word alone
is unregistrable.  By the time courts
look at it, they say the mark is Park ‘n Fly, which it is not: it is a design
mark including Park ‘n Fly.
Problems: deadwood on the register; chills competition;
chills competitor and consumer speech; bad litigation/TTAB outcomes that don’t
serve TM’s goal of protecting consumers and competition; bullying/things done
in the shadow of the law. Olympics has said that only official sponsors are
allowed to use #olympics. Overprotection + incontestability in particular is a really
good way to bully.
Rebecca Curtin, Associate Professor of Law, Suffolk
University Law School
Stakes for consumers/creators: focusing on a couple of
recent/pending cases in the doll industry. Artisan dollmaker/embroiderer on
Etsy who focuses on folk art dolls, including those depicting Frida Kahlo
(sometimes as she depicted herself in self-portraits). One showing her w/spinal
injury was taken down b/c of takedown from Frida Kahlo rights-claiming company.
If it was ©, we could discuss transformativeness, but that’s not the issue b/c
the corp doesn’t hold any © or right of publicity interests; what it does claim
is a TM for Frida Kahlo for games, playthings, and dolls, assigned by Kahlo’s
niece.  Repeated takedowns can get her
banned from Etsy; she filed a declaratory judgment. This artist isn’t alone in
depicting Kahlo in multiple media, including dolls; enforcement efforts
threaten diversity.  Ironically (?), the corp
licensed the creation of Frida Kahlo Barbie, which outraged the family b/c it
depicted her as lightskinned, and erased her unibrow and mustache and
prosthetic limb. They successfully enjoined sale of the doll in Mexico. Meanwhile,
the artist is forced to bear the expense of litigating to use Kahlo’s name to
accurately describe her works. 
Overreach both of existence of protection and its scope.
Names of historical figures/public domain characters are descriptive at best
for dolls that depict them. Secondary meaning? Unlikely where the figure looms
large in the public imagination, but there are complications about how to
describe descriptiveness and also incontestability limits the ability to use
descriptiveness to cancel a mark. Also, approaching this as distinctiveness is
unsatisfying, b/c it fails to consider cultural value of name in relation to
the goods—it’s not just a semantic Q of name’s relationship to the good.  Failure to function as a mark, genericism are
other alternatives. The dolls embody the character: I bought my daughter a Cinderella
last Christmas.  Also descriptive fair
use: this is a Frida Kahlo doll.
If there are so many doctrines preventing the
granting/enforcement of such rights, why is there a case here?  The toy industry is where art and merchandise
collide forcefully—sometimes the merchandise comes first and often generates
more revenue than the sale of the underlying expressive works, b/c the industry
has learned that toys with a backstory sell better. 
In the middle of opposing “Rapunzel” for dolls/toy
figures.  Fairy tale appropriation
strategy: has tried this with Snow Maiden, which was issued w/o an Office
Action even though it’s a Russian folktale; Snow Queen for dolls likewise (Hans
Christian Anderson); Little Mermaid for dolls, though that was refused as
descriptive and TTAB affirmed.  TMEP now
cites the Little Mermaid case to say that public domain character names are at
best descriptive of dolls depicting the character.
The key here is consumer interest in receiving expression.  Giving one company a monopoly on Rapunzel
makes it harder for others to interpret the fairy tale’s legacy.  A registration is a powerful tool.
Rebecca Tushnet, Frank Stanton Professor of First Amendment
Law, Harvard Law School
Empirical work: are we running out of trademarks?  Jeanne Fromer & Barton Beebe have shown
that yes, we appear to be, across pretty much all classes of goods and services.  You can’t have your cake and eat it too: you
can’t have over 100,000 new registrations a year and have broad rights for them
too, but the system has too long pretended that’s not the case.  PTO has seemingly gotten more attentive to some
of the use questions Professor Roberts has focused on. TM lawyers are unhappy
with the trend and I get why they feel “why are our clients being asked to provide
better specimens of use and proof of use as a mark when it didn’t happen to
clients 10 years ago?” but I don’t think the answer is to stay with the old
standards.
A couple of additional points: Amazon/ICANN and private rights
are having the same sets of struggles, including rounding up for domain names.  Abuse is already happening—rounding up for
design marks in ICANN; manipulation of Amazon. 
Legitimate businesses should not celebrate the existence of these new
mechanisms if they aren’t going to be transparent and provide procedural protections.
Second, legal doctrine tends to get more complicated over
time, developing what I call epicycles. 
This is bad for people who don’t have much money: it means they are less
able to assert valid claims and less able to defend against invalid claims.
My poster child: Gordon v. Drape Creative: Honey Badger Don’t
Care
Problem of granting rights too readily in the first place:
it’s not a trademark, it’s a punchline, it doesn’t serve a trademark function
Use as a mark
But also, because the court rounded up and accepted the validity
of the mark, a problem of adding complexity to doctrines designed to protect
free speech: it decided that because the defendant’s use was also use as a
punchline, it might not be protected by the First Amendment as an expressive
use; maybe it was explicitly misleading.
Grinvald: what do you do?
RT: We have tools for giving the benefit of the doubt to one
side if we care about the social interest at stake. Qualified immunity;
defamation doctrine. We can do the same thing for nonadvertising uses.
Curtin: a number of principles as suggested in the
discussion of dolls.
Roberts: failure to function at the PTO could be handled better;
abolish incontestability; eliminate the rule of doubt/reverse it. Wait for a
showing of secondary meaning, don’t publish it. Close scrutiny of statement of
use: more than ½ of applications are ITUs and the PTO doesn’t seem to pay as
much attention to the specimen of use. 
Give the PTO the chance to indicate explicitly in the file wrapper the
contours of the mark, and courts should pay attention to those limits. Remember
that the presumption of validity is rebuttable; courts think that failure to
function and descriptiveness are moot if marks have been in use for a while but
that’s not true.
Grinvald: is there real change now?
RT: I think the PTO’s official policy on some of this has
clearly changed and examiners are picking up on it but right now the system is
so big that you need big data analysis to be sure, w/500,000 applications
pending at any given time.
Grinvald: how (if at all) can we help small businesses like
the Etsy artist?
Roberts: Student clinics. 
Every school could have a small business clinic, which is a good fit for
TM law b/c the timing works.
Curtin: organizations like Volunteer Lawyers for America.
RT: Nothing in the TM space is going to solve the problem of
vast resource disparities between large and small. That said, rules offer
different paths to exploitation than standards.
Curtin: relevant Q: can we expect large corporations to do
the work of vindicating interests?  Why
didn’t Disney oppose the Rapunzel application? Probably because Disney
reasonably expects not to be sued by the TM claimant, and so it’s not worth the
opposition.
Grinvald: is it really grant of registration or
overenforcement?  [It’s both.]
Q: is there systematic underprotection of TM owners?  11th Cir. case: Savannah College
of Art & Design v. Sportswear Inc. 
If you put Suffolk Univ. on T-shirts, you get their apparel store.  It’s a good business model—they stay away
from big schools like Harvard or MIT, but not from small schools. Before this
case, SCAD sent C&Ds; they sell t-shirts w/ the name of the school,
sometimes with the color of the school, sometimes w/info like established 1989
or whatever.  They generally last out the
schools/settle w/them.
RT: I think it’s not TM confusion: consumers generally think
they’re showing their own commitments when they buy the merchandise; they don’t
generally think they’re buying authorized stuff, but they do think it’s morally
right to give the school some of the money. I don’t hold the view that the
school should morally get paid, but one can; I just don’t think it’s a
confusion issue.  Where I do think TM
owners are underprotected is phishing, though I couldn’t off the cuff write a
rule that would be limited to phishing and not easily abused.
Curtin: what matters is if they think the website is authorized/they’re
pretending to be authorized by SCAD.  [I
don’t think that’s what matters unless it’s material to consumers—and it may be,
though the empirics of this aren’t strong.]

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ThermoLife continues mixed record in pleading competitive injury from other supplements

ThermoLife International LLC v. Compound Solutions Inc., No.
CV-19-01473-PHX-SMM, 2019 WL 5448804 (D. Ariz. Jul. 30, 2019)
ThermoLife develops “amino acid nitrates used in dietary
supplements to increase vasodilation,” and alleged that vasodilators are
“included in nearly every pre-workout product on the market.” ThermoLife has
over 16 patents that protect its use of amino acid nitrates, and one involves
Creatine Nitrate for use in dietary supplements to promote vasodilation. Compound
Solutions sells a patented green tea extract called VASO6 as a vasodilator. It
allegedly falsely marked and advertised VASO6 as patented, because the patent
with which VASO6 is marked is not being practiced, according to independent
testing.
The court dismissed the complaint: the false patent marking
claim didn’t properly allege competitive injury, and the false advertising
claims failed Lexmark. 
Specifically, ThermoLife didn’t identify any specific licensees of
ThermoLife’s patents or allege that it “actually manufactures, markets or sells
any dietary supplements or any ingredients” that compete with VASO6. Allegations
that VASO6 is “in direct competition with ThermoLife’s patented ingredients and
products that license ThermoLife’s patented ingredients,” that “numerous
ThermoLife customers and potential customers have been fooled by Compound
Solutions’ lies, having included VASO6 in their products and/or inquired with
ThermoLife about VASO6 and how this ingredient compares to ThermoLife’s
nitrates,” and that Compound Solutions’ false advertising “is likely to
discourage or deter persons and companies from commercializing competing
products or pursing research and development…which injures ThermoLife and the
public by stifling competition and increasing the costs of goods” were no more than
conclusory, showing again that Twiqbal is what you make it. 
Although ThermoLife alleged that the products had “at least
one” similar purpose, ThermoLife failed to allege decreased sales due to
competition with VASO6, or harm to its reputation, or harm to sales of specific
nitrates, and failed to identify any licenses to a specific manufacturer who
sells a competing product. “Generally alleging that ThermoLife and Compound
Solutions are in the same industry is insufficient. To support a cognizable
legal claim, ThermoLife must identify products that use Creatine Nitrate or
identify sublicensees who use Creatine Nitrate in their products that compete
with VASO6.”
For the same reasons, the state law claims were
insufficiently pleaded. Although the shorthand is that Lanham Act and state law
claims require the same elements, I think that’s potentially misleading, especially
when it comes to doctrine from Lexmark, which relied very much on
principles about federal statutory interpretation and applied them to a
statute, the Lanham Act, that is worded very differently from the average state
consumer protection law.  With that
caveat, the court is certainly on solid precedential ground to say this (because
so many federal courts before it have not been interested in doing a separate
state law analysis, before or after Lexmark):  “Under Arizona law, an unfair competition
claim requires a plaintiff to ‘either show that it was engaged in competitive
business with [the defendant] … or that [the defendant’s] actions were likely
to produce public confusion.’ In the Ninth Circuit, common law unfair
competition claims are ‘substantially congruent’ to Lanham Act claims and thus
share the same analysis.”

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DuraBlend leather-ish label not misleading

Razo v. Ashley Furniture Indus., Inc., No. 17-56770, 2019 WL
5543849, — Fed.Appx. —- (9th Cir. Oct. 28, 2019)
Ashley preserved its summary judgment win in this putative
class action asserting the usual California claims against furniture with
leather-ish components.  Under the reasonable
consumer test, representations must be viewed “reasonably and in context” to
determine whether the material as a whole is misleading. A court presumes that
consumers will read “qualifying language [that] appears immediately next to the
representations it qualifies.” However, consumers are not required to “look
beyond misleading representations on the front of the [tag] to discover the
truth … in small print on the side of the [tag].”
 

front: “contents 57% polyurethane, 26% poly/cotton and 17% leather”

back: Durablend is a material that contains ground, pulverized, shredded, reconstituted,or bonded leather [ed. note: sounds delightful!] and is not wholly the hide of an animal and should not be represented as being 100% leather.

Here, the disclosures were “unambiguous and truthful” and on
the front and back of Ashley’s DuraBlend hangtag. Neither of these disclosures was
“hidden or unreadably small,” and the one on the front was “immediately next
to” a list of DuraBlend’s features. [I would have said “immediately below” based on this picture but I doubt that makes any difference.] “A reasonable consumer reading that list of
features would also read those disclosures and discover that DuraBlend is not
genuine leather.” And the disclosures themselves were truthful and not deceptive
(though that was also true of the ingredients list in Williams—the key point
seems to be that the initial message was not “deceptive but arguably corrected
by the disclosures”; rather the initial message was not deceptive in need of
correction at all). The disclosures truthfully stated that DuraBlend (unlike
other imitation products) “contains … leather” “without deceptively
suggesting that DuraBlend contains intact animal hides like genuine leather.
The DuraBlend hangtag explicitly states that DuraBlend is not and should not be
represented as 100% leather. No consumer, reading this disclosure reasonably
and in context, would conclude that DuraBlend is genuine leather.”
Further, Ashley was not responsible for representations made
by a furniture store salesperson about DuraBlend. Claims under California
consumer protection law “cannot be predicated on vicarious liability.” Instead,
only Ashley’s “personal participation in the unlawful practices and unbridled
control” over those deceptive practices could produce liability; this wasn’t
shown.

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implied claims of FDA approval actionable under Lanham Act

Kurin, Inc. v. Magnolia Medical Technologies, Inc., 2019 WL
5422931, No.: 3:18-cv-1060-L-LL (S.D. Cal. Oct. 23, 2019)
Kurin developed the Kurin Lock, a “specimen diversion device
that reduces the risk of blood culture contamination and associated false
positive blood culture results.” Magnolia competes with Kurin, selling another
blood collection device, the Steripath, which launched before the Kurin Lock.
Kurin alleged that Magnolia’s representations that Steripath
is registered and listed as a Class I device and Steripath’s “Rx Only”
packaging falsely implied FDA review and approval.  Magnolia argued that this was a matter for the
FDA’s primary jurisdiction.
POM Wonderful explicitly noted “that analysis of
other types of labels, i.e. drug labeling, may be different than food and
beverage labeling due to statutory requirements.” And “actions in direct
conflict with an FDA policy choice are barred.” Still, consumer protection
justifies allowing Lanham Act claims in many circumstances.
The Lanham Act claim was precluded to the extent it relies
on allegations that the Steripath device was misclassified. “Congress placed
classification and re-classification of medical devices within the FDA’s
regulatory authority under the FDCA’s comprehensive regulatory scheme.”
By contrast, to the extent Kurin’s allegations merely implied
that the market or consumers has been misled by Magnolia’s representation that
the Steripath device was “listed and registered” as a Class I device, those
allegations remain.
Magnolia also argued that the FDCA requires Magnolia to
include the “Rx Only” statement on its device labeling, so it couldn’t be the
basis of a claim. The court disagreed: if the public was misled about the
implications the Lanham Act was triggered, even though “any remedial measures
involving the label [are] likely in the FDA’s domain.” However, the “Rx Only”
allegations were conclusory.

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it’s hard to frame the right cause of action for Amazon seller-on-seller misbehavior

Factory Direct Wholesale, LLC v. iTouchless Housewares &
Products, Inc., 2019 WL 5423450, No. 19-CV-01228-LHK (N.D. Cal. Oct. 23, 2019)
The parties compete to sell stuff on Amazon. They agreed to the
Amazon Seller Agreement, which requires the seller to represent and warrant
that “any information provided…to Amazon…is at all times accurate and
complete.” The Amazon Code of Conduct requires that sellers “not engage in any
‘unfair behavior’ or activities that (a) intentionally damage another seller,
including its listings or ratings, or (b) manipulate or game the Amazon.com
selling or buying process, including Amazon’s search results or sales
rankings.” “Sellers are further prohibited from contributing false, misleading
or inauthentic content.”
Amazon identifies each new product  “through a unique combination of 10 letters
and numbers, referred to as an Amazon Standard Identification Number or ‘ASIN’
designation.” Factory Direct allegedly discovered “false, deceptive, and
unauthorized changes” to its product advertisements and listings, including
changing product descriptions, providing improper ASIN numbers, and changing
the product’s listing category (thereby moving the product from Amazon’s Home
& Kitchen category). A third party (allegedly iTouchless) was requesting
Amazon to make these changes, merging Factory Direct’s products’ ASINs into
other products.  Factory Direct sued in
the Northern District of Georgia, and then discovered that iTouchless was using
Factory Direct’s BESTOFFICE trademark (registered on the Supplemental Register)
to advertise a trash can.
During the pendency of the Georgia action, the listing
changes allegedly ceased, but were renewed afterwards. For example, Amazon
allegedly ended up advertising a Factory Direct trash can as an iTouchless
trash can, changing the product image, title, and description.  Factory Direct also alleged that iTouchless
falsely submitted an unfavorable review and deceptively removed Factory Direct
from Amazon’s vendor control.  [If I were
interested in increasing regulation of Amazon, I might invite a representative
of Factory Direct to testify about why a lawsuit was necessary here/what they
did and didn’t get from Amazon in the way of help.]
In the Georgia action, the court granted iTouchless’s motion
to dismiss because the Lanham Act claim didn’t allege any falsity of the
advertisements, or that the changes made by Amazon at the defendant’s request
deceived or had the capacity to deceive consumers.
The complaint here alleged additional details about Amazon’s
rules and policies. It alleged: (1) violations of the Lanham Act; (2)
intentional interference with contract; (3) intentional interference with
prospective economic advantage; (4) negligent interference with prospective
economic advantage; (5) violations of California’s UCL; and (6) trademark
infringement.
The court found no claim preclusion of the Lanham Act claim,
but claim preclusion of UCL and tortious interference claims.  Claim preclusion doesn’t apply when the
relevant conduct hadn’t occurred yet when the first suit was brought, and that
was the case with the Lanham Act false advertising claims based on post-Georgia
suit conduct. Likewise with trademark infringement.
However, the UCL claim was based on a more than that. While
California courts have allowed continuous accrual in cases of periodic,
recurring obligations like misstated rent, a  “continuing obligation to avoid
anticompetitive behavior is not a periodic, recurring obligation such as a
monthly payment or monthly bill.” Thus, the UCL claim accrued during iTouchless’s
previous course of alleged misconduct. So too with tortious interference.
What about issue preclusion?  Factory Direct previously alleged “false or
misleading statements of fact” without describing them, but provided more
specific allegations here about how changes to its listing “falsely advertised”
or misrepresented its products as products “manufactured and branded by
Defendant,” and misrepresented characteristics “including the product title,
image, brand, manufacturer, and description of the 13-gallon trash can.” These
new factual allegations weren’t actually litigated or decided in the prior
proceedings.
As for the false advertising claim under 12(b)(6), the claim
was adequately pled with respect to a specific listing for a trash can. With
literal falsity/intentional deception, actual deception is presumed; that was
appropriate here.
Allegations that iTouchless attempted to merge two more
listings, however, failed, because Factory Direct didn’t allege that the
attempts succeeded. Even if statements to Amazon were false, they weren’t made
in a commercial advertisement, and they didn’t result in a false advertisement
to the public because they failed.
There also wasn’t enough detail about allegedly false
changes to other listings/the unfavorable review/removing Factory Direct from
Amazon’s vendor control. Factory Direct didn’t explain why any of the “changes”
or “unfavorable review[s]” were “false and deceptive,” as required by Rule
9(b). The court did grant leave to amend.

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