Primary jurisdiction doesn’t defeat supplement false advertising claim

Nutrition Distribution LLC v. Custom Nutraceuticals LLC, No.
CV-16-00173, 2016 WL 3654277 (D. Ariz. Jul. 8, 2016)
The parties compete in the nutritional supplement market; defendant
Custom sells Ostarine, a selective androgen receptor modulator (“SARM”) with
effects similar to those of anabolic steroids.
Lanham Act claim: Distribution alleged that Custom labeled Ostarine
products as “not for human consumption,” while simultaneously representing that
Ostarine was a body-building drug and an “[e]asy to dose oral SARM.” Also,
Custom allegedly failed to disclose that the World Anti-Doping Agency and the
U.S. Anti-Doping Agency have banned the use of SARMs, while targeting
competitive athletes.  Moreover, Custom
allegedly represented that Ostarine has few side effects, when medical evidence
suggests that it has potentially serious side effects.
Custom argued that the court should abstain from deciding
these issues based on the primary jurisdiction doctrine. The court
disagreed.  “The Court need not consult
the FDA to determine whether it is false and misleading to label a product as ‘not
for human consumption’ while touting the benefits of such consumption.”  Likewise, the materiality of the omission of
the anti-doping agencies’ bans might not even implicate the FDA’s regulatory
scheme; the FDCA doesn’t even prohibit all omissions that might be material to
a consumer, but only those that are material “with respect to consequences
which may result from the use of the article”:
Even assuming the FDA could require
Defendants to disclose that their product has been banned by major sports
agencies, the issue is not one that implicates the agency’s technical and
policy expertise. Indeed, Plaintiff may have a superior understanding of how
consumers of body building products would react to this information.
Not even the statements about side effects were beyond the
court’s scope.  Though the FDA has primary
jurisdiction to regulate statements about the side effects of drugs, Custom
denied that Ostarine was a drug. “Having denied the FDA’s authority to regulate
Ostarine as a drug, Defendants cannot invoke the same authority to avoid a suit
under the Lanham Act.”  Though the FDA has
the authority to determine whether Ostarine is safe enough to be sold in
interstate commerce, this case was about whether Ostarine was as safe as Custom
claimed, which didn’t require the court to opine on the technical and policy
questions committed to the FDA.

RICO: no.

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Volunteer moderator plausibly alleged to be agent of ISP for 230 purposes

Enigma Software Gp. USA LLC v. Bleeping Computer LLC, 16 CV
57 (S.D.N.Y. Jul. 8, 2016)
Eric Goldman probably won’t like this decision holding that
a volunteer moderator may be treated as the ISP’s agent when the ISP gives
enough status to him or her; I’m less bothered by the §230 ruling (except for
the legal error, which the court may have a chance to correct later).
SpyHunter, an “adaptive malware detection and removal tool,”
is plaintiff ESG’s flagship anti-malware product. Consumers can download a free
scanning version of SpyHunter through a link on ESG’s website. Consumers can
also buy a license to the full version of SpyHunter. That version includes the
scanner, as well as tools to remove malware and other security protection
tools.
Bleeping operates a website that offers information, advice,
and resources about computer technology and security, and one of its focuses is
anti-malware software. Bleeping gets commissions from designated “Affiliate”
software companies for promoting their products on its website.  In the Bleeping forums, “staff members” “generate
and control [the] content” posted. Bleeping has “Advisors,” whom Bleeping holds
out as experts who “can be trusted to give correct and understandable answers
to [users’] questions.” Above Advisors in the hierarchy are “Global
Moderators,” who enjoy “special powers” to enforce rules governing the Forums,
e.g., by “closing” discussions, editing the content of users’ posts, and
suspending the posting privileges of users who violate the rules. Lawrence
Abrams, Bleeping’s owner, is the overall “Admin” of the Forums.
Whenever an Advisor, Global Moderator, or Admin posts in
Bleeping’s Forums, “Bleeping clearly identifies that the post has been made by
[a Bleeping staff member]. Because Bleeping touts its staff as experts who can
be “trust[ed] to provide correct, unbiased and truthful advice,” users
allegedly rely on their advice when making purchasing decisions regarding
anti-malware products. But Bleeping instead allegedly directs users to
affiliates in order to promote its own financial interest, and also made false
claims about ESG and SpyHunter  Bleeping also
allegedly routinely removes links posted by users that endorse ESG’s products.
ESG allged that Quietman7, a Bleeping Advisor and one of only
three Global Moderators, was a chief spokesperson for Bleeping’s “smear
campaign” against ESG. In particular, Quietman7 accused ESG of deceptive
advertising; labeled SpyHunter a “dubious” and “ineffective” program that
generates false positives; and claimed that SpyHunter was a “rogue” product
that was properly classified as malware. Quietman7 advised users to remove
SpyHunter and replace it with a more “trustworthy” alternative—“invariably an
Affiliate product, such as Malwarebytes Anti-Malware, for which he supplied an
Affiliate Link.”  Users were allegedly
influenced by this, saying things like “I’m convinced. Will buy a more
trustworthy product when [SpyHunter] expires.”
First, the court held that, because §230 excludes IP claims,
the Lanham Act false advertising claim wasn’t subject to §230.  The court cited two cases: Gucci Am., Inc. v.
Hall & Assocs., 135 F. Supp. 2d 409, 413 (S.D.N.Y. 2001) (as you can
probably guess from the plaintiff, this is a trademark infringement case); see
also Ford Motor Co. v. GreatDomains.com, Inc., No. 00 Civ, 71544 (DT), 2001 WL
1176319, at *1 (E.D. Mich. Sept. 25, 2001) (same). “On the basis of the
statutory text, the Court, therefore, holds that the CDA does not bar ESG’s
Lanham Act claim.” [Aaaagh!  Ahem, let me
try again.  False advertising is not IP,
even if trademark infringement is; §43(a), like 2/3 of Gaul, is divided into
two parts. Or, in other words, it’s not plausible to define the interest ESG is trying to protect as an interest in its intellectual property, rather than one in its reputation.]
Second, the court held that ESG sufficiently alleged that
Bleeping was the provider of the problematic content because, on the facts
pled, Quietman7 was acting as Bleeping’s agent when he posted them. Under New
York law, an express agency is created through (1) “the principal’s
manifestation of intent to grant authority to the agent,” (2) “agreement by the
agent,” and (3) the principal’s “control over key aspects of the undertaking.”  Implied agency can also occur where the
principal’s conduct, “reasonably interpreted, causes [ ] third [parties] to
believe that the principal consents to have the act done on his behalf by the
person purporting to act for him.”
Bleeping publicly designated Quietman7 as a “Global
Moderator” and “Advisor”—the second and third highest “staff member” positions
within the Bleeping member group hierarchy. Quietman7 since signed his posts as
“Bleepin’ Janitor” and “The BC Staff.” Bleeping staff members are allegedly
directed to promote affiliates’ products and discourage use of non-affiliates’
products, and are allegedly promoted as reliable sources of information.
They’re authorized to enforce forum rules and suspend posting privileges for
rule violations. This was enough to support the conclusion that Quietman was
acting as Bleeping’s agent, at least its implied agent, when he posted the
challenged content. 
Interestingly, the court cited two copyright cases in
support of its finding of a plausible claim. 
Court’s parentheticals: Capitol Records, LLC v. Vimeo, LLC, 972 F. Supp.
2d 500, 518–19 (S.D.N.Y. 2013) (triable issue of fact existed as to
whether  employee-uploaders were acting as
website’s agents, where uploaders served as “editorial voice” for website and
website posted “staff badge” next to uploaders’ names on their posts); Columbia
Pictures Indus., Inc. v. Fung, No. 06 Civ. 5578 (SVW), 2009 WL 6355911, at *13
n.21 (C.D. Cal. Dec. 21, 2009) (websites liable for moderators’ infringements,
despite lack of evidence of actual authority, where “websites’ act of
designating them as ‘moderators’ and providing them with specific forum-related
powers [could] lead[] a ‘third party reasonably [to] believe[ ] the
[moderators] ha[d] authority to act on behalf of the [website]”) (internal
quotation marks and citation omitted). 
Although other cases find that “moderator” status, without more, does
not render a website operator liable for a moderator’s conduct (as these cases
apparently do), ESG’s claim of agency wasn’t just about Quietman7’s designation
as a “moderator.” He was designated a “staff member,” had special authority as
an Advisor and Global Moderator, and was held out as an expert. Bleeping’s cases
involved either moderators who had limited powers or didn’t themselves author
the offending posts.
Nor did Quietman7’s volunteer status prevent him from being
an agent. “New York courts have repeatedly held volunteers to be agents where the
common law requirements for agency were met.”
After that, the court held that the claims weren’t
time-barred; some posts occurred within the 1-year statute of limitations for
defamation, and there was also an issue about republication because Quietman7
included links to older posts, with additional commentary, in new posts. And
courts in the Second Circuit generally borrow the six-year fraud statute of
limitations for Lanham Act claims.
Then, the court found that ESG stated a claim for
defamation. Of possible interest, the court found that various statements about
the allegedly scammy nature of ESG’s product were potentially falsifiable
factual statements:
Viewed holistically, the “overall
thrust” of Quietman7’s thematically similar and mutually reinforcing statements
is that ESG is engaged in a deliberate and fraudulent scam in which it is
peddling a product which is the precise opposite of what it purports to be: The
challenged statements “reasonably imply” that ESG has intentionally designed SpyHunter,
in its “free scanner” mode, to generate false positives so as to induce
customers to buy a license for the full version to eliminate ostensible
malware.… Such allegations … could reasonably be understood as assertions of
objectively verifiable facts.
In isolation, words used in Quietman7’s posts such as
“scam,” “rogue,” “dubious,” and “ineffective” “would likely be too imprecise to
be capable of being proven true or false.” But, in context, they became more
concrete and reasonably precise.  Nor did
the statement that SpyHunter was “previously listed as a rogue product” avoid a
claim that SpyHunter was a rogue product. 
The context made a clear implication that the underlying practices that gave
rise to that earlier classification persisted, because Quietman7’s said that
“some users have reported [ESG] still engage[s] in deceptive advertising.” And
his statement that SpyHunter was not currently targeted for removal by other
security programs was followed by an allegation that “security vendors which
have tried [to target it] in the past have received threats of legal action for
attempting to do so or agreed to legal settlements as a result of litigation
brought forth by Enigma Software.” “High rate of false positives” could also be
verified or falsified by comparing SpyHunter’s rate with those  of competing products. “That an accusation is
‘somewhat . . . vague and difficult to prove’ does  not mean that it is not objectively
verifiable.”
Moreover, the forum pages made the alleged statements more plausibly
“anchored in fact.”  Bleeping allegedly
held out the pages as tightlyregulated by its member groups, and assured users
that its “expert” staff members “can be trusted to give correct and
understandable answers to [Bleeping’s] members’ questions.” Quietman7 himself
allegedly wrote: “Folks come to Bleeping Computer for advice, recommendations
and other assistance. We provide that  based
on our experience and expertise so they can make an informed decision.”  “The manner of Quietman7’s written  presentation—one using footnotes and
citations—conveyed further that his advice was based on  an ‘investigation’ of verifiable facts.”
Thus, the court distinguished these cases from others
involving online forums that were presumed to be places for exaggerated and
nonfactual speech.
On the allegations of the complaint, the court declined to
find that ESG was a limited-purpose public figure, and considered allegations
about its reputation for litigiousness irrelevant because Bleeding didn’t
identify a public controversy related to the litigation.
The alleged statements, if false, would constitute libel per
se because they imputed “some form of  fraud
or misconduct or a general unfitness, incapacity, or inability to perform one’s
duties.”  However, ESG didn’t state a
claim for trade libel or commercial disparagement; the claim was duplicative of
the defamation per se claim, and also failed to allege special damages.
Finally, ESG stated a claim under the Lanham Act.  The key issue here was “commercial  advertising or promotion,” and the key
question was whether the statements at issue were “part of an organized
campaign to penetrate the relevant market.”
Commercial speech: Quietman7’s posts were commercial speech.
 “In nearly all of them, Quietman7, after
lambasting ESG’s SpyHunter, recommends that the  reader ‘remove [that] program and replace it with
a trustworthy alternative,’ such as  Malwarebytes
Anti-Malware and other Affiliate products.” 
By promoting affiliate products, these posts were unmistakably ads, and
went even further by providing purchase links. 
Bleeping had an economic incentive to do this.
Further, the complaint sufficiently alleged that Quietman7’s
posts were part of “an organized campaign by Bleeping to penetrate the market
for anti-malware products” by repeating or linking to negative reviews of
SpyHunter “any time a new forum topic mention[ed] or inquir[ed] about ESG,” not
to mention removing pro-ESG posts by users.  “Reactive disparagement” could be sufficient
if it reached enough potential consumers. 
Given that Bleeping advertises itself as a “premier destination” for
computer users seeking information about computer technology and
recommendations regarding malware removal, and that the posts could be viewed by
the “[more than] 3.5 million unique visitors [that visit Bleeping’s website
each] month,” that was enough.
No competition between the parties was required after Lexmark, and anyway, if it were
required, the court held that the affiliate relationship with ESG’s competitors
sufficed. 


As for injury, the complaint alleged that Bleeping’s members often didn’t know
the basics underlying computer issues, and relied on Bleeping’s
representations, a fact that Bleeping touted. 
“After disparaging ESG and SpyHunter4, Quietman7 trumpeted that ‘[s]ince
we [Bleeping] do not recommend this program [SpyHunter], I doubt that  any of our members use it.’” 

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Discoverable falsity is immaterial to sophisticated consumers

Reed Const. Data Inc. v. McGraw-Hill Companies, Inc., 638
Fed.Appx. 43 (10th Cir. 2016)

Allegedly false claims about the quality of construction
project data offered by these competitors were, even if false, not material to
consumers, because the consumers were sophisticated.  “Discovery revealed only one customer who
arguably relied upon McGraw–Hill’s advertising in deciding between Reed and
McGraw–Hill, while numerous other customers testified that they discounted the
companies’ representations as to their own products and conducted independent
evaluations.”  Even though McGraw-Hill’s
marketing professionals “professed great enthusiasm for the advertising
campaign at issue, the evidence from consumers makes clear that the market of
sophisticated consumers relying largely on face-to-face sales was unmoved.”  Thus, no reasonable jury could have found
materiality.

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Pom and circumstance: Pom Wonderful wins against Pur Pom

Pom Wonderful LLC v. Hubbard, No. 13-06917, 2016 WL 3621281
(C.D. Cal. Jun. 29, 2016)
Disclosure: I consulted with Pom on an earlier iteration of
this litigation, though I have not been involved subsequently.  Even when courts in the Ninth Circuit get
outcomes right, their reasoning is often head-scratching, and this case is no
exception.
Pom sued Hubbard and his company for trademark infringement over
its PUR Pǒm flavored beberages.  The district
court initially denied Pom’s motion for a preliminary injunction; the court of
appeals reversed, but the
district court again denied a preliminary injunction given the high standard
set by Herb Reed
.  Now we’re at summary judgment, where Hubbard
counterclaimed for cancellation of Pom’s marks on various grounds.  Pom won summary judgment; Hubbard lost. The court included lots of pictures, which is great!
The parties’ products are sold in single serve containers in
the refrigerated sections of supermarkets, at a retail price of $1.99 for POM
Wonderful pomegranate juice and $2.00 for PUR Pǒm.

The parties’ marks as used

Hubbard argued that Pom abandoned its standard character
mark by only ever using a version with a heart in the place of the “o” in Pom,
which it separately registered as a stylized mark. The court held that use of
the stylized mark also constituted use of the standard character mark, and thus
there was no abandonment.  The parties
appear to think that abandonment is important because a standard character mark
affords a registrant “a broader scope of coverage” compared to a stylized mark
(citing McCarthy), even though that doesn’t actually affect the infringement
analysis.  The court cites a number of
registration proceedings/rulings about the significance of a standard character
mark in the registration process, as
well as the Ninth Circuit’s statement in this case, that the “‘POM’ standard
character mark is extremely broad, covering the word in all types of
depictions.” Pom Wonderful LLC v. Hubbard, 775 F.3d 1118, 1125 (9th Cir. 2014).  But then it went on to ignore that in the
infringement analysis, focusing on the similarity between the mark Pom uses and
the mark Hubbard uses.
 

Pom’s stylized mark
If the specimen of use shows a display of the standard
characters “in a distinctive manner that changes the meaning or overall
commercial impression of the mark,” then the standard character mark can’t
stand.  The PTO allows a stylized version
to be separately registered if “the word [that forms the standard character
mark] itself creates a commercial impression separate and apart from the
designs in the letters.” The TMEP says: “If a mark remains the same in essence
and is recognizable regardless of the form or manner of display that is
presented, displaying the mark in standard character format affords a quick and
efficient way of showing the essence of the mark.”
The TTAB allowed a standard character registration for
OROWEAT with the specimen shown below, because the word “creates a commercial
impression separate and apart from the merely ancillary design with which it is
associated.”

The same with SPECTRAMET, even though the specimen depicted
a stylized “C” consisting of “an arrow within an arrow in contrasting shades,
in which the outer arrow is dark and surrounding the inner arrow in white.” 

Given this precedent, the court thought the result here was
clearly mandated, because “POM” created a distinct commercial impression; the
stylized lettering “does not alter the pronunciation or perception of the word;
the standard character mark is both aurally and visually indistinguishable from
the mark bearing a heart-shaped ‘O.’”
The TTAB’s contrary decision about the version of FOSSIL
shown below was very different: the rights conferred by the standard character
mark “FOSSIL” did not cover use of the mark coupled with additional words
inside an oval.

The court then granted Pom summary judgment on Hubbard’s
argument that the term “pom” was generic for pomegranates.  Hubbard submitted one Pom Wonderful
advertisement and evidence of third-party use of the term “pom,” but the court
found this failed to create a triable issue of fact, given Hubbard’s burden of
proof.  Pom’s own generic use of the term
was not repeated and consistent; it was one ad from 2002 that said, “The POM
stands for pomegranate.” This single, isolated incident was insufficient.
As for third-party use, Hubbard testified in a declaration
that he googled  “pom flavor,” which
yielded 52,000 pages of results. He searched the first ten pages and located
numerous generic uses in which third parties referenced “pom” as shorthand for
pomegranate. Pom has also opposed 32 third-party applications with the USPTO to
register trademarks containing the word “pom” as a component of the mark.
The Google search didn’t show anything about whether the
term was generic when Hubbard’s product entered the market, in 2013, which was
the relevant date for determining genericity. 
Also, Hubbard’s URL list dump was unexplained and unanalyzed.  “It is impossible to determine solely from a
series of hyperlinks whether competitors are actually using the term ‘pom’ as a
proxy for pomegranate or whether these third-party references simply use ‘pom’
in a descriptive manner to designate the pomegranate flavor of their products.”  Hubbard also didn’t explain the relevance of
the 32 trademark applications, some of which clearly made no reference to
pomegranate, such as “Pom Poms” for cookies in the shape of pom poms.
This “anemic” showing didn’t create a triable issue of fact on
genericness.
The parties’ beverage containers

Pom’s trademark infringement claim: The court,
unfortunately, found that “Pom” was suggestive because it “requires consumers
to exercise some imagination to ascertain the nature of Pom Wonderful’s
products.”  At this point, I guess I have
to say this is not the test outside the 9th Circuit.  Everywhere else does it right: you don’t
ascertain conceptual distinctiveness without considering the goods or
services.  Is “pomegranate” inherently
distinctive?  Well, that depends on what it’s for!  I might have to use imagination to guess that
it was for computers, but not for beverages.
This error has limited consequence here because (a) the
court considered suggestive marks “presumptively weak” and (b) Pom showed
marketplace strength through ad expenditures and other evidence.
Similarities in the marks “abound[ed].”  The letters were the same; both had style
variations on the “o,” a heart and a diacritical; they both used uniform casing
(all caps and all lower case); they were both in white print on a dark maroon
background.  Sound and meaning were also
similar/semantically identical.  There
were differences in sizes, fonts, and capitalization, as well as the emphasis
given to the marks; the Pur product used a smaller “Pǒm” mark near the bottom
of the can.  But overall the similarities
made this factor weigh in Pom’s favor.
The goods were closely related, the marketing channels
overlap (both were even at Albertson’s stores at one point), the degree of
consumer care was low, and the remaining factors weren’t important under the
circumstances—intent is minimally important, and no evidence of actual
confusion is required. Five of the Sleekcraft
factors “overwhelmingly” weighed in favor of Pom, and the only one that weighed
in favor of Hubbard was intent.
The court then rejected Hubbard’s descriptive fair use
defense.  The court first ruled that “pom”
didn’t have a descriptive meaning, which seems really inconsistent with its
treatment of the Google search results above, not to mention the classification
of “pom” as suggestive; the court thought that, because “pom” didn’t have a
dictionary definition, it couldn’t be used descriptively, “as it carries no
inherent meaning or significance beyond its function as a registered trademark.”
Even if it could be used descriptively, the court (either
failing to notice KP Permanent or,
perhaps more realistically, doing what courts in the 9th Circuit do
when confronted with KP Permanent)
held that, in the Ninth Circuit, descriptive fair use is unavailable when there’s
a likelihood of confusion.

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Questionable branding

Not exactly on topic, but funny: Trader Joe’s often uses some signals about what national brands one can compare its house products to. Here, while Cheerios and Spaghettios are hard to confuse, the result is two different kinds of Joe’s O’s, which could produce pretty funny results if people aren’t paying attention.  Self-dilution for Joe’s O’s?

Joe’s O’s
Joe’s O’s compared to Cheerios
Also Joe’s O’s (compare to Spaghettios)

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7th Circuit affirms rare right of publicity loss based on ad

Martin v. Living Essentials, LLC, No. 16-1370, — Fed.Appx.
—- (7th Cir. Jun. 30, 2016)
The Seventh Circuit knocked this affirmance out
quickly—here’s my discussion
of the Jan. 2016 district court decision
.
Guinness World Records lists Johannes “Ted” Martin as the
open singles champion for consecutive kicks of a football; his record has stood
since 1997. A 2013 Living Essentials energy shot ad featured “an actor who
boasts that in just five hours—all because of 5-hour ENERGY—he disproved
Einstein’s theory of relativity, swam the English Channel twice, found Bigfoot,
and ‘mastered origami while beating the record for Hacky Sack.’ The actor, not
to be mistaken for the 56-year-old Martin, appears to be folding an origami
animal while kicking two footbags, not one.”
Martin contended that the reference to “beating the record”
was a reference to him, and thus an unlawful commercial use of his identity,
also tarnishing his reputation by suggesting that his record stemmed from
performance-enhancing drugs.  The
district court found that the ad was puffery, but Martin argued that he was
bringing a false association/endorsement claim. Citing the execrable White v. Samsung, the court reasoned
that, “With advertising, even a parody of a celebrity can trigger liability;
the critical question is whether consumers are likely to be confused and
believe that the aggrieved party endorses or approves of a product.”
The court of appeals found that Martin’s theory was “not
reasonable.”  “[W]e cannot imagine how
this ad would confuse anyone into thinking that Martin himself endorses 5-hour
ENERGY or that his use of the caffeinated drink explains a record set before
the product came to market.”  (But it’s
plausible that consumers would think that Vanna White endorsed Samsung because
a letter-turning blonde robot appeared in its ads?)  The mention of Hacky Sack was “sandwiched
between obviously absurd achievements.” 
Moreover, “the actor cannot be accused of impersonating Martin, since he
brags of besting, not holding for years, a footbag record,” and Martin didn’t
claim to have achieved his title while creating origami animals.  Furthermore, there was no reason to assume
that it was Martin’s record that had
been beaten; other records exist, including for kicks of two footbags (as shown
in the ad).  Nor did Martin plausibly
allege that he had “the degree of public notoriety necessary to support a claim
under the Lanham Act for false endorsement.” 

Moreover, the district court properly held that Martin
failed to state a claim under the Illinois Right of Publicity Act.  That law broadly defines “identity” to mean
“any attribute … that serves to identify that individual to an ordinary, reasonable
viewer or listener.”  But the phrase “the
record for Hacky Sack” is too ambiguous to call an “attribute” of Martin. “[N]o
reasonable viewer would interpret the commercial for 5-hour ENERGY as referring
to Martin, and because he does not plausibly allege that Living Essentials
invoked his ‘identity’ through the actor’s statement, Martin fails to state a
claim under IRPA.”  Note the implication:
if there were only one prior record holder, another person’s claim to have
beaten that record—even if truthful—would seem to be an appropriation of the
loser’s identity.  That seems …
overbroad.

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Update: that’s not actually the latest in B&B!

My mistake. The latest is that after the ruling I just wrote about, there was a jury trial, which produced findings that (1) Hargis infringed the federally registered mark, (2) there were no damages/profits awardable from the infringement and the infringement was not willful, (3) the registration/incontestability was procured by fraud, and (4) Hargis prevailed on its false advertising/false designation of origin counterclaims.  Because of (3), the judge granted judgment as a matter of law to Hargis on (1), since fraud on the PTO invalidates the entire registration.

B&B Hardware Inc. v. Hargis Indus.
Inc., 06-cv-01654 (E.D. Ark. Jun. 26, 2016)
The court explained that, absent the
benefits of incontestability, Hargis could’ve shown that the Sealtight mark was
descriptive without secondary meaning. 
Indeed, it did so in a 2000 trial, but then B&B renewed and filed for
incontestability.  Then B&B sued
again in 2006, and the court of appeals found that preclusion didn’t apply
because of the change in the registration’s circumstances from contestable to
incontestable.  (Should that affidavit
even have been filed?  How could it
possibly be correct to say there were no final determinations adverse to
B&B’s ownership of a valid mark?  The
2000 trial sounds an awful lot like a final judgment that the mark wasn’t
valid.  Something has gone very wrong
with incontestability.)   Hargis thus couldn’t repeat its mere
descriptiveness argument, but it did prove fraud on the PTO, which removed the
conclusiveness provided by incontestability. 
“Without incontestability, B&B does not have a change in
circumstances that allows it to escape claim preclusion because the jury in
2000 found that ‘Sealtight’ lacks secondary meaning.” 
Anyway, B&B wasn’t entitled to a
remedy.  No injunction, because protecting
B&B’s registration in the future was no longer possible; Sealtight wasn’t
registered any more.  (This seems to skip
over some issues surrounding likely confusion, but I find it hard to blame the
court.)  Disgorgement was unavailable
because it was subject to the principles of equity, which did not favor
B&B.  There was no intentional
infringement; there were no diverted sales because the parties don’t compete;
and there was no palming off.  True,
B&B was without another remedy, but that was its own fault for failing to
renew; B&B didn’t delay in asserting rights and filed 43 days after its
mark became incontestable; and the public interest was served by enforcing
valid trademarks. But it would be “unfair to disgorge Hargis of its profits
under unjust enrichment or 
deterrence rationales when B&B did not
lose a single sale as a result of Hargis’s actions and Hargis’s infringement
was unintentional.”  Even if the fraud on
the PTO claim didn’t survive the (inevitable) appeal, there’d be no
justification for disgorgement.

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Guess what the latest development in B&B v. Hargis is?

B&B Hardware, Inc. v. Hargis Industries, Inc., No.
06CV01654, 2016 WL 3615833 (E.D. Ark. May 16, 2016)
So, despite all the commotion surrounding this case, B&B
forgot to renew its registration,
which was duly cancelled.  A cautionary
story for clients!  Also,
incontestability is a really big deal, which deserves to be much, much better
policed.
As you may recall, B&B sells self-sealing fasteners for
the aerospace industry under the mark “Sealtight.” Hargis sells fasteners for
the construction trade under the mark “Sealtite.” As the Supreme Court said,
the full story of the litigation “could fill a long, unhappy book.”  And here we go again, denying Hargis’ motion
for judgment on the pleadings.
B&B registered Sealtight in 1993.  It opposed Hargis’s 1996 application; Hargis
sought to cancel B&B’s mark, and then B&B sued for infringement.  A jury found in favor of Hargis, holding that
B&B’s mark was “merely descriptive” and had not acquired a “secondary
meaning.” Hargis’s petition to cancel B&B’s trademark was dismissed in June
2003.  In 2006, B&B filed a
declaration of incontestability, “negat[ing] the first jury’s findings on
descriptiveness and secondary meaning.” 
B&B then sued again.  Before
the second case went to the 2010 jury, the TTAB found a likelihood of
confusion; the jury again found for Hargis on all claims.  But the Supreme Court held that TTAB
decisions have preclusive effect!  Thus,
the 2010 judgment was remanded for further proceedings, “including what
remedies may be awarded for infringement.” The Eighth Circuit instructed the
trial court to “give preclusive effect to the decision of the TTAB on
likelihood of confusion.”
But then!  After the
remand, “Hargis discovered that B&B failed to renew its registration,
resulting in its cancellation some time after the 2010 trial.”  The PTO’s official record of the cancellation
says the mark was cancelled on February 29, 2016, but Hargis argued that the
cancellation occurred some time prior, which I suspect is true given ordinary
PTO practice but have not specifically investigated.  The cancellation record is a ministerial act; the
registration lapsed when the Section 8 deadline passed. See Land O’ Lakes, Inc.
v. Hugunin, 88 U.S.P.Q.2d 1957, 2008 T.T.A.B. Lexis 47, at *4–5 (T.T.A.B.2008)
(precedential) (“[T]he date of expiration of application’s registration is not
dependent on the date the Office undertook the ministerial function of entering
the cancellation into the USPTO database.”).
B&B since reapplied for registration, which is pending,
but obviously can’t provide B&B with priority over Hargis even if it’s
ultimately granted.  (If it is, because
confusion with Hargis’s use is unlikely and, though preclusion applies in court
to TTAB holdings, the PTO isn’t bound by prior rulings on different marks, then
Hargis will have a good argument for its saga replacing Bleak House as the definititive account of ridiculous litigation; I
haven’t even mentioned some of the details of what went on before.)
The district court confronted the question: now what?
First, B&B didn’t waive review of the non-infringement
claims such as unfair competition, nor was it estopped from relitigating them
or barred by the law of the case.  “Considering
how intertwined ‘likelihood of confusion’ is with the other claims, it cannot
be ruled that B&B waived or is estopped from re-litigating the other claims
when it explicitly argued that such an important element was improperly
decided.”  Nor did the law of the case
govern, because B&B “was
certainly a significant development that changed the game for both parties.”  And the trial court’s earlier error about
preclusion “also affected the admissibility of evidence. B&B was limited by
pretrial rulings on how the decision could be used during trial.”  (Query: why would the TTAB ruling be
admissible now?  Of course the arguments for why it’s not relevant
now have a different basis.)
Then, the court ruled, “the Lanham Act does not require a
registrant to maintain [its] registration through to trial.”  Sections 32 and 43(a) have the same basic
elements, except that incontestability is conclusive evidence of validity
(subject to various defenses).  Hargis
argued that B&B could no longer rely on its registration, because it doesn’t
have one.  “B&B argues that its mark
was registered during the period of infringement and its subsequent
cancellation only changes the theory on which it can rely for the time after
cancellation.”
Hargis argued that the words “registrant,” “registered
mark,” and “registered on the principal register” in the Lanham Act all require
B&B to maintain its registration for the duration of the suit, rather than
simply possess it when Hargis allegedly infringed.  The court considered this an issue of first
impression.  (I’m dubious of the court’s reasoning
here.  Consider the situation where the
registration is directly and successfully attacked.  The court properly orders the registration
cancelled.  It’s beyond peradventure that
the presumptions accorded the registration, although they applied at the outset
of the case, can’t still be accorded the former registration.  The registration did exist when the litigation
started, but now it doesn’t.  Even if the
mark is cancelled for reasons that are not absolute bars, this should be true.  Consider, for example, fraud on the PTO: the
mark is in theory registrable, but the registrant deliberately lied to register
it with the intent to deceive the PTO, then sues someone else.  The fraud is proven and the registration is
cancelled.  The plaintiff claims that it
still has common-law rights (say, secondary meaning for a descriptive term).  The defendant shouldn’t still confront the presumption of ownership/validity that existed
at the outset of the case.)
The court reasoned that, when an unregistered mark becomes
registered during the pendency of the litigation, that doesn’t change the fact
that it was unregistered at the outset and thus no burden-shifting from the
trademark claimant is appropriate.  But
that seems completely different to me, because the initial basis of the
claimant’s rights—its unregistered common-law rights—is still present in the case,
and those rights simply continue.  It
would be completely unfair to, say, a §33(b) remote good faith user to say that
the registration relates back to the initiation of the case, when a key point
of registration is to fix the date on which rights became nationwide as a
matter of law.
But, for the very same reason, the result should be
different here: registration provides statutory
rights that are explicitly provided over and above the common law, and it was
those things—nationwide priority, the very broad description of the goods in
the specification, and, for incontestability, distinctiveness as a matter of
law—that allowed B&B priority and victory in its likely confusion claim.  Those are now gone from B&B’s arsenal.  B&B should be able to claim whatever
common-law priority it has, including rights concurrent with its federal registration,
but the cancelled registration ought to be treated as if it had never existed.   
However, relying on the analogy to unregistered marks that
become registered, the court held that “registration only impacts the theory of
recovery during periods of infringement.” 
The court also considered that its rationale was in line with
constructive notice: even a nonrenewed registration provided constructive notice
during the period of registration.  Action Temp. Serv., Inc. v. Labor Force,
Inc., 870 F.2d 1563, 1566 (Fed. Cir. 1989).
But constructive notice and existence of rights are pretty
different.  Indeed, the Action Temp court continued that the
TTAB’s conclusion that an initially unlawful adoption of a mark stayed unlawful
was “flawed.”  Though use during the
pendency of another’s now-cancelled registration wasn’t “lawful” in the sense
necessary to support a concurrent use registration, that was only one part of
the question the TTAB had to resolve on remand, given that mere knowledge of a
prior user isn’t itself bad faith precluding registration.  See
also
Action Temp, 870 F.2d at 1566 n.9 (citing Anderson, Clayton
& Co. v. Krier, 478 F.2d 1246, 1248 (C.C.P.A. 1973), for the proposition that
“whatever benefits a federal registration confers are lost when that
registration is canceled”).
Unfortunately, the B&B
court’s research failed to disclose the cases—few of them, to be sure—reaching
the opposite conclusion.  Spin Master,
Ltd. v. Zobmondo Entertainment, LLC, 2012 WL 8134013 (C.D. Cal. Jun. 18, 2012),
for example, has some striking similarities with this case.  The Ninth Circuit held that plaintiffs’
registration, which was granted without a requirement of showing secondary meaning,
entitled it to a presumption of inherent distinctiveness and therefore reversed
a grant of summary judgment to defendants. While the case was back before the
district court, however, the time for filing the section 8 affidavit
expired.  Plaintiffs argued that the
presumption of validity/inherent distinctiveness still applied to the time the
registration was in effect.  The court
disagreed, concluding that “[t]he statutory evidentiary presumptions attendant
to a registration disappear when the registration lapses, including a lapse
caused by the failure to file a timely Section 8 affidavit.” 
Along with a few other cases, the Zobmondo court pointed to TTAB practice of rejecting expired
registrations as evidence of anything, including protectability, validity, use,
likely confusion, or anything other than that the registration issued.  “When a registration lapses, the ‘applicant
is now in much the same position it would have been had the prior registration
never issued ….’”  See, e.g., In re Compania Tabacalera Santiaguense, S.A., 1999 WL
546830, at *3 (T.T.A.B. July 21, 1999) (“Once a registration has been cancelled
under the provisions of Section 8 of the Trademark Act, however, it cannot
serve as evidence of any existing rights in the mark.… By failing to timely
file a Section 8 affidavit, applicant has opened up its mark to reexamination
under present standards.”); In re Compania Tabacalera Santiaguense, S.A ., 1999
WL 546830, at *3 (T.T.A.B. July 21, 1999) (non-precedential) (“Once a
registration has been cancelled under the provisions of Section 8 of the
Trademark Act … it cannot serve as evidence of any existing rights in the
mark.”); cf. Kellogg Company v.
Western Family Foods, Inc., 209 U.S.P.Q. 440 (T.T.A.B. 1980) (explaining that
TTAB makes an exception to its practice and takes judicial notice of
cancellations of relevant registrations that occur during the pendency of an opposition
proceeding, because of the potential material effect of cancellation on parties’
rights).
In sum, the Zobmondo
court held, the expired registration “is treated as never having been issued,”
which is “a bright-line rule that does not turn on the factual and procedural
nuances of a particular case. Thus, when the ‘830 registration lapsed, the
statutory presumption of validity evaporated.” 
As a result, the plaintiffs would now have to proceed without any rights
conferred by registration, despite their victory at the court of appeals based
on their registration when suit began.  See also Advance Magazine Publ’rs, Inc.
v. Norris, 627 F.Supp.2d 103, 114 n. 2 (S.D.N.Y. 2008) (finding that the
presumption of validity evaporated upon expiration of registration two years
after suit was filed and “affording neither presumptions nor evidentiary
advantages to any party”). 
The reasoning in ZipSleeve, LLC v. West Marine, Inc., 2015
WL 2380990 (D. Or. May 19, 2015), relies on Lexmark
but reaches the same conclusion:
ZipSleeve was indeed the
“registrant” of the registered trademark “ZIPSLEEVE” when West Marine allegedly
began its infringing activity in 2011. ZipSleeve accordingly argues that its
right to sue under § 1114 accrued at that time—and that the cancellation of the
mark [for failure to renew during the pendency of the case] did not extinguish
that right….
A statutory cause of action
“extends only to plaintiffs whose interests fall within the zone of interests
protected by the law invoked.” Lexmark, 134 S.Ct. at 1388. The constructive
notice to competitors and evidentiary presumptions afforded the registrant are
among the most important rights a trademark registrant has under the Lanham Act.
By contrast, the right to exclude others from use of the mark comes not from
registration, but merely from priority of use of a protectable mark. And that
right may be protected, in the absence of a registered trademark, using §
1125(a). The weight of authority thus clearly indicates that Congress sought to
protect only the interests of plaintiffs with registered trademarks under §
1114. Plaintiffs with unregistered trademarks are protected by § 1125(a), but
do not fall within the zone of interests protected by § 1114. Therefore, the
owner of a mark that was valid when issued but which has since lapsed has no
cause of action under § 1114—not even for infringement that occurred during the
lifetime of the mark.
The B&B district
court’s conclusion was, by contrast, that:
“registrant” and “registered mark”
do not refer to a claimant’s present condition, but only the situation at the
time of infringement. Hargis’s argument inserts words into the statute, as the
Lanham Act does not say that a mark must be “presently registered” or
“currently registered.” B&B’s registration was not cancelled because it was
obtained improperly, but merely expired when it failed to renew. 
I don’t understand that distinction, which does not explain
why someone with a mark cancelled for a substantive reason wouldn’t also have
been the “registrant” at the time the lawsuit began.  The statute also doesn’t say “legitimate/ly” or “valid/ly” before registrant/registered.
Anyway, the court went on to hold that B&B’s requested
remedies, an injunction and money damages, were both still available. An
injunction was still available to prevent injury given that B&B filed a new
registration application seeking expedited review.  “Should Hargis be found liable at trial, the
parties may argue whether an injunction is appropriate.”  As for damages, willful infringement wasn’t a
prerequisite; the court found that the statute was straightforward because of
the more recently added language requiring willfulness for damages caused by
dilution.  And anyway, there was a
question of material fact:
Viewed in the light most favorable
to B&B, Hargis knew of B&B’s concern for the confusing marks since the
mid-1990s, and even after Hargis won at trial in 2000, Hargis knew that the PTO
deemed B&B’s mark worthy of registration. Hargis had knowledge of B&B’s
registration, and thus B&B’s right of exclusive ownership, and Hargis
admits that it was aware of the PTO’s later determination of incontestability.
Based on this limited record, this is sufficient to create a jury question on
whether Hargis willfully infringed on B&B’s mark.

(Is that really sufficient for willfulness as to infringement? Ah well.)  Questions about equitable defenses also would
have to be resolved after liability, if it were found.

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It depends on what the meaning of “is” is: Section 15 declarations and pending challenges

It turns out that Paleteria La Michoacana, Inc. v.
Productos Lacteos Tocumbo S.A. De C.V., 2016 WL 3034150,  No. 11–1623 (D.D.C. May 27, 2016), is
even more of a hairball than I realized. 
The thorny
legal and factual issues as delineated by the district court
are plentiful
enough, and at this point in the case there are also procedural questions about
timeliness of arguments and the like which I can’t even begin to opine on.  
It turns out that there are also what
appears to me to be mistaken Section 15 declarations wrongly accepted by the
PTO.  Given that (1) the court found that
the marks at the core of the controversy were geographically descriptive
(whether the image of the Indian Girl was descriptive is a little unclear, so
that too is an issue, but the decision is clear that the word marks are and its
rationale would seem at least potentially applicable to the Indian Girl as well),
and (2) the incontestability of one side’s marks was part of what let it
prevail on priority, the PTO’s invited error might have been consequential and
this case is even more of an issue-spotter than I thought.
Here’s what apparently happened: Prolacto counterclaimed in
2012 for cancellation of PLM’s older registrations on the grounds of fraud and
abandonment.  (I understand that there were
strategic reasons not to counterclaim for mere descriptiveness, but now that
creates one of the procedural issues.) The court granted summary judgment in
favor of PLM on these counterclaims in September 2014, at which point PLM filed
for incontestability for its registrations of the Indian Girl alone, Nos. 2,905,172
and 2,968,652.

As with the bead
dog case
, TSDR clearly shows that this lawsuit is pending right before the Section
15 affidavit, but nonetheless the PTO, which doesn’t conduct substantive examination of Section 15 affidavits, accepted the affidavit.  That affidavit stated that
there was “no proceeding involving
said rights pending and not disposed
of in either the U.S. Patent and Trademark Office or the courts” (emphasis
added).  That was just not true.  The law and the TMEP refer to proceedings and
not to individual claims for cancellation, and rightly so: if the judgment is nonfinal, then, for
example, the challenger could appeal and the court of appeals could reverse the
district court on the nonfinally resolved issue—except, if the Section 15
affidavit is accepted in between the district court and court of appeals
stages, then the court of appeals can’t rule on a challenge to distinctiveness or priority any more! 
There are cases indicating that if the trademark owner is a
plaintiff, and no counterclaim challenging registrability was filed before the
declaration was submitted, that’s not a problem. See TMEP
§1605.04
(“The USPTO does not consider a proceeding involving the mark in
which the owner is the plaintiff, where there is no counterclaim involving the
owner’s rights in the mark, to be a ‘proceeding involving these rights’ that
would preclude the filing or acknowledgment of a §15 affidavit or
declaration.”).  And that too makes
sense, because the mere fact that the trademark owner is fighting alleged infringers
shouldn’t keep it from incontestability; at the point that no counterclaim has
been raised, there is no element of the proceeding challenging the trademark
owner’s ownership/right to register.  But
that’s a completely different situation than a nonfinally rejected challenge to
registrability. To maintain otherwise seems to me an implausibly tendentious
reading of the word “is” that is inconsistent with the concept of challenges
that are “pending” though not finally disposed of.
First, is it fraud on the PTO to file, claiming that there’s
no pending challenge, in such a circumstance? Because the standard for fraud is
so high I would say: not if there was a misunderstanding of the law (or the
facts, though in this case the same firm handled the registration and the
litigation), even an unreasonable misunderstanding.  (Though I think the lawyer should know
better.)  Thus, the registration itself
isn’t invalid. 
But, in my opinion, the Section 15 declaration still has to
be revoked because the statutory requirements for incontestabilty weren’t
fulfilled, even though the registration itself survives.  Because there’s no examination, this is the
only way to keep the register accurate.  See Nahshin v. Product Source
International LLC, 107 U.S.P.Q.2d 1257, 1258 n.1, 2013 WL 6040375 (T.T.A.B.
2013) (§ 15 affidavit filed after a petition to cancel was filed has no legal
effect); cf. Duffy-Mott Co., Inc. v.
Cumberland Packing Co., 424 F.2d 1095, 1100 (C.C.P.A. 1970) (noting that,
because incontestability amounts to a “new right” as to the covered mark/goods,
policing incontestability is of separate importance versus registration
generally). I would think that the PTO, district court, or court of appeals,
when informed of the problem, should revoke the acknowledgement of the
declaration/order it revoked, as the PTO did with the bead dogs.
Here are the cases cited by PLM defending its position that
it could take advantage of the gap between district court and appellate proceedings
to file its affidavit: Sunrise Jewelry Mfg. Corp. v. Fred S.A., 175 F.3d 1322, 1327
(Fed. Cir. 1999) (no proceeding involving rights in the mark was pending
because at the time section 15 affidavit was filed, no counterclaim challenging
registration or validity of mark had yet
been filed
, though one was filed in between the filing of the affidavit and
its acceptance by the PTO); Holley Perf. Prods., Inc. v. Quick Fuel Tech.,
Inc., 624 F. Supp. 2d 610, 616 (W.D. Ky. 2008) (section 15 affidavit of
incontestability properly filed where counterclaim had not yet been filed); Levi Strauss & Co. v. Esprit US
Distribution Ltd., 588 F. Supp. 2d 1076, 1083 (N.D. Cal. 2008) (no fraud where affidavit filer failed to
investigate whether there was a pending challenge); J. H. Chapman Grp. v.
Chapman, No. 95 C 7716, 1996 U.S. Dist. LEXIS 899, at *8-9 (N.D. Ill. Jan. 30,
1996) (same where affidavit filer didn’t disclose that a challenge had been threatened but not filed); 3 McCarthy on
Trademarks & Unfair Comp. § 19:140 (4th ed.) (no challenge is pending until counterclaim has been filed); 1-4
Gilson on Trademarks § 4.03(2)(b) (Matthew Bender & Co. 2016) (reference to
ability to file affidavit upon “successful termination of the litigation”; PLM’s brief added the words “on the counterclaim challenging the registered mark”).

Other thoughts?  (I should disclose that PLM cites my earlier post on the case in arguing to the court that the judgment should be corrected because it doesn’t make sense to cancel one of PLM’s marks based on the existence of marks that infringe other, similar PLM marks.  I doubt it will want to cite this one.)

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Stunning scope of color TM leads court to cabin registrations

Cedar Valley Exteriors, Inc. v. Professional Exteriors,
Inc., No. 13-CV-2537 (D. Minn. Jun. 29, 2016)
See DuetsBlog’s
2012 entry
on what appears to be a related case, in which the plaintiff roofing/repair
company sued a different competitor for using orange on its signs.  (Related DuetsBlog entry on pervasive
use of orange in the home improvement industry
, making the PTO’s actions
here even more troubling and plaintiff’s lawsuits seem even more
anticompetitive.)
One might call this case a poster child for the problem of too-broad
trademark registrations.  The court begin
by deeming Cedar Valley’s service marks
highly unusual in two respects:
First, both marks are for a color— specifically, the color orange. And second,
both marks are extraordinarily broad. Together, the two marks appear to cover
any use of any shade of orange in any article of clothing or any form of
advertisement related to any aspect of the construction industry. Thus, for
example, the use of orange safety vests on a construction site would appear to
be encompassed by the registered marks—something that would no doubt come as a
surprise to thousands of contractors.
How Cedar Valley was able to
persuade the United States Patent and Trademark Office (“PTO”) to register such
marks is a mystery, particularly given that Cedar Valley has used only
particular shades of orange; used it only on shirts, lawn signs, and a few
other advertising items; and used it only in connection with a narrow slice of
the construction industry. But the PTO did register the marks [and they became
incontestable], and, as a result, this lawsuit raises a number of difficult
legal and factual issues. 
The court ultimately amends Cedar Valley’s registration and
finds that there are outstanding questions of fact on likely confusion.
Cedar Valley logo

Flashy Cedar Valley logo

The plaintiff is primarily in the residential repair
business, which it gets through “door-knocking campaigns, use of yard signs,
[and] referrals and other advertising,” as well as through preferential
relationships with insurance companies and their intermediaries.  Professional Exteriors does residential “remodel[ing]
[and] restoration,” including similar services.  Sixty to seventy percent of its work consists
of “insurance restoration” of storm-damaged homes.
“Cedar Valley uses orange on the signs that it puts on
customers’ lawns and the shirts that its employees wear, as well as on flyers,
door hangers, and other advertising materials.” Cedar Valley picked orange
“[b]ecause it stands out more than other colors,” and because orange was “the most
obnoxious, loud” color it could put on signs and shirts, according to its
witness.
In 2008, Cedar Valley registered two service marks involving
the color orange:
Registration No. 3,429,642 (“the
’642 mark”) is for “the color orange as applied to yard signs and other
advertising materials used in advertising the services.” The drawing depicts a
solid-orange yard sign outlined by dotted lines. Registration No. 3,429,643
(“the ‘643 mark”) is for “the color orange as applied to clothing worn during
the performance of the services.” The drawing depicts a solid- orange
short-sleeved polo shirt outlined by dotted lines.
Shirt registration

Sign specimen

Shirt specimen

Sign registration

The description of the services includes “building
construction and repair; building inspection; construction and renovation of
buildings; construction and repair of buildings; general construction
contracting; installing siding; roofing contracting; roofing installation;
roofing repair; [and] roofing services . . . .”
RT here: Examining TSDR, I found that the shirt mark had
initially been nonfinally rejected for failure to function as a mark, with the
2(f) statement of five years of continuous use deemed insufficient because the
nature of the claimed matter—the color of a shirt worn by an employee—wasn’t
such that consumers would ordinarily perceive it as a mark.  The same was true for orange for signs.
In its response to the examining attorney, Cedar Valley
argued that color was in fact registrable. 
It also argued that its sales of over $12 million/year and its pervasive
use of orange in marketing qualified orange as a trademark for its services,
since its 250 sales reps each spoke in person to 5,000 potential customers per
year (which works out to roughly 20/day in a 5-day week, yikes) and thus 1.25
million people were exposed to their orange clothing each year, not to mention
anyone who saw their orange-clad workers on 1,500 roofing etc. jobs per year.  
Cedar Valley submitted employee declarations that they “often
receive telephone calls from prospective and actual customers who often times
invariably ask for them to confirm if Applicant is the roofing/siding company
with the ‘orange signs’, ‘orange flyers’ and/or ‘orange shirts’.”  (Often times invariably?  The declarations themselves say “sometimes,”
which is at least plausible; there are three employee declarations repeating
this statement, though only one considers it common—her estimate is 30 calls/week;
the other two employees only answered the phone when the receptionist was
unavailable.)  Plus, Cedar Valley
contended that there was evidence of actual confusion in that “a member of the
purchasing public recently mistook services of a competitor wearing orange
shirts as the services as provided by the Applicant.”  (In the declaration, the declarant states
that the relevant customer signed a contract with a Cedar Valley sales rep, who unbeknownst to Cedar Valley gave her
contact information to a competitor. 
When the competitor showed up to perform the work, it’s not particularly
surprising that she thought it was Cedar Valley; I can’t imagine the absence of
orange shirts would have changed anything.) 
“We’re the guys with the orange signs!”

The examining attorney accepted these claims; I saw no
further correspondence.  The only “look
for” advertising in the TSDR record was “we’re the guys with the orange signs!”
on the second page of an orange flyer. 
It’s hard to expect examiners to know how pervasive a color is in any
given industry, but I still think this has facts consistent with rejections
upheld by the TTAB, given the high burden of proof that color claimants should
face.
Anyhow, back to the present dispute: Professional Exteriors
began in 2010, and has used orange on its advertising and promotional
materials, including yard signs and shirts.  After a 2011 C&D was ignored, Cedar Valley
sent another in 2013 adding a demand for $25,000 in damages, then sued.
Professional Exteriors logo

Another Professional Exteriors logo

Photo with Professional Exteriors shirt

The court expressed concern about the apparent scope of the
registrations.  At times, Cedar Valley
argued that the marks were narrower than “any shade of orange in any article of
clothing or any form of advertisement related to any aspect of the construction
industry, … although Cedar Valley had difficulty explaining how they were
narrower.”  The court appointed a
trademark lawyer as an expert witness. 
The expert described Cedar Valley’s marks as “very unusual” and the
legal issues raised by those marks as “very hard.”  He concluded that the functionality and “phantom
mark” doctrines justified amending the marks, but nonetheless recommended
summary judgment for Cedar Valley on likely confusion.  The court agreed with the first part, but, as
the responsible entity for legal determinations, not on the latter.

Mark Lemley
& Mark McKenna
will be glad to hear how the court approached the issue:
Before the Court can assess the
merits of Cedar Valley’s infringement claims and Professional Exteriors’
defenses, the Court must first determine the scope of the registered marks.
That is, before the Court can answer such questions as “how strong are the
marks?” and “how similar are Professional Exteriors’ marks to Cedar Valley’s
marks?,” the Court must first determine the precise scope of Cedar Valley’s
registered marks. 
Functionality limits the scope of color marks.  In particular, functionality bars
registration of orange for earplugs, because “orange is particularly visible
and facilitates safety checks.”  So too
with payphones, which if orange are easier to find in an emergency. And
likewise with safety in the construction industry.  Given the breadth of the written descriptions
of the marks, they encompassed functional use of orange in “clothing” and “advertising
materials” across the entire construction industry.  Read literally, the registrations would cover
construction workers’ safety vests and some of the orange signs at construction
sites, which could be deemed advertising materials.  However, the court wasn’t sure if the record
showed that orange serves the same safety function in residential repairs as it
did on large construction sites.  (In my
neighborhood, they use orange cones for small repairs all the time—it’s an
easily understood warning sign.)  Still,
orange was functional in most of the construction industry.  There was also a question about the
eye-catching use of orange, that is, aesthetic functionality, but the record
was contested at this point.
Given the record, Cedar Valley’s registrations had to be
amended to be limited to “installing siding; roofing contracting; roofing
installation; roofing repair; [and] roofing services.”
Separately, the marks as described were also illegitimate
phantom marks. “[U]nder the Lanham Act and the rules promulgated thereunder, a
trademark application may only seek to register a single mark.”  A mark that might change is not a single
mark.  “The prohibition against phantom
marks serves the primary purpose of federal trademark registration, which is
providing notice to the public of the registrant’s ownership of the mark,” and
allows people to search the register to figure out what’s there.
Color marks are subject to the phantom mark rule, and Cedar
Valley’s marks conflicted with it on their face.  However, the TMEP allows an exception for
color service marks when an applicant “seeks to register a single color as a
service mark used on a variety of items not viewed simultaneously by purchasers.”
 They can represent the mark as “a
solid-colored square with a dotted peripheral outline . . . .” TMEP §
1202.05(d)(ii). The idea is that a color service mark can be applied to a
variety of objects (“e.g., stationery, uniforms, pens, signs, shuttle buses,
store awning, and walls of the store”), but still create for the consumer a
unified “distinct commercial impression.” 
(The court pointed out that Home Depot has its own registration for
orange for advertising for installation services, “including, notably, the
installation of ‘roofing’ and ‘seamless gutters.’”)
The court’s expert expressed doubt about the validity of
this exception; the TMEP notes that no court has blessed it, and, as a policy
matter, it’s not clear that such a registration provides adequate notice.  The court didn’t need to decide the matter,
though, because Cedar Valley hadn’t registered a solid-colored square with a
dotted peripheral outline.  The drawings
depicted a lawn sign and a polo shirt. 
And, “[i]n the case of a discrepancy between the drawing and the written
description of a color mark, the drawing controls the text”:
To hold otherwise would be to
ignore the public-notice function of trademark law. Cedar Valley’s marks cannot
be allowed to encompass any type of advertising materials and any article of
clothing, because the drawings in the registrations depict only a yard sign and
a polo shirt, and thus indicate to anybody who finds Cedar Valley’s
registrations in a trademark search that the marks are limited to those
particular objects. The drawings do not give anyone wanting to establish their
own service marks adequate notice that Cedar Valley’s marks encompass more than
lawn signs and polo shirts.
The drawings also determined the particular covered shade of
orange, though the court noted that infringement by different shades of orange
would still be possible.  And the
drawings determined the particular manner in which orange was claimed: “the
entire surface” of short-sleeved polo shirts and yard signs, not orange stripes
or orange trim or orange lettering against a non-orange background—though again,
that didn’t exclude infringement claims against such uses.  (Though, especially with functionality
concerns, I think the registration’s limits should weigh very heavily against a
finding of infringement in such cases.)
The court also held that it had power to rectify the
register even as to incontestable marks, which the parties didn’t contest.  And since the changes here aren’t based on
lack of distinctiveness, that seems correct.

On to likely confusion, where there was conflicting evidence
on the strength of the marks and the degree of competition  between the parties; there was no evidence of
bad intent or actual confusion; and the consumers were likely to pay a lot of
attention.  There were also factual
disputes about the functionality of orange in connection with roofing and
siding.  Finally, though Cedar Valley
emphasized the incontestability of its marks, Professional Exteriors could
still argue that the marks were weak because they lacked distinctiveness or
secondary meaning.

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