Private Law and Intellectual Property conference at Harvard

Opening Remarks: Henry Smith—exploring the connections
between private law and IP.
 
Session 1: Entitlement Design
Moderator: Rebecca L. Tushnet
Speakers and Papers/Commentators:
Tun-Jen Chiang, “The Paradox of IP”: A paper looking for a
theory.  Why do we have an IP system as opposed
to a prize system?  His understanding has
always been that IP systems harness private information and that gov’ts in a
prize system wouldn’t be able to value the underlying value of the right
properly, most commonly b/c judges lack adequate information to do so or judges
are too easily politicized in awarding cash prizes, while IP rights determine
value of underlying thing automatically through market calibration.  If that’s the reason we have an IP system,
then one thing in tension with that is that judges in fact calibrate the value
of the work/invention in multiple doctrinal contexts, most particularly when
they determine the scope of IP rights. 
Idea/expression dichotomy: Nichols/Learned Hand abstraction test.  How to apply? Judges have a feel for what’s
about right in scope, and work backwards to find that if a certain level of
abstraction gives too much, that’s the wrong level.
 
Patents essentially have the same problem and resolution:
patent scope doctrines of claim construction—a big mess, open-ended, which ends
up being used in a way that construes claims according to what judges feel is
about right.  But what’s about
right?  We don’t have a better answer
than intuitive judgments about the economic value of the right at stake.
 
That account makes the reason for an IP system rather than a
prize system more puzzling.  Intuitive
differences: IP system, we don’t have to get to the bottom dollar, we just take
a stab at it.  Both prize and IP systems
can be imperfect.  If you note that
judges calibrate at the edges all the time through doctrines of claim
construction or tweaking remedies or fair use, then it opens up the question of
whether they should do more. Claim construction: why be bound by whatever the
patentee writes, instead of reaching good outcomes within the parameters of the
system/incentives?  Claim construction
could be judges figuring out what the claimed invention ought to be and then
construing it by bending it the doctrine to reach that outcome.
 
Injunctions: why have a rule presuming injunctive relief
when infringement is found?  There are at
least a few cases where injunctions would overcompensate through holdup.  If you think judges are ok at tailoring, then
they should be able to deny injunctions in those situations. Much of the
traditional structure of IP is only explicable if you subscribe to the founding
premise that the IP system is designed not to have judges calibrate b/c they’re
bad at it, so we need second-order rules that say there is a thing called the
work or the invention, determined in value according to market forces.  In that view, the idea that judges should
just grant injunctions instead of ongoing royalties and that judges should
construe claims linguistically make sense to avoid fine-grained inquiry. But
judges seem to be doing all sorts of calibration under the hood, and by and large
they seem ok at it.  Fundamental dilemma.
 
Commentator: Gideon Parchomovsky: (1) IP paradox (existence
or not); (2) proper role of courts in IP space; (3) implications—should we be
worried? 
 
Chiang is right on a certain view of IP.  Basic dilemma: we are fine with courts
defining the asset in IP, where intangible assets w/unclear boundaries are at
issue.  Idea/expression, invention scope.
But many of us feel uncomfortable when courts decide how much money in dollars
should be awarded.  But defining the
scope of the asset of course indirectly determines value.  And that’s fine.  Is there a paradox?

There is a paradox only if one believes that courts shouldn’t have any say about the rewards for authors
and inventors.  A lot of people do seem
to subscribe to this view.  Either this
view is wrong or they didn’t think it through. 
Law is always prior to the market; even Coase says that.  Courts should define the asset, and only
after that can market transactions take place. 
This isn’t an IP paradox but a much more general paradox.  With Blackacre too, we need courts to
determine what interferences are reasonable or not.  Drones: is that trespass or not?  My rights are influenced by zoning laws.  Value of stock is also determined by law.
 
If you believe scope determinations are inevitable, the
question becomes much more difficult. How much leeway do we want to give
courts?  Legal Realists.  The determinations that are inevitable lie
within the competence realm of courts. 
Claim construction as an example. 
As long as judicial decisions are reasonably predictable, that
works.  Judges are better at scope than
evaluating assets overall.
 
Does it matter? 
Matters for pricing function. 
W/in a certain range, there’s enough determinacy to function.  Insurance cos. have a very hard time
calculating the value of patents; it’s not just scope but novelty, obviousness,
survival through litigation.  We also
need to worry about adequate incentives to create.  Chiang leaves room for optimism—there are
still incentives to produce.
 
Oskar Liivak, “Private Law and the Future of Patents”: Problem
of excessive system costs. The costs of engaging with the system is too much to
produce gains.  Odd if we’re trying to
provide a reward for inventors.  Dickens,
1850: A Poor Man’s Take of a Patent; shows up in Steinbeck’s East of Eden as
well.  Private law is attractive:
property, contract, and tort—accepted and stable; low administrative costs;
cheap to operate—something that patent is not (accepted and stable).  Generally speaking, people abide by their
duties, but litigation is on the margins. 
Patents: everything is in the shadow of litigation. 
 
Are patents private law? 
No: empirically. They’re just not accepted and stable like these other
institutions of property, contract, and tort. Does the public feel an
obligation to obey? No.  Could patent be
private law?
 
Patent theory is incompatible with becoming private
law.  Sichelman said the same thing about
remedies.  His solution is to rid us of
private law concepts to become consistent. 
Worried that we won’t get efficiencies w/o private law, so suggests
getting rid of dominant patent theory and build something compatible with
private law.
 
What makes private law special?  Purpose: enable socially beneficial activity;
allow coordination of activity.  Structure: duties to avoid harming
others.  System of rules.  Criteria for efficient operation: we can
comprehend our duties (H. Smith on information costs and modularity); we feel
an obligation to obey.  HLA Hart’s
discussion of the internal viewpoint on an institution; less worry about
litigation and more about what one ought to do. Systems become cheap to operate
under those conditions.
 
Dominant patent theory: purpose, promote progress in useful
arts. Structure: provide incentives to induce activity. Patents are a reward to
patentees subsidized by those that infringe. 
Once you set up the world this way we’re in trouble from a private law
perspective. 
 
Duties: pay patentee whenever infringing; no real sense of
harm to patentee.  Criteria for smooth
operation: can we comprehend when to pay? No. Do we feel an obligation to pay?
No. Only obliged by litigation (risk).
 
What to do? Think about getting away from incentives. Private
law does incentivize through property, but it’s generally not by telling people
to produce/telling us it’s there for ensuring property owners they’ll make
money. Get away from the idea of subsidy. 
Ask what we want to have in the world: what interactions, coordination
behavior?  Once we think that way—what could
third parties do to harm a business model—we start moving towards something
better.  Don’t do things to harm people
trying to supply their tech to other users. 
We could comprehend what to avoid (people who are
commercializing/transferring tech) and what causes harm (copying).  Could even tell a story about what’s wrong
with a complete defense for independent inventions.  Could feel an obligation—a regular business
interaction, not just misappropriation. 
 
Purpose of judiciary: What do judges think they’re
doing?  Learned Hand: We don’t see how
our decisions ultimately affect the end result, levels of innovation. No
internal viewpoint, just reward system that no one has a good feel for.  Missing essential characteristics to make it
easy/efficient to operate.  Not
necessarily morality but acceptance of what harms to avoid; if the tech
community could understand it, so could judges.
 
Commentator: Adam Mossoff: Failure of fit between a lot of
the way we theorize the patent system as a public regulatory system that
pursues economic goals by subsidizing innovation versus what we see in
operation, a private law type structure. 
Two points: 19th century; empirical claims.
 
Shifting to a focus on market transactions as a proposal: in
talking to people who work in the innovation industries, this is their
perspective, but also doctrinally on to something, b/c many courts
conceptualized patents in the 19th c. this way, which led to patent
licensing market.  Common to hear in
American/British system discussion of monopolies; this is true in the same
sense that American political system came from Britain: came from it, but also
broke from it.  So too w/patents.  British patent system was economic regulatory
system, first to file; not viewed as property rights in England. A patent was a
personal monopoly privilege; couldn’t be transferred.  James Watt was an academic researcher, but he
had to find a business person to work with when he got a patent; he couldn’t
just sell it.
 
US broke w/that approach; first to invent, but more
importantly recognized patent as property, bringing a normative structure to
thinking about patent. History has a lot of policy dispute; you can find judges
who say otherwise in the 19th c., but the majority rule is courts
citing to property doctrines in patent cases. They did this when they dealt
w/commercialization in the marketplace: they say “we are not like England.”  This wasn’t a matter of remedies (not
primarily); about the ability to frame conceptually w/ability to use normative
principles—the right to use, the right to dispose of the right. A private
ordering presumption.  Adopted common law
concepts of assignments and licensing. 
As a result, economic historians say, there’s an explosion in economic
activity involving patents.  Apple
licenses its patents actively.
 
Too much myopic focus on litigation; we do this b/c we are
lawyers, most of us w/litigation backgrounds rather than transactional;
litigation is also public, not behind the scenes.  But there’s a huge amount of transaction/licensing.  Talking about breakdown of patent system w/o
considering existing market transactions is armchair empiricism; benefits to
patent owners exist under the current system. 
Patents contribute $6 trillion to the US economy through transactions,
licensing.  That’s the denominator
against which to measure the costs.  Get
into empirical side.  Lots of empirical
work: patents double your chances of getting startup funding.
 
Molly S. Van Houweling, “Disciplining the Dead Hand of
Copyright: Durational Limits on Remote Control Property”: Connections b/t
tangible property law and copyrights. 
Blackacre and Black Beauty. 
Controversial endeavor: Lemley argues against propertization of IP;
Mossof argues for.  Peter Menell has
expressed skepticism; Liivak has said that it too often corresponds w/patent
absolutism.  Michael Carrier: property
has lots of limits, edge cases, complications as compared to the monolithic
version often presented as “property” when it comes to IP; we can learn from
property’s limits.
 
Conventional wisdom differentiates Blackacre and Black
Beauty in time b/c tangible property rights can be infinite while constitution
requires IP rights to be limited.  Why
might that be?  The special nature of ©
as a prohibition of conduct remote from the persons or tangibles of the party
having the right. May be infringed a thousand miles from the owner w/o his
awareness, ever. This right couldn’t be recognized or endured for more than a
limited time: from White-Smith v. Apollo. 
Remote control property over time makes us particularly nervous.
 
Why?  Special notice
problems.  Don’t have notice helpers as
we do w/traditional tangibles—owner on the land; fence in front of the owner;
limits don’t have to do w/boundary crossings but w/use limits, more confusing
than conventional non-remote control property rights. Interferes w/ basic
intuitions about what we can do as owners of tangible things.  Problems can get worse over time as we lose
track of the owner/the way they wanted to limit use.
 
Special obsolescence problems. Non-possessory rights are
especially likely to become out of date. 
Difficulty of finding absent owner to renegotiate. Non-possessory rights
can be fragmented and overlapping.
 
And yet: expanding duration of copyright makes it
not-so-limited.  Perpetual copyright on
the installment plan; some copyright enthusiasts want it to be infinite—unfair disadvantage
v. other property owners.  What skeptics
and enthusiasts share is idea that there is a fundamental difference between
permanent property rights and “limited times.” But problems of remote control
property plague tangible property as well, and therefore we see duration limits
in the tangible realm.  Rule against
perpetuities; ex ante durational limits for servitudes and future interests;
periodic recording requirements for servitudes and future interests; ex post
termination/modification of servitudes and future interests; adverse
possession; statutes of limitations.  Note
the ones that operate on nonpossessory interests like servitudes and future
interests especially.  Prohibition remote
from the persons or tangibles of the party having the right, as in
White-Smith.  Recognition in tangible
property that this can become problematic—Md. legislature notes change of conditions
in restricted tract or neighborhood surrounding it—the usefulness of many
reversionary interests vanishes.  Not
practical to obtain releases b/c owners are numerous and scattered—similar to orphan
works and other duration problems.  “Dead
hand”—owners do exist, but they are unfindable/too many—they might as well be
dead.
 
So some states have ex ante duration limits on restrictive
future interests: 30 years in Md. 
Another solution is periodic recording requirements for nonpossessory
interests in order to make them trackable/provide adequate notice. Cal.
approach.  Ex post termination of
obsolete restrictions—Mass. approach, must provide substantial benefit to a
person claiming rights of enforcement at the time rights are asserted.  Obsolescence can also lead to remedial
adjustment—remedy is damages and not injunction.
 
Bringing this home to ©: think about how we might use some
of those tools from tangible property to address the problems in © with
increasing duration/obsolescence/changed conditions.  Google Book Search: a © that seemed valuable
initially now just threatens to lock up works that could be put to beneficial
uses.  Paul Heald’s
work showing the power of © to keep books out of print
, likely against the
wishes of the authors themselves. 
Reinforces other suggestions such as recording requirements (Sprigman
etc.) and scope adjustments (fair use over time) and remedial adjustments
(Copyright Office orphan works proposals). 
© is problematic private law, but a lot of the heartland of private law
is also problematic—servitudes. 
Copyright reform in the private law tradition.
 
Commentator: Julie Cohen: Private law skeptic.  Framework bleeds through, intentionally or
not.  VH’s project is to find firm
analogical footing for temporal limits on ©, and is persuaded that time
is/could be relevant lever for tailoring. But not sure analogy proves very much
about how relation b/t © and time should work. Some of the rules VH examines,
including Rule Against Perpetuities—it’s pretty clear that the real property
system worries about dead hand control, but not clear how that cuts. Both in
original formulation and various modern formulations, rule is supposed to
provide balance by allowing 2 generations of control but not much more. That’s
exactly why Congress lengthened the term—the same accommodation.
 
Servitudes: problem is more fundamental/revealing limits of
private law project.  Remote control of
chattels embodying © works and uses. But servitudes aren’t nearly as disfavored
as the paper presents them. They aren’t just vehicles for remote control by
atomistic isolated owners; they’re powerful, flexible vehicles for communal
ordering—create residential neighborhoods, commercial development (anchor
tenants), and for exactly those reasons the thrust of the Restatement is
greater liberalization for CCRs, noncompete covenants for shopping centers; get
increasingly favorable treatment over time. Offer tools for ordering that cut
across atomism of traditional real property: collective benefits, collective
externalities. So why is the paper taking an atomistic view of servitudes?  Is it the private law methodology/toolkit
inherently atomistic, emphasizing clear boundaries and transactions rather than
communal ordering. That atomistic orientation is particularly problematic for
understanding servitudes and for understanding IP.
 
IP is the subject of pervasive intermediation:
intermediaries manage all the fractional and cumulative uses; also the
production of tangibles & intangibles related to IP involves lots of
intermediaries—publishers, movie studios, tech employers—they are production
intermediaries. Layers of intermediation embedded in systems of IP production
and dissemination. From an institutional POV that means that legal institutions
need to be able to manage problems of access for cumulative/fractional use and
they need to constrain the intermediaries in some way.
 
Time could be important in designing such institutions,
particularly for orphan works.  Even so
worries about remote control/dead hand don’t get us far into the institutional
design questions.  Study IP directly w/o
a filter needing analogies. 
 
RT: The theme I extracted from these three: Anything that
can’t go on forever, won’t.
Liivak says; For the most part these institutions are
self-enforcing. The stake-holders participating in these institutions know
their rights and duties and they largely abide by them.
[How do we know that? Counterexamples. Property: mortgages.
Contract: consumer contracts. Do you know if your cable provider is complying
with its contract with you?  Tort:
medical mistakes that cause harm)
 
Van Houweling: consider servitudes—they don’t work as well
as other parts of property law, but we don’t reject them.  Question raised is whether it’s worth the
candle in patent law. Our current system fars fall short of dealing
w/pathologies in the way servitude law has evolved, by requiring proper notice
for example as well as durational limits.
 
Henry Smith: Is this all about the difficulty of asset
definition?  Calibration: trespass is a
first cut, nuisance is a refinement. 
All-nuisance, all-use all the time world would be pretty difficult (but
is the world we have in IP?).  Maybe the
reason it seems like a paradox is that we aren’t clear on what the resource is
in the first place.  Servitudes: we have
remote control, but also incomplete separation too. We don’t allow many
servitudes on personal property, but at least we know what the property
is.  More like water law—can’t go as far
in defining.
 
Chiang: In every area of property we have a problem of asset
definition—always has implications for value. We don’t have a well-theorized
second-order rule or methodology to do asset definition, whereas in tangible
property law we might not have a complete,
gapless, ambiguity free rule, but it’s more tethered to first-order intuitions
about the underlying asset value. Trespass isn’t defined by the worth of the
property, though nuisance has more of that flavor, but still less than © or
patent.  To the extent that asset
definition falls back on first order intuitions that’s about asset value, that’s
a circular definition.
 
Van Houweling: yes, we’re all getting at a problem of asset
definition.  Chiang’s paper prompted
recognition of tangible property cases w/ such problems—mistaken boundary
claims, Manilo v. Gorski; no injunction to make encroaching building be torn
down, but calculate damages instead. Upsets the idea that there’s a paradox b/t
clear rules and private ordering v. judges having to do valuation on occasion.
Q is whether it’s rare or endemic in a way that makes it a paradox.
 
Ted Sichelman: I try to show that if we adhere to a private
law framework we don’t promote innovation optimally.  Multicomponent products, independent
inventions—we care differently about notice costs, clear boundaries.  If we try to move from regulatory system
(theory and goal) to private property focus we’ll have a mismatch.  Other situations, private property works
quite well; just b/c you have a regulatory goal doesn’t mean you can’t use
private property and private law to promote that goal. Don’t think it’s all or
nothing.  Wanting everything to look neat
and tidy = mismatch.
 
Liivak: we might well agree on doctrinal details.  Worry that framing affects analysis.  Independent invention might be a good test—if
a private law view has the flexibility you’re interested in, maybe I can
convince you.
 
David Kappos: You’re looking for a system to help people
understand patent boundaries better. ECJ & German courts have been working
on this in standard-essential patents, setting forth a rubric requiring the
patentee to make a clear offer of a reasonable royalty license.  The erstwhile licensee must respond clearly;
if there’s not agreement, the potential licensee is required to post a bond and
there’s a resolution path.  Does that
shine a light to further clarify property rights?
 
Liivak: sounds very interesting.  Maybe it was implied, but I think there’s an
important distinction b/t ex ante and ex post licensing—when you have tech you
haven’t independently invented, I’m all for such negotiations. If it’s instead
allowing or preferring ex post licensing where the patentee looks around at the
world to find payors, I’m less sympathetic—don’t see social benefits.  Any distinction b/t ex ante and ex post,
putting thumb on scale for real tech transfer, would be good.

Rachel Sachs: In terms of needing a reason to get rid of the dominant theory in
patent law—why do we want this to look more like private law? Is there a
fundamental flaw in the theory?  Is it
just expense? Can private law do it better for some reason?  Is there an overlapping consensus, and is it
clearly cheaper to do that under private law? 
Maybe we don’t feel obligation to IP b/c it makes lawbreakers of us all,
but if IP is an essential human right, that might matter.
 
Liivak: I start out talking about system costs, but we need
more reason than that.  Before we get to
tailoring, we have the bigger Q: how much innovation do we need compared to
other activities; dominant theory is premised on knowing a certain number that’s
unknowable v. shoe stores or Thai restaurants. We don’t need to know if we go
to the private law model and set up a neutral platform for those who
innovate.  (If the rest of the economy is
efficient.)  Rather than IP
exceptionalism where we distort markets, think of it as neutral platform and
don’t try to maximize innovation v. other things.
 
If you take reward theory seriously, your first go round has
to be ok with trolls. They’re just collecting the promised rewards, including
from independent inventors.  That theory
has come up short on the ground.
 
Van Houweling: linked to Cohen’s point: why look at system
costs adjustment and why not challenge the system if we’re not getting the
benefits of community from real property servitudes.  Likewise, remote control rights do assist in
coordination/long term planning v. author only owns rights in manuscript. Doesn’t
prove system is worth its costs; what we certainly shouldn’t have is the
pathological system without any of the
tools used to moderate the problems.
 
Brett Frischmann: For Chiang: Demand manifestation in systems
driving allocation of resources—ex ante investment decisions are the core of
patent; we can tolerate some ex post errors if ex ante is driving most
decisions.  For Liivak: duty to obey in
private law—empirically needs verification. 
Dave Hoffman on how different generations approach contract differently;
if the premise is wrong, that pulls the rug out from the project.  If you’re going to do private v. public law
or the hybrids, you have to do comparative institutional analysis.  Why do you want the alternative model you
advocate?  Just saying the end is “innovation”—what
does that mean?  What the normative
objective is and the means.
 
Chiang: Literature on patents v. prizes begins w/ the valuation
issue—not the whole story but the first cut. 
As for systematic point, yes but I’m not sure it provides an answer in
that both patents and prizes are about systematic overall incentives rather
than individual fine tailoring.  Doesn’t
matter if courts get it wrong in one particular prize or patent as long as
there’s no systematic error.
 
Jonathan Barnett: You’ll never find a Delaware or NY or English
judge deciding what the damages are unilaterally; typically they’re what the
parties said in the contract, or expectations with a market benchmark.  If we take that back to patent, it seems like
something similar is happening there. Hard to get a market benchmark for claim
construction, but for damages, we want to look at how the market is valuing
that right b/c a patent is simply a way to allocate intellectual resources into
IP modules, so damages try to replicate the transaction that would have
occurred—either through reasonable royalty or injunction. With contract, judges
choose specific performance when there is no benchmark and they want the
parties to negotiate/reveal value through that exercise. 
 
What happens when you go to monetary damages in patent—your market
benchmark becomes less accurate b/c there isn’t a rich market any more for
those patent assets.  That’s why
injunctions are valuable.
 
Chiang: that’s one side. One wrinkle: it only works in
contract b/c you have a second order methodology for asset definition that
doesn’t depend on valuation.  We think it’s
improper for the court to say the plaintiff made a huge contribution so I will
construe the contract in a way that expands defendant’s obligations to the
plaintiff.
 
Liivak: for Frischmann: trying to focus on tech transfer—that’s
the basic definition of innovation. Wants to build that theory around
micro-transactions. 
 
Patrick Goold: Idea that private law is cheaper—we had the
same debate in 1980s torts about private litigation or regulation. The idea was
that regulation would be cheaper b/c litigation was so expensive—Sugarman said “do
away with tort system.”  Main critique is
that when self-enforcement does break down, litigation costs were massive.  Would amplify that in patent where the costs
are already great.
 
Greg Vetter: How open would Liivak be to technological
tailoring/less uniformity if the resource at issue will never work very well as
a property right.  E.g., software only
for ©, not patentable.
 
Oren Bracha: Theme in the papers: “property is a neutral
platform”—for Bracha that’s like saying the earth is flat.  Property is not neutral; it is a high-stakes
system for allocating resources, power, and power backed with the coercive
power of the state behind it.  Requires
substantive justification, which might be different across us—natural rights,
efficiency, something else. You can’t just take a characteristic of property
and call it neutral.
 
Michael Meurer: For Liivak: put some discussion of citation
practice by scientists in this paper. Seems we have a private legal system
there that works reasonably well; scholars rely on scientists citing people
they should cite; the comparison has been drawn.
 
Van Houweling: property isn’t a neutral platform and it can’t
just be wound up and left to run; property system intervenes to correct
pathologies.
 
Liivak: He’s not saying property is neutral, just better
than what we have, and he should be more careful about his distinctions.

from Blogger http://ift.tt/2291cQT

Posted in Uncategorized | Tagged , , , | Leave a comment

Alleged Amazon shenanigans constitute use in commerce and commercial advertising/promotion

Jae Enterprises, Inc. v. OxGord Inc., 2016 WL 865328, No. 15-CV-228
(W.D. Ky. Mar. 2, 2016)
 
Jae sells aftermarket automobile accessories under the mark Eagle
Flight and designs. Jae entered into a distribution agreement with defendants,
who resold the products through internet retailers such as Amazon, co-listed alongside
Jae on Amazon under Eagle Flight product listings.  Jae alleged that each product sold on Amazon
has a product detail page, and “[t]he first seller to offer a product for sale
creates the product detail page … and is said to ‘own’ that page.” Then other
sellers offering the same product list their product “against” the original
product detail page, and customers “can view all potential sellers of a product
from the same page.”
 
The parties’ relationship deteriorated; while they agree
that defendants could sell any remaining Eagle Flight products they had
purchased, Jae alleged that defendants filled orders for Eagle Flight products
with generic parts.  
 
False advertising: Jae also alleged that the Defendants
“purposefully delayed shipments to customers,” and when customers complained
about the shipping delay, the Defendants responded that the delay was due to
“quality issues” with the manufacturer, i.e. Jae. Moreover, Jae alleged that defendants
“gained administrative access” to its product listings on Amazon and changed
the listings to state incorrect information, such as that “a particular product
only fits a certain style of truck, that a listing is only for a single product
as opposed to an entire set, and changed the model year with which a particular
product is compatible.” Jae subsequently requested that Amazon remove the defendants
from its product listings, and Amazon complied. 
Further, Jae alleged that defendants called customers who’d bought Eagle
Flight products from them and provided a positive review of the products on
Amazon, offering them customers a full refund for the Eagle Flight product they
purchased if they agreed to change their positive review to a negative one.
 
I won’t go through all the issues, but a couple worth
noting: defendants argued that they didn’t “use” the Eagle Flight mark in
commerce because Jae created the product detail page on Amazon, and the
products they sold didn’t bear the Eagle Flight mark. The court agreed that, by
alleging that defendants listed themselves as registered sellers on the Eagle
Flight product detail pages, Jae alleged use in commerce.  “The Defendants’ argument is flawed as it
relies on a technicality that ignores the practical effect of their decision to
allegedly list themselves as a seller on an Eagle Flight product detail page
and, consequently, to advertise and sell products using the Eagle Flight mark
to consumers.”
 
False advertising: Defendants argued that the alleged phone
calls offering incentives to customers to change their positive reviews to
negative ones and reporting to customers that shipping delays were due to
quality issues with Jae, weren’t “commercial advertising or promotion.”  The Sixth Circuit Court of Appeals recently
defined “commercial advertising or promotion” as “(1) commercial speech; (2)
for the purpose of influencing customers to buy the defendant’s goods or
services; (3) that is disseminated either widely enough to the relevant
purchasing public to constitute advertising or promotion within that industry
or to a substantial portion of the plaintiff’s or defendant’s existing customer
or client base.” Grubbs v. Sheakley Grp., Inc., 807 F.3d 785, 801 (6th Cir.
2015). Jae sufficiently pled commercial advertising or promotion, though it
might not be able to sustain the claim after discovery.  (I would think that defendants would be at
least secondarily liable for the allegedly fake reviews themselves, which clearly
would be advertising or promotion.)

from Blogger http://ift.tt/1pxhsNp

Posted in Uncategorized | Tagged , | Leave a comment

My forthcoming article on 2(a) and the First Amendment

Rebecca Tushnet, The First
Amendment Walks into a Bar: Trademark Registration and Free Speech
, Notre
Dame Law Review (forthcoming)

 This Essay analyzes the First Amendment arguments against
§2(a)’s disparagement bar with reference to the consequences of any
invalidation on the rest of the trademark statute.  Ultimately, given the differences—or lack
thereof—between disparagement and other bars in the statute, I conclude that
§2(a) is generally constitutional as a government determination about what
speech it is willing to approve, if not endorse.  If the Supreme Court disagrees, it will face
a difficult job distinguishing other aspects of trademark law.  And these difficulties signal a greater
problem: the Court has lost touch with the reasons that some content-based
distinctions might deserve special scrutiny. 
Often, perfectly sensible and by no means censorious regulations that
depend on identifying the semantic content of speech would fall afoul of a real
application of heightened scrutiny, to no good end. 

from Blogger http://ift.tt/1QLGorh

Posted in Uncategorized | Tagged , , | Leave a comment

Buddy, can you spare a TRO? No injunction for overlapping use of “big” and “hunting”

Enerco Group, Inc. v. Deutsch, No. 16CV213, 2016 WL 852572
(N.D. Ohio Mar. 3, 2016)
 
Enerco sued Deutsch for false advertising and trademark
infringement.  Enerco makes portable
propane heaters called “Buddy Heaters,” used by outdoorsmen and fishermen in
enclosures like tents, cabins and ice huts.  Enerco’s registered marks include Portable
Buddy, Hunting Buddy, and Big Buddy.  Buddy
Heaters contain a safety feature, called an oxygen depletion sensor (ODS),
which d shuts down the heater before dangerous levels of carbon monoxide can
build up within an enclosed space. Buddy Heaters are certified by the Canadian
Standards Association (CSA) for gas-fired portable heaters, not for use as
cookers.  Enerco developed a warming tray
for heaters, but abandoned the idea because it was foreseeable that consumers
would use the tray to cook food, which could interfere with the heating element
and the functionality of the ODS, or tip over and harm the consumer or cause a
grease fire.
 
Deutch sells a “Grill Attachment for Portable Heaters,” the
Hotrack, and has applied for a patent.  Enerco
(implausibly) alleged that Deutch’s use of an image of Enerco’s heater in his
patent wrongfully conveyed endorsement, sponsorship and affiliation, and also
challenged Deutch’s use of Enerco’s heater in his ads.  Enerco alleged that the Hotrack posed a
safety hazard to consumers.  Deutsch’s
website states that Hotracks “are available in 3 different sizes to fit popular
models of portable propane heaters;” “create a stable heating surface;” “can
hold up to five pounds of weight when attached to a portable heater;” can be
used to “[c]ook hot dogs, brats, frozen pizza, grilled sandwiches, and much
more on Hotrack’s food safe surface;” and can be “the perfect ice fishing
companion. Pour heated water down the hole to keep it free of ice.” 
 
Enerco alleged that these statements falsely implied that the
Hotrack grill attachment was safe for cooking various foods and for consumer
use in conjunction with the Buddy Heaters, despite the safety risks caused by
cooking greasy foods near an exposed propane flame, and the tipping hazard when
the rack is not level or when the weight on it exceeds 5 ½ pounds, and the
possibility of burns and of melting the heater’s handle. Enerco argued that
Deutch failed to disclose the potential danger of interfering with the
functioning of the ODS, when, according to the ODS manufacturer, “Even the
smallest amount of grease or debris could damage the functionality of the ODS.”
 
Further, Enerco alleged that the names “Big Hotrack” and
“Hunting Hotrack” associated Deutch’s product with Enerco’s, threatening its business
reputation and goodwill.
 
Deutch responded that he used a disclaimer on the Hotracks
website: “Hotracks has no affiliation with Enerco and its affiliates and …
Enerco will not be liable for any issues with Hotracks.” He also responded that
Hotracks did fit most popular portable propane heaters; that they did create a
stable heating surface; that they could hold more than five pounds; and that he
conducted tests on all three Hotrack models with a seventeen-pound weight and
none tipped over.  Further, Deutch’s
directions gave adequate safety warnings according to him, including: to ensure
that the rack was level; not to allow grease spatter to come in contact with
the heating element; to use no more than 5 pounds; etc.  Deutch averred that he had received no
complaints, and that customers’ favorable internet postings encourage others to
Google “HotRack LLC,” and not “Enerco” or “Buddy Heater.”  Finally, “[a]ll Hotracks have a grease shield
(referred to on the specifications as a ‘deflector plate’) that covers the area
directly above the heating element and oxygen depletion sensor (ODS) for the
heaters they latch on to,” which should protect the functionality of that
safety feature.
 
Given the factual disputes, Enerco didn’t show a strong
likelihood of success on the merits of its false advertising claim.
 
As for trademark infringement, though Enerco had
registrations for Hunting Buddy and Big Buddy, Deutch argued that his use of
“Hunting” and “Big” to describe the size of his Hotracks was fine.  The parties offer related goods to the same
customers through similar purchasing channels, but there was no evidence of
actual confusion.  The parties both
pointed to a post on an online ice fishing forum:  “I made only 1 purchase this year. I bought
the hot rack that is custom made for buddy heaters. Nice and sturdy, nice
welds, food grade metal. $25 for clean safe food. Google hot rack llc if
interested.”  What this post showed was
that the customer understood the truthful fact that Deutch’s racks were made
for use with Enerco’s heaters, not that the customer was confused.  As for the use of “Hunting” and “Big,” the
court noted that Enerco’s registration for Hunting Buddy disclaimed “Hunting,”
which made its claim to control “Hunting Hotrack” weak; likewise, “Big” was a
generic adjective and a descriptive term which is unlikely, standing alone, to
support a Lanham Act violation.  Deutch
never used the term “Buddy” in his ad.
 
The disclaimer, along with a post from Deutch in response to
an internet inquiry, “I am not affiliated with Mr. Heater/Enerco nor are they
liable for my product,” also mattered. 
Enerco argued that a website disclaimer didn’t reduce confusion as a
matter of law, but the court reasoned that this was an issue to be resolved
later, not at the TRO stage.
 
The court didn’t even mention the patent-related claim, which
is about all the attention it deserved.

from Blogger http://ift.tt/21k5z9t

Posted in Uncategorized | Tagged , , | Leave a comment

Nook shuts down in UK; another reason to hate DRM

But UK customers might get to keep access to certain books they “bought,” if all goes well.  As usual, xkcd had it right years ago.

from Blogger http://ift.tt/21XgGao

Posted in Uncategorized | Tagged , , | Leave a comment

Initial comments on 1201: fixing what’s broken

I’ve been reading through the initial
comments on 1201 for the Copyright Office’s inquiry
.  One overarching thought: current “winners”—successful
exemption proponents—unanimously say the current process is broken.  Current losers—unsuccessful exemption
opponents—occasionally express openness to minor tweaks, such as a meaningless
presumption of renewal if there’s no
opposition, but say the process is fine. 
This rather unusual configuration of complaints suggests something about
how inherently skewed the process is: spending roughly 500 hours per exemption
(and that’s just on the proponents’ side, excluding opponents and the Copyright
Office) to double the word count of last time’s exemption, increasing its complexity and decreasing its utility, is a victory only
compared to the even worse alternative.
 
Also, a small but telling point: The Copyright Alliance
touts Anyclip.com as a DRM success: “On this site, users are able to search an
online library, which as of December 2011 included access to over 12,000 films
and over 50,000 clips. The site allows users to compile clips into playlists
(as a professor might wish to do for classroom use) and access the library with
any API to incorporate clips into an application that the user is
developing.”  Except that’s not what the site does in 2016;
it’s an ad platform for integrating ads into “premium” clips, not a consumer
site allowing users to compile playlists. 
I guess DRM didn’t prove all that helpful after all.  More generally: copyright owners’ business
models do not take care of fair use, and it’s past time to stop pretending that
they can.  (Also, cite checking has
relevance beyond law school.  Just sayin’.)

from Blogger http://ift.tt/1R2XnuB

Posted in Uncategorized | Tagged , , , | Leave a comment

Copyright Office notice of inquiry on 1201

Comments I’ve seen so far:

Organization for Transformative Works comment (of which I am very proud!)

Public Knowledge

New America’s Open Technology Institute

New Media Rights

Joint Libertarian Comments (R Street, FreedomWorks, and Niskanen Institute)

International Documentary Association

Consumers Union

Consumer Technology Association

Center for Democracy & Technology

University of Virginia Library

Harvard Cyberlaw Clinic

Library Copyright Alliance

from Blogger http://ift.tt/1YbbAFq

Posted in Uncategorized | Tagged , , , , | Leave a comment

Anonymous defamatory posts are “advertising or promotion” under Lanham Act

Romeo & Juliette Laser Hair Removal, Inc. v. Assara I
LLC, 2016 WL 815205, No. 8-cv-0442 (S.D.N.Y. Feb. 29, 2016)
 
R&J sued Assara and a number of related people eight
years ago.  The parties compete to offer
laser hair removal services. Tayar, Shuman, and Jay Shuman were involved in
Assara in various capacities.
 
Starting in 2006, negative posts about R&J appeared on the
internet consumer forums HairTell.com, Yelp.com, CitySearch.com, and
consumerbeware.com from anonymous users who claimed to have used the
plaintiff’s laser hair removal services. The posts came from Shuman, Tayar, and
Assara employees.  One, for example, said
that the poster, claiming to be a “27 year old female” with “light complexion”
and “black hair,” had heard “a horror story” about R&J—that he had heard
from a former Romeo & Juliette technician that the plaintiff had
over-applied EMLA cream to a client, who then “suffered a heart attack” and
came “very close” to dying. There was no evidence of such an incident or that the
true poster had heard that it occurred. 
Others described R&J’s staff as unprofessional and rude; the service
as expensive; and claimed that a test performed by R&J “burned” skin.  And so on. 
Some of the posts promoted Assara instead.  Tayar even wrote that “criticisms” of R&J
had been “blown out of proportion”: “Assara Laser is a good place, but so is
Romeo.”  At the same time, he damned with
faint praise, describing the plaintiff as “not that bad” while noting the
plaintiff’s “staff turnover” and long waiting time.
 
R&J started off the case with claims for trademark
infringement (based on keyword buys) and federal dilution, which have blessedly
dropped out of the case, leaving only false advertising/disparagement-related
claims, and only claims for injunctive relief and attorneys’ fees.  Defendant Will Shuman, appearing pro se and
on behalf of the other defendants, informed the Court that Assara was no longer
in business. In support of their motion to dismiss for mootness, the defendants
submitted a two page “Covenant Not to Compete and Covenant Not to Disparage
Agreement.” The Covenant provided that the signatories—the individual
defendants—“shall not, for a period of 10 years, compete in the business and
industry of laser hair removal … and … shall not publish, in any commercial
context, any statements online regarding the quality or characteristics of the
business or services of” the plaintiff.
 
Unfair competition under §43(a)(1)(B) and New York law: The
court granted summary judgment against Assara and Shuman, but not against
Tayar, Jay Shuman, or Dr. Tayar (Tayar’s father, an investor).  The court addressed whether pseudonymous
comments on internet forums constituted commercial advertising and promotion,
and held that they were. “In pursuit of their commercial interests, the
defendants repeatedly posted disparaging comments to public fora used by
consumers to select laser hair removal services. By anonymously disparaging the
plaintiff’s business and simultaneously promoting Assara, the defendants acted
in pursuit of their economic interests.”
 
Assara, through its employees and officers, and Shuman made
literally false statements by describing experiences that hadn’t occurred, or a
“horror story” he hadn’t heard and that hadn’t happened. “Most of these posts
concerned essential characteristics of the plaintiff’s business, for instance,
physical reactions to its treatments or rudeness by its staff.”  Literal falsity created a presumption of
harm.  However, the court denied summary
judgment as to Tayar, who was actually treated at R&J and whose postings
principally said that service was slow and that the R&J employees were
rude, which were largely matters of opinion. 
There was also no evidence that Dr. Tayar or Jay Shuman made any of the
challenged statements.
 
The New York common law unfair competition claim was
resolved in the same way; it required bad faith in addition to the Lanham Act
evidence, but that was shown because Assara and Shuman deliberately posted
false statements.
 
Defamation: The bare accusation that a product does not
conform to its advertised quality does not, without more, defame the owner of
the product, but disparaging the integrity and professionalism of the competitor’s
business is actionable as per se defamation, not requiring a showing of special
damages.  The evidence showed that Assara
and Shuman defamed R&J by claiming that its staff were unprofessional,
intrusive, and dishonest, even causing physical injuries. The fact that the
statements were purely fictitious showed actual malice.  Defendants argued that they were merely
making statements of opinion, but the statements described fictitious
treatments for fictitious clients.  That
the clients didn’t exist and the treatment didn’t occur was readily
falsifiable, making the statements at issue factual, not opinion.
 
Product disparagement: This requires proof of special damages,
unless the statements at issue “impeach[ ] the integrity or business methods of
the [entity] itself.”   This too had been
shown.
 
Injunctive relief under §43(a): A permanent injunction
against Assara and Shuman was warranted. 
“Because comments posted on the internet will have a lasting impact on a
business’s reputation, and because that impact will be impossible to measure,
monetary damages are inadequate to compensate the plaintiff for the unlawful
activities of the three defendants.” 
Defendants would suffer no hardship from an injunction, given that they
already pledged through the covenant that they would not further disparage R&J.
An injunction would provide “greater peace of mind” to R&J and better
protect its investment in its business. 
The public interest also favored fair competition and the accurate
description of business services.
 
An injunction was warranted even though the internet
postings at issue ended in 2009. 
Defendants denied their responsibility for many years, forcing R&J
to engage in expensive and time-consuming third party discovery to pin the
blame on them.  Only in 2012 did
defendants begin to acknowledge authorship of at least some of the defamatory
statements; because of this litigation strategy and the long pendency of the litigation,
“there is no reliable inference to be drawn as to when the defendants
altogether ceased the improper activities at issue here or the likelihood of
their recurrence.”  Given these unique
facts, the time gap didn’t preclude an injunction.
 
Defendants argued that there was no need for an injunction
since Assara went out of business in 2015 and both Tayar and Shulman signed the
covenant.  The court disagreed.  “This has been lengthy and hard fought
litigation. Without the issuance of an injunction, reinforced by the contempt
powers associated with an injunction, there will be inadequate protection
against the recurrence of the defendants’ sharp business practices and the need
for renewed litigation.”  Plus, R&J
showed that Assara was still registered as an active entity with the New York
Department of State, and Assara’s website was still live; there was also no
impediment to Shuman opening another laser hair removal business, named Assara
or something else.
 
Thus, Assara and Shuman would be enjoined from publishing
false statements about R&J on internet forums. The court left the specifics
for another order, which is sad because I wanted to know if they’d be required
to delete/request deletion of the existing defamatory comments.
 
Defendants argued unclean hands because R&J’s owner engaged
in “astroturfing” in praise of his business. Even assuming that to be true,
R&J’s astroturfing wasn’t related to the defendants’ defamatory posts. No
one testified that defendants’ posts were prompted or justified by R&J’s
glowing descriptions of its own business.  And false accusations that R&J physically
injured its clients “represent serious misconduct.”
 
Laches also didn’t apply; R&J had been seeking an
injunction since it filed its 2012 motion for summary judgment, and anyway,
defendants didn’t show how they’d been prejudiced.  Nor was the case moot, despite a declaration
from Shuman stating that Assara ceased operations, that each of the defendants
except Shuman had left New York, and that Assara “will never re-open.”  Nonetheless, defendants didn’t show that it
was “absolutely clear” that their wrongful conduct would not recur. The covenant
had “significant authenticity and execution issues.” Further, “the defendants’
misrepresentations during this litigation counsel against reliance on the
representations they offer today.” Moreover, as recently as November 24, 2015,
Shuman wrote to the supplier that he and Tayar were “discussing selling” an old
laser and “purchasing or leasing a later model.” “Given the malicious nature of
the internet postings, as well as the deceit involved in litigating this case,
a simple promise by the defendants to cease their disparagement is not enough
to moot this matter.”

from Blogger http://ift.tt/1TvPIFO

Posted in Uncategorized | Tagged , , , | Leave a comment

Land o’ (non)confusion: no dilution or reverse confusion with dissimilar goods

Hugunin v. Land O’ Lakes, Inc., No. 15-2815 (7th Cir. Mar.
1, 2016)
 
This opinion reflects what you might call Judge Posner’s
trademark mix of good sense and arrogance/lack of reasons enabling one to
formulate an actual rule for future application.
 
Since 1997, James Hugunin made and sold fishing tackle in a
town in northeastern Wisconsin, which is called Land O’ Lakes because it is
located in a region dotted with lakes; the region is also called Land O’ Lakes.
He registered LAND O LAKES as the trademark of his fishing tackle in 2000; the
registration lapsed, and his application to re-register was held in abeyance
pending resolution of this suit.
 
Defendant, a large agricultural cooperative, sells butter
and other dairy products throughout the United States, and has used the LAND O
LAKES mark since the 1920s. In 1997, the dairy company became the “official
dairy sponsor” of a sport-fishing tournament, the Wal-Mart FLW Tour, and began
advertising its dairy products in fishing magazines. In 2000, it found out
about Hugunin’s registration and threatened him with infringement
liability/told him that he needed a license from the dairy company. After he
refused to comply, the dairy company opposed his new registration.
 
The court expressed its puzzlement that the dairy company
should have been worried, given the differences in the parties’ products. It
doesn’t sell any fishing-related products that could be confused with
Hugunin’s. “It would be strange indeed for a dairy company to manufacture a
product so remote from milk, butter, and cream, and there is no sign that the
dairy company intends to take the plunge.” The dairy company sponsored the
fishing tournament and advertised in fishing magazines “because fishermen, like
the rest of us, are consumers of dairy products.”
 
The court was equally puzzled as to why Hugunin sued the
dairy company for trademark infringement. Hugunin claimed to have trouble
attracting investors worried about being sued for trademark infringement/having
the name enjoined. The dairy company counterclaimed for dilution. The district
court dismissed the dilution claim as barred by laches, but the court of
appeals—not even pausing to make clear that this was a proper ground—reached
out to explain that, even without laches, the dairy company would have lost. In
Ty Inc. v. Perryman, 306 F.3d 509, 511 (7th Cir. 2002), Judge Posner explained
dilution as involving increased consumer search costs, such that consumers
would have to “think harder—incur as it were a higher imagination cost—to
recognize the name as the name of the store”; blurring “reduces the distinctness
of the trademark as a signifier of the trademarked product or service,” and
tarnishment is a subset of blurring. (Pause to note that this theory is not
borne out by the evidence of how consumers actually think.)
 
Here, though, Judge Posner found a blurring theory
implausible, because the goods were too
different:
 
Everyone recognizes “Tiffany” as
the name of a luxury jewelry store on Fifth Avenue in New York (with stores in
other major cities), and seeing the name on a hot-dog stand a passerby might
think of the jewelry store and of the incongruity of a hot-dog stand’s having
the same name; he might think the jewelry store’s cachet impaired by the coincidence
and switch his patronage to Cartier or Harry Winston. [Ed. note: Yeah, right.] Many
consumers would recognize the name “LAND O LAKES” as referring to the dairy
company, but we can’t see how the company could be hurt by the use of the same
name by a seller just of fishing tackle. The products of the two companies are
too different, and the sale of fishing tackle is not so humble a business as
the sale of hot dogs by street vendors. And so it is beyond unlikely that
someone dissatisfied with LAND O LAKES fishing tackle would take revenge on the
dairy company by not buying any of its products, or that a customer would have
difficulty identifying Land O’ Lakes’ dairy products because he had seen the
LAND O LAKES mark used on Hugunin’s fishing tackle. … And the dairy company’s
mark is itself derivative from Minnesota’s catchphrase “Land of 10,000 Lakes,”
a phrase in such widespread use that the company could not insist that it was
the sole lawful user of the phrase in advertising for all products.
 
Out of this mishmash of rationales, let me select a few
possibilities: (1) While dilution doesn’t require similarity in goods and
services, sufficient dissimilarity may preclude dilution. The reason why is
left as an exercise for the reader. (2) Land O Lakes is not high-falutin’
enough to be blurred/tarnished the way a luxury brand could be by association
with fishing tackle; no one would feel the dairy company was passé, and overexposure isn’t
a concern for such a product. (3) Land O Lakes is already not unique and can’t
suffer more from one more use. Other thoughts?
 
Meanwhile, Hugunin’s trademark infringement claim was based
on his seniority in the fishing industry and alleged reverse confusion. “But
the dairy company’s use of the same trademark is confined to products so
different from Hugunin’s that few if any consumers would think that simply by
virtue of having an identical trademark the dairy company was competing with
Hugunin in a different industry.” The fishing-themed ads run by the dairy
company showed things like the “Land O’ Lakes Walleye Pro,” “a champion fisherman
whom Land O’ Lakes sponsors in fishing competitions in return for his promoting
its dairy products.” He’s shown sitting next to packages of Land O’ Lakes
butter and cheese, and the company’s logo is also on fishing boats during
tournaments.
 

The Land O Lakes Walleye Pro
In a line that defendants are sure to love, Judge Posner
writes, “But just as no one watching a NASCAR race and seeing a racing car emblazoned
with Budweiser’s logo would think that the beer company had entered the automobile
industry, so no one reading the ‘Walleye Pro’ ad or seeing a boat sponsored by
the dairy company would think that the advertiser sells fishing tackle.”
 
Hugunin also objected that the dairy company “permitted”
some competing producers and sellers of fishing tackle to use its trademark. If
they were licensees, the court continued, that might justify a claim of
trademark infringement—the dairy company might be intentionally encouraging
those competitors to infringe Hugunin’s mark in order to increase its own
revenues from licensing. “But there is no evidence that Land O’ Lakes has
issued any such licenses or is even aware that other producers of fishing
tackle have used its mark.”
 
Dismissal upheld.

from Blogger http://ift.tt/1QRpI0H

Posted in Uncategorized | Tagged , | Leave a comment

Trademark defendant wins rare unclean hands defense to injunction

Cochran Firm, P.C. v. Cochran Firm Los Angeles LLP, —
Fed.Appx. —, 2016 WL 770129, No. 15–55816 (9th Cir. Feb. 29, 2016)
 
A rare unclean hands win for a trademark defendant!  The Cochran Firm appealed the district court’s
order dissolving a preliminary injunction against Randy H. McMurray, P.C. and McMurray
individually.  The majority found that
the trial court implicitly made a finding of bad faith by the Firm, and
considered “evidence of actual deception of consumers, such as when a former
client attempted to obtain a judgment against the Firm.”  Moreover, the district court considered
whether the Firm’s misconduct had an “immediate and necessary relation to the
equity [it] seeks.”  In previous
proceedings, the court of appeals had noted, “The structure of [the Firm’s]
business is important in assessing whether [the Firm] has unclean hands.
Specifically, [the Firm] may be misusing the trademark to deceive the public
into believing it is a single, national firm, when in fact it is a network of
separate partnerships.”  Indeed, the
majority said in a footnote,
 
The Firm’s marketing of itself and
its regional offices as a “single” law firm is likely to bear an “immediate and
necessary relation” to the equity the Firm seeks. Given the singular form of
the noun “firm,” “The Cochran Firm” trademark suggests that all practices
bearing that mark are part of a single firm.
 
Nor did the district court abuse its discretion in using
California’s Rules of Professional Conduct’s definition of a law firm or expert
testimony to guide its findings.
 
Finally, McMurray’s own unclean hands didn’t bar him from
raising the defense.  The district court
didn’t abuse its discretion in finding that there was insufficient evidence to
support the Firm’s unclean hands argument, and even if there were sufficient
evidence, that the Firm was more culpable than McMurray.
 
Judge Callahan dissented, reasoning that unclean hands
findings should be rare in trademark cases. “The Firm’s marketing is not
misleading and has little to do with the trademark at stake.”  Worse, “[m]ulti-office businesses will be
surprised to learn that they are misleading the public by advertising
themselves as ‘single’ and ‘national’ in stature, and thus may not protect any
right they hold to their company’s name.” 
The dissent complained that the district court had wrongly federalized
the definition of a “law firm.”
 
Initially, the dissent emphasized the “increasingly limited
scope” of unclean hands in trademark infringement suits (as Mark McKenna might
say, tracking the shift from a business to a consumer protection focus of the
overall cause of action, given the dissent’s concession that unclean hands is
an “established defense”).  A defendant
must demonstrate by “clear, convincing evidence” that (1) plaintiff’s conduct
is inequitable and (2) the misconduct relates to the subject matter of
plaintiff’s trademark infringement claim.   Inequitable conduct requires a showing that
the plaintiff used the trademark to deceive consumers. “[E]ven where bad intent
is demonstrated, an appreciable number of consumers must also have actually
been deceived for the defense to succeed.”  Then, the defendant must show that the
plaintiff’s “misdeeds … have an immediate and necessary relation to the
equity that [the plaintiff] seeks in respect of the matter in litigation,”
generally requiring the trademark itself to be misleading or the plaintiff to
have acquired its rights with unclean hands. 
Using the mark as part of misleading advertising is much less likely to
have the requisite relation.
 
The district court’s findings that the Firm had
misrepresented (1) that it was “national” and (2) that its offices were part of
a “single” law firm were insufficient to the dissent.  First, the district court didn’t explicitly
find that the Firm acted in bad faith in advertising itself as a single,
national law firm, or any actual deception. 
Second, the district court didn’t find that the Firm’s marketing had an
“immediate and necessary relation” to the relief it sought—which was to stop McMurray
from trading on the Firm’s goodwill and deceiving the public into believing
that he is still a part of The Cochran Firm.
 
The “single firm” advertising wasn’t sufficiently
inequitable to bar relief.  There was no
survey evidence of deception, and the trademark itself wasn’t clearly
misleading, so “courts should demand at least some comparable evidence of
consumer deception.”  (Indeed, the
dissent said, surveys should rarely be necessary, because only egregiously
misleading marketing featuring the trademark should support an unclean hands
defense.)  The evidence cited by the
majority was that “a lawyer for a former client’s conservator named the Firm as
a defendant in a lawsuit seeking to recover a judgment”; the dissent dismissed
this as a mere litigation tactic, which didn’t show that the former client
herself was misled. 
 
The dissent would also have found that the district court
erred in relying on California’s Rules of Professional Conduct for lawyers to
inform its understanding of how the public understands the term “law firm.”  Even if the public did follow that
understanding, the dissent argued that the Firm’s “hub and spoke” structure
wasn’t contrary to any rule.  An ABA
opinion expressly condones, “at least from the ethical point of view,” the
franchise-like “licensing” of a law firm’s name “to create a national network
of firms, all of which will use the original firm’s name under a licensing
agreement by which the original firm will provide all marketing for the firms
in the network.”
 
The California Practice Guide to Professional Responsibility
similarly provides that franchising of a law firm’s name is permissible where
“the franchisor is in a partnership with each franchisee.” The dissent noted that
the Firm complied with this guidance, and also highlighted the district court’s
findings that the Firm had nationwide “prestige”; coordinated across offices on
class actions and multi-district litigation; had numerous nation-wide
standardized resources and procedures; required regional offices to carry
liability insurance; vetted employees and ensured “that the regional offices
are managed by a managing partner that Johnnie Cochran knew”; and exerted a
degree of “control over the regional offices.”
 
Thus, neither the “single” nor “national” branding was
inequitable, and “national” had no immediate and necessary relation to the trademark.
  
 
The dissent closed by warning that many law firms use a
similar structure.  “The closeness of
bonds between the offices that comprise a firm varies significantly by office
and firm. It does not follow that regional offices that operate more
independently mislead the public or violate rules of professional conduct by
holding themselves out as part of a larger, single law firm.”

from Blogger http://ift.tt/1TsaTbI

Posted in Uncategorized | Tagged , | Leave a comment