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.
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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.
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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.
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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?

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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.
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Film on fandom’s future influcing copyright and politics


PBS Digital discusses the Future of Fandoms, with mentions of yours truly, including my recent article for a festschrift for Henry Jenkins, and the Organization for Transformative Works.  Worth watching just for the fan art on screen.
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record-free consumer class action certified as ascertainable


McCrary v. Elations Co., LLC, 2014 WL 1779243, No. EDCV 13–00242 (C.D. Cal. Jan. 13, 2014)
The court certified a class alleging the usual California statutory claims against a supplement called Elations, whose label claimed a “clinically-proven combination” and/or “clinically-proven formula.”
The court rejected a challenge to ascertainability on the ground that self-identification was insufficient to satisfy due process and it didn’t have any records identifying the consumers of its OTC product.  Defendant’s argument would destroy the consumer class action.  The class definition was enough to make it administratively feasible to determine membership; because the alleged misrepresentations were on the label, there was no concern about defining the class to include people who weren’t exposed to the misrepresentation (though see below).  Elations’ concern for its due process rights to challenge a putative member’s membership was misguided.  
Carrera v. Bayer Corp., 727 F.3d 300 (3d Cir. 2013), is not the law of the Ninth Circuit. It was enough that the class definition describes “a set of common characteristics sufficient to allow” a prospective plaintiff to “identify himself or herself as having a right to recover based on the description.”  To the extent Elations had individualized defenses, it was free to try them against individual claimants. 
The potential for false claims didn’t invalidate the objective criteria used to determine inclusion. Elations pointed to one former plaintiff who testified that he purchased Elations, but after further questioning at deposition, it was revealed he purchased another product.  Elations argued that class members may not remember whether they purchased Elations, and that the joint supplement market was crowded, a further source of confusion for potential class members. But sufficient notice could cure confusion, and Elations’ records could identify the retailers who sold its product, so that could help.  Plus, Elations’ marketing director explained that many of the competing supplements were sold in pill form, unlike Elations, or in flavored versions Elations didn’t have.  Thus, “proper notice regarding the form of the product and its characteristics may help reduce consumer confusion regarding class membership.”
Elations also argued that there was no precise time period when all class members would’ve bought the product with the “clinically-proven” labels. The challenged language was on the Elations label from January 28, 2009 through August 26, 2010, but Elations did not recall or re-label existing products once the label change was made.  This justified limiting the class period according to the two-year shelf life listed on the label, but not rejecting the class entirely.
Numerosity (like adequacy) was unchallenged.
Commonality is satisfied by “the existence of shared legal issues with divergent factual predicates” or a “common core of salient facts coupled with disparate legal remedies within the class.”  Here, the common legal issues were whether the claims on Elations’ packaging that it contains a “clinically-proven combination” and/or a “clinically-proven formula” were material and false.  By definition, class members were exposed to these labeling claims, creating a “common core of salient facts.”
Elations contested typicality, which requires a representative plaintiff’s claims to be “reasonably co-extensive with those of absent class members.”  Elations argued that plaintiff’s medical history of taking Vicodin created a unique defense because it may have interfered with Elations’ effectiveness in improving his joints.  Not so, since his theory was false advertising—he bought the product/paid more than he would have because of the allegedly false claims.  Also, typicality focuses on the defendant’s conduct and the plaintiff’s legal theory, not the plaintiff’s injury.  In addition, Elations’ defense was not atypical of defenses available against other class members, “as it is likely many other Elations’ users took other medications and/or suffer from other illnesses.”
The court did agree that customers who bought Elations online had to be excluded from the proposed class, because they might not have seen the label/shrinkwrap on which the clinically proven claim was made.  “Even if the websites offering Elations presented similar clinical proof claims in their marketing or description of the product, this would be insufficient because Plaintiff did not view any claims made on the website, nor did he purchase the product online.”  (This seems to contradict the general statement about typicality—his claim need not be identical.)
Turning to Rule 23(b)(3), Elations argued that unnamed class members might lack standing, and that the court would have to make individual determinations of which consumers actually viewed the clinically proven claim; of materiality; and of whether consumers actually believed the product was ineffective and caused them damage.  However, the class definition presupposed exposure to the clinical proof claims. And “a presumption of exposure is inferred where, as here, the alleged misrepresentations were on the outside of the packaging of every unit for an extended period.” Mazza was distinguishable, given the limited scope of the advertising at issue there and given that Mazza concerned an allegedly misleading omission instead of an explicit statement about effectiveness.  “Defendant does not argue, nor could it, that its clinical proof claims were of limited scope, since it placed them on the packaging of every unit of Elations sold over an 18–month period.”
As for standing, it exists if at least one named plaintiff meets the requirements of the law, which was the case here. Moreover, “at the class certification stage Plaintiff need not prove that the clinical proof claims were material to all consumers of Elations or that they relied on those claims.” Materiality raises at least an inference of reliance where material misrepresentations were made to the entire class.  Materiality is an objective test of likely deception; thus, reliance didn’t require individualized determination.
Elations argued that the court couldn’t infer reliance because “many consumers purchase Elations based on the recommendation of a doctor or friend or for reasons other than the information printed on the label.”  But Elations’ own consumer survey showed that over 75 percent of Elations purchasers believed that “proven levels” of the active ingredients were worth paying for. Plus, the falsity here went to the product’s efficacy, “the heart of a customer’s purchasing decision. Defendant cannot reasonably argue that a putative class member would purchase a product that does not work, regardless of who recommended it.” This was enough to infer reliance at this stage.
In addition, the claim that some putative class members were happy with Elations and thus were uninjured failed. Consumer protection claims don’t depend on class members’ subjective state of mind, but whether they bought a product bearing the alleged material misrepresentations. Likewise, the court rejected Elations’ argument that consumers might interpret “clinically proven” in various ways.  Whether this was deceptive was a jury question, and “clinically proven formula” had a “clearly ascertainable meaning,” “namely that identifiable sources substantiate the claims of effectiveness, and thus [was] not subject to boundless interpretations.”  As a result, common questions predominated.
The court also found that plaintiffs might be able to provide a workable damages model, even though they weren’t entitled to a full refund because they might have obtained some benefit from the product. At this stage, they didn’t have to identify a comparable “clinically proven” product by which to measure damages.  (Shouldn’t they instead have to identify a comparable non-clinically proven product to show the price difference?)   The amount of damages, even if it required individual calculation, didn’t defeat certification since none of the sought-after remedies would require an award of damages unique to any particular class member.
The class action mechanism was superior because there weren’t alternatives, given the low value of individual claims. Thus, the class was certified as limited.
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Another exercise shoe settlement


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intent to abandon isn’t enough for abandonment, 9th Circuit rules


Wells Fargo & Co. v. ABD Ins. & Financial Services, Inc., — F.3d —, 2014 WL 806385 (9th Cir. Mar. 3, 2014) (don’t know how I missed this in March, but catching up now)
Opinion below denying a preliminary injunction on Wells Fargo’s trademark infringement claim on abandonment grounds, reversed here.  Wells Fargo sued ABD (New ABD) for trademark infringement and false advertising.  Wells Fargo bought Former ABD in 2007, leading hundreds of Former ABD employees to join Wells Fargo; Wells Fargo changed Former ABD’s name to Wells Fargo Insurance Services.  However, Wells Fargo continued to display the Former ABD mark on customer presentations and solicitations, to maintain the abdi.com website and metatags, and to accept customer payments made to ABD. Members of Former ABD left Wells Fargo in 2009, then launched New ABD in 2012, using the same name, when they learned that Wells Fargo had not renewed the registration of the Former ABD mark.
The court of appeals held that the district court erred in its legal analysis and thus abused its discretion on likelihood of success on the merits.  First, the district court erred in failing to consider the false advertising claim separately, concluding that it was derivative of the trademark infringement claim.  But “the two claims are distinct and require the application of separate tests.”  There are five elements of a false advertising claim, but only two (ownership and likely confusion) for a trademark infringement claim. Though the court of appeals didn’t say more, one could tease out the idea that false advertising can deal with certain claims that should be channeled out of trademark law—not just comparative advertising, but also claims based on material confusion caused by someone picking up abandoned marks.
However, the court of appeals also found that the district court abused its discretion by misapplying the law in its abandonment analysis “when it considered evidence of prospective intent to abandon the mark to determine whether Wells Fargo’s uses were bona fide and in the ordinary course of business.”  Abandonment requires discontinuance plus intent not to resume use.  Even a single instance of use, made in good faith, defeats a claim of abandonment.  Unless the use is actually terminated, the intent not to resume use prong of abandonment is irrelevant—prospective intent to abandon is meaningless.
The district court therefore erred when it reasoned that Wells Fargo’s continued uses of the ABD mark were not bona fide and in the ordinary course of trade because such uses were “residual … or in the context of a historical background” given Wells Fargo’s rebranding efforts.  The consideration of Wells Fargo’s intent to rebrand ABD wrongly relied on prospective intent to abandon.  Plus, the district court misconstrued what could count as a “bona fide use in the ordinary course of trade,” which depends on the totality of the circumstances.  Even a declining business can continue to benefit from goodwill until its use ends.  Uses in customer presentations and solicitations “demonstrate[d] Wells Fargo’s business calculation that it could continue to benefit from the goodwill and mark recognition associated with ABD.”  Thus, Wells Fargo continued bona fide use and did not abandon the mark.
The court of appeals continued by cautioning against weighing lack of evidence of actual confusion decisively against a plaintiff at the preliminary injunction stage.  “ [A]t that point parties rarely have amassed significant evidence of actual confusion.”  Further, Wells Fargo could raise a false affiliation claim on remand.  (What this means is unclear, but probably irrelevant given the abandonment holding.)
Finally, giving a pro-plaintiff spin to Herb Reed, the court of appeals directed the district court to revisit the issue of irreparable harm, quoting only that case’s statement that “[e]vidence of loss of control over business reputation and damage to goodwill could constitute irreparable harm.”
Posted in http://schemas.google.com/blogger/2008/kind#post, trademark | Leave a comment

Lifetime piling up: Aspen and new anti-first sale business models


When I teach property, I generally don’t teach much IP because I’ve found I get frustrated with the necessary quickness of any coverage.  But they’ve come for my casebook, and so I must respond.  Aspen is making the next edition of Dukeminier, Krier et al. into a tied deal, purporting to provide a physical copy that must be returned at the end of the semester (thus trying to defeat first sale, even though this type of servitude isn’t historically allowed for chattels and I disagree with the apparent idea that this is an enforceable condition) while providing “lifetime” access to an electronic version. 
Paul Levy suggests a boycott is in order.  I agree that I’m not about to require my students to pay this money for a book they won’t be able to resell plus non-credible “lifetime” access. The internet is littered with the corpses of websites that were supposed to give you access to your paid-for, DRMed content forever, including websites backed by some very big names.  I’m pretty lazy and don’t like to switch casebooks, but I guess I have to if this policy persists.  Law school is expensive; so is giving up the first sale doctrine.
Posted in copyright, http://schemas.google.com/blogger/2008/kind#post, teaching | Leave a comment