Three’s fair use too: play is transformative work

Adjmi v. DLT Entertainment LTD., No. 14 Civ. 568 (S.D.N.Y. Mar. 31, 2015)
 
David Adjmi sued for a declaratory judgment that his play, 3C, based on Three’s Company, was a fair use, in order to be able to authorize publication and licensing for further production.  DLT had sent a C&D when the play began its run Off Broadway.
 

Sara Krulwich/NYT still from play 3C
This is a fair use finding on the pleadings, which include nine seasons of Three’s Company, along with the written play.  (It’s not clear whether the court suffered through nine seasons; the parties explicitly referenced seven episodes, and its analysis focused on those episodes.) For those of you who don’t remember, “Three’s Company was one of the most popular television shows of the 1970’s.”  According to the Season One DVD:
 
John Ritter stars as Jack Tripper… the ever­bumbling bachelor who shares an apartment with down-­to-earth Janet Wood (Joyce DeWitt) and dim-bulb blonde Chrissy Snow (Suzanne Somers). Along with their sexually frustrated landlords the Ropers… and  Jack’s fast-talking pal Larry… these three outrageous roommates tripped and jiggled through a world of slapstick pratfalls, sexy misunderstandings and some of the most scandalously titillating comedy America had ever seen.
 
Jack pretended to be gay, and the show “was considered daring for its time, in that it featured three single, opposite-sex adults platonically sharing an apartment in the late 1970s.” The court goes into great detail about several episodes, which made me recall Clay Shirky’s line in Cognitive Surplus: “Did you ever see that episode of Gilligan’s Island where they almost get off the island and then Gilligan messes up and they don’t? I saw that one a lot when I was growing up.”  The credits feature a montage: “Jack rides his bicycle by the ocean before becoming distracted admiring a female passer-by and tumbling into the sand, grinning; Janet tends to her flowers then playfully pours water on a sun-bathing and scantily-clad Chrissy; all while the familiar chorus of Come and Knock on My Door‘ plays in the background.”
 
The show has a “happy-go-lucky, carefree feel,” complete (arguably overflowing) with a laugh track.  The central plot theme is “an attractive, heterosexual man living with two attractive, heterosexual women in an entirely platonic—albeit innuendo-laden—manner.” Meanwhile, landlords “Mr. and Mrs. Roper play a familiar trope: curmudgeonly, stuck-in-­his-ways old man and his sarcastic but ultimately loving wife.” They initially bar Jack from moving in with Chrissy and Janet, but accede when they believe he’s gay (because Janet told them that). In each episode, “everything ties together neatly and ends in laughter.”
 
One featured episode covers more “serious” subject matter, where Janet was passed over for a promotion for an inexperienced co-worker with big breasts, Chloe. “At different points in the episode, both Janet and Chloe express sincere plight.”  However, the show “ultimately uses this issue to generate innuendo-fueled comedy.”  Another episode involves a mistake about whether Chrissy’s head injury was life-threatening.  “Chrissy’s bubble-headedness stands in sharp relief to Jack and Janet’s prayers for God to help Chrissy. As usual, everyone goes home happy—and to a blaring laugh track.”
 
3C is different.  The parties agreed that the play copied “the plot premise, characters, sets, and certain scenes from Three’s Company.”  More specifically: “3C’s lead male character is an aspiring chef; the blonde female lead is the daughter of a minister; and the brunette female lead is a florist.” The parties diverged in their characterizations of the rest of the comparisons. 3C begins with excerpts from William Shakespeare’s Romeo and Juliet (“These violent delights have violent ends,/And in their triumph die, like fire and powder,/Which as they kiss consume.”) and Genesis 3:17 (“Cursed is the ground for your sake; In toil you shall eat of it/All the days of your life.”).  The court commented that these quotes formed an “apposite preamble” for the play, which has a “heavy tone” from the outset.
 
(Here I quote from the playscript because it is amazing, and probably gives a good idea of whether you would want to see this play.   “A double slash (//) indicates either an overlap or jump… speech in parentheses indicates either a sidetracked thought or a footnote within a conversation, or shift in emphasis with NO transition… A STOP is a pause followed either by a marked shift in tone or tempo (like a cinematic jumpcut or a quantum leap) or no change in tempo whatsoever. These moments in the play are less psychological than energetic. They have a kind of focused yet unpredictable stillness, something akin to Martial Arts, where there is preparedness in the silence…”).
 
3C opens with a discussion of a woman disfigured in a fire she set to burn her bra; then roommates Connie and Linda discuss “money problems…; self-consciousness bordering on self-loathing …; references to sexual assault …; and Connie’s promiscuity.”  “3C is not light fare….Suffice to say, the tone is not uplifting. And the roommates’ mood is further dampened by their landlord, Mr. Wicker, demanding rent they are unable to pay.”  When they discover that Brad passed out naked at their party, “[t]he ensuing dialogue toggles between excitement and disarming seriousness.”  The dialogue, “sometimes disjointed and rapidly shifting in tone and topic, is a hallmark of 3C.” Mrs. Wicker’s extreme anxiety makes her seem indifferent to Brad’s supposed sexuality (“MRS WICKER: (weirdly flirtatious) Don’t tease! and anyways, I plan on committing suicide in a few days, so I’ll be dead first. Ha ha ha. LADIES FIRST. No seriously, I want to die. NO I’M KIDDING.  (her smile disintegrating here)”). Mr. Wicker makes anti-gay statements and jokes and sexually assaults Linda.
 
Brad’s friend Terry also “uses derogatory language for homosexuals and has an aggressive, abusive attitude toward women.”  Brad is indeed gay and pines for Terry, but Terry believes the Wickers are under a falseimpression that he’s gay.  “The play continues, building on established themes: Linda’s negative self-image; Brad’s closeted attraction to Terry, and Terry’s exacerbating that with his abrasive obliviousness; and Connie’s obviously complicated religious and familial history; and Connie’s promiscuity.” Even “relatively happier moments are accompanied by complicated, dark undertones.”  Linda mistakenly thinks Connie and Terry are having sex, when he was actually forcing her to snort cocaine. 
 
“Brad attempts to come out but Linda unknowingly rejects him.”  Mr. Wicker says terrible things about gays, and “only relents after Brad begins telling jokes deriding homosexuals himself.”  Eventually, “the play transitions into a series of disjointed non-sequiturs elaborating on themes described above.”  Finally, Brad attempts to come out to Terry, with bad results, including Connie’s attempt to be funny by claiming “I’m a faggot too!” which leads Linda and Terry to say the same.
 
Eventually, Brad stops laughing. He pulls himself off the floor. The rest of them are still going. Brad, unsmiling, wipes the tears from his eyes. He sits on a chair. Removed, but not too  deliberately. The laughter dies down.
As they recover a disquieting, awful dread creeps into the room.
Silence. Black.
 
Okay then!  On to the legal analysis.  The court noted that other decisions have granted motions to dismiss or summary judgment, based solely on a comparison of the works at issue, on fair use grounds. The court also cited two reviews of 3C, which were included in the complaint and thus properly within the scope of review, but noted that the reviews were unnecessary to its overall finding.
 
Adjmi sought to publish and license 3C, so its commercial nature weighed against fair use (because commercial doesn’t mean First Amendment commercial).  But transformativeness trumped that.  3C copied the raw material of Three’s Company to create “new information, new aesthetics, new insights and understandings,” justifying its copying of the “plot premise, characters, sets, and certain scenes.”   3C turned Three’s Company’s “sunny 1970s Santa Monica into an upside-down, dark version of itself.” DLT cited Salinger v. Colting for the proposition that “[i]t is hardly parodic to repeat [the] same exercise in contrast, just because society and the characters have aged.” 641 F.Supp.2d 250 (S.D.N.Y. 2009), vacated on other grounds, 607 F.3d 68 (2d Cir. 2010). DLT claimed that “all of the allegedly critical elements in 3C were in Three’s Company,” including “sexual aggression, drug use, homophobia, self-consciousness and self-esteem issues.”
 
But 3C deconstructed rather than repeated the sitcom, turning it into “a nightmarish version of itself.”  3C used the “familiar Three’ s Company construct as a vehicle to criticize and comment on the original’s light-hearted, sometimes superficial, treatment of certain topics and phenomena.”  For example, Jack’s false homosexuality became true for Brad; though that in itself might not have been transformative, Brad was “almost a reimagining of what Jack would have actually experienced if he were homosexual: the abusive, demeaning treatment from Mr. Wicker; constant homosexual slurs from Larry; and even rejection from his own family.”  That was a “major departure from Mr. Roper’s innuendo-laden jokes.”  Even setting aside the markedly different reactions of other characters to Brad/Jack, they also were in stark contrast.  Though both were “tall, handsome men prone to occasional physical clumsiness, … in similar living situations,” Jack was mostly a source of comedy, while Brad spent most of 3C grappling with a painful secret he was trying to disclose. “Three’s Company may have been ground-breaking and heralded in retrospect for raising homosexuality as a theme, but 3C criticizes the happy-go-lucky treatment of that issue.”
 
The same was true for other topics DLT claimed were already present in Three’s Company:
 
Chrissy, Jack, and Janet’s unwittingly finding a plant they erroneously believe to be marijuana versus Larry’s forcing Connie to snort cocaine; Mrs. Roper’s sarcastic sexual frustration versus Mrs. Wicker’s near-psychotic break …; the laugh-track blaring because Janet’s classmates made fun of her flat-chestedness versus Linda’ s constant self-loathing; Chloe and Janet’s commentary about a handsy male boss versus Chrissy’s constant allusions to having been raped; and so forth. To the extent that homophobia, sexual aggression, drug use, self-consciousness, and self-esteem issues were present in Three’s Company—which the Court does not necessarily accept as fact—those themes were largely made light of and ultimately played for laughs.
 
In fact, actual homosexuality and drug use weren’t in Three’s Company, while 3C treated them as real and “criticize[d] and comment[ed] upon Three’s Company by reimagining a familiar setting in a darker, exceedingly vulgar manner.”
 
Further discovery was unnecessary “to evaluate stylistic factors like setting, costume, style, pace, and tone. Given the overwhelmingly transformative nature of the substance, the first factor would likely weigh in favor of a finding of fair use even if certain elements, like setting, costume, style, and pace, were exactly the same as in Three’s Company.” Anyway, that wasn’t true as to the most important factor: tone.  There was ample proof that the tone of Three’s Company was “happy, light-hearted, run-of-the-mill, sometimes almost slapstick,” with one central “problem” per episode solved by the end, featuring regular communication by the characters and supplemented by a laugh track.  3C’s tone differed on even cursory inspection: from the dour opening quotes (contrasting with the cheerful Three’s Company montage), it proceeded “in a frenetic, disjointed, and sometimes philosophical tone, … often difficult to follow and unrelentingly vulgar.” 
 
Thus, transformativeness weighed heavily in favor of fair use, and would regardless of what discovery might reveal. No intent evidence, as used in Blanch and Cariou, was required.
 
Nature of the work: highly creative, though “less in the creation of new elements than in mixing familiar tropes together in novel ways,” since the characters were basically stock characters.  But anyway, the nature of the work is of little relevance to transformative uses.
 
Amount taken: extensive copying of “the original’s basic plotline, characters, and setting, and, to a lesser extent, its jokes and themes.” But a parodist is entitled to take the “heart”—“the roommates’ living arrangement, basic personalities, location, and the like.” DLT also argued that 3C copied many minor, unnecessary elements: “Chrissy/Connie being a minister’s daughter; Jack/Brad is a chef-­in-training; Linda/Janet working in a flower shop,” and sequences from particular episodes, such as “the female roommates’ mixing together unfinished wine bottles the morning after their original roommate’s going-away party; Janet/Linda suggesting that Jack/Brad go see an ‘art­house movie’; and various innuendo- laden dialogue between Jack/Brad and Chrissy/Connie which lead other characters to believe the two are sexually involved.” This constituted copying not just of Three’s Company’s heart, “but also its metaphorical appendages.”  That weighed against fair use, but had to be evaluated in light of the first and fourth factors, and was comparatively less important.
 
Market effect: There’s no protectable market for criticism.  DLT argued that 3C diminished “the novelty of, and the market for, a potential stage adaptation of Three’s Company,” and fulfilled the same demand.  DLT cited a review of 3C specifically referring to the play as “three’s company, too-oo!”  Nope.  Salinger, cited by DLT, involved a work “meant to be a sequel of the original, which is not the case here.” And that very review referred to 3C as “deconstruction” of the popular television show. Another review was titled “2 gals, a guy and Chekhov in play ‘3C’,” and observed:
 
If a surreal, downbeat inversion of a cheery 1970’s sitcom sounds intriguing, then you and your therapist will probably want to see… “3C.” Adjmi has imagined how Chekhov (and maybe Wile E. Coyote) would handle a classic American television situation comedy, based on the lighthearted “Three’s Company.” He’s reworked the original fluffy good humor into deep dysthymia and near-suicidal depression, using absurdism and existentialism overdosed with Chekhovian angst.
 
“[T]he Court is quite sure that a viewing of Three’s Company does not require one’s therapist.”  There was no potential market substitution.
 
The most important consideration was the “distinct” nature of the works, which was “patently obvious.”  “The law is agnostic between creators and infringers, favoring only creativity and the harvest of knowledge.”  That meant a fair use finding here.
Posted in http://schemas.google.com/blogger/2008/kind#post | Leave a comment

ANA conference: Miss. AG Jim Hood

Keynote Address, Jim Hood, Attorney General, State of Mississippi, President, National Association of Attorneys General (NAAG)
 
Law enforcement has to be moving to the internet, where crime is going. Worked with ISPs on child porn/hash screening. We do hacking, extortion, data breach, IP theft.  He fears in our lifetime a hacker will shut down our electric grids. Survived Katrina; carried a gun the first few weeks thereafter.  Law-abiding people will steal water, gasoline, whatever they need to protect their families if the electrical grid is shut down.
 
AGs have multistate working groups. If you have a data breach, and call my office as GC, I have a direct link to that company.  If you hire a large firm with a data breach practice, most AGs will think “this is the defense firm we have to deal with” and their eyes glaze over. Work with the AG instead.  If you hire a defense firm, we assume you’re guilty, that’s our law enforcement action.  BP oil spill: initially well handled, GC reached out; then they figured out they were really in trouble.  If you have a small data breach, work with AG’s office. Hard to point a finger when we may not have protected our own gov’t systems as we should.  Compare to your competitors—big box store may need different procedures than a bank. AGs are putting together a manual with suggestions; not necessarily best practices.  Primarily for small businesses suffering a data breach.
 
Most AGs want federal legislation to be as stringent as the most stringent state legislation. Probably will see some movement in the next year or two.  We fight federal preemption every day, Democrats and Republicans.  There is a lot of overreach—federal district judges in particular haven’t respected state sovereignty as they should.  (Heh.)  CAFA: 49 AGs said “exempt AG actions from this act,” and Senators said they wouldn’t be covered, but the 5th Circuit said that AGs were covered anyway; SCt reversed 9-0. There’s a constant battle.  But we’ll probably reach agreement on data breach.
 
We just appealed the Google decision.  The Sony hack: I didn’t have a clue they knew Mississippi had an AG; I didn’t know anything about operation Goliath or any of this stuff.  They acted like the movie theaters got an AG to go after them, but I’ve been doing it for 6-8 years. Motion picture industry has been involved since the 1920s when people stole film off trucks. Counterfeit items hurt our consumers.  Drugs, etc. 
 
After Google entered into a plea w/fed. gov’t, paid $500 million to avoid conviction, b/c DOJ found that marketing division was getting around their system to allow Canadian pharmacies to advertise—really dope dealers in South America and Russia. Google folded b/c DOJ got their emails.  Complaints from parents: investigators made buys online, like oxycodone. Autocomplete used to complete “prescription” with “buy prescription drugs without prescription.”  We bought from their ads.  Monetizing the sale of illegal drugs is a problem.  YouTube videos would say “here’s how to buy drugs w/o a prescription.”  (§230?) 
 
IP theft is important—Mississippi has an inordinate number of artists and writers—but the AGs weren’t badgering Google out of nowhere.  We bought pain and birth control pills; often we got ripped off, or got counterfeits—during Google’s 2 year probationary period and we provided that information but the fed gov’t hasn’t done anything so far. Engaging on these tech issues is not new.  3-D printers are an emerging issue.  Will change business more than the internet. Will be able to print a cellphone. Won’t need Chinese labor. Also IP theft.  Guns, drugs.
 
Encryption: will you get sued if you don’t encrypt? You can’t encrypt w/in business, but if you send it to someone else, they need to decrypt.  Apple iOS: Now we have digital info in almost every criminal case—texting, photos, emails. We rescue kids by working with Facebook: we find them if they’ve run away. FB works with us.  Law enforcement access saves lives.  Crooks want privacy protection—helps sell phones.  (So much for data breach concerns.)   If we can’t get cellphone companies to keep some code for us, we need a law to give us the best evidence.  What if a guy gets shot and the video on the phone is the only evidence?
 
Q: in the past, NAG has cooperated w/FTC. What’s it like now, and how do you see it going forward?  What are the priorities in consumer protection, and do they match those of the FTC?
 
A: have a good relationship w/FCC and FTC.  Antitrust can be slow, but generally they deal with a bigger bureaucracy.  Ads to kids: higher standards. Particularly online, all the apps targeted at kids.
 
Q: why aren’t you boycotting Indiana? Aren’t civil rights a critical issue as well?
 
A: Governor of Conn. banned state funds for travel there.  They’re going to have to deal with their own problem.
 
Q: distinguishing between ads and content—are the AGs involved?
 
A: not as much, but in the area of Google ads/AdWords, when we see “how to murder your wife” for a YouTube video, we notice that.  Have to disclose where you place ad.  We will look at putting legit ads beside illegit ads. 
 
Q: self-regulation, including on piracy: ecosystem challenge is where the liability should be put.  There’s a challenge in putting liability on intermediaries.  We’ve come out on having advertisers do contracts and push down limitations on ads delivered on pirate sites.
 
A: companies have a role here. Talk to the AGs but AGs can’t carry all your water.  A lot of times competitors come to us. We try to stay out of individual class actions.
Posted in 230, advertising, google, http://schemas.google.com/blogger/2008/kind#post, privacy | Leave a comment

ANA conference: surveys

What Do Consumers Think? Using Online Surveys To Demonstrate Implied Claims
 
David G. Mallen, Co-Chair, Advertising Disputes, Loeb & Loeb LLP: NAD now forum of choice for many ad challenges, especially since the standard of proof is different for implied claims. Survey not required but may be useful. 
 
Kelsey Joyce, Senior Director, Legal Affairs, T-Mobile USA
 
We deal with competitive ads all the time.  Survey: in 43(a), very helpful; is it worth spending the money on survey for NAD?  Discussed with marketing clients as well as external lawyers/survey expert.  Timing: if this is an ad we really want out of the market—and they all are!—we might not want to take the time to do a survey in order to get the challenge started. 
 
Hal L. Poret, Senior Vice President, ORC International: possible to put together a survey with 2 weeks’ notice, which can be important w/NAD.  Difference between online and mall survey may allow you to supply a rebuttal survey in short time.
 
Mallen: what’s candidate for online survey and needs mall intercept?
 
Poret: what’s the ad and how is it being shown? Online survey may have very small screen.  Could be desktop/laptop.  Even tablet/mobile phone, though you want to stop that if you can. Can it be fairly presented on computer screen?  TV ad w/small print, or graphics/charts that might be harder to read, think carefully about whether showing it on a computer screen would be challenged.
 
People also move quickly through unsupervised online surveys; want to get through it.  Human interviewer: social pressure to respond; interviewer takes down answers for them = longer, more detailed, thorough answers. If you need people to speak in their own words, online may be more difficult.
 
You don’t always need a human interviewer—majority of NAD cases allow online; advertisers are often trying to go up to the line between true and false, and thus you almost always need a closed-ended question, and online surveys are ideal for closed-ended questions.
 
Q: “Nobody knows you’re a dog”—is that an issue?
 
Poret: it’s not to me; that’s how marketing research works these days. We work with large online panels that recruit lots of people and work to comply with standards. We have techniques to know who we’re inviting—DOB, gender, etc. to know who’s taking the survey.
 
Q: controls?
 
Poret: in some ways online surveys lend themselves to what you want as a control—often the most effective thing is altering the original ad to clarify something or make it true. Digital alteration is often most desirable, and presenting it online makes sense.
 
Joyce: NAD Case No. 5686, T-Mobile challenged Sprint’s campaign for Unlimited My Way monthly service plans. Challenges: Ads w/specific scenarios depicting how consumers can save money imply that consumers will save. Guaranteed Unlimited For Life confuses consumers about whether “for life” applied to the $80 monthly fee or the unlimited talk, text, and data.  “Guaranteed for life and only from Sprint” implied that only Spring had unlimited talk, text, and data. Considered not doing a survey because it seemed misleading on its face. We thought consumers would take away message that the price was part of the fee.  Decided to survey because (1) wanted backup, (2) were challenging another Sprint ad that they thought needed a survey, so taking the time was a nonissue.
 
Poret: control was clear cut because the issue was combination of “for life” with $80 in close proximity.  Control: unlimited for life, eliminating $80.  Challenge: didn’t show entire webpage, just ad banner. But NAD was satisfied with explanation that nothing else on the page clarified the offer and that this was a standalone ad.
 
Mallen: issue is net impression, but net impression of what? You may sometimes have to test an entire webpage.  When would that be?
 
Poret: other content possibly right above or below that bears on that.  Headline, graph, and then a paragraph of text. 
 
Joyce: we captured the entire page so we could show how the test and control were displayed.  Control: “only Sprint delivers unlimited for life,” without the $80.  The control ad is an ad that we can live with in the marketplace at the end of the day. Create a blueprint for Sprint to fix what we think is the deception.
 
Poret: NAD skepticism about closed ended questions makes it really, really important to have a good control that shows that closed ended questions on the control didn’t produce the deceptive answer. “Based on the ad, what is guaranteed for life?” Please be as detailed and specific as possible.” After other filter questions, including whether the ad communicated anything about a guarantee for life.  NAD will want that.
 
Test group: 34.5% said guaranteed $80/life when asked the intro broad questions “what did this ad communicate?” 5.5% in the control group said the same thing. Net 29%. Didn’t even need the closed-ended questions.  If you did, 57%/9%, net 48%.  NAD accepted the survey evidence.
 
Joyce: other challenged ads were tougher.  $83/year offer depended on buying one particular phone, iPhone 4. Disclaimer was at the bottom but we thought it wasn’t clear; offer was “our most popular free smartphone”—but that wasn’t the most popular phone, smartphone, free phone, or iPhone even at Sprint: it was the most popular free smartphone at Sprint.
 
Poret: problem was not that something needed to be removed, but that something needed to be added: “when you choose an Apple iPhone 4” was control.  Here we needed closed-ended questions much more because it wasn’t the kind of ambiguity people would resolve on their own.  Online survey works well here because you need the closed-ended questions.  55% in test said that the savings would apply to any phone; went down to 18% with control ad—helped convince NAD that the survey was reliable.
 
Joyce: we’re more willing to run a pilot survey before the NAD, because that’s not discoverable. But we do think about discoverability even at the NAD; just because we’re not litigating now doesn’t mean we won’t be soon, especially when we’re an advertiser defending the claim.  Follow-on consumer class action lawsuit is often an issue.
 
I need a control ad that we can live with if we won in the marketplace.  We absolutely every time we challenge an ad, we think about how this will impact our own advertising. 
 
Poret: Different perspective because it’s not his role to design Sprint’s advertising for them, and there’s no magic answer to the question of how it should be. I’m trying to create something that will allow me to test whether my questions are producing answer X when I know from this ad that they shouldn’t answer X. I have to be satisfied that a reasonable person shouldn’t come away from the control thinking the offer applies to any phone instead of a still confusing version, so I know what I see is just noise.
 
Q: what about TV ads?
 
Poret: that would go to what’s in the ad.  I do such surveys frequently, mainly where there are strong takeaways. Sometimes important info is on the screen in the ad that I worry about someone seeing in an online survey.  Maps/charts/graphs/legents/mouseprint. Don’t want to risk people can’t see that in certain scenarios.
 
Go to court: you don’t know what judge you’re getting, whereas NAD knows me and probably the other survey expert—familiar with expert battles.
 
Joyce: some judges will accept any survey, while others will never accept one.
Posted in conferences, http://schemas.google.com/blogger/2008/kind#post, surveys | Leave a comment

ANA conference: keynotes

2015 ANA Conference
Keynote Address: Michael O’Rielly, Commissioner, FCC
Missed most of this due to transit, but he thanked advertisers for defending their interests before the FCC and said they should be involved before an issue reaches his desk.  Not every call from a legitimate business is a form of harassment, so TCPA rules need to be relaxed.
 
Q: how will new rules affect the FTC?
 
A: trying to work together.  Net neutrality: broadband = telecom provider and thus under FCC jurisdiction, extending into privacy area. Workshop exploring those issues later this month. Past experience in privacy has been rather narrow and restrictive/problematic than other agencies, including FTC’s approach to info sharing.  Narrow compared to world of data available on internet.
 
Q: will there be regulatory forbearance?
 
A: have no faith in that.  I call it faux-bearance. They pick and choose which provisions they keep. They have forborne from 56% of Title II, but that leaves 44%.  Truth: number means nothing. Previous drafts: real heart of Title II is sec. 201, and you don’t need the other provisions to get the same results.  All those forborne provisions are applicable under 201, “just and reasonable.” Very vague.  Will be chipped away over time by substantive folks and enforcement bureau.
 
Q: what’s the basis for the claimed jurisdiction over privacy?
 
A: in declaring broadband a telecom provider, they’re subject to sec. 222 of Title II, dealing with security and privacy. Targeted towards customer proprietary network info like time, date, length of calls (CPNI). Not towards internet data. We’ve subsumed all that authority. My statement: not only because lines b/t broadband and edge are blurry, but also regulatory bodies don’t stop at the lines designed today. Will continue to extend until we get edge providers in FCC jurisdiction. This will make privacy very important.
 
Q: For marketing teams, what would you tell them?
 
A: Be very vigilant in examining what’s being done at FCC and in explaining how the products and services you represent are beneficial to consumers. Don’t wait until there’s a crisis. Staff may be focused on something else but they’ll appreciate that you came in before something bad happened. At that point, it’s very messy (data breach, etc.).
 
Q: You worried about global regulators adopting/expanding the plan—Euro carriers reportedly said that US uncertainty gives them an edge in the internet of things.  Could you talk about int’l implications?
 
A: They see this as an opportunity to get ahead in an industry they’ve always lagged.  Tickled pink that US may go down this path.  (RT: what would getting ahead mean here? Charging more?)  A number of nations look to US as telecom/tech policy leader and tend to adopt what we adopt. We fund a number of programs teaching int’l regulators.  (I see a different kind of connection between those two sentences.) One teaching: independence of the regulator is important.  We’ve had difficulty—this administration has bridged new era in involving itself in FCC activities, and worries that next admins will not put the genie back in the bottle. When you take that internationally, you’ll see breakdown of independence in other countries.  South Korea ITU: African nations were appreciative of the time they’d spent learning the benefits of an independent regulator, but we’ve let an administration weigh in and that’s very problematic. It’s not a partisan issue. (Really.) 
 
Q: Should we expect changes in sponsorship identification rules? Program-length commercials, particularly for kids?
 
A: Hasn’t heard anything about program-length commercials. We do have waiver petition before us on sponsor IDs, moving that info to the internet, contest rules, etc.  No longer need to have them on radio & TV. I have looked favorably on that in the past. The place where the info is may change, but has heard nothing about examining content of info.
 
Q: can you elaborate on comment that net neutrality would prohibit sponsored data plans?
 
A: not “would,” but staff is examining various issues. Based on past experience, skeptical that FCC will view sponsored data plans/data caps favorably.  It’s been beneficial in poor nations to bring tech to consumers; differentiates carriers in the US; can be beneficial for new tech.
 
Q: Given CPNI covers who you’re talking to and when you do it, and that info is captured by browsers and ad serving networks online, will we make ISP responsible for controlling that?  Will we pull browser/website creators in on CPNI rules?
 
A: don’t know scope of issues, but wouldn’t be surprised if all were on the table. Complete panoply of info sharing will be examined.  That’s why you should be vigilant.
 
Q: any further views on CPNI beyond the workshop coming up?
 
A: I have tried to be a public servant: examine all the issues, read all the record, do all the workshops. So doesn’t want to preclude what may happen.
 
Q: legislation?
 
A: when people think they’ve won, they don’t try to find common ground.  If the courts change that, things may change.
 
Dan Jaffe, Group Executive Vice President, Government Relations, ANA
What The New Political Reality Means For Advertisers  (AKA news for storage jars—I love this)
 
Radical political change.  Congress was close to comatose; hard to take your own efforts seriously.  Now we’ve moved from comatose to superheated. ANA favors lowering overall corporate tax, but traditional treatment of ads doesn’t have to be sacrificed—we must not be duped into thinking this is necessary. 
 
(1)   Rapid political change. Historical “Do-Nothing Congress” passed 273 bills, and this past did fewer than that, mostly naming post offices. Republicans are claiming they will push tax, privacy, data security, patent trolling legislation, all w/substantial impacts on ad industry.
 
New range of players on key committees, all w/activist agendas. But intra and interparty divisions persist.  Boehner and Obama and McConnell all have trouble making their constituencies follow a leader.  Reid is diminished by retirement.  So serious questions about agenda implementation exist.  Many divisive issues; bills containing poison pills are lined up to exacerbate these issues—e.g., human trafficking bill.  Democrats still have leverage too: filibuster, veto pen.  2016 looms large: small window for action.  Republicans will be driven by drive to create contrast w/Hillary Clinton.
 
(2)   Increasing threats to ad tax treatment.  (I’m pretty sure this is his perennial theme.)  Draft ad amortization proposals for 2014—Senate Bill saying you can deduct only 50% of advertising and remaining should be written off over 5 years, House 10 years. Could cost over $169 billion in increased taxes over 10 years.  (You mean some of these guys might owe Uncle Sam money?)  Chairman Ryan of Ways & Means says he wants a major tax reform move this summer.  Five different subgroups in the Finance Committee in the Senate studying the issues; we’re submitting comments against amortization.
 
Main arguments for amortization: (1) It would raise a lot of money.  That’s not an argument at all.  Claim: Everyone has to give blood so we can lower corporate tax rate.  (2) An ad today creates lasting value in brand awareness and customer loyalty—generates ongoing revenues.  It would be nice if that were true, but advertisers don’t advertise just every ten years.  (3) Advertising as a whole creates longterm value that needs to be written off over time. But that doesn’t justify changing present treatment of ads; it’s the engine of our economy and drives 21 million jobs/$6.7 trillion of economic activity. 
 
Life of an ad is getting shorter, not longer.  Better consumer info, targeting, faster response time to market changes. If ads not performing, advertisers know about it almost immediately and change them. Competitors are also responding more rapidly.  Many advertisers use ads w/an expiration date—coupons, sales.
 
Ads do build brands, but that only happens through constant reiteration/hammering. If you stop for a day, begins to erode. Famous companies have gone bankrupt: Borders, Circuit City, Radio Shack, Polaroid, Pets.com, Lehman Bros.  Their ads are not effective today.  (Not my field, but: Isn’t that true of a lot of their assets, though, inasmuch as they are bankrupt?)   Are we really like an office building (40 years), laptop, car?  Congress is not seeing the obvious.  If you advertised a 2015 model car, you’d have to amortize 9 years past when the model was sold.  Stigler & Arrow says it’s not reasonable/rational.  None of the other major economic powers have needed to amortize advertising to lower corporate tax rates (China, Japan, Germany, France, UK).  Every country w/lower tax rates than us has done this w/o burdening advertising—why are we the only country that needs to do so?  (Oh, so many possible answers there.)
 
Tax threat isn’t just federal—Pa., Ill., Cal., and Puerto Rico are considering applying service taxes to advertising.
 
(3)   Present status of privacy and data security/breach legislation. President’s Privacy Bill of Rights was DOA—business, consumer groups, FTC, Democrats and Republicans thought it was too weak or too strong. Major privacy legislation is unlikely this Congress. Though breach/security legislation is absolutely essential in response to major breaches in 2014-2015. If you haven’t had a breakin, you just haven’t realized you’ve had one.  Result: reasonable consumer concern.  Breach of security legislation is not separate from privacy legislation.  If you can’t convince people their data is secure, they will resist agreeing to give you that data, and they’ll put more restrictions on its use.  47 inconsistent, conflicting state data breach laws across the US, plus Puerto Rico, V.I., D.C., and Guam.  Laws are constantly being changed. Hard to stay on top even for large companies. Virtually impossible for everyone else.
 
Data breach legislation is moving, focused on federal preemption; material financial harm triggers to avoid meaningless breach notification; and expansion of FTC authority into new areas. Likely to expand to triggers for health info and geolocation info.  Markup expected in full committee after Easter recess. Companies w/a POV should weigh in now.
 
(4)   How the digital revolution is upending existing regulation. Regulatory world is developing away from clear divisions between media.  Convergence is ever more rapid.  Regulatory divisions may need to be recalibrated/drastically altered. Most pronounced between FTC/FCC but we’ll see it in other areas like CFPB.  Need to avoid overlapping/inconsistent rules.  House legislation looks to give FTC more authority, while FCC proposed to regulate more activities under Title II.  FCC says “trust us” on forbearance over 30 statutes and 700 existing rules.
 
(5)   Who if anyone will control the regulation of the internet?  FCC’s net neutrality rules take authority from FTC; FTC data breach and security legislation takes authority from FCC.  Delegation of root to ICANN—e.g., .SUCKS issues.  EU’s right to be forgotten—attempting to extend it internationally, along with other types of privacy issues. 
 
Q: with ads to millennials increasing, and millennials less concerned about privacy, how will that shift policy?  (This is a great example of the rhetoric that danah boyd so incisively deconstructs, deployed for a specific purpose—loosening of scrutiny of what is done with data, as if posting selfies for friends were the same thing as sharing medical data with advertisers.)
 
A: As they start taking more control of legislatures and courts, that voice may be heard louder, but in the interim, old people run legislatures and courts and are unsophisticated about these issues. Politicians, often with good reason, are particularly sensitive about data.  Less sophisticated and highly concerned—in the short run, even though millennials don’t care what they put on Facebook, that won’t drive policy.
 
Q: about harms of amortization.
 
A: would cost millions of jobs.  If they can’t find the money for something, they will come looking for advertising—they haven’t mentioned ads for funding the Highway Trust Fund, but he fears it.
 
Q: realistically, what are the chances for patent reform or privacy legislation being signed?
 
A: High chance of legislation for tax reform—highest nominal corporate tax rate in developed world, resulting in inversions.  Tax reform is going to happen; we need to be working right from the beginning or we will be lost at the end.  Does not see privacy legislation going forward, but data security/breach legislation has a better chance than it’s had for many years.  Wouldn’t bet anything for sure, but better than 50/50.  Patent reform: better chance of moving forward—was moving quickly in last Congress.
Posted in advertising, ftc, http://schemas.google.com/blogger/2008/kind#post, privacy | Leave a comment

Reading list: descriptive and suggestive TMs

Jake Linford, The False Dichotomy Between Suggestive and Descriptive Trademarks. Abstract:

Classifying a trademark as descriptive rather than suggestive fundamentally alters the scope of trademark protection. A descriptive mark, derived from a feature of the product or service sold, only qualifies for protection after the mark has acquired source significance, i.e., consumers see it as a trademark. A suggestive trademark, which indirectly invokes qualities of the product or service, is protected without evidence of source significance. Courts often struggle to distinguish between suggestive and descriptive marks. The effort would nevertheless be reasonable if the differences between suggestive and descriptive marks justified their disparate legal treatment. But in light of cognitive and historical research into language change, protecting a suggestive mark without evidence of source significance may not be warranted. In fact, trademark law erroneously inflates the difference between suggestive and descriptive marks. This mistake becomes apparent in light of theoretical, historical, and cognitive research into “semantic shift”: the process of words gaining and losing meaning over time. Linguistic analysis reveals an inconsistency between how trademark doctrine treats suggestive and descriptive trademarks and how consumers likely process them. Suggestive and descriptive marks are not so dissimilar as to justify different treatment. Instead, they likely influence consumers in similar ways. As a result, trademark law should reposition the line between descriptive and suggestive trademarks. A suggestive mark, like a descriptive mark, should be protected only upon a showing that the mark has developed source significance in the minds of consumers.

Very interesting and largely persuasive, though I think he misreads my Gone in 60 Milliseconds–he argues that quick mistakes are very hard to correct, but my points was that (accurate) recognition delays, allegedly produced by the presence of diluting marks, haven’t been shown to affect real purchases, for pretty much the reasons he offers to explain why descriptive and suggestive marks are more similar than different: context matters a lot.

Posted in reading list, trademark | Leave a comment

A legitimate affiliation confusion claim?

Grubbs v. Sheakley Group, Inc., 2015 WL 1321126, No. 1:13cv246 (S.D. Ohio Mar. 18, 2015)
 
The court adopted the magistrate judge’s recommendations in this case, dismissing Lanham Act claims (and RICO claims) and declining to retain jurisdiction over state claims.
 
Grubbs was the sole owner of Capital Concepts, Inc., a financial planning, wealth management, and tax preparation firm, which bought Tri–Serve Ltd. and Triserve # 1 LLC, companies that provided human resources and financial services to corporations. Defendant Strunk–Zwick worked for Tri–Serve as a managing director, then as the manager of Capital Concepts, then Tri–Serve again. Plaintiffs alleged that she schemed to defraud Capital Concepts, and later Tri–Serve, and to embezzle assets for her own purposes and for the benefit of other defendants. She allegedly worked with other defendants to transfer clients, employees, and other assets from Capital Concepts and Tri–Serve to entity defendants.  After Grubbs presented evidence of Strunk-Zwick’s scheme, including falsified bank documents, Strunk-Zwick was charged and ultimately convicted of wire fraud.
 
In July 2009, Strunk–Zwick sent emails to a limited number of Tri–Serve clients stating that individual defendants were partnering with Sheakley HR and moving their offices, but that there would be no change to the services provided other than new contact information. The new address was listed as: “TriServe LTD c/o Sheakley HR Solutions,” and Tri–Serve’s address and logo appeared at the bottom of the emails. Plaintiffs alleged that this represented an affiliation between Tri-Serve and Sheakley.
 
The court found that plaintiffs failed to plead likely confusion.  Before using the multifactor confusion test, the threshold question was “whether the defendants are using the challenged mark in a way that identifies the source of their goods.” Here, the Tri–Serve name and logo were used in a “non-trademark way.” The emails specified that clients “will begin to see the Sheakley HR name” as opposed to the name TriServe in future communications. “The use of TriServe’s mark in a ‘non-trademark way’ as a source of comparison between the two organizations and to identify to the email recipients a change in service provider does not make the Entity Sheakley Defendants liable to plaintiffs for trademark infringement. Because the emails sent by defendant Strunk–Zwick clearly identify Sheakley as the future service provider, there is no likelihood of confusion as to the origin of the future services coming from TriServe.”
 
Comment: wow, an affiliation confusion claim that I think should’ve been taken more seriously.  Will wonders never cease?  The problem isn’t that it wasn’t clear that Sheakley would be the service provider.  The problem with the quoted emails was that they made it sound like Tri-Serve was becoming Sheakley in voluntary fashion.  Parts of the emails not quoted in the opinion may have made clear that it was the individual defendants, not the whole Tri-Serve enterprise, that was moving, in which case the court’s ruling makes sense.  But “TriServe c/o Sheakley” sure sounds like an affiliation claim standing alone.
 
False advertising: Here the problem was “commercial advertising or promotion,” using the Gordon & Breach test.  The 2009 emails had only 23 recipients, and “[a]bsent allegations as to either the size of the relevant market or the number of entities within that market that [defendants] contacted, it remains entirely speculative as to whether [defendants’] communications have been ‘disseminated sufficiently to the relevant purchasing public to constitute advertising or promotion within [plaintiffs’] industry.”
Posted in http://schemas.google.com/blogger/2008/kind#post, trademark | Leave a comment

Fair use quote of the day

Rigsby v. Erie Ins. Co., No. 14-cv-905 (W.D. Wis. Mar. 16, 2015): “It is difficult to imagine how it could not be fair use for an insurer to copy or distribute a photograph for the purpose of evaluating an insured’s claim.”

Posted in http://schemas.google.com/blogger/2008/kind#post | Leave a comment

The cartoonist has no idea how fair use works

Story here.

Posted in comics, dmca, http://schemas.google.com/blogger/2008/kind#post | Leave a comment

Reading list: Campbell at 21/Sony at 31

Jessica Litman, Campbell at 21/Sony at 31. As you’d expect, insightful and a pleasure to read. Extracts:
 
When copyright lawyers gather to discuss fair use these days, the most common refrain is its alarming expansion. This distress about fair use’s enlarged footprint seems completely untethered from any appreciation of the remarkable increase in exclusive copyright rights.  …
The idea … that copyright owners’ rights could be greatly inflated without inspiring a comparable expansion in fair use seems delusive. If many, many more uses are arguably prima facie infringing now than before, it follows that fair use will need to stretch to permit more of them. None of the voices expressing the hope that fair use could be confined or returned to its mid-20th Century boundaries seem to endorse a proposal to cut back copyright rights to their mid-20th Century limits. …
When Congress enacted the 1976 Act, it apparently believed that consumers’ personal copying would not subject them to liability for copyright infringement under the new statute, but nothing in the language of the statute made that understanding explicit. Congress did not consider and did not provide for claims that making devices that facilitate consumer infringement might subject device makers to infringement liability. The Sony case, filed shortly after the Act’s enactment, raised both questions.  Confronted with a choice between finding liability where Congress had not intended to impose it or construing the statute to reach a narrower set of uses than the literal language might warrant, the Supreme Court settled on a new formulation of the fair use privilege that allowed it to avoid finding Sony liable for consumers’ personal copying. That fair use analysis wreaked a lot of mischief in the decade it controlled, chiefly by making it much more difficult for commercial uses to claim their uses were fair. It also, for good or ill, encouraged both consumers and businesses to structure their interactions around the assumption that consumers’ personal copying would normally be fair use. In 1994, the Court decided Campbell, and replaced the analysis it had adopted in Sony with a test that focused primarily on the transformativeness of the allegedly fair use. It left the implications of that change for secondary liability and consumer personal uses uncharted.
. . . Advocates for copyright owners resist any proposal to incorporate specific privileges and exceptions into the statute to privilege uses that Congress deems non-infringing. They warn that any new privilege or exception poses a grave risk that future pirates will make use of the privileges to shield wrongful behavior.  The uncertainty surrounding consumer liability, moreover, is itself a weapon that can be deployed against newfangled trumpet makers and the venture capital firms that might fund them.  With no specific exceptions, though, courts have little recourse but to construe fair use as expansively as they have recently construed copyright rights. And that is very expansively indeed.
Posted in http://schemas.google.com/blogger/2008/kind#post, reading list, secondary liability | Leave a comment

Wannabe competitor lacks standing to challenge false advertising

Maine Springs, LLC v. Nestlé Waters North America, Inc., 2015 WL 1241571, No. 2:14–cv–00321 (D. Me. Mar. 18, 2015)
 
Maine Springs was founded seven years ago to start a bottled water operation in Poland Spring, Maine. Maine Springs owned the natural springs, bottling facility, bulk water facility and necessary equipment for bottled water operations. The bottling facility was located in Poland Spring, and the bulk water facility was about 2 miles away in Poland, Maine. Each had its own spring water source, and Maine Spring’s permits make it the holder of the single largest natural spring water withdrawal permit issued by the State of Maine.
 
Nestlé Waters is the largest distributor of bottled water in the US, with a 31.6% share of all bottled water sales in the United States, almost double that of its closest competitor. Among its 15 brands is Poland Spring, America’s leading brand of bottled water.  Nestlé Waters represents that Poland Spring® bottled water is 100 percent natural spring water. The bottle says: “not all water is created equal. Poland Spring® Brand 100% Natural Spring Water comes only from carefully selected mountain springs that are continually replenished. What starts out as rain and snow, soaks into the ground and is filtered naturally by the earth with a distinct composition of minerals to create our crisp, refreshing taste.” This is part of a general strategy by bottled water sellers to differentiate their products from regular bottled tap water.
 
Although Nestlé Waters has a bottling plant in Poland Spring, the original Poland Spring is not used as a resource for Poland Spring water, because that spring has been dry for decades. Nestlé’s product doesn’t come from the same aquifer as the original source. Thus, Maine Spring alleged that Nestlé Waters’ representation that the Poland Spring was one of its sources was literally false.  (Wouldn’t the mark be subject to cancellation on this ground if the falsity were material?) In addition, Maine Springs alleged that the ground or well water sold as Poland Spring doesn’t necessarily come from “carefully selected mountain springs that are continually replenished,” as advertised. Though Poland Spring was sold as 100% natural spring water Main Springs alleged that the water comes from a variety of sources including springs, ground water and well water in the Maine geographic area.
 
Maine Springs made attempts to supply bottling companies with its bulk water, but was rejected, and it alleged that “[o]ther bottling companies and at least one distributor have similarly rejected Maine Springs’ proposals for fear of threatened litigation by Nestlé Waters.” Thus, the bottling and distribution facilities have sat idle. Nestlé Waters threatened litigation against Maine Springs for trademark infringement: Nestlé Waters’ position was that Maine Springs could not identify the source of its water, Poland Spring, without creating confusion.  As it wrote, “While we appreciate that there is a geographic location known as Poland Spring, Maine, the predominant associations created by the statement are that the ‘Poland Spring’ is the source of the water and that its contents are associated with the Poland Spring® brand.” 
 
Nestlé Waters demanded that Maine Springs not use any label that identified Poland Spring, Maine as the source of its water, but, as a matter of federal and state law, bottled water must identify its source on the label, including city, state and ZIP code.  (Sounds like an interesting preemption/preclusion defense.)  Maine Springs thus changed its label from “Source: Poland Spring, Maine” to “Source: Located in Poland Spring, Maine,” but Nestlé Waters advised that it did not approve of the change.
 
Maine Springs sued for violation of the Lanham Act; Nestlé Waters argued that Maine Waters didn’t come within the zone of interests protected by the Lanham Act and failed to sufficiently allege proximate cause. But that was distinct from Article III standing, which the court had to address independently, and found wanting. Maine Springs needed to show that Nestlé Waters has invaded “a legally protected interest that is ‘concrete and particularized.’”  It didn’t. Its claims of harm from the false advertising were bald and conclusory.
 
Maine Springs alleged that consumers of bottled water choose Poland Spring water due to Poland Spring’s false statement that its water is natural spring water from the Poland Spring, whereas if Poland Spring were truthful consumers would buy Maine Springs water instead.  But Maine Springs hadn’t actually entered or attempted to enter the bottled water market in any way. Instead its facilities are idle and the complaint didn’t allege that it was prepared to sell bottled water. Thus, the allegedly false advertising couldn’t have diverted consumers. Maine Springs’ plans of eventually marketing and selling bottled water were “too speculative to constitute an injury-in-fact for its Lanham Act claim.”
 
Maine Springs also alleged that bottling and distribution companies rejected its supply proposals, which was a concrete and particularized injury, but it failed at the causation stage. The alleged violation of the Lanham Act was the false advertising, but the rejection of supply proposals wasn’t connected to that.  (This also prevented Maine Springs from alleging proximate cause under Lexmark.)
 
The court declined to exercise supplemental jurisdiction over Maine Springs’ tortious interference claim.
Posted in http://schemas.google.com/blogger/2008/kind#post, preemption, standing | Leave a comment