“Excessive use of professional reviewers” might be false advertising

Interlink Products Int’l, Inc. v. F & W Trading LLC, No.
15-1340, 2016 WL 1260713 (D.N.J. Mar. 31, 2016)
 
The parties compete to sell showerheads; Interlink claims
rights in the marks AQUASPA, AQUASTORM, AQUADANCE, and SPIRALFLO for showerheads.
 It sued F&W for false advertising,
trademark infringement, and related claims, and F&W counterclaimed for
false advertising etc. based on Interlink’s allegedly false representations of
compliance with the Energy Policy Act, which sets flow rate requirements for
showerheads. 
 
On the counterclaims, F&W argued that the product
instructions constituted actionable “advertising or promotion” because they
“serve the purpose of influencing the customer who purchased the item to
continue purchasing Interlink showerhead products and to also influence other
potential customers who become aware of them through contact with the initial
purchaser.” The court disagreed, finding that product inserts were post-sale
and didn’t influence consumers in their purchasing choices.
 
Interlink argued that F&W shouldn’t be allowed to
proceed on claims based on Interlink’s alleged violation of the Energy Policy
Act, because F&W didn’t plead that it itself complied with the standards
and couldn’t plausibly allege damages. 
The court disagreed.  If consumers
chose Interlink over F&W based on the allegedly false claims, F&W may
have suffered damages.
 
Tortious interference: F&W argued that Interlink
purposely used black image backgrounds instead of white ones in its Amazon
sales, against Amazon policy.  But “F&W
provides no support for its argument that the violation of a website’s image
requirements gives a third-party user of the website a cause of action for
unlawful competition. Interlink’s compliance with Amazon’s image requirements
is a matter Amazon.com and Interlink.”
 
The court did decline to dismiss claims based on Interlink’s
alleged failure to mark showerheads with their country of origin, given
F&W’s admission that at least some of its showerheads were also not marked;
F&W argued that it was now in full compliance with the law, which was
enough to avoid dismissal.
 
Turning to Interlink’s claims, Interlink alleged that
F&W used Interlink’s pictures and product descriptions, thus falsely
advertising their own products.  F&W
argued that the pictures used showed the different functions of the showerhead
and that Interlink didn’t allege that the functions were unavailable in
F&W’s products or that the F&W products were inferior.  But Interlink’s argument was that F&W was
misrepresenting that their product was in fact Interlink’s product (or that
they were of the same nature and quality), and that’s a violation of
§43(a).  (Ah, but (1)(a) or (1)(b)?)
 
Defendants also allegedly misrepresented that AQUAFLOW was a
registered trademark; defendants rejoined that the ® symbol was used by mistake
and that they’d ceased using the trademark symbol. Citing McCarthy’s statement
that the “use of … the ® adjacent a mark not federally registered is … a form
of false advertising which may result in serious repercussions,” the court
found that Interlink had pled a plausible claim for false advertising.  (Why is this plausibly material?)
 
Interlink also alleged that defendants manipulated product
reviews, and thus numerical product ratings, “through the excessive use of
professional reviewers” who were flooded with free samples, leading to reviews
that “are inherently biased and tend to favor the seller.” That was enough to
state a claim for implied falsity.  (What
exactly is the falsity?  Assuming that
the free sample was disclosed, is “bias” something more than puffery?)
 
Interlink also sufficiently alleged false advertising by
pleading that: (1) defendants advertise that the installation of their dual
showerhead requires “absolutely no tools”; (2) this statement is “literally
false”; and (3) the product instructions “clearly instruct the purchasers to
use” tools.
 
However, as a non-consumer (purchases made for purposes of
this litigation didn’t count), Interlink lacked standing under New Jersey
consumer protection law.
 
The court also found Interlink’s trademark confusion claims
based on defendants’ AQUAFLOW compared to its marks AquaSpa and SpiralFlo
plausible.  Given how descriptive those
terms are, that seems like a troubling result, but the court here doesn’t seem
inclined to ask for much from either side here. 
Interlink also alleged trade dress infringement of a trade dress
comprising:
 
(1) The use of circular pictures
arranged in a vertical column showing the various function modes of the
showerheads, together with the terminology used to describe the functions and
the font and positioning of the function descriptions beneath the pictures;
(2) photographs of Interlink’s
products;
(3) the look, feel and style of the
presentation of product images;
(4) the non-functional aspects of
the design of the products, specifically the shape of the shower handle, head
and shower jet design …; and
(5) the trademarks used in
connection with the products.
 
Interlink adequately alleged non-functional elements—the package
design’s use of circular pictures in a vertical column with certain fonts,
words, and pictures, along with Interlink’s trademarks. 

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Copyright Registration Practice with Robert Kasunic

Copyright Registration and the Compendium
Robert Kasunic, Associate Register of Copyrights and
Director of Registration Policy & Practice, U.S. Copyright Office
 
25th anniversary of Feist.  Cornerstone of his
approach to copyrightability.  Feist isn’t a telephone book case; it’s
the only post-1976 case focusing on originality and what constitutes a creative
act of authorship.  It also explicitly
stated that originality is a constitutional requirement.  Neither Congress nor courts can protect a
work without sufficient originality, and Office can’t register.  Court stated that the amount of creativity
required is low; most works make the leap easily, but some works won’t.  Alphabetizing is a type of creativity that
won’t qualify. Also, time/effort/expense aren’t relevant to
copyrightability.  Distinction b/t
creative authorship and discovery of facts.
 
Feist didn’t
answer all questions—even questions about yellow pages: selection of categories
enough? What if they’re garden-variety categories?  If there are creative categories,
registration ought to be allowed, but how creative can telephone directory categories
be? The more creative they are, the less useful it will be.  We received a claim in a medical x-ray as a
photo: but how many patients desire creative x-rays? Impetus for creation is
discovery or functionality; that doesn’t mean that some x-ray could be created
creatively, but mostly they’re done to discover facts, just like the census
taker in Feist.
 
Yellow pages are typically alphabetical, but raise issues
about collective works as opposed to compilations of facts. An ad in a
directory could be sufficiently creative in image or words to be copyrightable.
But unless selection, coordination, and arrangements is sufficiently creative,
they’d need to be registered separately rather than together as a collective
work.
 
Feist’s principles
have to be translated to all categories of works: a circular arrangement of
diamonds on a ring is equivalent to alphabetizing in its typicality.  Examiners decide more claims every day than
federal courts adjudicate in a year—80 examiners and ½ million claims per year.  We see difficult/novel claims on a regular
basis—individual performance of actor in film; DNA sequences depicted in photos;
social dances; end-zone routines; online criticisms of doctor claimed by the
doctor; tweets; compilations of tweets; all the recorded notes of an electric
piano; jingles; interior designs for apartments; floral arrangements; edible
arrangements; cheerleader uniforms. Creators often don’t understand copyright
law and often aren’t interested in learning the nuances.
 
Common area of confusion: work made for hire.  Many people would love to be hired, but don’t
understand this is a term of art.
 
Examiners need to explain their refusals—Atari court was very concerned with
this.  Allowances don’t have to be
explained, but we now annotate certificates to show where we thought there was
an important ambiguity because registrations are presumptive evidence of
validity.  95% are registered easily. But
some works in every category of authorship may not make the grade.  This result is “neither unfair nor
unfortunate.” It’s the means by which © advances the progress of science &
useful arts.  Examiners must remain
diligent; it would be easy to be a rubber stamp and let the courts weed out
5%. 
 
Subject matter issues: dances; movements (yoga poses);
performance of actor copyrightable as dramatic work?  Do the statutory categories serve as a limit
on copyrightability?  Feist: Court demonstrates careful
reading of all the words in statute,
to make clauses consistent w/other clauses. 
Significant example: June 22, 2012 Fed. Reg. statement of policy on
registration of compilations.  Step
towards building on Feist beyond
originality to the limits on the categories of copyrightable subject matter.  Being a compilation isn’t enough: has to be a
compilation of stuff within the subject matter of copyright.  But is §102(a) limitative?  Many have interpreted the word “include” in
§102 to indicate that the list is just illustrative, but no court has
sanctioned a new category of copyrightable subject matter. Intellectually
honest assessment was required.  Other
empirical evidence: Congress clearly chose not to include some works, such as
typeface or works of industrial design. Choreography was deliberately chosen;
architectural works were added explicitly; if the categories were merely
illustrative, then addition should not have been necessary. So there’s clearly
ambiguity about Congress’ intent, given its own actions.
 
Legislative history: H. and Sen. Reports are identical on
this issue: by using original works of authorship, rather than all writings of
an author, Congress intended to avoid exhausting its constitutional power in
the field. The use of “includes” was designed to preserve Congress’ power in this field. “There are unquestionably other
areas of existing subject matter that this Congress doesn’t choose to protect.”
§102(a) was worded to avoid courts’ struggling with the scope of particular categories, but not to authorize them to create
new categories of authorship.
 
Helped resolve recurring issues about compilations of
noncovered subject matter, such as yoga poses. 
Also shows that registering a catalog of garden sculptures registers the
photos in the catalog, but not the sculptures themselves, which have separate
creativity.
 
Compendium of practices: we strove to clarify many issues,
such as that the creativity in a work must be perceptible in the deposit,
rather than expressed in a creative explanation of the work’s creativity.  Puts Office at odds with CDN v. Kapes and CCC
(Red Book) case—courts stated that individual numbers that were the product of
various creative processes were copyrightable. 
It’s not a fact, but a creative prediction or estimation.  A number as a deposit reveals no selection,
coordination, or arrangement in itself.
 
Some courts have ignored the Office’s role as filter and the
statute by allowing suit upon mere application, not upon acceptance or
rejection of the application. 
Short-sighted.  Nimmer sees this
as no-harm, no-foul because most applications are accepted.  But Feist
counsels otherwise, as the Compendium explains. Expediency is not an excuse for
ignoring the plain language of the statute and the unambiguous legislative
history.  Any applicant in
prospective/pending litigation can pay for expedited service in 5 days.  We mediate a much higher percentage of
applications than 5%. In 40% we either correspond for clarification of
authorship, ownership, WFH, joint work, removal of ambiguous terms,
resubmission on proper form, submission of deposit, payment of proper fee,
limitation based on previously registered/published/public domain material, and
exclusion of authorship not fully owned by the claimant. Thus even claims in
which registrations ultimately issue are regularly changed by the examination.
We increasingly specify the basis on which something was registered—serves as a
check on overclaiming and abuse, as w/doctors seeking to register criticism of
their professional services. The doctors claimed ownership via transfer
agreement, appended to federally required HIPAA notices.  Rejected such claims: apparent involuntary
transfer—doesn’t need to be invalidated by a court; we can do it.
 
Courts that accept pre-registration claims may find
infringement where the registration wouldn’t have been accepted, or would have
been limited.  Many claims are just
abandoned when the Office asks questions about them.  Genetically modified poinsettia: courts can
benefit from Office’s analysis of legislative history and statute; so too with
social dance and yoga.  Also the monkey
selfie.
 
Software: Copyrightability and Registration
Moderator: Michael Carroll, Professor of Law, American
University Washington College of Law
 
Terry Illardi, Copyright Counsel, IBM: Older companies tend
to register more heavily. IBM is 102 years old and has 40,000
registrations.  Mixture of documents and
software; register 500 software programs/year and 1000 documents/year.  IT companies are more mixed than
entertainment companies; one large firm hasn’t registered one work in years;
Microsoft has 3000 registrations. 
Special practices for software source code; object code doesn’t mean
anything to a human being.  Most source
code has confidential/trade secret info, so Office allows special registration
procedures.  Now we do “striping”; the
idea is that you deposit a copy with parts taken out.  Whether it’s effective as registration is a
good question, but we’re happy to be allowed to do it by the Office.  Now we get digital copies of source code and
a program obscures pieces of the code for us. 
Imagine a page of code with diagonal stripes going across the page; you
can see 63%.
 
Software is complicated by different versions: IBM lingo is
the version, the release, and the mod. 
We don’t file for registration on every mod (third position in version
1.0.1), but do for most releases and all versions.  When 5-10% of code has changed, it’s time for
a new version.  Other companies
don’t.  You could do it for availability
of attorneys’ fees, etc., but IBM doesn’t bring a lot of lawsuits, so that’s
not a compelling reason.  Valuable to our
litigation dep’t for defensive purposes—can find information that generally
helps our case; we get sued more than we sue. 
Registration also provides proof of ownership, and where this is
important is with certain foreign gov’ts that require proof that software
you’re licensing is yours. The easiest way to show that is a bunch of
registration certificates.  Makes deals
go through more quickly—pays for the practice. 
Similar experience w/ foreign tax authorities and transfer taxes.  Also useful in divestitures, which happen
many times a year; provides proof that what we’re divesting we actually own.
 
Chris Mohr, Vice President for Intellectual Property and
General Counsel, SIIA: Obscuring source code is real priority for members.  Would also really like to see modernization
of the Office.  Increased security for
deposits in an upgraded system (we wish).
 
Carroll: TRIPS requires protection for computer programs as
literary works under Berne.  But what
about the Internet of Things?  Software
is embedded in a thing.  How should that
work?  Does it make sense to ask for
first/last 25 pages where programming art has changed so much? What should 21st
century deposit look like?
 
Illardi: We are in the age in which software is put together
like Lego blocks: old pieces snapped into new configurations.  Companies have found efficiencies in reusable
components/libraries.  Open source is
also a source, following the rules of the licenses.  There usually is a beginning of a program,
nonetheless, so there’s still some vitality to the old rule; not clear how
useful the last 25 pages is b/c that can be almost anything.  But to the extent that you can compare to the
deposit copy to prove infringement, even if the code shows up in a different
position, that’s useful; not clear to him there’s a better alternative.  Programs have 10s of thousands of level
blocks—some a dozen lines, some 100,000 lines. Shouldn’t have to deposit/pay
for each one.  Maybe a rule about the
biggest blocks of code?
 
Carroll: what about encrypting them in a hash?
 
Illardi: interesting, though might not allow comparison with
copied works which could be copies w/o having the same hash?
 
Q: isn’t the purpose of © deposit also to disclose?  If it’s obscured, how will it ever enter the
public domain?
 
Illardi: only keep copies for a limited time anyway.  So the Office’s procedures won’t help
historians anyway.
 
Kasunic: for published works, we keep for 30 years; it had
been much shorter. 
 
Q: the deposit copy may not help with actual litigation,
where you have to show they copied what you registered.
 
Carroll: software is iterative; the Office is clear that a
registration for 1.0 will not cover a prior version unless it’s
unpublished.  If prior version is
published, you have to be very clear about what you’re claiming as the
registrable material.  So how does the
IBM process work?
 
Illardi: careful records kept internally of what the changes
are.  Document filled out by developers
and reviewed by lawyers.
 
IBM’s focus has historically been on freedom of action;
relationship with Dep’t of Justice meant that it had to give others access to
its patents, and wanted access to others’ in return.  Our focus today may be relatively more on
enforcement, but only relatively.
 
Carroll: Looming question: will we have to reconfigure the
practices and understanding for internet of things?  Current definition of computer used by Act (which
then tells us what software is) requires an output on a screen/display or
printer, but not all IoT objects will do that.
 
Mohr: the Office had an inquiry on embedded software, and
registration didn’t really come up at all in the comments he looked at.  The answer may be that computer programs can
be embedded in machines, but it’s a question that needs an answer more detailed
than we can give right now.
 
Illardi: may need to rethink definition of computer;
smartphone is a computer that matches the current definition, but many things
won’t b/c they’re meant to work with something else.  Fitbit is meant to have an output, but the
output shows up on another machine.
 
Copyright at the Edges
Moderator: Peter Jaszi, Professor of Law, American
University Washington College of Law
 
Rebecca Tushnet, Professor of Law, Georgetown Law Center
Copyright puzzles: A “useful article” is an object having an
intrinsic utilitarian function that is not merely to portray the appearance of
the article or to convey information.  Is
a jigsaw puzzle a useful article? 
Copyright Office guidance: “No matter how novel, distinctive, or
aesthetically pleasing any clasps, motors, or other functioning parts
of an article may be, copyright does not protect them…. Articles whose
intrinsic purpose is to portray a useful article or convey information—such as toys,
scientific or fine-art models, newspapers, architectural plans, and maps—are
not useful articles
and may qualify for copyright protection. But
protection would not extend to any mechanical or utilitarian parts
they may
have.”
 
So, is any connector between two things functional? If
that’s the case, then interlocking jigsaw puzzle pieces seem functional: they
make the picture hold together, much as the spine of a book holds the pages
together.  Other interesting questions: Computer-generated
artworks (if artworks they are) where the piece shapes are determined by
mathematical algorithms, and then perhaps hand-tweaked.  Copyrightable?  Here’s a real case where the output is
independently valuable, compared to the program itself; the program’s obvious
copyrightability doesn’t matter very much if a copier can use the output freely
because there’s no human authorship in the output.
 

Computer-generated puzzle

Second puzzle made out of blue pieces of first puzzle

Separately: If the pleasure added by the jigsaw puzzle to
the image is haptic, then isn’t it more like a chair with a picture printed on
it (or like a skateboard with an image printed on it, for that matter, another
non-necessary item that is nonetheless a “useful article”) than like a
sculpture?  Things US copyright generally
doesn’t cover: Perfumes; soft woven scarves with specially pleasing textures;
recipes.  Cf. Christopher Buccafusco, Making Sense of Intellectual Property
Law
, 97 Cornell Law Review 501 (2012); he has a followup
article here
which I will shortly read.
An unassembled Liberty puzzle

Liberty puzzle, assembled
 
 
Stave puzzles—the image intertwined with the cut.  Is it a sculpture?  If the cut isn’t part of the work, then someone else might be able to copy the cut even though they can’t copy the image.
 

Color line cutting
Color line cutting:
integrated with the picture in another way, in order to trick the eye or
delight the puzzler when the piece falls into place.  Do these techniques mean that puzzle cuts
might be derivative works of the image, with creativity that intertwines with
the expression of the image?
 
Comments indicated that some people would just try to
register the cut as a 2D image, though I think that wouldn’t give you rights to
control the cut if a puzzle is a
useful article.  The puzzle does what it
does because the design is cut into different pieces.  Back to the question: Does giving
intellectual/haptic pleasure do something more than conveying information?  I wouldn’t say petting my cat conveys
information, but it certainly provides tactile pleasure.
 
Tom Kjellberg, Counsel, Cowan Liebowitz & Latman
Separability seems to set a higher bar for copyrightability
than something that’s treated as purely aesthetic: pure abstract art in the
ordinary 2D and 3D senses is usually protectable; would have higher bar as
useful articles.  Jewelry easy; button
harder.
 
Newspaper is useful, but not a useful article because its
intrinsic function is to convey information. 
3 separability cases sought cert.; the cheerleading uniform case is
scheduled for conference this month. 
Inhale v. Starbuzz: 9th Circuit gave Skidmore deference to
Office’s holding that distinctiveness of shape doesn’t affect separability; any
part of a container that merely accomplishes containment isn’t
copyrightable/separable.  [Which seems to
me to have implications for my jigsaws …]
 
Legislative history: a 2D graphic work is still capable of
being identified as such when it is printed on or applied to utilitarian
articles such as textile fabrics, wallpaper, containers, and the like.  [This is why I think the cheerleading case
should have been decided on originality grounds, not separability grounds; the
basic stripes just aren’t creative enough to pass through the copyright
turnstile, but some other stripe arrangement might well be.]
 
Mannington Mills: heavily photoshopped photo of wood
flooring used in laminated wood flooring. 
Designers chose particular planks, colored them, aged them, arranged
them into aesthetically pleasing patterns; manipulated hi-res photos to create
the pattern. Registered as 2D artwork. Court of appeals found it both
physically and conceptually separable. 
The design doesn’t perform the function of hiding wear; the layer on
which it’s printed performs the function of hiding wear.
 
Varsity Brands v. Star Athletica: involved in this case from
the beginning, including having registered some of these designs.  Created by in-house designers.  How to characterize what it is we’re claiming?  Don’t want protection for the drawing of the
uniform; want protection for the uniform. 
Settled on “design on garment.”  District
court said this was a utilitarian object: nothing more than a cheerleading
uniform.
 
But what is a useful article?  The function of the uniform design is to
convey the information that the person wearing it is a cheerleader, which
should take it out of the category of useful article.  (The function of the uniform is to cover the
body, so in the first instance a shirt/skirt is a useful article.)
 
Q: Male cheerleaders just wear a T-shirt—so you can convey
“I’m a cheerleader” in other ways. 
Should the design on a T-shirt have a separate copyright?
 
A: no, the © is in the 2D graphic work that appears on the
surface.  Could be a maple laminated floor
pattern!
 
There is no circuit split, just different analytical tests
on separability; just as there isn’t a split on substantial similarity just
because the 9th and 2d Circuits express the test differently.  [I note that the SCt suggested in B&B that there might be a similar
problem with the trademark infringement multifactor test.] The 2d Circuit alone
has taken multiple approaches; it’s subjective/you know it when you see it, and
maybe should be revisited once more important issues in © have been resolved.
 
Carroll: isn’t there a split with the Harrod’s uniform case,
or do the epaulets in the casino uniform serve a nonseparable function?
 
A: Star Athletica argues that there is a split with this 5th
Circuit decision finding that the designs of casino uniforms lacked
separability, and also pointed to an unpublished 2d Circuit holding on prom
dresses, but in both cases they were talking about the 3D design of a garment,
not a 2D design on a garment.  In the Compendium’s next revision, some
attention should be paid to that.
 
Q: compare your approach to the jigsaw puzzle.  The puzzle has to have a thickness, which the
design on fabric doesn’t.
 
Q: TM can protect the uniforms without ©.  Smack
Apparel
etc.  Recent Santa Claus
w/snow globe in its belly: added enough artistic elements to make 3D thing; cut
off the rights of the original artist, according to the court, b/c the original
artist only had rights in a 2D drawing.
 
Carroll: Doesn’t think the 3D/2D distinction works; it’s
really about the utilitarian function of the uniforms.  The court describes cut of a prom dress, but
also lace—the utilitarian function is to mark the wearer as going to a special
occasion, not to cover the body; same with the design features in the Harrod’s
case and the cheerleading uniforms—social utility. If that’s what makes it
useful, 2D and 3D isn’t important.
 
A: definitionally, it’s some blend of portraying its own
appearance and conveying information. So that’s true, but that doesn’t make it
a useful article.  [What if a sports car
conveys the information “I am insecure in my masculinity,” as well as providing
transportation?  We know that the sports
car is a useful article but so is a cheerleading uniform, because it provides
transportation/covers the body respectively. 
What we’re asking is what’s separable from that useful article.]  2d Cir. distinguishes between dress designs
as a term of art and fabric designs, which doesn’t just include a design
printed on a bolt of fabric but also little squirrel appliques on the sweaters.
So 2D v. 3D does some work.
 

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Organization for Transformative Works fundraising drive

Organization
for Transformative Works membership drive
: of possible interest to
law-types in particular, we submitted over 100,000 words on 3 continents in
2015 in support of transformative noncommercial use.  (Wow.) 
Please support the OTW with a donation!

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Go to the mattresses: Tempurpedic wins TRO against Goldilocks claim

Tempur Seal Int’l, Inc. v. Wondergel, LLC, 2016 WL 1305155,
No. 5:16-cv-83 (E.D. Ky. Apr. 1, 2016)
 
The parties compete to sell mattresses.  Wondergel created a comparative ad featuring
a Tempurpedic mattress, though not identifying it by name.  During the ad, Wondergel’s Goldilocks character
“makes derogatory statements about the Tempur-Contour mattress and falls back
on to the mattress ‘in a manner and accompanied by a facial expression and
sound effects that suggest that the mattress is extremely hard and painful for
those who use it.’” This video received over three million views on YouTube.com
and over 14 million views on Purple’s Facebook page; it was shared over
fifty-three thousand times and also appeared (via a YouTube embed) on Purple’s
commercial website, onpurple.com.
 

Grimace of pain

The court granted a TRO against the ad. The objectionable
elements came from the image and the dialogue: “Looking for some shoulder pain?
Try a hard mattress. It may feel like a rock and put pressure on your hips, but
it’s the perfect way to tell your partner: ‘Hey baby, want some arthritis?’”  Goldilocks also referred to the hard mattress—a
Tempurpedic—as a “prison bed.”
 
The court found that these statements were likely to be
false or misleading. The actor suggested that the mattress caused shoulder pain
was “rock hard,” puts pressure on the hips, and may cause arthritis. “The Court
has considered Defendants’ argument that the entire commercial is obviously in
jest, but the Court unaware of any ‘humor exception’ that would make literally
false statements acceptable under the Lanham Act.”  These statements “can hardly be considered
puffery, as these statements regarding potential negative health effects
clearly cross the line beyond what is permissible advertising.”  (But would reasonable consumers receive the
message that the “hard” mattress was literally
hard as a rock, or that it was in fact used in prisons?  Also, what is the evidence that the
Tempurpedic mattress does not “put pressure on” the hips?)  The court was influenced by the negative cast
of the comparison, as compared to flattering puffs.
 
Wondergel argued that the mattress wasn’t sufficiently
recognizable as plaintiffs’ product, but plaintiffs provided sufficient
evidence of consumer recognition of its trade dress. Also, Purple’s
representative stated in a YouTube public comment section that “Tempurpedic was
the hard mattress in the video.”
 
The court presumed irreparable injury from likely success on
the merits, a dubious presumption post-eBay,
and noted that the Goldilocks video had been “wildly popular.” A TRO wouldn’t
block Wondergel from advertising, and would protect the public.

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No mark, no false designation of origin is still the rule in NY

Innovation Ventures, LLC v. Ultimate One Distributing Corp.,
2016 WL 1317524, No. 12-CV-5354 (E.D.N.Y. Mar. 31, 2016)
 
The Fourth Circuit’s Belmora
decision did more than create protection for foreign marks in the US; it
created a conflict with a number of other doctrines about who can sue for
trademark infringement.  Here, the
district court follows Second Circuit precedent—but this case clearly should
come out the other way under Belmora,
given the harm the plaintiff concededly suffered.
 
Innovation sued lots of businesses allegedly involved in
making, selling, and distributing counterfeit 5-hour ENERGY.  Quality King is a New York-based wholesaler
of health, beauty, and grocery products, and FDI is a Florida-based wholesaler
of grocery products. Quality King bought approximately 878,688 bottles of what
FDI sold as 5-hour ENERGY, for a total price of over $1,000,000. FDI didn’t
dispute that all of these bottles were counterfeit. Quality King resold
approximately 270,864 bottles to downstream retail customers. (Quality King
56.1 ¶ 13.) The 607,824 counterfeit bottles that Quality King did not resell
were quarantined and transferred to the custody of Living Essentials; Quality
King paid FDI $799,266.80 for the counterfeit bottles that were unsold and
quarantined.
 
Quality King’s standard purchase order included
representations by FDI that “any and all merchandise that is the subject of
this purchase order (1) was obtained by Supplier [FDI] without fraud,
misrepresentation or violation of any statute, regulation, or administrative
court order, (2) can lawfully be distributed in the United States in its
present form and packaging, and (3) is not the subject of any legal or
contractual restriction on its resale by Supplier [FDI] to [Quality King].”  Also, FDI warranted and represented that FDI’s
products were genuine and not counterfeit, and FDI agreed to indemnify Quality
King for costs, expenses, losses, and attorneys’ fees for any lawsuits arising
out of FDI’s breach of the Vendor Agreement.
 
The court found that Quality King was entitled to summary
judment on its breach of contract/warranty claims in the amount of $799,266.80,
with factual disputes precluding determination of any additional damages at
this time. However, common law indemnification for the Lanham Act claims
against Quality King was unavailable, because indemnification “is neither
provided for under the Lanham Act’s extensive remedial provisions nor has
federal common law been implied to allow such remedies.” Moreover, “a party who
has itself participated to some degree in the wrongdoing cannot receive the
benefit of the [common law indemnity] doctrine.” “Common law indemnification is
warranted where a defendant’s role in causing the plaintiff’s injury is solely
passive, and thus its liability is purely vicarious.” Here, Quality King resold
hundreds of thousands of the counterfeit bottles, thus participating in some
degree in the wrongdoing.
 
Quality King also sued under §43(a)(1)(A) and (B).  The court rejected the false desgination of
origin claim because Quality King didn’t own or have a property interest in any
relevant trademark rights. “[I]t is well settled that the standards for false
designation of origin claims under Section 43(a) of the Lanham Act (15 U.S.C. §
1125) are the same as for trademark infringement claims under Section 32 (15
U.S.C. § 1114).”  Cf. Greenwich Taxi,
Inc. v. Uber Tech., Inc., 123 F. Supp. 3d 327, 338 (D. Conn. 2015) (dismissing
federal false designation of origin claim where plaintiffs failed to allege
their “associat[ion] with any recognizable marks or associat[ion] with valid
marks entitled to protection”); Zino Davidoff SA v. Selective Distrib. Int’l,
Inc., No. 07-cv-10326, 2013 WL 1234816, at *7 (S.D.N.Y. Mar. 27, 2013) (“simply
purchasing a product for resale does not give rise to an interest in that
product’s trademark sufficient to state a claim for unfair competition”);
Silverstar Enters., Inc. v. Aday, 537 F. Supp. 236, 241 (S.D.N.Y. 1982)
(dismissing Lanham Act trademark infringement claim where plaintiff sought to
enforce its own contractual rights rather than registrant’s trademark rights). Quality
King argued that it didn’t need to own the mark at issue to win a false
designation claim, but Second Circuit precedent disagreed with it.
 
False advertising: Lexmark
requires “an injury to commercial interest in sales or business reputation
proximately caused by the defendant’s misrepresentations.”  Quality King argued that two customers,
Steerforth and CVS, ceased purchasing products from Quality King “[a]s a result
of [Quality King’s] sale of alleged counterfeit 5-hour ENERGY,” satisfying its
burden.  The FDI defendants disputed the
losses; the record indicated a material factual dispute about causation.  Moreover, Quality King didn’t show proximate
cause—that its injury was proximately caused by FDI’s misrepresentations, “rather
than Quality King’s independent decision to resell counterfeit 5-hour ENERGY to
CVS and Steerforth. As the Supreme Court cautioned in Lexmark, ‘a business misled by a supplier into purchasing an
inferior product is, like consumers generally, not under the [Lanham] Act’s
aegis.’”  [I think the Lexmark Court pretty clearly meant that
a business that is the ultimate consumer
of the product
is, like consumers generally, not within the Lanham Act’s
zone of interests.  A reseller is a different matter, as the non-competitor
relationship between the parties in Lexmark
itself indicates; also, I don’t understand how Quality King’s decision to resell
to CVS was “independent” of FDI’s misrepresentations.]
 
Regardless, even assuming standing, Quality King couldn’t
show that FDI made statements in “commercial advertising or promotion.” While
Quality King argued that the packaging and labeling on the counterfeit products
was “commercial advertising and promotion,” there was no evidence that the FDI
defendants created or labeled those bottles, or that FDI engaged in a
widespread, organized campaign to mislead the public regarding 5-hour ENERGY. On
the record before the court, FDI’s participation was limited to purchasing
counterfeit 5-hour ENERGY from two wholesalers and reselling that product to
another wholesaler.
 
The state-law unfair competition claim failed because the
standards were the same as for the Lanham Act.

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Something smells: new product makes competitor’s claims instantly literally false

Playtex Prods., LLC v. Munchkin, Inc., 2016 WL 1276450, No.
14-cv-1308 (S.D.N.Y. Mar. 29, 2016)
 
Playtex makes a diaper pail, the Diaper Genie, with three
current varieties: Diaper Genie Elite, Diaper Genie Essentials, and Diaper
Genie Mini. Soiled diapers are contained in a large expandable film bag, refills
for which are needed many times in the life of the pail. Playtex sells refills
for the Diaper Genie, and so does Munchkin. 
Munchkin’s packaging said that its refills “fit [ ]” certain models of
the Diaper Genie and that its refills “compare to” Playtex’s refills, and its
website made similar “fit[ ]” or “work [ ] with” claims. Munchkin also told
retailers the same thing.
 

Munchkin refill with “compare/fits” claims
Munchkin’s website prominently displayed a chart comparing
the thickness of the two brands and stated that its refills contained “7-layer
film on bags,” while the Playtex refills had only a “5-layer film on bags” Munchkin
also claimed that its refills had a “thicker, seven-layer film to keep
everything contained.”   
 

Comparison chart
Before launching redesigned Diaper Genies, Playtex notified
Munchkin that its refills would not fit the redesigned products. Around March 2014,
Playtex began selling the redesigned versions.  Munchkin told Playtex that, beginning on March
17, 2014, it would place on its Nursery Fresh Refills packaging an orange
sticker that stated:
 
FIT GUARANTEED: Guaranteed to fit
all Diaper Genie® II and Diaper Genie® II Elite pails, and guaranteed to fill
all Diaper Genie® Essentials and Diaper Genie® Elite pails purchased prior to
March 1, 2014. New and improved Nursery Fresh™ refills will be coming out soon
to fit the new Diaper Genie® Essentials and Elite pails.
 

Stickered version
Munchkin said that it would ask retailers to place the same
sticker on the packaging of products currently in inventory; revised its
website to make the same limited guarantee; and directed retailers to revise
their online product descriptions to contain the same language. Then, in
December, Munchkin began selling redesigned Nursery Fresh refills that indisputably
fit all Diaper Genies, and claimed to do so.
 

New version
The court found that, between March 1 and March 17, 2014, Munchkin’s
fit claims were literally false because they failed to disclose that the
refills wouldn’t fit the newly released redesigned Diaper Genies.  The fit claims were also material and caused
harm to Playtex, so Playtex won summary judgment as to Munchkin’s liability for
this period.  Query: what, if anything, could Munchkin have done to avoid this result on liability?  Pulled the product entirely?  Pre-stickered with an open-ended date, which might be more confusing?  Limited its guarantee to pails sold before 2014, even though it could indeed guarantee fit for pails sold in the first three months of 2014?  I understand the result on literal falsity–after all, the Lanham Act is strict liability–but it’s hard to see why equitable considerations shouldn’t strongly influence the remedy here.  Just in terms of damages calculations: even assuming that many people buy a set of refills when they buy their first Diaper Genie, and assuming that the Diaper Genie is in use for only two years, it’s hard to imagine that many of the Munchkin refill sales during that 17 day period would be attributable to the new Diaper Genies.
 
Munchkin won summary
judgment for the period starting in December when its redesigned refills came
on the market. 
 
Thus, the contested
period was in the middle, when the “fit disclaimer” was in use.  First, the court found that the disclaimer
made the packaging not literally false, but at worst ambiguous.  Though it would not be unreasonable for the
consumer to read the disclaimer as not acknowledging the lack of fit between the refills and the new Diaper Genies, a more
plausible reading of the disclaimer is that the refills wouldn’t fit the new Diaper Genies. 
That inference flowed naturally from the time-limited fit claim, especially
when contrasted with the very next statement that “[n]ew and improved Nursery
Fresh™ refills will be coming out soon to fit all the new Diaper Genie®
Essentials and Elite Pails.”  Even
Playtex’s survey expert recognized the ambiguity there.
 
On implicit falsity, the court refused to presume deception
because the evidence didn’t support Playtex’s argument that Munchkin “intentionally
set out to deceive the public” through “deliberate” and “egregious” conduct. Instead,
Munchkin took several steps to clarify the allegedly false fit claims (not to
mention that, with a repeat-purchase product like this, Munchkin had limited
incentive to fool people into buying a nonfitting product once and giving up on
the brand in disgust forever).  No
rational jury could conclude that Munchkin acted intentionally, much less “egregiously,”
to deceive the public, so no presumption of consumer deception applied.  
 
Playtex also submitted a consumer survey in support of its
claims.  The survey involved 406 women who
currently owned a Diaper Genie or planned to purchase one in the next six
months. The test group was shown Nursery Fresh Refills packaging with the fit claims
and fit disclaimer. In the control group, the phrase “FIT GUARANTEED” on the disclaimer
was replaced with the phrase “Only Fits Diaper Genie Pails Purchased Before
March 1, 2014,” and the word “Fits” in the fits claim was replaced with the
phrase “Only fits Diaper Genie pails purchased before March 1, 2014.”
 
Respondents were asked, among other things, whether the
packaging conveyed anything about whether the refills would or would not fit in
the Diaper Genie purchased before or after a particular date. Excluding
respondents who answered “don’t know” or “no opinion,” 41.4% of the test group
said that the packaging does not communicate anything about whether the refills
would or would not fit Diaper Genies purchased before or after a specific date,
while only 20.1% of the control group gave the same answer. Including
respondents who stated “don’t know” or “no opinion,” only 36.7% of the test group
answered yes to whether the packaging communicated whether the refills would or
would not fit into the Diaper Genie purchased before or after a particular
date, while 57.7% of the control group answered yes to this question.
 
The court agreed with Munchkin that the survey asked the
wrong questions.  Playtex contended that
consumers were misled into thinking that the Munchkin refills would fit Diaper
Genies sold after March 1, 2014.  But the
survey didn’t ask whether consumers received this message.  By phrasing its questions in terms of “a
specific date,” “the survey only evaluated the percentage of respondents who
took away the message that there is a date restriction on the fit of the
Nursery Fresh Refills without providing any information about consumers who
might take away the false message that the Nursery Fresh Refills would fit
pails purchased after March 1, 2014, which is the relevant issue in this case.”  At most, the survey showed that the control
group’s disclaimer was better than the fit disclaimer, but the point of the
survey wasn’t to propose a better disclaimer but to figure out whether the
message conveyed was false.  The Playtex
survey simply didn’t show whether test group respondents received the false
message that the Munchkin refills would fit Diaper Genies bought after March 1,
2014.  Thus, without any other evidence,
Munchkin won summary judgment for the period after March 17, 2014.
 
Playtex fared better on the thickness claims. These claims
were material: Munchkin chose to highlight the number of layers, “obviously in
the hope that the advertisements would encourage consumers to purchase the
Nursery Fresh Refills instead of the Playtex ones.”
 
Playtex argued that Munchkin’s claims that its refills were “thicker”
than Playtex refills were literally false, based on (i) an analytical test,
performed in the fall of 2013, which determined that the average thickness of
the Munchkin refills was 0.89 thousandths of an inch, while the average
thickness of the Playtex refills was 1.15 thousandths of an inch, and (ii) a
June 24, 2014 test, which determined that the Munchkin refills were thinner
than the Playtex refills.  Munchkin’s
only counterevidence was the statement of a third-party witness that he “would
be cautious in outright stating that one [refill] is thicker than another,” but
this was conclusory and Munchkin offered no evidence to explain the basis for
this witness’s caution. The witness even admitted that “from the data, if I just
look strictly … at the data, then … there is one that appears to be thicker
than the others.” Thus, there was no factual dispute on the falsity of the “thicker”
claim.
 
Munchkin argued that Playtex hadn’t shown any damages, but injury
could be presumed given the literal falsity of the “thicker” claim.
 
As for the comparison chart, Playtex argued that, starting
in the fall of 2013, the Playtex refills had more than five layers. But the
record revealed genuine disputes of material fact over whether, and when,
Playtex transitioned to seven-layer film. Playtex’s own witness testified that
“[t]he actual change as to when we stopped using five layers can only be known
by the manufacturers of the film. They didn’t even tell us when they stopped
…. When we transitioned to seven, I don’t know.” Even as late as July 2015, Playtex
still had advertisements stating that its refills had only five layers.
 
Playtex also argued that the comparison chart falsely
conveyed a “thicker” claim by necessary implication. The court found that the
chart was ambiguous in its reference to layers, rather than thickness
directly.  Though some consumers might
receive a thicker message, they might also conclude that the additional layers made
the Playtex refills stronger or better at containing odors, and there was no
evidence that such claims would be false. Playtex pointed to testing that shows
that Playtex refills allowed less oxygen or water through the film, which “is
believed” to correlate with odor retention, “Playtex’s own witnesses were
unable to explain this correlation.”

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idea/expression distinction saves Toyota ad from infringement claim

Croak v. Saatchi & Saatchi, North America, Inc., No. 15
Civ. 7201 (S.D.N.Y. Mar. 31, 2016)
 
James Croak created a sculpture, “Pegasus, Some Loves Hurt
More Than Others,” a mixed-media, life- sized work that was first exhibited in
1983. The sculpture “depicts a winged, taxidermied horse that appears to be in
the process of breaking through the roof of a sleek lowrider, as if about to
take flight.” 

Saatchi & Saatchi made
an ad campaign for Toyota, including a TV ad prominently featuring “a massive,
pink stuffed animal–specifically, a hybrid of a unicorn and Pegasus–strapped to
the roof of a Toyota RAV4.”  The
voiceover narrates: “This is Lady. She’s a unicorn. And a Pegasus. And why is
she strapped to the roof of my RAV4? Well if you have kids, then you know why.
Now the real question. Where’s this going in the house? The RAV4. Toyota. Let’s
go places.”  The image also appeared in a
print ad and a display featuring the stuffed animal at the 2015 Chicago Auto
Show.

 

Croak sued for copyright infringement, but the court found
that the only similarity was that of idea, not expression, as a matter of law.
“Indeed, the disparities between the works in terms of their authors’ creative
choices and their total concept and overall feel overwhelm any superficial similarities.”  Croak’s pegasus was “strikingly realistic and
life-like”; defendants’ was “a pink, smiling, oversized stuffed animal,”
different from a life-like pegasus “in virtually all respects, including
appearance and posture.…It appears to be a child’s toy because it is a child’s
toy.”  The cars in the works were also “highly
dissimilar.”  Croak’s featured a vintage
lowrider, half red and half blue, that “exudes cool” (the court discussed the cultural significance of the lowrider in a footnote), while the RAV4 was “a
modern, family-friendly SUV in a glossy blue…. No one could reasonably view
them as sharing an aesthetic appeal.” 
Nor were they presented to the viewer in the same way:
 
The Pegasus in the Sculpture is
presented as bursting forcefully through the roof of a now severely damaged
car, as it unfurls its body in preparation for flight. It radiates exertion,
dynamism, and sheer power. In contrast, defendants’ Pegasus is strapped to the
intact roof of an SUV and carries no suggestion of life, movement, or vitality.
 
The stuffed animal wasn’t free to move—it was pretty clearly
strapped to the car in the TV ad, and the narrator reinforced that impression,
and even in the Chicago Auto Show display the staging was “radically
different.”  The settings were also “strikingly
different”: “The smoke billowing in the background of the Sculpture is in stark
contrast to the sunny, suburban setting” of the TV ad or the setting of the
Chicago Auto Show.  The court refused to
“focus on a laundry list of technical similarities (as opposed to disparities)
that an ordinary observer would be disposed to overlook.”  These technical similarities—the pegasuses
were soft, the cars hard, etc.—“have little to no effect on the aesthetic
appeal of a given work, and … pale in comparison to the works’ disparities,”
particularly the taxidermied animal v. child’s toy impression. 
 
No reasonable jury could find similarity in the “total
concept and overall feel” of the works. Defendants’ works “evoke feelings of
warmth, family, and fun,” while Croak’s sculpture “evokes raw power,
independence, and escape. It depicts the supernatural by animating a
mythological creature, while defendants’ works are situated in the real world.”  Croak’s sculpture could be interpreted in
different ways; in the nature of art, “[s]ome might see violence where others
perceive spirit…. But no reasonable juror would find the Sculpture
light-hearted in nature, evoking family and children.”

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Copyright Registration Practice with Rob Kasunic

Copyright Registration Practice with Robert Kasunic

Wednesday, April 06, 2016
2:00 PM – 5:30 PM
American University Washington College of Law
4300 Nebraska Avenue, NW, Washington, DC
Ceremonial Courtroom NT01

Where I’ll be tomorrow, probably talking about jigsaw puzzles:

Robert Kasunic, the Associate Register of Copyrights and Director of Registration Policy & Practice, will discuss copyright registration practice and the implementation of the Compendium of Copyright Office Practices. Subsequent panels will examine specialized topics in copyright law and registration policy, including a focus on software and a discussion of copyright at the edges of developed law.
Presented by the Program on Information Justice and Intellectual Property

WCL Alumni, AU & WCL Students, Faculty & Staff – No Charge
General Public – No Charge
(registration is required)

For further information, please contact:
Office of Special Events & Continuing Legal Education
American University Washington College of Law
Phone: 202.274.4075; Fax: 202.274.4079; or secle@wcl.american.edu

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Trademark issues seen in NYC

Toy Store: Might Pixar have anything to say?

Banned books matchbooks: Slaughterhouse-Five and Fahrenheit 451
 

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comments on 512 from the Organization for Transformative Works

Available here.  I look forward to participating in the Copyright Office’s roundtable as well. 

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