Water wars: lack of secondary meaning precludes injunction


Buzz Bee Toys, Inc. v. Swimways Corp., — F.Supp.2d —- (2014), 2014 WL 2006799, No. 14–1948 (D.N.J. May 15, 2014)
Here, the court found likely confusion predicated on the near identity between the parties’ product configurations, but denied a preliminary injunction for want of secondary meaning in the design of plaintiff’s water guns; there just wasn’t real evidence that people recognized the design as an indicator of source.  One oddity: the court found that intent weighed in plaintiff’s favor in the likely confusion analysis because of the intentional copying, but didn’t weigh in its favor in the secondary meaning analysis because intentional copying isn’t necessarily bad intent, especially in a product design case, in the absence of intent to pass off.  The latter is the correct rule but courts occasionally slip into the former; it’s just a bit odd to find both in the same case.
Buzz Bee’s Avenger and Swimways’ Storm

Buzz Bee’s Kwik Grip and Swimways’ Stryker
As the court commented, “[t]here are small differences between the products, but the overall similarity of the product lines is unmistakeable.”  (Another tidbit from the analysis: though the differences in packaging/house marks were much greater (and indeed the package often obscured significant features of the gun for the Swimways products), the court disregarded that because the target audience included children; though there wasn’t evidence of their level of discernment, the products were cheap and children couldn’t be considered the kind of sophisticated audience that would be protected from confusion by the packaging.)
Anyway, without secondary meaning, the likelihood of confusion was irrelevant.  Also, the court independently found that Buzz Bee hadn’t shown irreparable harm.  Buzz Bee argued that infringement was irreparable injury as a matter of law.  eBay precluded this argument, overruling prior Third Circuit precedent.  Buzz Bee argued that the trademark presumption didn’t fall afoul of eBay because it only extended to one of four factors and was rebuttable.  Nope.  Take it away, Salinger: “eBay’s central lesson is that, unless Congress intended a ‘major departure from the long tradition of equity practice,’ a court deciding whether to issue an injunction must not adopt ‘categorical’ or ‘general’ rules or presume that a party has met an element of the injunction standard.”  A possibilityof irreparable harm wasn’t enough to justify the extraordinary remedy of a preliminary injunction without a showing of likelyirreparable harm.
Here, Buzz Bee failed to show irreparable harm.  It made the usual quality control/reputational risk argument, but the court concluded that it hadn’t “shown that any consumers blame Buzz Bee for or associate Buzz Bee with Swimways’ product failures, if any.”  Buzz Bee alleged that now was the prime consumer purchase season, but that didn’t seem unredressable by money damages, and Buzz Bee’s relationship with Target (which sold the Swimways products) seemed damaged for good regardless.  Since Swimways offered its line exclusively through Target, it wouldn’t affect Buzz Bee’s relations with other retailers; Buzz Bee failed to provide any evidence that any retailer’s willingness to sell Buzz Bee products depended on exclusivity of design.
Buzz Bee argued that this copying would lead to other copying, destroying Buzz Bee’s goodwill. But it didn’t show that this sequence of events was likely without an injunction, as opposed to possible.
Swimways, for its part, argued that styles vary yearly, and styles from previous years may be difficult to sell, making it unable to sell its products in the future if an injunction issued. Buzz Bee pointed out that Swimways copied Buzz Bee products that had been on sale for many seasons.  So defendants’ arguments about harm to them were “not compelling,” but there was still no likely irreparable harm.
Nor did the public interest favor an injunction, since although consumers might not distinguish between the two product lines, Buzz Bee hadn’t shown confusion as to source.  The similarity of the products made the case “challenging” to the court, but ultimately lack of secondary meaning or irreparable harm precluded a preliminary injunction.  Buzz Bee was free to renew its motion if discovery remedied the deficiencies in its case.
Posted in trademark | Leave a comment

Slate on GMO labeling

Slate’s story focuses on the question of the cost of labels.  If it’s just ink, the cost is virtually zero. However, if labeling changes consumer behavior (or retailer behavior), costs may change substantially.  The story, perplexingly, doesn’t discuss the question of who will absorb those costs–if non-GMO food costs more to produce, presumably at least some of that will be passed on to consumers, who will subsequently choose whether to buy the cheaper GMO product or the more expensive non-GMO product, unless producers give up on GMO products entirely.  To the extent that consumers respond to price changes by decreasing their demand for non-GMO foods, the magnitude of the costs of changing production to meet the new demand will be lower. 

I covered a similar issue of labeling-induced production changes in an article on disclosures and the meaning of “falsity.”

Posted in advertising, disclosures | Leave a comment

When is help with a free process worth $80?

Charging $80 to fill out a free application for student aid?  Vox has a story about two websites that do so, using official sounding domain names.  Shades of DMV.org.  The story claims that the federal government’s recent registration of a trademark in the form acronym (FAFSA) might allow the government to shut these sites down, but as the DMV case indicates, false advertising law could do the same regardless—and of course registration isn’t a prerequisite for protection.  (James Grimmelmann makes the false advertising point in the Vox story.)  In any event, if the sites aren’t falsely advertising, the use of FAFSA might well be nominative fair use, though the presence of FAFSA in the domain name could be problematic.  Check out the terrible, tiny disclaimer in the upper right/top of these sites, with a better attempt in a block of text near the bottom.  I wonder what consumer testing would say about how well these work:

The Vox story suggests that the value-added claims to make the process simpler are overstated:
But the Education Department has simplified the FAFSA in recent years. Students can now import income information from the IRS, and they’re allowed to skip some questions if they automatically qualify for financial aid because their family income is low. And while FAFSA.com offers a phone process that provides more assistance, the online option charges $79 for students to answer essentially the same questions that are on the Education Department’s form.
The article also has some interesting evidence of the number of visits to each site–one of which is the top result for a search on FAFSA because of its advertising–versus visits to the free official site (several times more, but that may just indicate that students separate into groups of savvy and less savvy).  How would you advise (1) the Education Department, (2) these businesses?
Posted in advertising, http://schemas.google.com/blogger/2008/kind#post, trademark | Leave a comment

Even big businesses need consumer protection law

American Demolition and Nuclear Decommissioning, Inc. v. IBCS Group, Inc., 2014 WL 1906791, No. 3:11CV00078 (W.D. Va. May 13, 2014)

ADND (now there’s an acronym!) is a New York corporation that provides demolition, decommissioning, and environmental remediation services. In 2009, it submitted a bid to perform demolition work at a nuclear facility in South Carolina owned by the Department of Energy, the Savannah River Site. ADND was required to furnish a performance and payment bond that complied with the requirements of the Federal Acquisition Regulations.  ADND had previously obtained bonds from Edmund C. Scarborough and his risk management company, The IBCS Group.   
 

Leaving individual names out for convenience: ADND emphasized that it needed to procure a bond that would have a high chance of being approved by the federal government.   IBCS encouraged ADND to review a brochure IBCS had recently published and posted on its website.  The brochure said, among other things:
… To back the bond dollar for dollar, some individual sureties, such as Scarborough, utilize Irrevocable Trust Receipts (“ITR”), a financial instrument widely recognized in the financial world and used by the Government and private businesses for a variety of purposes, as their vehicle to pledge the assets to the particular bond.
… Individual sureties are specifically recognized by the Federal Acquisition Regulation (“FAR”). Properly issued bonds are fully compliant with the FAR…. Individual surety bonds have been accepted by, among others, the Department of Justice, Federal Bureau of Prisons, the General Services Administration, Department of the Air Force, Department of Veterans Affairs and Naval Facilities Engineering Command …
Q. Is your company T–Listed?
A. This means approved by the federal Treasury department on their document “Circular 570.” For corporate sureties, this is an important part of their credentials—the ability to show they are capable of gaining the acceptance of the federal government. We are proud of the fact that our bonds have been repeatedly accepted by the federal government in multi-million dollar amounts. However, since Circular 570 only lists corporate sureties, the fact that we are accepted is not shown on this list. If the obligee requires a surety good enough to be approved by the federal government, we are! …
Q. What asset backs the bonds?
A. The bonds may be backed by cash, cash equivalents or readily marketable assets such as commodities. …
Q. What happens if a bond is rejected by an obligee?
A. We intend to pre-qualify all bonding requests to minimize the possibility of bond rejection. However, we will reverse a transaction if a bond is promptly rejected.
IBCS sent multiple emails to ADND with a link to the brochure (presumably as a footer): “Our updated brochure is now online! Valuable info about Individual Sureties and details about us: Brochure.”  ADND’s decisionmaker “read every page of the entire [b]rochure,” and “referred to it many times.” He believed that the individual surety bonds offered by the defendants would have a high chance of being approved by the federal government because they would be backed by appropriate assets, and that bond premiums would be refunded and that IBCS would reverse a transaction if one of its individual surety bonds was promptly rejected.
As you can guess, ADND entered into an agreement with Scarborough.  The agreement stated that “[t]he full initial fee is fully earned upon execution of the bond and will not be refunded, waived or cancelled for any reason,” and it contained an integration clause.  ADND paid the required bond premium of $138,005, and defendants presented a performance and payment bond, which was submitted to the relevant federal contracting officer.  This officer rejected the bond on the ground that the asset pledged as security (coal) was unacceptable, since the government will only accept (1) cash, (2) readily marketable assets, or (3) irrevocable letters of credit from a federally insured financial institution from individual sureties to satisfy the underlying bond obligations.  “Speculative assets” including “mineral rights” are unacceptable.  In fact, the Federal Circuit specifically held that previously mined coal was a speculative asset—“and the surety in that case was Edmund Scarborough.”  Moreover, the Army had recently investigated possibly fraudulent surety bonds issued by a number of individuals and entities, including Scarborough.
ADND promptly notified IBCS of the contracting officer’s decision; IBCS did not successfully cure the defect. Instead, it offered a replacement bond from another individual surety, allegedly secured by property in Nevada. That bond was rejected after the contracting officer “determined that the real property was actually owned by the United States government rather than the individual surety providing the bond.”  (!!!  What is going on in the world of surety bonds?)  The contracting officer told ADND that the contract would be terminated in three days unless ADND verified that it could get a bond from a T-listed surety, which IBCS could not provide.  ADND immediately paid for another bond from a different surety; this was accepted by the contracting officer.
ADND requested a refund of its $138,005 bond premium paid to IBCS.  Defendants refused.  ADND sued for false advertising under Virginia law.
Virginia’s false advertising law only covers written ads, and covers “any promise, assertion, representation, or statement of fact which is untrue, deceptive or misleading,” if the advertisement is made with the “intent to sell” or “to induce the public” to enter into an obligation.  The brochure was a written ad, as the Fourth Circuit has already specifically held in another case against IBCS; the court here didn’t apply collateral estoppel but still found the brochure sufficient.  The brochure was disseminated with intent to promote the sale of Scarborough’s individual surety bonds. It was available to the public on IBCS’s website and promoted in IBCS emails.
And the brochure contained “misleading or deceptive” information regarding IBCS’s refund policy. The statement that IBCS “will reverse a transaction if a bond is promptly rejected” by the general contractor or project owner was contradicted by its actual refund policy, which expressly forbade refunds for any reason.  (This is why we need false advertising law on top of contract law; the court noted that Virginia’s false advertising law is not trumped by an integration clause.)  Further, the brochure also had misleading or deceptive statements suggesting that the individual surety bonds issued by Scarborough were backed by assets that complied with government requirements. 
Finally, ADND suffered a loss from the deception—it was induced to buy a bond from the defendants that it wouldn’t have paid for if not for its belief that the bond was backed by acceptable assets.  Defendants offered no evidence to contradict ADND’s evidence of reliance and loss. Even if the evidence didn’t establish fraudulent inducement, this wasn’t a fraudulent inducement case. “Indeed, the Virginia Supreme Court has held, in light of the ‘notable differences’ between their respective elements of proof, that ‘the statutory cause of action for false advertising is not properly analogized to a common law cause of action for fraud.’”
Posted in consumer protection, contracts, http://schemas.google.com/blogger/2008/kind#post | Leave a comment

New article: More than a Feeling: Emotion and the First Amendment

127 Harv. L. Rev. (forthcoming 2014). Abstract:

First Amendment law has generally been leery of government attempts to change the marketplace of emotions—except when it has not been. Scientific evidence indicates that emotion and rationality are not opposed, as the law often presumes, but rather inextricably linked. There is no judgment, whether moral or otherwise, without emotions to guide our choices. Judicial failure to grapple with this reality has produced some puzzles in the law.

Part I of this Symposium contribution examines the intersection of private law, the First Amendment, and attempts to manipulate and control emotions. Only false factual statements can defame, not mere derogatory opinions. Yet trademark law allows exactly the kind of control over nonfactual, emotional appeals that modern defamation law precludes. These two bodies of law thus stand in contrast, one constrained by the First Amendment to cover only facts and the other allowed to reach much further into the dark heart of emotional manipulation.

Part II turns to compelled speech, and again finds two contrasting regulations united by their emotional mechanisms, but divided by their constitutional fates. Courts have struck down mandatory smoking warnings in visual form, but have approved mandatory abortion disclosures and ultrasound requirements that operate in the same emotional register. Regardless of whether the regulation involves a direct government mandate or private parties claiming competing rights to influence the audience’s emotional state, then, current First Amendment law doesn’t have a consistent account of the proper role of emotion in speech regulation.

Part III suggests that the contradictions of current doctrine could be ameliorated by less distrust of emotion and more acceptance that where information is being conveyed, emotion will regularly follow. Our focus then should not be on whether deployment of emotion is “manipulative,” but whether it is part of a discriminatory or factually misleading regulation. When the government can otherwise constitutionally mandate disclosure, the fact that these disclosures have emotional resonance is not an independent constitutional barrier.

Posted in commercial speech, defamation, dilution, disclosures, first amendment, my writings, trademark | Leave a comment

Fair use twofer: motion to dismiss and summary judgment for critical uses


Caner v. Smathers, No. 4:13-CV-494 (N.D. Tex. Apr. 17, 2014)
If hard cases make bad law, it may also be that sometimes jerks make good law.  Here is an addition to the growing number of cases finding fair use on a motion to dismiss.  (The next Canercase finds fair use on summary judgment, which is less pleasant but still ends up with some very fine statements about the benefits of fair use.)  Caner alleged that Smathers infringed by posting two videos featuring Caner online. The videos “were taken during a presentation given by Dr. Caner to the United States Marine Corps.”  (Why is he the copyright owner?) 
Caner claimed to have been associated with Muslim extremist groups until moving to the United States and converting to Christianity. While his faith background is central to his writings and lectures, in 2010 questions began to arise about some of his biographical claims.  Sometimes, Caner claimed to have moved to the United States as a teenager, after spending years on the “cusp of Muslim extremism” in Turkey. In other accounts, Dr. Caner moved to the United States with his parents when he was three or four years old.  As a result of these questions, Liberty University—where Caner was then dean of the seminary—investigated him, and he was ultimately removed as Dean, after which he left the university for another college.
Smather blogged about Caner’s misrepresentations, as a part of which he posted the videos in suit. When Caner’s takedown notice proved unsuccessful because Smathers counternotified, he sued Smathers.  Caner apparently didn’t contest the fair use argument, but the court proceeded to analyze it independently.
There was no evidence (nb: court must mean allegation, given the procedural posture) that Smathers posted the video for commercial gain.  His sole purpose was to expose Caner’s inconsistencies and criticize him.  This was transformative of the character and message of the videos.  As for the nature of the work, Caner’s lecture was supposed to provide information about Islam, and thus was factual.  “This is true even though the facts concerning Dr. Caner’s biography are alleged to be fictional.” 
Smather did use the entirety of the videos, which weighed against but did not preclude fair use.  For market harm, any financial loss wasn’t related to unauthorized reproduction but rather to Smathers’ legitimate criticism, which does not give rise to “a harm cognizable under the Copyright Act.” Campbell. Thus, fair use.
The court noted that it would entertain a separate motion for attorney’s fees, which I trust will be forthcoming.
Caner v. Autry, No. 6:14-cv-00004 (W.D. Va. May 14, 2014)
Same videos, different posture, same result.  The court goes into more details on the facts of Caner’s life, noting that it is using sources that may appropriately be judicially noticed (and as to the contradictions, it’s using them not as evidence of truth but rather as evidence of what Caner stated at various times).  He and his brother wrote a book about their upbringing as Muslims in Ohio and their conversion to Christianity.  But a few years later, Caner “started making claims in his public speeches that he had grown up as a Muslim in Turkey, steeped and trained in jihad, in a tradition that went back several generations in his father’s family.” 
In the book, he stated that his parents met at a university in Sweden, where he was born, then moved to America when he was three or four years old; he attended a mosque in Columbus, Ohio as a teenager during weekend visits to his father after his parents’ divorce, until he converted to Christianity in high school.  In one of the USMC videos, by contrast, he said that he “wore [his] robes” to America, that there are “two types of Turks who come to America,” that “[w]e came in full gear,” that he was “taught that you hated me” through his “training and [his] Madrasa Istanbul, and his “training and my Madrasa in Cairo before [coming] to America”; he described himself as a “Turk,” and said he did not encounter the two nations of Islam “until ’78 when we came here to America.”  His bio said he was born in 1970, so that also does not quite square up with another set of statements, where he said “I’m Turkish”; that he “knew nothing about American until [he] came here when [he] was 14 years old. Everything [he] knew about American culture [he] learned through American television, whatever they allowed into the Turkish region”; that he “moved to Brooklyn, New York”; and that he was “sworn to Jihad. At the age of 9 until I was 18 years old and [he] became a believer in Jesus Christ.”
His schtick proved popular, and his counsel conceded that he was a public figure.
Autry attended Liberty’s seminary while Caner served as dean, and initially supported him and his message.  However, Autry came to believe that Caner was a detriment to the Christian religion and to Liberty.  He thus joined the criticism of Caner by posting the two videos in suit, wishing to expose Caner’s dishonesty because Caner was making claims like those in the video “to countless churches and before the U.S. Military.”  Again the DMCA takedown (though the second video, at least, seems to have been different than the video in Smathers); again the counternotification (and by the way, you go, religious critics!); again the lawsuit.
The court found that summary judgment analysis was appropriate; Caner had been allowed some written discovery, and failed to identify any additional information he could seek that might present a dispute of material fact, which was consistent with his “noticeably sparse” filings. “Plaintiff’s unusual conduct gives rise to the impression that he seeks to reveal as little as possible to conceal for as long as possible that his claims lack merit.”  The court had equally strong words for counsel’s conduct at the hearing. “For the first time, without the benefit of written argument for all to see, or of citation (except sometimes to his own beliefs or thoughts) Plaintiff cast aspersions on Defendant’s motives and past association with Plaintiff and argued Defendant was not ‘qualified’ under the fair use doctrine to criticize Plaintiff.”  The court singled out counsel’s attempt to distinguish “cyber terrorism” from “cyber criticism”: “an anonymous cyber terrorist, in my mind, is not entitled to the same Fair Use protection as a publicly identified professional of Atheism.”  Oh-kay then.
What might preclude summary judgment?  Caner sought additional information about Autry’s purpose in posting the videos.  At the hearing, Caner’s counsel represented that Autry was a disgruntled former employee who once fully supported Caner but posted the video for the purpose of harming him economically.  Discovery, counsel urged, would reveal Autry’s improper purpose, and could also reveal that Autry profited from posting the videos and might provide evidence about the impact on Caner’s career through substitution of the video for a live lecture. “Plaintiff’s counsel made astounding claims during the hearing that discovery would affect the fair use analysis by showing that Defendant was not ‘qualified’ to direct ‘appropriate criticism’ at Plaintiff.”
None of that information (if obtained) would raise a dispute of material fact.  Use of the videos to criticze Caner as a “disingenuous public figure” would still be fair use even if (1) Autry were a disgruntled former employee who sought to harm Caner by criticizing contradictions in his narratives; and (2) Autry profited from that criticism and reduced the market for Caner’s work through the force of his criticism.  The assertion that only speech by “qualified” speakers or “appropriate criticism” could be fair use as against a public figure was “ludicrous on its face”:
The First Amendment’s protections, advanced by the fair use defense, have never applied to some bizarre oligarchy of “qualified” speakers.  Excluding speakers who criticize public figures from protection due to the speaker’s social status, level of education, or other nebulous “qualifying” factors would nullify the broad protections the First Amendment is meant to provide, and stifle the open discourse that stands against tyranny, intolerance, and oppression. 
(In another “ouch!” moment, the court pointed out that Caner himself has extolled the virtues of free thought and the dangers of censorship as part of his love for America.)
The second video in suit had never been submitted to the Copyright Office at all, so it was out.  (The court suggested it wouldn’t matter because the fair use analysis would be the same, of course.)  The first video had been submitted, though not registered; the court found that all that was required for the court to proceed was the completed application, a (mistaken) proposition with a fair amount of judicial support.
So, fair use: the purpose and character of the use here supported Autry.  Autry’s sworn declaration said that he posted the video for the purpose of making “religiously based criticism against a public figure on a matter of public concern . . . based on [his] sincerely held religious beliefs” that “it is morally wrong to lie, and especially wrong to lie in a church and to U.S. Marines.”  This was essentially conceded, despite Caner’s aspersions on his motives.  Criticizing Caner was a transformative purpose.  Autry’s blog posts “overtly contrasted Plaintiff’s statements in the videos with statements Plaintiff had made in other speeches and writings.”  His use was not to disseminate or profit from the video’s message about Caner’s background in Islam, but rather to expose contradictions and dishonesty in a public figure’s speech. “[T]his criticism lies at the heart of what fair use seeks to protect, in that it targets the allegedly inconsistent statements of a person who has placed himself in the public spotlight through the very narratives now under fire.” 
Even a commercial, for-profit use is fair use if it’s transformative. But Autry’s declaration also said he didn’t post the videos to make money and that he never received any financial benefit from doing so.  Caner suggested that Autry might be profiting through “lectures or speeches,” but so what?  “Bloggers sometimes profit from their posts through advertisements or other revenue, just as publishers profit from book reviews and other critiques.  Even if Plaintiff showed that Defendant wished to profit from criticizing Plaintiff, or that he did profit from his blog posts containing the , the transformative, critical use of the video still receives fair use protection.”
As for the argument that Autry’s vindictive purpose precluded fair use, that too was unsupported by the case law.  While fair use distinguishes between good and bad faith, that doesn’t mean that the animus of an alleged infringer toward the copyright owner matters.  Instead, copyright law focuses
most intensely on whether the purpose of the use is to “exploit[] the copyright material without paying the customary price.” “Many speakers who criticize others using copyrighted works may be motivated to do so based on dislike or distrust of the object of their criticism.  If that were a barrier to free speech, fair use would offer little protection, and the analysis would delve courts into a complex and highly subjective inquiry about the motivations and relationships between parties.”  The relevant bad faith is “unscrupulous appropriation of another’s work for personal profit,” not dislike. 
Nature of the work: Caner’s work was “clearly intended to be informational,” so that also favored fair use. 
Autry used the full work, but that wasn’t fatal, depending on the purpose and character of the use.  Indeed, “it would be senseless to permit the [alleged infringer] to use the [work at issue] for factual, historical purposes, but permit [the alleged infringer] to show only a half, or two-thirds of it.”  Autry said that he used the whole work in order to make his criticism more forceful, “so he could point out contradictions without readers questioning whether he had taken Plaintiff’s statements out of context.”  The court didn’t need to rely on Autry’s explanation, though: “a criticism involving contradictory statements may necessitate use of an entire work,” just as the NFL could legitimately use an entire copyrighted logo for historical and factual purposes.  “[I]t would be senseless to allow Defendant to criticize Plaintiff, but only less effectively, by using portions of the video.”
Market effect: the critical, transformative use made market substitution less likely.  Demand suppression is not actionable, and the court refused to credit Caner’s speculation that posting the entire presentation could deter groups from asking him to speak at their own gatherings because they already had access to his speech.  (Query: if the speeches aren’t being recorded with his authorization, does this even matter since it’s not substituting for copyrighted works?)  That just doesn’t matter, because Autry’s use was critical and transformative. 
No reasonable jury could find for Caner. The court indicated that it would consider a fee award.
If I were Caner, I’d prepare to write a check.  Make that two checks.
Posted in fees, http://schemas.google.com/blogger/2008/kind#post | Leave a comment

With a face like that: Maybelline defeats class certification


Algarin v. Maybelline, LLC, 2014 WL 1883772, No. 12cv3000 (S.D. Cal. May 12, 2014)
This case shows the many hurdles now present for consumer class actions.  Once again, perhaps ironically, consumers have no remedy when the harm is probabalistic; only competitors would. 
Plaintiffs sued Maybelline over its Superstay 24HR product line, which allegedly did not last for 24 hours.  Plaintiffs challenged the lipcolor (labeled “SuperStay 24,” “Micro–Flex Formula,” “No Transfer,” and “Up to 24HR Wear”) and foundation (labeled “SuperStay Makeup 24HR,” “Micro–Flex Formula,” “ZeroTransfer,” and “24HR Wear”).  Products are also advertised as makeup that provides “flexible, breathable, all day comfort,” that withstands “heat, sweat and humidity.”  The main challenge was to the 24 hour/no transfer claims.  (Disclosure: I use a couple of the 24HR eye shadows.  My experience with their persistence is mixed, but I think some would mostly stay on overnight, if that were desirable.  I can’t imagine believing a “no transfer” claim, though I can imagine hoping it would be true; if it were credibly demonstrated to me I’d buy the hell out of it.)
Plaintiffs alleged that they relied on these representations; that the products didn’t last anywhere near 24 hours; and that they paid a price premium over other Maybelline products—between $1-$1.50 for the lipcolor and $1-3 for the foundation.  Maybelline does sometimes issue refunds.  Between launch and mid-2013, about 2,700 consumers contacted Maybelline regarding the lipcolor and 700 regarding the makeup.  Of those, 604 were performance complaints about the lipcolor and 97 about the makeup.
The court found that even creating subclasses for differently labeled products wouldn’t address the deficiencies precluding class certification.
Though individualized reliance is an element of a CLRA claim, if a material misrepresentation is made to the entire class, then there’s a presumption of reliance as to the class.  But “if the issue of materiality or reliance is a matter that would vary from consumer to consumer, the issue is not subject to common proof, and the action is properly not certified as a class action.”  Here, Maybelline introduced “unrefuted evidence of who the reasonable consumer in the target audience is and what drives her in making purchasing decisions.” Thus, the court didn’t need to hypothesize about a reasonable consumer.
Maybelline’s expert reported, in the court’s words, that “repeat purchasing is a behavioral indicator of customer satisfaction and it follows that repeat purchasers are fully informed as to the duration claims and realities when they decided to purchase the Class Products again.” 
Comment: That doesn’t preclude the possibility of bait and switch, and the Supreme Court has explicitly rejected this rationale for excusing false claims.  FTC v. Colgate-Palmolive Co., 380 U.S. 374, 389 (1965):
[A]ll of the above cases, like the present case, deal with methods designed to get a consumer to purchase a product, not with whether the product, when purchased, will perform up to expectations. We find an especially strong similarity between the present case and those cases in which a seller induces the public to purchase an arguably good product by misrepresenting his line of business, by concealing the fact that the product is reprocessed, or by misappropriating another’s trademark. In each the seller has used a misrepresentation to break down what he regards to be an annoying or irrational habit of the buying public—the preference for particular manufacturers or known brands regardless of a product’s actual qualities, the prejudice against reprocessed goods, and the desire for verification of a product claim. In each case the seller reasons that when the habit is broken the buyer will be satisfied with the performance of the product he receives. Yet, a misrepresentation has been used to break the habit and … a misrepresentation for such an end is not permitted.
False claims interfere with consumers’ autonomy, which is a harm in itself; they distort the market and make it harder for producers who can deliver the promised value to compete; and this rationale ignores the mere exposure effect and other quirks of human psychology—among other things, once we’ve made a purchase, we like it more so as to defend our own judgment.  This is an important part of trademarks’ value, as Laura Bradford has detailed.
But the court reasoned that, “with cosmetics such as the ones at issue here, customers can readily discern how well they work and whether they lived up to the claimed representations.”  Thus, repeat purchasers couldn’t have been injured.  The expert report indicated that, for the lipcolor, 45% of purchasers were satisfied with the product based on repeat purchases.  In addition, duration was not the only motivating factor in making the purchases; over half of purchasers could not recall duration expectations or were satisfied with the duration of the product; 4% of the total sample expected the specific 24 hour duration, showing that duration expectations varied among purchasers; and only 9% of the total sample were one-time purchasers who expected the product to last 24 hours and were therefore “injured.”  Results for the makeup were similar, though only 32% of purchasers were satisfied and not misled by the duration claim and 14% were one-time purchasers.  I find this a mix of relevant and irrelevant conclusions—I’m leery of saying a claim made in the product name isn’t material, but if consumers often don’t believe it then I can reluctantly go with it, a lot more readily than I can accept that repeat purchase means that a deception is unproblematic.  The court, though, found it to be a matter of common sense that repeat purchase means a consumer was satisfied.
Maybelline’s evidence indicated that there were (1) a large percentage of the potential class of SuperStay purchasers are repeat purchasers who couldn’t have been misled, and (2) one-time purchasers who had no duration expectations. The court determined that these didn’t go to ascertainability, since the purchasers were still exposed to the misrepresentations, but did have effects on other certification issues. 
However, the fact that the class didn’t exclude purchasers who had received refunds already did make it overbroad.  More significantly, though the class might be ascertainable “in the sense that there are objective criteria for determining who its members are,” it wasn’t actually ascertainable because there were no records that could be used to verify membership (and we all know that a statement, even one under penalty of perjury, is worthless without a record, right?).  “Cases where self-identification alone has been deemed sufficient generally involve situations where consumers are likely to retain receipts, where the relevant purchase was a memorable ‘big ticket’ item; or where defendant would have access to a master list of consumers or retailers.” Here, these were small purchases where it was extremely unlikely that average purchasers would retain receipts or even remember that she bought the 24HR products instead of other similar Maybelline or competitor products.  (Paging Ann Bartow re: the untrustworthy female consumer.)  Plaintiffs’ own deposition testimony indicated that they didn’t retain receipts and had difficulty recalling many details about their purchases.
But lack of ascertainability wasn’t alone enough to defeat certification, as long as the definition was sufficiently definite to identify putative class members.  The problems here went deeper.
“In light of the objective evidence showing that there was a substantial number of class members who were not misled by the 24 hour claim, whether Maybelline’s conduct was false or misleading or likely to deceive is not subject to common proof on a classwide basis.”  Maybelline’s survey showed that purchasers had a variety of duration expectations, and many expected the product to last less than 24 hours or had no specific duration expectations. In addition, given Maybelline’s evidence on consumer expectations, the varying factors that influence purchasing decisions, and consumer satisfaction, plaintiffs also failed to show that materiality and reliance were subject to common proof. Plus, economic injury wasn’t a common question, since many purchasers were satisfied and even raved about the product, e.g., “This is best lipcolor ever … I will be back for more.”
Typicality was also an insurmountable barrier.  Given the expert evidence, plaintiffs’ reliance on the alleged misrepresentations wasn’t typical.
Nor was an injunction-only class appropriate.  “Plaintiffs, and the portion of the class who purchased the Class Products expecting them to last 24 hours, are now well aware of the realities of the products. Indeed, as Maybelline contends, with cosmetics such as the products at issue here, consumers can readily discern whether or not the claimed duration is true.”  This wasn’t like a dietary supplement, where the benefits were hard to ascertain or took time to materialize.  Plaintiffs had no probability of future injury because they already knew the truth.  Future purchasers who’ve never bought the products were excluded from the class.  And plaintiffs’ sought-after restitution and disgorgement wasn’t incidental to injunctive relief.
As for a damages class, common questions didn’t predominate, for the reasons discussed above.  Plaintiffs proposed a “price premium” method to determine classwide damages: damages were the difference between the 24HR price and the price of comparable Maybelline products. But the court found it speculative whether the price premium came from the 24 hour/no transfer claims.  Perhaps higher quality ingredients, available colors, or Maybelline’s own R&D costs created the premium.  (That last can’t explain the market price, at least not without a lot more theory.)  It’s nearly impossible to find a product that’s exactly the same but without the 24 hour claim.  Plaintiffs didn’t offer any expert testimony that would aid the court in identifying the amount of the premium attributable to the 24 hour claim.  In addition, Maybelline argued that there was in fact substantial variability in retail prices among the class products and competing products, and the court agreed, because Maybelline didn’t set retail prices. A proposed “wholesale price premium” calculation wouldn’t fix the problem, since Maybelline submitted evidence that wholesale prices also varied.
Finally, the court expressed its wariness of Maybelline’s argument that its refund program precluded a finding of superiority.   Rule 23(b)(3) speaks of “other available methods for … adjudicating the controversy.”  Though other cases have used refund programs as superior alternatives, and though the court thought this had policy appeal because it provides full relief and avoids lining lawyers’ pockets, this court (properly) declined to step outside the text of the rule.  (Because so few people seek refunds even when they’re deceived and harmed, refund programs line false advertisers’ pockets compared to class actions—is that better than lining lawyers’ pockets?)  Nonetheless, because the class wouldn’t be manageable, it wasn’t superior.
Posted in california, class actions, consumer protection, http://schemas.google.com/blogger/2008/kind#post | Leave a comment

Expert testimony about Lanham Act standards is inadmissible


SMD Software, Inc. v. Emove, Inc., 2014 WL 1807809, No. 5:08–CV–403 (E.D.N.C. May 7, 2014)
The court denied reconsideration of its ruling excluding references to potentially applicable law by plaintiffs’ expert, Dr. Didow. Opinion testimony stating a legal standard or drawing a legal conclusion by applying the law to the facts is generally inadmissible; it doesn’t aid the jury.  There’s already a legal expert in the courtroom: the judge.  And opinions that tell the jury what result to reach are inadmissible.
Here, Dr. Didow couldn’t testify about potentially applicable legal standards, such as a method of calculating damages under the Lanham Act used in another circuit, or a statement that the Marketing Research Association warns that “cases of comparative advertising that explicitly mention the competitor often result in a presumption of irreparable injury.”  Opining about applicable legal standards, and certain specific holdings or summaries of holdings by other courts, would be inadmissible where unhelpful to the jury or where they posed a threat of confusing the jury as to the relevant standards.
Plaintiffs anticipated that Dr. Didow would testify about (1) the basic obligations of advertisers when choosing to engage in comparative advertising, explaining the industry standard as informed by FTC regulations, the American Association of Advertising Agencies’ guidelines and the Marketing Research Association’s guidelines; (2) the purposes behind these industry standards; (3) the existence of the Lanham Act and how it influences these industry standards, including the potential application of a presumption of injury to a competitor who is specifically mentioned in comparative advertising; and (4) the general advice within the industry on how to avoid liability, including that compliance with certain affirmative steps is recommended in order to avoid liability for false advertising.
A witness may refer to the law in some ways.  The line between inadmissible testimony about what the law is and permissible expert testimony about standard industry practice is not always clear.  Dr. Didow could testify as to “industry standards relating to comparative advertising, the existence of the Lanham Act, or general industry advice on how to avoid liability.” But he couldn’t testify about the law governing this case, including testimony that there is a potential for application of presumptions of injury in cases involving comparative advertising.  Dr. Didow also couldn’t testify that the Lanham Act influences industry standards by stating the legal standard under the parts of the Lanham Act at issue in this case.  Thus, statements about the influence of the Lanham Act on industry standards would be closely scrutinized.  The court declined to preclude Dr. Didow from testifying about industry standards regarding claim substantiation, but would allow timely objections at trial.
Posted in http://schemas.google.com/blogger/2008/kind#post | Leave a comment

Vermont enacts GMO/natural labeling law

The law requires foods containing GMO organisms to be labeled and bars the use of “natural” on such foods.  More reason, perhaps, to expect federal action on “natural” sooner rather than later?

Posted in advertising, consumer protection, disclosures | Leave a comment

No similarity means no infringement


Falcon Stainless, Inc. v. Rino Companies, Inc., — Fed.Appx. —-, 2014 WL 1779246 (9th Cir. May 6, 2014)
After the district court mostly denied a preliminary injunction, the parties proceeded to trial on an implausible trademark claim; the jury found for the plaintiffs, but the court granted judgment as a matter of law (and a new trial on false advertising/trade libel claims), here affirmed.  Lesson: courts could be more aggressive in getting rid of overreaching trademark claims earlier; it’d save everybody’s time and money.  (This is the parties’ second trip to the Ninth Circuit.)
The jury found that Rino had engaged in false designation of origin and common law trademark infringement of Falcon’s SWC parts numbers.  Even assuming that parts numbers can be a valid mark, there was no substantial evidence to support the jury’s finding of likely confusion.  Though some of the Sleekcraftfactors favored Falcon, “the most critical ones do not.”  The parties sold similar products, through the same marketing channels, to the same customers.  But some factors “are much more important than others, and the relative importance of each individual factor will be case-specific.” 
Here, the problems were the weakness of Falcon’s mark, the dissimilarities between Rino’s and Falcon’s parts numbers, and the lack of evidence of actual confusion. Parts numbers are descriptive and thus inherently weak.  Falcon used “SWC” to indicate that the parts were “stainless water connectors.”  (Isn’t that generic?)  The following numbers indicated dimensions: the SWC 10012 part is a stainless water connector 1 inch in diameter and 12 inches in length.  Falcon didn’t advertise its parts numbers “in the trademark sense”—they’re only used on price lists and Falcon’s website “to identify the different connectors that it sells.”
Plus, the parties’ parts numbers were dissimilar.  Rino’s prefix SWF was different from Falcon’s alternating use of the prefixes FF and SWC.  (Okay, how did this get accepted as a valid mark, even?)  The use of “SW” in itself wasn’t likely to cause confusion, both because the full prefixes were dissimilar and because the parties sell to wholesale customers and experienced plumbing professionals. 
Finally, there was no evidence of actual confusion:
Although Falcon and Rino received purchase orders from wholesale customers that used the other party’s parts numbers and name, the only customers who testified said that they were not confused and that the orders were not misdirected. Falcon’s wholesale customers testified that they used the numbers interchangeably for convenience and that their customers ordered product by using the vendor name, not the parts number. The fact that Falcon received some return requests for Rino products also does not prove actual confusion. The jury heard testimony that these returns were a result of wholesale customers not updating their computer systems to reflect the fact that Rino’s owners were no longer Falcon sales representatives. The lack of actual confusion in this case is “persuasive evidence that there is no likelihood of confusion.” 
Likewise, JMOL on claims related to Falcon’s “diamond F” product stamp was affirmed. The court of appeals agreed that the stamps weren’t similar.  Falcon’s F was surrounded by a flattened diamond shape with sides of different lengthst, while Rino’s S was surrounded by a rhombus. “‘Where the two marks are entirely dissimilar, there is no likelihood of confusion.’ [Brookfield.] These marks do not look alike at all.”  (At least one district court has found this statement from Brookfield to be dicta.  Its application here is good to see.)  Also there was no evidence of confusion because of the product stamps.  One GM of a plumbing company testified that his company was confused about who produced some leaking connectors they installed, but he didn’t testify that the confusion resulted from the stamps.  “There was no evidence that could lead a reasonable juror to conclude that Rino’s use of its visually dissimilar product stamp was ‘likely to confuse an appreciable number of people as to the source of the product.’”  This overwhelmed the facts that the parties sold similar products through the same marketing channels and that Falcon’s mark was arbitrary (all things which would be true no matter which competitor Falcon sued). 
Moreover, the court of appeals affirmed the grant of JMOL on Falcon’s claim for intentional interference with prospective economic advantage. Falcon argued that Rino advertised that its SWF 118 connector was certified under the Uniform Plumbing Code and complied with industry standards even after it was determined to be noncompliant and decertified.  But there was no evidence that this conduct disrupted Falcon’s business relationships or proximately caused economic harm to Falcon. Falcon’s evidence came from two wholesale customers, but neither testified that Rino’s ads influenced their purchasing decisions. Instead, they testified that they purchased products based on price and that they stopped buying from Falcon for this reason. They did say that they would not purchase uncertified products. But there was no evidence that they purchased the SWF 118 connector while it was decertified or, if they did, that they would have bought from Falcon had they known that it was decertified. This wasn’t substantial evidence that Rino’s conduct disrupted Falcon’s business relationships and proximately caused economic harm to Falcon.
Posted in tortious interference, trademark | Leave a comment